buyer's forum

clear as WATER

by amy spiezio

Photography:
Peter Baker

Styling:
Leslie Stoeffler Atiles

Eyewear:
Bulgari style 8037-B by Luxottica

The bottled water industry has taken a basic need and turned it into big business with smart campaigns and creative product development. While many would say, "it's just water," the real success stories understand that water is much, much more. According to Beverage World, a trade publication for the global drinks business, the following are the hottest H₂O trends:

Health: Nestlé has signed a two-year agreement with Bob Greene, author and creator of the Best Life program, to promote Nestlé Pure Life brand bottled water. He will serve as a product spokesperson and the water gets the Best Life stamp of approval.

Fashion: Evian has added the Evian Prêt-à-Porter bottle and the Evian Haute Couture bottle designed by Jean Paul Gaultier.

Green: Just Drinking Water Ltd. of England has launched Aquapax, mineral water in sustainable paper carton packages.

For those who say sunglasses are a fashion choice, or eyewear is strictly a medical device, or it's impossible to make this industry green, look what they've done with water…a colorless, tasteless substance. If that product can say so much in so many different ways, just imagine what you can do with eyewear. When hitting the aisles at International Vision Expo East, be ready to refresh your inventory with a flood of new thoughts, plans, and products.

Q: How do you keep new ideas flowing in your inventory planning process?

■ I can't get enough of Fashion Week coverage and the latest photo spreads in the fashion and optical magazines.

■ My taste is always changing, so I follow my interests.

■ I explore the possibilities at trade shows. It's a chance to see something really new.

To respond, please call 215-628-7795, email amy.spiezio@wolterskluwer.com, or visit eyecarebusiness.com.