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Hot List: October 2010

1 Trusted Sources

In the recent Luxury Institute WealthSurvey, "The State of the Luxury Industry," 42% of wealthy consumers chose ratings and reviews from a trusted source as the most influential factor in purchasing luxury goods and services. "This marks a discerning shift from friends and family as the most trusted source," the Luxury Institute notes.

2 Décor Doc

Author/blogger Bob Phibbs, dubbed The Retail Doctor, recently issued four tips for retail décor:

1. Follow natural traffic patterns.
2. Keep it easy on the eyes.
3. Make a cohesive display.
4. Take steps to maximize upsells.

3 Social Seniors

Older Internet users are flocking to social networks, according to a Pew Internet & American Life Project survey, and retailers might want to allocate ad dollars accordingly:

Doubled…
Amount Internet usage among users age 50 and up increased during the past year, from 22 percent to 42 percent

47%…
Portion of 50- to 64-year-old Internet users who indicate that they now use social media sites, with Facebook and LinkedIn being the main beneficiaries of the more mature traffic

$1.1 billion…
Amount eMarketer.com estimates U.S. ad spending on Facebook will rise to in 2011, up from $835 million in 2010

Virtual Vision Expo Set for
November

International Vision Expo has announced that Virtual Vision Expo will take place on Nov. 10, from 3 to 9 p.m. EST.

To date, 15 exhibitors have been confirmed and six hours of continuing education will be available to attendees.

Exhibitors at Virtual Vision Expo include A.I.T. Industries, Alcon, Allergan, Bausch & Lomb, Compulink, Coopervision, Eyefinity, Eyemaginations, Gerber Coburn, Heidelberg Engineering, Inc., Marco, MaximEyes, Optos, PixelOptics, Seiko, Shamir Insight, Signet Armorlite, Think About Your Eyes, Younger Optics, and Vistakon. The lead supporters of the trade show are Essilor and EyeFinity.

Continuing education classes will be taught by webinar and will last one hour each. Courses include: Update in the Management and Treatment of AMD; Five Simple Techniques for Improving Sales; Five Ways to Increase Profits in Your Practice; Top 10 Practice Management Mistakes and How to Fix Them; The Impact of Digital Surfacing Upon Design Technology; and Ocular Surface Disease: Optometry Finally Gets It.

Info: Visionexpo.com

Humana Adds Luxottica Retailers to Network

HumanaVision Vision Care Plan (VCP), a Louisville, Ky.-based health benefits company, has added the Luxotticaowned retailers LensCrafters, Pearle Vision, Sears Optical, Target Optical, and JCPenney Optical to its network, according to a statement released by HumanaVision.

The expansion is through EyeMed Vision Care, Luxottica's vision benefits arm, and its wholly owned, licensed subsidiary, First American Administrators.

The expanded network will be available to HumanaVision Vision Care Plan members starting in 2011. Members will be able to choose from HumanaVision VCP's independent vision care providers or select a retail optical provider.

ANSI Updates Frames Standard

In response to consumer concern regarding health risks of frame materials, the American National Standards Institute (ANSI) has updated the Z80.5 requirement for spectacle frames.

The standard mandates special attention to substances which are allergenic, carcinogenic, mutagenic, or toxic to reproduction. Also, new materials not previously used must be evaluated for biocompatibility before being used.

Transitions Partners with NCNW

Transitions Optical, Inc., is partnering with the National Council of Negro Women (NCNW) to raise awareness about the importance of proper vision care and vision wear among the African-American community.

NCNW is a national, non-profit organization whose mission is to lead, develop, and advocate for women of African descent. Transitions Optical's "Healthy Sight for Life: Focus on African-American Eyes" campaign launched at the NCNW Black Family Reunion Celebration on Sept. 11 in Washington, D.C. The event attracted an estimated 250,000 consumers, according to a statement by Transitions.

During the Black Family Reunion event, Transitions Optical provided free vision screenings at its booth in the Health & Wellness Pavilion in partnership with optical retailer America's Best.

Transitions also hosted a presentation by Vincent Young, MD, chairman of the Division of Ophthalmology at the Albert Einstein Medical Center in Philadelphia. More than 225 people received screenings. In addition, nearly 75 eye exams were scheduled.

CIBA Expands Online Education

CIBA Vision Academy for Eyecare Excellence has expanded its professional education programs with 16 new online learning modules.

The modules cover topics ranging from multifocal soft lens fitting to ocular anatomy. Selected modules are designated for the ECP and others for staff members.

Each learning module takes approximately 40 minutes to complete, although the user may pause the program at any time, and concludes with an online test.

More clinical content will be added, over the coming months, that covers corneal staining, contact lens-induced dry eye, and lens care. Additional business and management content will also be added.

Info: cibavisionacademy.com/us.

STAT BOX

The largest age group that respondents to the Eyecare Business Market Trends 2010 survey serve is the 36- to 50-year-old group, followed by the 51- to 65-year-olds. Children up to 12 years of age comprise the smallest patient base.

De Rigo Vision Entering U.S., Canada

De Rigo Vision Spa is expanding into the U.S. and Canadian markets through a joint venture with Marr International Group, the company announced in a statement.

The joint venture starts in January 2011 with the distribution of the brands Celine, Chopard, Givenchy, and Furla, to be followed by Police, Escada, Ermenegildo Zegna, and Blumarine. The new agreement includes sunglass collections by Police, De Rigo Vision's house brand, while Police ophthalmic collections will continue to be distributed by Eastern States Eyewear.

De Rigo is present in Europe, Asia, the Middle East, and South America through 14 direct subsidiaries and more than 80 independent distributors.

