A Place In the Sun

Thanks to medicine and media, sunwear is a market with potential that is only limited by your desire to present the product to patients. Whether you commit to offering every patient sun protection, focusing on contact lens wearers, or setting your sights on the sports market, the inventory should be presented to your advantage.

Here are a few options for steering your sunwear stock.

Sun stations: Kiosks, corners, and sections can create a buzz around sunwear. Utilize manufacturers� P.O.P., particularly branded materials that will draw consumers over. Having a dedicated sun area shows there�s something for everyone, whether or not they need Rx eyewear.

Window dressing: Sunwear grabs the eye�cutting-edge colors and over-the-top styles in your window displays tempt shoppers to come in and take a closer look. Although they may not buy those super-chic, Nicole Richie-sized sunglasses, they get the buying conversation started.

Hand in hand. Because everyone who has a prescription for eyewear or contact lenses should be getting a second pair of sunwear, it makes sense to have the sunwear close at hand. Mixing Rxable sun styles in with ophthalmic eyewear builds the potential for packaging. Small sunwear displays in CL fitting areas are a reminder for staff and an inspiration for consumers.

Set your sunwear stage and let your sales shine.

Then & Now

The Sun Set

Five years ago and this month, Steven  Weisfeld, O.D., owner of Spectacles in Englewood, N.J., spoke with the editors of Eyecare Business about his sunwear business. He reported the following.

Then

15% Of frame boards comprised of plano sunwear.

Of that percentage:

90% Fashion sunwear.

10% Sports sunwear.

Clientele: �Most of my customers work in New York City, so they are plugged into what�s happening on the fashion scene. They come in requesting whatever is currently hip,� Weisfeld says.

Now

30% Of frame boards include plano sunwear.

Of that percentage:

70% Fashion sunwear.

30% Sports sunwear.

Clientele: �My customers are the upscale of Bergen County with disposable income who pick and choose what they want when they want,� Weisfeld says.