Frame Fancy
Details from all facets of the accessories market are adding flair to luxury frame styles
By Lindsey Aspinall Getz
Top: Sigrid Olsen style SO215 from Altair capitalizes on the black and white trend that has remained popular. Left: the Bvlgari Elisia Special Edition style BV 8016B from Luxottica captures elements of the Bvlgari Elisia jewelry collection of the '70s and '80s
With worldwide sales topping $150 billion last year, the luxury market has maintained its popularity, and high-end eyewear has achieved a staple status in this spectrum. In fact, according to a Wall Street Journal article, sunglasses are the new high-end "starter accessory," as handbag prices continue to rise out of reach for the average consumer.
High-end, branded eyewear gives consumers an opportunity to purchase an entry-level luxury item that won't break their bank, but will introduce them to the brand and the market. As a result, the same luxurious details found on other high-end accessories are suddenly cropping up on frames, too. Everything from purse details to belt buckles are turning up in eyewear.
A LUXURY ACCESSORY
"The eyewear industry has worked itself right into the middle of the rest of the accessories industry," says Michael Basalyga, owner of Michael's Luxury Eyewear in Scranton, Pa. "As a result we are seeing details in handbags and jewelry shared with eyewear."
■ More than medical. There was a time when eyewear was only viewed as a medical device, but luxury purveyors have helped convert this view. "I ask customers: 'How many pairs of shoes do you own?'" says Basalyga. It helps them view eyewear as an accessory.
■ Multiple pairs. Viewing eyewear in this light also helps with multiple sales. Consumers realize it's OK to want several different pairs for their collection, adds Basalyga.
Top: Yves Saint Laurent style YSL 6148s from Sàfilo was inspired by the brand's popular Muse Bag. Above: FENDI Spy Sun style FS447 from Marchon—the inspiration was the highly coveted FENDI Spy Bag
| The Other Side |
| While many ECPs agreed that luxury and brand name tend to go hand-in-hand, others we spoke with argued that there's more to it. "We don't feel that luxury is about brand," says Charles Balter, co-owner of Inner Vision Fine Eyewear in Philadelphia. "We carry a lot of smaller, lesser-known frames that are high quality with high-end materials. To us, that's what luxury is about." In addition, Balter says, the high-end shopper is looking for more than a luxury frame. "They also want the top-of-the-line, luxury lenses with high-quality coatings and the best customer service available," he says. "With so many larger stores being self-serve nowadays, luxury is about getting personal, one-on-one service." In addition, James W. Gerlach, president and janitor of Central Eyeworks in Phoenix, argues that luxury is even above trends. "We get away from the herd of sheep and fit glasses that work for the individual," he says. "We don't do the designer thing because luxury doesn't always have to do with brand. I look at manufacturing, materials, and design." |
■ Fashion and style. As a result of this overlap between eyewear and the rest of the accessories world, frames are becoming more fashionable than ever, says Karen Giberson, president of the Accessories Council.
"We're seeing a lot more fashion in frames, across the board," she notes. "It's amazing how many brands have gotten into the eyewear game. It makes sense that you see an adaptation of details from the brands' existing ready-to-wear collections."
BRAND APPEAL
The details and accents that have proven popular in handbags, belts, and other accessories, are the ones that carry into the frame market.
Top: Badgley Mischka style Sofia from Sama took its cue from the "sheers" trend. Above: Ermenegildo Zegna style VZ 3037 from Viva showcases the pinstripe detailing found in the brand's exclusive suit collections
| Teens Too? |
| Don't assume that teen perusing your merchandise won't make a $300 frame purchase. While luxury merchandise was once reserved for the adults, today's teens, and even tweens, are just as interested in the market. According to a recent article on CNN.com, teenagers are asking or saving for luxury items like designer handbags and jeans. Lydia Stover, age 16, for instance, saved $200 to purchase a Coach purse, according to the article. While Coach's average bag costs approximately $250, the 18-to-24- year-old market accounts for roughly 10 percent of their total business. And it's more than a one-time purchase. This age group spends a good chunk of its expendable income on luxury goods. A recent study found that 15 percent of teen purchases are made on designer items. Plus, kids have money to spend. Teenage Research Unlimited, a youth research firm, found that teens ages 12 to 19 spent $179 billion in 2006. Just to give you an idea of what tweens and teens are willing to spend, check out some of the best-selling items among this age group: |
| *$230 Prada "pochette" bag purchased by a mother for her 13-year-old *$900 Chloe Paddington purse picked out by a 15-year-old *$200 Tory Burch shoes for a 17-year-old *$1,000 Balenciaga bag purchased by a 20-year-old *$295 Silver necklace from Tiffany's purchased by mom and dad for a 13-year-old] |
OSA's Chrome Hearts "Disfunctional" has pony leather temples inspired by ponyskin purses
"There is a lot of consistency in branding various accessories items," says Basalyga. "A manufacturer may use many of the same details on all of the items within its brand."
Why? Because companies really believe in their brands, he says, noting that this helps to create a signature style for the company.
Brand awareness has been a major driver in the growth of the high-end market. "The world continues to become more and more aware of brand names," says Ann R. Braga, optician and owner of Ann's Eyewear Boutique in Twin Falls, Idaho.
And because so many frames now share logos and styling with their higher-priced accessory counter-parts, consumers are able to own a small piece of that brand identity by purchasing this affordable luxury.
Still, consumers are not always interested in acquiring the whole set, but would rather acquire items from multiple brands says Giberson.
"I don't think consumers feel they need to be matchy matchy with brands," she explains. "Instead they are picking pieces that they are comfortable with and excited about independently from one another. There is not a compulsion to buy one of each accessory per collection. People are enjoying mixing different high-end brands together." EB
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