The 6 Irrefutable Rules of LUXURY EYEWEAR DISPLAY

Displaying luxury eyewear to produce maximum sales is more of an art than a science, but following these rules will increase your likelihood of success in the luxury eyewear sales arena

by Barbara L. Wright, C.I.D.

"LUXURY TODAY IS MORE ABOUT AN ‘EXTRAORDINARY EXPERIENCE’ THAN IT IS ABOUT PRETENTIOUS PRICES."

—Stephen Nobel, author of "Aiming At Affluence"

Light it up

Only the finest quality lighting will do for luxury frames. That means either halogen or color-corrected LED (Light Emitting Diode) lighting. Halogen lamps provide intense white light that makes jewelry and eyewear sparkle, but the heat produced along with the light is a drawback. Now you can get LED display lighting that is nearly as white and bright as halogen without the heat build-up problem. ■ Good lighting is the number-one priority when displaying high-end eyewear. The most beautiful surroundings in the world will not help you sell luxury eyewear if the lighting is less than perfect.

Set it apart

Unless you only sell higher-priced lines, your optical should have a separate mini-boutique for high-end frames with upscale wall and floor finishes to distinguish it from the rest of the optical. Everything about this area should feel more special and exclusive. If the rest of your optical has carpet and formica, try a marble floor and wood for the high-end area. ■ Luxury eyewear must be displayed in a way that differentiates it from lower-priced styles. Frame bars, boards, or rotators are fine for low- to mid-priced product, but your highest-quality frames should never be shown on these kinds of displays. Mixing luxury eyewear with other lower-priced product dilutes the perception of high quality and value. ■ Glass shelves or solid wood shelves are your best bet for luxury merchandise. Another possibility is to use fabric-covered frame trays that show eyewear in a manner similar to jewelry.

Lock it up

Even if your opticians are trained never to leave high-dollar merchandise unattended, you should still keep some or all of your luxury eyewear behind locked showcase doors. When a frame is displayed that way, it immediately establishes high value in the mind of the patient. And you have less worry about losing costly merchandise. ■ High-quality frames look like jewelry and are priced liked jewelry. Display them securely like fine jewelry and they look more precious and exclusive.

Keep it clean

Dust, grime, and smudges are enemies that must be battled daily. Luxury eyewear should always be presented in sparkling, pristine condition. The showcases, shelves, counters, and seating must also be squeaky clean and gleaming. ■ When patients sign a $1,000+ credit card slip, they expect to be surrounded by the level of cleanliness and elegance of their favorite fine restaurant or high-fashion store. If housekeeping standards in your optical are not five-star hotel quality, patients will rightfully question whether the product is really worth the price you are charging. ■ The most successful luxury eyewear retailers make housekeeping automatic by hiring staff to do required tasks on a strict rotating schedule. Over a period of two to three weeks every piece of merchandise and every display surface in the shop gets thoroughly polished and cleaned.

Create a buying mood

The design of the physical environment sets the stage and puts people in a buying mood with a combination of lighting, colors, materials, and style that visually broadcasts your message and your identity. A good professional designer creates a special look that attracts the patients you want and puts you a step or two above the competition. You need at least one creative design element, such as a fabulous chandelier, soaring columns, rich unexpected color, eye-popping metallic flooring, or the like. When your office is bursting with the "wow" factor, it makes an indelibly strong and unforgettable first impression. ■ The moment a patient walks in to your space, you want them to feel confident in your professionalism and fashion sense. One look should make them eagerly anticipate finding something new and exciting. These feelings need to be stirred up before the patient is even greeted.

Story the brand

Barbara L. Wright, CID, author of "Optometric Office Design Process & Pitfalls," and president of Barbara Wright Design, is an award-winning Certified Interior Designer who has designed more than 600 eyecare practices. Get Barbara's free Pre-Move Planner workbook at www.bwdplanner.com.

Merchandising by brand is absolutely essential for luxury eyewear. Use (but don't over use) the props and accessories provided by the vendor to tell the fashion story that gives the brand its identity. Group frames together by brand with the brand name prominently displayed. ■ Make sure your opticians know the stories behind each collection's unique materials and styles. Tell patients what inspired the design and who created it.