With so many bright hues, there�s something for everyone. Shown from top to bottom: Mykita style Anais; l.a. Eyeworks style Roti; Christian Roth style CR14246 for Charmant

 

From tweens and techies to seniors and sunworshippers, today�s sunwear options offer something for everyone

 

 

By Amy Spiezio and Lindsey Aspinall Getz � Photography by Peter Baker

 

 

The market for sunwear is enormous: according to recent census data, the United States has a population of about 293,655,400, all of whom should be wearing sunglasses. How many of these people will come into your dispensary and buy sunwear will depend on your ability to reach out to a diverse audience and offer a variety of product.

 

The stars are aligned for the sunglass market right now. The potential consumer of sunwear comes from every walk of life, every demographic. Whether it�s seniors looking for healthy sight, fashionista tweens hunting for the latest look, or even the weekend warrior seeking perfect vision for the perfect game, the sunglass market has never offered more opportunity.

 

Consider the Field

Sunwear falls into a few basic categories:

 

Fashion: Appealing across gender and age lines, the latest looks in sunwear are powerful persuaders when it comes to plano or Rx second pairs.

 

Sports: Weekend warriors, outdoor enthusiasts, and watersports afficionados, the audience for sports sunwear likes to be equipped for the best performance and are ready to go for the best in eyewear if it will help their game.

 

Crossover:  Responding to the massive casual market, traditional sports eyewear manufacturers are making the jump into the mainstream with lively street wear lines.

 

Generations: Seniors, adults, tweens, and children�each of these segments have their own unique purchasing patterns and need sunwear for use ranging from safety to style. Market sunwear to every age group.

Today�s sunwear is offered in plastics and metals, bright colors and traditional hues, shapes from wraps to aviators, and with lens options ranging from polarized to flash mirrors�all providing an option for every activity under the sun.

 

Now is the time to shine in the sunwear market. With such a variety of sunwear options, ECPs are able to market the various categories to any patient that walks in the door. EB

 

Shield styles are fashion-forward and sun-blocking. Shown left: Guess style GU6285ST from Viva International; center: Police style 8103 from Eastern States Eyewear; far right: Etro style SE 9554S from Viva International

 

 

Shoequations dollar for dollar

 

Talk to any patient, in any age group, and chances are that you�ll get some push back on prices for sunwear. Next time someone questions the average cost of sunwear, offer the following price comparisons with something people don�t think twice about purchasing: footwear. The prices for footwear are from zappos.com and the prices for sunwear are from shopping.com.

                       

Under $50

Optical Buy: Fossil men�s metal sunglasses style Shake: $38

Shoe Equivalent: SM New York Korryy pump: $39

 

$50-$99  

Optical Buy: Oakley Monster Dog sunglasses: $85-$90

Shoe Equivalent: baby phat rhinestone cat wedge, leopard: $73

 

$100-$149

Optical Buy: Christian Dior Your Dior 2: $130-$178

Shoe Equivalent: Max Studio sandal: $142

 

$150-$299

Optical Buy: Maui Jim Bikini sunglasses: $259-$269

Shoe Equivalent: KORS Michael Kors strappy sandal style Catalina: $238

 

$300-$599:

Optical Buy: Chanel 6026B New sunglasses: $490-$500

Shoe Equivalent: Missoni pump style HM61H: $453

 

$600+

Optical Buy: Spy Glace Unisex Sunglasses with Black Diamond Studded frame: $2,500

Shoe Equivalent: Serigo Rossi boot style Jessica: $2,473

 

 

For kids or adults. wraps continue to fly off shelves. Shown top: Ray-Ban Jr style RJ9020-S from Luxottica; bottom: Maui Jim style MJ-444-02

 

Protecting young eyes

 

