buyer's forum
Ladies First
Amy Spezio, Managing Editor

The women's market has a powerful punch. In a recent article by Susan Saurage-Altenloh, "Evolving Buying Power Markets," it's noted that females over age 18 are "the largest of today's buying power markets....although this group makes less than one-half of all house income, it influences over 80 percent of dollars spent." As the number of workingwomen increases, expect this group to continue flexing its financial muscle. For the optical industry, women's voice has grown stronger thanks to female eyecare practitioners and consumers.

In November 1986, a wave of women ECPs helped bring fashion awareness and medical know-how to the market. "Eyewear has become fashionable, and that's the way it should be. Most women have a flair for fashion, and patients respond well to this," said optician Sharon Decker, owner of Eye Designs of Westchester, Inc.

As consumers, women are a powerful force in optical, embracing multiple-pair options ahead of the curve.

In August 1995, Debbi Lochi, vice president of purchasing at Hillman Kohan Eyes pointed out: "Women are more attuned to fashion and open to change. They are much more receptive to styles that will completely change their appearance or make them look more youthful. And just as they will spend money on a beautiful pair of shoes, they'll spend the same money on a pair of frames."

But the focus is not strictly on fashion anymore, as women head into the athletic arena and are increasingly seeking eyewear suited to them.

In April 2003, Jim Albright of Albright Opticians in Lancaster, Pa., and In-Spex Optical, an e-commerce site focused on selling prescription sports eyewear (in-spex.com) noted: "Yes, we sell to a lot of women. We have also seen an increase in the number of frames that are smaller for women and have the right sizing. We are finding more teal blue and sky blue. The vendors are getting away from the black, gray, and titanium colors for women."