LABS: Making Kids' Eyewear Easier

Options may be smaller when it comes to kids' eyewear, but this OLA-sponsored article explores big options for working with labs

By Alex Yoho, ABOM

Eyewear for kids can be one of the more challenging aspects of our industry. Both fashion and function must be considered as in any eyewear selection, but instead of pleasing one patient, we have to deal with patient and parent. In this OLA-sponsored interview, we explore how OLA labs and ECPs can create the best kids' eyewear.

Thanks to the following lab participants for their expertise: Pam Gibson, education director western region, Pech Optical, Sioux City, Iowa; Leslie Colopy, optical consultant, Carskadden Optical, Zanesville, Ohio; Peggy Conway Fleit, director of marketing, Homer Optical Company, Inc., Silver Spring, Md.; Kim Scheidler ABOC, WLO, director of education, Sutherlin Optical, Kansas City, Mo.

Are labs seeing any particular trends in kids' eyewear?

Gibson: With the opportunities available on the Internet, kids today are very savvy in both the areas of technology and fashion. The Internet and pop culture advertising utilizing celebrities from all venues has created a marketing smorgasbord for the youth today.

In many cases, they will direct their parents to the new technology and fashion appropriate to the age group. Today's youth is looking at imitating images they want to project. We have such a plethora of marketing tools, the choices become vast. A youth interested in sports has many icons to choose from, as does a music lover, star chaser, or reality idolizer.

Colopy: Children are asking for extras like Transitions by name. Parents seem to be allowing the upgrade.

Fleit: Kids seem to think that Transitions are cool when they change from light to dark.

I'm hearing rumbles that cartoon characters are going out—not sophisticated enough. However, we still do well with Bratz and Spiderman, so we will keep an eye on that.

Scheidler: Brands are important to a degree, but basically, the kids want to look good and not get into too much trouble breaking their frames. So, while some brand names will make a kid NOT get a frame, the dispenser/fit and Rx still drive which frames are sold.

How can labs and ECPs broaden the appeal to the kids' market?

Gibson: Creating appealing marketing strategies for their accounts is critical to being successful in capturing the youth market. Communicating with parents and developing eye-catching displays will play an important role in keeping the youth involved and building future markets for their practices.

Colopy: Offering package programs helps the kids get "branded" product along with a good price to keep the parents happy.

Fleit: One way is to use popular brand names to get the child to see the frame and display and ask their parents for it. The more the kid likes the frame, the higher the likelihood that they'll wear it.

Scheidler: Having P.O.P. inhouse, and in a designated area, help here, but marketing to kids to get them in means marketing to the parents. Before school recalls, a newsletter with articles on children's visual needs and solutions is the nudge to get them in.

What would you suggest ECPs do to grow their kids' programs?

Gibson: Develop simple (not cheap) pricing structures that will make it easy for the parents to get an overview of the cost. Develop eye-catching displays and an adequate inventory so that youth can choose a look that is right for them.

Colopy: A lot of ECPs overlook their younger patients. Approaching them with a positive, fun attitude helps the children be excited about their glasses.

Fleit: Mention options to every patient, use P.O.P., and have a special kids' day.

Scheidler: Work with schools on kids' days and open houses, remembering that it's Mom or Dad who will usually be the decision maker in all areas. Until you're talking teens!

How can ECPs play to kids' fashion/branding sense?

Gibson: Again, utilizing branding displays will be important. Create a designated space for youth eyewear. Include sports frames and everyday wear frames.

Colopy: ECPs need to cover a broad range. Not every girl wants pink with crystals. Most offices have a limited selection. By partnering with the lab, they can place frames on their boards that don't have to be removed to fill the order. Most labs run usage reports, then remove the frames that haven't sold well, exchanging them for new product. Usually it's an even trade!

Scheidler: Keep up on the brands. What kids are watching today may surprise you. There's a good chance that what you have on your boards is "so yesterday!"

How can ECPs present, sell, and promote the latest lens technology to kids and parents?

Gibson: Utilizing celebrity figures in marketing and aligning safety/high tech-lens options is a valuable tool.

Colopy: Being honest with the child and parent is the best way to promote high-tech lenses. Give the parents the options, let them decide what is best for their child and budget. They may only choose one extra option instead of three, but one is better than nothing!

Fleit: Bundle it all together and don't offer options; offer insurance of some kind for loss, damage, etc. Homer offers one-time replacement of frames and lenses at no charge for any reason, same Rx, etc., for an extra $10. The objective is to convince the parents of the importance of high-tech performance.

Bundled eyewear packages makes the selection process easier. Image courtesy of Polycore Optical

Scheidler: Educate your staff on the latest and greatest and have GOOD demos. If you can explain the improvements in vision provided, the parents will insist on the better product.

How can labs and ECPs work together to promote use of protective sports eyewear?

Gibson: Utilizing sports figures in their product promos. Most lens vendors have graphics for ads available. It is important to get involved in community sports programs in an education format to provide the information necessary for the youth and their parents to make the safest choice for their vision needs.

Colopy: Remove old frames from the board. If you only offer the newest, updated looks, kids will choose them. Many suppliers will let you trade old styles for new.

What should ECPs consider when designing eyewear to maintain fashion and function?

Gibson: Frame size and lens material considerations are the two basic factors making the most impact on [designing eyewear]. It is important to understand the benefits of aspheric lenses and a higher index to provide both function and fashion. As a lab, we can enter this information in our computer system and determine the best result for different materials.

Colopy: Educating the staff on what frames work with what prescriptions is a must. We are constantly sent frames that as a lab we know aren't the best for the patient. If you question the selection, you are questioning their knowledge; if you don't question it, there can be lens breakages and, in the end, an unhappy patient.

Fleit: Progressives; bundle all together including AR; Transitions is great as it helps protect against UV and is functional while outside and at play.

Scheidler: Aspheric lenses will improve the fit, appearance, thickness, weight, and vision with plus lenses. Minus, too!

Contact an OLA lab today to see how they can partner with your business and make life easier. Visit www.olalabs. org and click on the member lab directory tab. EB