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Book Club
A look at five key areas of growth in the readers market
By Lindsey Aspinall, Photography by Peter Baker

Women's readers have long been on the best-seller list. From top left corner to right: REM Eyewear styles Toucan and Outrageous; ICU Eyewear styles 6012, 6012, and 12807

While the readers market has shown steady growth over the years, many ECPs have yet to stock their dispensaries. As a result, consumers are buying readers elsewhere, and potential sales are being lost. EB took a look at five key areas of growth in the rea-ders market—women's, men's, fashion, unisex, and sun—and how your practice can capitalize on all of them.

Some ECPs are frustrated about selling readers. "It's a very tough market for us," says Michael Tanzi, owner of Niland Opticians in Dedham, Mass. "You know the market is there—people are obviously buying them somewhere—so why not here?"

But the right displays and a wide selection of good product can help drives sales. In fact, more and more retailers specializing in readers have emerged. Jack Burns, owner of Cheater's Reading Glasses in Corte Madera, Calif., says thanks to the growing numbers of baby boomers, his business continues to expand.

Despite any challenges with the market, almost all agree it makes sense to carry some product. "I would encourage independents to carry at least a line of readers," says Debra Billotto of Finley's Family Eyecare in Herndon, Va. "It keeps patients in the practice rather than sending them to a drugstore for
their glasses."

BATTLE OF THE SEXES

Many ECPs say their primary readers buyers are women. "I would say 90 percent of those buying readers at our practice are women," says Billotto.

Read all about it: Today's reader wearers want something that is stylish and fashionable. Shown top to bottom: Amy Sacks style Kendall and Hilco style FF510

So what are women looking for? "The plastics are still the biggest seller," says Burns. "Women are also looking for their readers to be fashionable."

According to Gary Piehl, owner of Reynold's Optical in Portland, Ore., customers seem to prefer ready-to-go readers. "It's an impulse buy," he says. "People will often see a pair they like and buy it on the spot."

While women dominate the sales, the men's readers market is growing. "Up until recently, readers were oriented toward women," says Burns. "But we've started selling a men's-only line that is going like hotcakes."

The trouble, Burns says, is that many unisex frames have a feminine shape or are too small. "Men are looking for a larger, less feminine frame that's trendy, but can also work for everyday wear," he says.

"Men are definitely wearing reading glasses," agrees Cassia Cogger, co-owner of Read in Style, based in New York City. "They're looking for frames that are compact, foldable, and durable so they can be thrown in a pocket."

So what about unisex frames? As the men's market takes off, many believe that there won't be as big a demand for unisex frames. However, the classic styles are still popular with both genders. "Rimless is still a very big seller for both men and women," says Burns. 

The men's market continues to climb the charts. From left to right: Corinne McCormack styles Randy, George, and Oliver

SUN, FASHION, AND MORE

While men's sales are increasing, the sun market is arguably the fastest-growing reader segment. Burns says hardly a day goes by where he doesn't sell at least one pair, and Cogger says sunreaders are the most searched term on their Website. "Both men and women are looking for sunreaders and for a long time had trouble finding them," she says. "Now manufacturers are catching on and filling this niche, and it's been hugely successful."

There is also a growing demand for fashionable readers—people care what their readers look like. "Readers are influenced by what you see in regular eyewear," says Cogger. "Most of our readers mimic what you see in popular [ophthalmic] eyewear styles."

And, on top of fashion, wearers also want quality. "Patients are aware of the value in products," say Andrew Armstrong, OD, and Mark Fast, OD, owners of Blink Eyecare in Portland, Ore. "There is a difference in quality when looking at a brand-name reader versus an over-the-counter one. Patients want both style and quality."

"We never carry cheap readers," says Piehl. "It lowers the perception of the business. Plus, there is a real niche of consumers who want to get a high-quality reader."