The Name Game
Are brand names still making the sale for the kid's market? We check in to see if brand power is still an unstoppable force
By Lindsey Aspinall Getz
When Eyecare Business last reported on the popularity of kids' brands in June 2000, name-brand frames were flying off the shelves. Seven years later, brands seem to be doing as well as ever, with just one change. Today's children and their parents want the whole package—not just the name.
MORE THAN A NAME
"Brands are as equally hot as they were before, but there has been a new turn—in addition to a well-known name, high-quality, durability, and fashion are also wow factors," says Dominick Maino, OD, MEd, professor at the Illinois Eye Institute and doctor at Northwest Optometric Associates in Harwood Heights, Ill. "You usually get all those qualities in a designer brand, so that has helped maintain their popularity."
"For the most part, name is important, but it is also about the materials," says Jeff Rothman, optician at PD Optics, a dispensary located within Pediatric Eye Associates, LLC, in Livingston, N.J. "Kids and their parents are both looking for frames that are lightweight and durable."
Left to right: Nickelodeon styles SpongeBob Sea Star and SpongeBob AyeAye from Nouveau Eyewear
The fact that non-verbal children end up in brand-name eyewear is evidence that parents care about names, too. Shown above: Fisher-Price style Marshmallow from ClearVision
PARENTS TOO
It's not just kids that are interested in brands. Parents often feel more content with a name they already know and trust. Plenty of infant and non-verbal toddlers end up in brand name eyewear, and it was the parent who selected it.
| SAFETY FIRST |
|---|
| "It is now mandated by law that children wear protective sports eyewear," says Jeff Rothman, an optician in Livingston, N.J. He's referring to the bill passed by New Jersey State Legislature which covers 12 sports and requires kids playing those sports who wear corrective eyewear to wear goggles or other protective gear. Even if your state isn't on board, it's your responsibility to promote eye safety. Use these tips to sell parents on protection. ■ Encourage parents to wear their own set of goggles when playing in any recreational activity with their kids. It demonstrates to kids that they practice what they preach. ■ Many parents assume that if their child is in contact lenses, they need not worry. They think of goggles as something to only wear over top of glasses. Stress to them that CLs offer their child zero protection from sports eye injuries. ■ One of the main reasons kids don't like goggles is because they seem uncool. Have photos at hand of famous athletes wearing goggles and show kids that protective gear today resembles cool sunglasses. |
"Parents can be very particular about brand when it comes to their young children," says R.G. Deguia, optician at San Ramon Family Optometry. "They'll encourage brand because they know the name. But on top of a recognized name, they're also looking for quality."
Today's parents are educated on what's out there, says Maino. "And in the end, parents always have the last word," he adds. "After all, they are the ones picking up the tab!"
| BULLY SCHOOL |
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| Research from the University of Bristol found that wearing glasses is linked with an increased risk of being bullied. According to an article from KidsHealth, the reason may be that bullies often seek out those who are different and then exploit the difference. Because of bullying, kids who wear glasses may try to hide or break them or won't wear them at school. This makes it even more important that kids like their eyewear. Dominick Maino, OD, MEd, a professor at the Illinois Eye Institute and a doctor at Northwest Optometric Associates, says he takes time to sit down with a child to tell them not to put up with a bully. "Kids are sometimes picked on for wearing glasses, especially if they are the first one on the block to be wearing them," he says. Maino teaches kids how to stand up to a bully with role-playing, where he pretends to be the bully. "I explain to the child I'm working with that if a bully is picking on them for wearing glasses it's because of the bully's own problems," he says. "Then I give the child a stack of my business cards and tell him or her that if the bully is bothering them to say: 'If you have a problem with me wearing glasses, call my doctor and he'll explain it to you!' Then, I tell them to hand over a business card and walk away." In the two decades that Maino has been using this technique he's gotten just one call from a bully. Most bullies give up—most likely because an authority (a doctor) is now involved, though indirectly. Maino is right in line with what KidsHealth tells parents to teach their children: when a bully is taunting you show them it doesn't bother you by not reacting, or by using humor, and then simply walk away. |
THE AGE FACTOR
Due largely to television, kids are becoming brand-conscious and gaining brand loyalties at a young age.
■ According to the National Institute on Media and the Family, brand loyalty starts at age two.
Selling Tip: Kids may feel familiar with characters that they see at home on TV. Carry frames that feature special details beyond name.
Clockwise from sidebar photo: Marcolin Kids style Autumn; Disney Princess style Magic Mirror from Marchon; Nine West styles NW 135 and NW 137 from Sàfilo
■ At age three, kids can recognize brand logos, adds the Institute.
Selling Tip: Stock up on kid-friendly P.O.P.—this is the age where it can help make the sale.
■ Between third and fifth grade kids become more aware of their looks and what their peers are wearing, says Maino.
Selling Tip: Pay attention to what you're fitting other kids in and make recommendations based on this data.
■ Tweens are the most brand-conscious, says Deguia. There is a major shift in attitude around age 12.
Selling Tip: According to our sources, you can assume that tweens are shopping for the same styles as teens. They want to look and feel older, and are incredibly aware of what others think. EB
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