A State of Independence
Offer twenty-somethings a great experience and you'll have loyal customers for life
By Joanne F. Schell

Young, athletic images can help to boost brand confidence among the young adult market.  TMX style Balance from Kenmark Group. The twenty-something taste spans a wide spectrum from the bold and daring to the classic and conservative. Inset: Converse styles Havoc (top) and Wedge by REM Eyewear. Twenty-somethings are "early adopters" and can start a buzz in their communities about boutique brands.

Having a twenty-something patient walk into your dispensary is like starting with a clean slate. "Young adults are coming out of college and high school, and they have a newfound independence," says David Morrison, president of Twentysomething, Inc., a Philadelphia-based young adult consultancy. "They don't have Mom and Dad looking over their shoulder. And the status quo has been broken with the family physician. Everything is in flux."

As an ECP, this is the perfect time to make a new life-long client by offering Generation Y exactly what they are looking for in an eyewear shopping experience. The key is providing education, personal attention, and fashion advice to the young-adult shopper.

To start the shopping experience off on the right foot, SEE Eyewear employees ask clients a series of introductory lifestyle questions when they visit one of the locations of the Southfield, Mich.-based chain. "We ask if they've worn glasses before, how many pairs of glasses they've owned at one time, and what they are getting their glasses for," says Tina Manoogian, national sales manager.

FASHION FIRST

"This age group is mostly single and wants to be presenting their best," says Morrison. "Glasses are the ultimate accessory. It's what's on them at all times."

A lot of young adults get a sense of what's hot by looking to advertisements, television, and fashion magazines. Because advertising plays such a large role, well-known brands need to hold a key place in your inventory.

"Brands known just for glasses can be harder to sell," adds Tracy Miller, patient relations director for Vision Options, a Dyersburg, Tenn.-based dispensary.

But sprinkling your inventory with boutique brands may offer some appeal. "If you can offer the history of the brand, clients will look at the frame as a conversation piece," explains Morrison. "Generation Y is the early adopter generation. These people will try things that are new and exciting, and they can start a buzz about the brand."

Top to bottom: SEE Eyewear style 9200; Mikli style MO410 from Alain Mikli. Twenty-somethings often get their fashion cues from celebrities, such as Filter's lead man Richard Patrick, in style Legacy from Mosley Tribes. Photo by Tim Cadiente

LENSES 101

Although you might be selling frames to recent college or high school graduates who know the latest styles, knowledge of what lens will best suit their needs might be less than elementary.

Since lenses don't have the flash and fashion appeal of frames, Miller recommends starting the eyewear fitting process with lenses first. "Our lens education starts in the doctor's office," she notes. "Then we determine what frames will work for them."

When looking at the cost of lenses, the first question young people ask themselves is, how is spending this much money going to benefit me? That's why it's important to use demonstrators to show the benefits of additions such as AR, polarization, and high index.

At SEE, single vision lenses are included in the price of each frame, explains Manoogian. For twenty-somethings, eyewear is all about looks, so AR and high index lenses are an easy sell as an add-on.

A TIGHT SQUEEZE

Even though students want the latest fashions and top-of-the-line lenses, they don't want to pay a lot for either. Here are a few selling techniques.

Lower prices. "I have to lower prices 20 to 30 percent below the chains to compete," says Larry Zidel, owner/optician of Dinkytown Optical, a dispensary based near the University of Minnesota in Minneapolis. The budget eyewear section has sold very well for Zidel.

Return policies. Young adults can be finicky. Have a return program in place that allows for product exchanges.

Add a gift. Three times a year, SEE Eyewear offers an entertainment or retail gift card with the purchase of frames, says Manoogian.

Payment plans. Offering several payment options can also help your bottom line with the twenty-something crowd. Accepting credit cards and cash is a good start, but offering monthly payments to students and young adults can create a loyal customer base. (See sidebar on page 54.)

Fashion sense. Staff should be versed in the hottest styles and should also be able to tell patients what frames will look best on them.

Extra service. Inform young adults of different lens options and treatments so they know exactly what these add-ons do for them.

A little extra education can mean a more comfortable pair of glasses and a satisfied customer.

Get online. This generation doesn't want to visit the store unless they absolutely must. Make reordering contact lenses and checking out new styles and technologies something customers can do online at their convenience.

"It is a savvy market, and twenty-somethings will seek out the best deal," says Morrison. "If they can find eyewear online or at a warehouse, they might buy it there. The key for ECPs is finding a way to add value for their service." 

	Offering brands that are well known in ready-to-wear and other accessories can draw in the younger set. Shown here: BCBG Max Azria style Vittoria for ClearVision
	Logos, such as the Lacoste crocodile, appeal to Gen Y. Shown (r to l): Styles LC 2400 and LC 2401for L'Amy
	Lower pricepoints, technical details, and up-to-the-minute styles appeal to the twenty-something market. Shown here: Costa Del Mar style Twilight
	Bridge brands offer big-name appeal at lower prices. Prada bridge line Miu Miu style MU 04BV for Luxottica Group