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On the Job
The number of women in the workplace continues to rise. EB takes a serious look at this demographic and how to reach it
BY LINDSEY ASPINALL

HANA style 634 complements a blazer and can be easily paired with other pieces of work attire

The workingwoman comprises a huge segment of the population, and most likely represents a large portion of your patient clientele. Honing in on her needs can equate to better relationships, bigger profit, and positive referrals.

According to the U.S. Department of Labor, women comprised 46 percent of the U.S. labor force in 2004—that's 64.7 million employed females. Compared to 18.4 million in 1950, women are now commanding a powerful stance at work.
For ECPs, this means that many female patients deal with demanding schedules. As the number of female ODs continues to rapidly rise, workingwomen will find more eyecare professionals who understand that.

"Workingwomen are more pressed for time," says Erin Vineyard, ABO, optician at Primary Eyecare Associates in Montgomery, Ala. "I have to let these women go back to work after their exam, and then have them return after work to pick out their glasses. To be more efficient, I'll have them look at our eyewear selection beforehand."

"These are the patients who are very busy," says Ruth Mochel, optician at Vision Health Optometry in Rohnert Park, Calif. "We accommodate them by offering night appointments twice a week."

This service is appreciated by working patients and makes for a better dispensary experience. "They can pick up their kids after school and get a chance to go home and eat first. Then, when they come here, they are calmed down," Mochel says.

WHAT WOMEN WANT

Brooks Brothers style BB658 for Luxottica provides a sophisticated look for the workplace

Many workingwomen are looking for frames that will service both office and after work needs. "There is so much crossover in frames now," says Steven Weisfeld, OD, of Spectacles in Englewood, N.J. "Women can wear the same frames when dressing up or with jeans."

Many workingwomen are good clients for multiple pairs. "I try to find out how they will be dressed when wearing the eyewear," says Lois Scheer, optical manager of Eye Associates of Winter Park in Fla. "Then, I often suggest one pair for work to give a professional or 'power' look, another for going out, and perhaps a third for casual wear."

They also want to stay on top of the latest styles. "Our women patients who work tend to be more on top of the trends," says Mochel. "They want to go back to the office with something a little more creative."

For those who have a traditional business dress code, eyewear can provide a signature look, says Vineyard. "I look for frames with details that will give them a spark—something in a unique shape or color."

The ECP has to help these clients walk the fine line between looking good and seeing well, says Weisfeld. "We have to be sure they are attuned to function. Today's eyewear is fashionable and functional."

Tura style TE440 is very office-appropriate

LASTING IMPRESSIONS

Impressions are important in the business world. According to the Global Image Group, a first impression is made in just three seconds.

"Since eyewear is often the first thing people notice, it's crucial to make a good first impression," says Vineyard. "I tell my patients that eyewear is jewelry for the face and that it's important that it looks good with what they're wearing."

It also helps to show how eyewear can complement workday outfits. "We don't wear just one dress or one pair of shoes, so why would we wear the same eyewear?" asks Scheer.

Sometimes the right look is simply an updated look. "I've noticed a lot of folks still wearing a rounded shape, which makes the jawline look round," says Vineyard. "I encourage women to try a butterfly shape or square shape, which will make the face look younger and thinner."

SEEING BEYOND THE GUILT

Professional and Fun: Koali style Damselfly from Morel Cottet

Workingwomen don't make time for themselves and often feel guilty for spending money on themselves. "They're often juggling kids, work, and more, and put themselves last on the priority list," says Mochel.

The key to working with workingwomen is conveying that the proper eyewear is a necessity. These patients will often demand solid reasons why it's needed. Thus, it's essential to explain how it can improve life at the office.

"If I can make women feel good about themselves and how they look, it will show in their work performance," says Vineyard. "This is something they understand and value."

DESIGNING WOMEN

Getting workingwomen into your practice can be difficult, but keeping them coming back is the real challenge. Store set-up, style, and atmosphere can all play major roles in satisfying your women patients who work.

Myth from Miyagi is a classic with unique temples—great for work

"We see a lot of professional women," says Tina Tsai, OD, of the Eye Studio in Portland, Ore. "They tend to be very fashion-forward, so the setting is really important."

The Eye Studio has a gallery-feel, and features eyewear framed in boxes set on stainless steel pedestals, back-painted glass countertops, and a single bright red wall used to accent each exam room and contact lens fitting room.

"There is a greater demand for the quality of a retail space," says David Hyman, co-owner of DECA, Inc., the interior design firm hired for this project. "Consumers have come to expect a higher-quality design. It's not just about the product, but also the environment."

Top-notch service will also separate your practice from the rest. "Workingwomen know exactly what they want," says Tsai. "They're knowledgeable of new styles and materials, so it's important our staff is up-to-date and experienced. We're able to present these women with the very best and educate them on why they need it."