In recent years, parents have learned enough about UV rays to slather their kids with lotion when they�re outdoors. But it�s still not commonplace to see kids wearing sunglasses. Because young eyes are susceptible to UV light, and kids spend lots of time outdoors, it�s crucial for parents to protect their kids� eyes as well as their skin. �It�s simply a matter that parents just don�t think about it,� says Dana Cohen, owner of Medford Optical in Medford, Mass. �I have parents who know to reach for their sunglasses and protect their eyes when driving in sunny conditions, but their kids are in the backseat with the sun rays beating down, and they don�t even realize it.�

 

Cohen stresses that the key to making sunwear sales is education. �I bring it to their attention that kids� eyes need to be protected from UV light, and they inevitably say, �Show me what you have!��

 

Infants and toddlers, who are still non-verbal, are of the biggest concern. �They can�t speak up and express that the sun is in their eyes,� says Cohen. �All the responsibility is on the parents, so it�s crucial they are educated.�

 

UV damage is a cumulative process, so stress to your customers that they need to start protecting their kids� eyes now. �There is research out there that shows protecting kids� eyes from UV rays may help prevent cataracts later in life,� adds Cohen. Providing this information to your clients, and stressing that they should equip their kids with sunwear, will not only help make the sale, but is also the responsible action to take.

 

 

Pitch polarized lenses to every generation�kids through seniors. It�s a hit with all ages. Shown left to right: Children�s Jessica McClintock style JMC406 from ClearVision; for young adults through seniors, Nautica style Chub Cay from Marchon and Live Eyewear�s Cocoons

 

Show me the money

 

The playing field may be leveling out when it comes to the control of household income and spending. Not only are men shopping more than ever, but despite previous beliefs that men control household spending, women may be taking the reigns on the purse strings.

 

A new study by three economists reveals that couples and singles have different spending habits after retirement. While couples cut their food spending by an average of nine percent, both at home and restaurants, singles barely changed their spending habits. Study co-author and University of Washington economics professor Shelly Lundberg says the best explanation for the difference is that bargaining power shifts after the husband retires. The study found that wives gain control over the purse once their husbands enter retirement.

 

What it means for sunwear: When selling to senior couples, keep in mind that cost may be a factor. And, if you�re talking up a pair of men�s sunwear, sell it to the wife as well�as this study shows, she may be the one calling the shots.

 

But that�s not the only shift�a study by the International Council of Shopping Centers found that men�s appetite for shopping may now surpass women�s. The time men spend at the mall increased 14 percent to an average of 75 minutes per visit, while women�s time spent at the mall only rose seven percent. And consider this: In 1985, 70 percent of men�s products were bought by women, says Marshal Cohen, chief industry analyst for the market-research company, NPD Group. But in 2003 and 2004, men bought 75 percent of men�s products.

 

What it means for sunwear: While men used to view shopping as a chore, and left it to their wives and girlfriends, today they want to shop for their own sunwear. ECPs have reported more men coming solo into their dispensaries. Just like women, today�s men are looking for fashion and function.

 

 

Sports sunwear is a must-have for anyone participating in outdoor activities. Shown far left: Oakley style Gascan; middle: Adidas style A980; right: Rudy Project style Jekson

 

Looking Good

 

Keep lenses in mind with your sunglass displays to emphasize performance improvement, health benefits, and style selections�and appeal to a diverse audience. At least one of each of the following should be displayed in frames for patients to try on.

 

- Standard Tints: solid gray, solid brown, gradient gray, gradient brown

- Photochromics

- Clips

- Polarized

- Mirrors: Hard and gradient, colored and silver or gold

- Special tints: have samples of what you and your lab can provide

- Sports goggles: have at least two models by different brands

 

Your displays emphasize the message that Rx sunwear is important. All the dispensing messages and education in the world won�t help if patients don�t see the product.

 

Color and fashion can help make the sale. Shown clockwise from top left: Modo style Serena; Ooh la-la de Paris style Raul II; LaFont style Serena

 

 

 

Sports companies are crossing over to the fashion side. Shown clockwise from top: Costa Del Mar style Vela VL24; Zeal style Dignity; Boll� style Tease