The Vision Council Moves Into New Space

The Vision Council has relocated at 225 Reinekers Lane, Suite 700, Alexandria, Va., 22314.

The new office space contains a large, modern conference room that will be utilized for committee and task force meetings, as well as training sessions for members.

The conference room is available to members for meetings in the Washington, D.C., area, and traveling members are welcome to work out of The Vision Council's guest office, according to a statement released by The Vision Council. The office is located near Capitol Hill and Ronald Reagan National Airport.

"Being in Old Town Alexandria is a prime location for The Vision Council as a trade association," says Ed Greene, CEO of The Vision Council. "We invite all of our members to visit the office when they are in the Washington, D.C., area."

Optical Companies Join Fashion Week Celebration

Sunglass Hut Seeks Style Blogger

Sunglass Hut has launched Full Time Fabulous, a nationwide contest that offers the opportunity to win a one-year job as a jet-setting style blogger for SunglassHut.com, the company announced at a press conference during New York Fashion Week.

Entrants must submit a 60-second video explaining why they would be the perfect individual for the job. The contest entry period is open through October 27, 2010 at SunglassHut.com/Fabulous. Nine finalists will be selected by a panel of fashion judges, and a tenth finalist will be selected by voters on SunglassHut.com. Finalists will then be tasked to demonstrate their blogging skills over a four-week period, Dec. 1, 2010 through Dec. 31, 2010, during which SunglassHut.com readers and the panel of judges will determine the winner.

Good Idea
Facebook Boosts Business for Texas Dispensary

The social media website Facebook has boosted visibility, clientele, and revenue for V EYE P Eyecare & Eyewear, a new optical store in Carrollton, Texas.

"We constantly keep (our Facebook page) updated, but not necessarily with sales information, just quirky little facts. You really have to be involved in it every day. I make one post a day," said V EYE P's marketing director, Kim Slaughter.

Every day, says Slaughter, she tries to "friend" at least 20 people, pooling from the friend lists of area business' Facebook pages. Everyone who accepts the friend request or "likes" its page on their own receives a $50 gift card.

Within a few weeks, the efforts had netted nearly 200 friends, five new clients, and four redeemed gift cards, said Slaughter.

Though the Facebook page was meant to launch V EYE P, the newer location of a two-store chain owned by Rita Patel, OD, Slaughter said that she is considering starting a page for the company's other location, Vision City Las Colinas.

Slaughter says the investment—a few minutes a day, plus some minimal monetary outlay for advertisements on the website—is more than worth it, considering the newer location is averaging three to four patients a day.

"It's very successful and very inexpensive," says Slaughter.

Web Watch

VSP GLOBAL has launched VSP Global Spark, a webisode series providing tips and techniques for making over an optometric practice. Hosted by Steve Baker, president of Eyefinity/OfficeMate, the makeover webisodes can be viewed by visiting vspglobal.com/spark.

ESSILOR OF AMERICA, INC., has launched mobile.essilorusa.com to provide smartphone access to company, product, and event information. The new mobile site is designed to be compatible with all mobile device platforms.

SAFILO has added Mirror of Truth, a virtual try-on feature for consumers, to Carrera's Facebook page as part of its Shine On Campaign. Users can access the feature at facebook.com/carrera.

SIGHT SAVED is a web-based initiative from Prevent Blindness America aimed at educating employers about the importance of providing vision benefits and empowering employees to educate themselves about vision health. The program also advocates to federal and state government on the importance of vision insurance coverage benefits in relation to overall health. The website, sightsaved.org, contains public health resources, information about vision in the workplace and how vision benefits can assist employees, and access to other Prevent Blindness America materials and programs. Sight Saved is sponsored by Transitions Optical, Inc.

STAR Gazers 1. Rapper Eve sports Orgreen's McQueen 235 while taking part in the 2010 Gumball 3000 summer world tour. The Philadelphia native is also an actress who appeared in the film "Whip It!," as well as episodes of "Glee" and a self-titled sitcom, "Eve." Photo by Dustin Ross. 2. Singer and breast cancer survivor Kylie Minogue is wearing Yves St. Laurent model YSL 6308/S by Safilo. The Australian songbird just released her 11th studio album, "Aprhodite." 3. "Gossip Girl" star Leighton Meester is crisp in Derek Lam style Parker by Modo. Meester was named one of People magazine's 100 Most Beautiful in 2008. 4. "Glee" actor Matthew Morrison's look rocks in Calvin Klein sunglasses by Marchon. Before the singing thespian landed his breakout role as Will Scheuster, Morrison starred in stage versions of "Footloose," "Hairspray," and "The Rocky Horror Picture Show."

CHAIN LINK
N3L Optics Opens Factory Outlet in Orlando

Sport sunglass retailer N3L Optics has opened its first factory outlet store, located at Orlando Premium Outlets in Orlando, Fla.

The outlet marks the company's second Orlando location.

"With the outlet store, we're able to reach a new customer group and educate them on the benefits of having the right performance eyewear for their active lifestyle," says Kendra Reichenau, senior vice president of N3L Optics.

INTERACTIVE EXPERIENCE

The new location includes N3L Optics' interactive shopping features, such as its "Explorer Chamber," to ensure that their chosen frame and lens provide comfort and protection against wind and ultra violet (UV) light reaction.

Another feature is N3L's 27″ touch screen display, which allows customers to explore the inventory by desired sport or environment.

WIDE PRICE RANGE

The product mix showcases a variety of current- and reduced-price performance eyewear from 18 brands.

Info: N3LOptics.com

On theTown

A&A Optical donated 500 Jalapeños Sol sunglasses to Unite For Sight, a non-profit organization that supports eye clinics worldwide by investing human and financial resources in their social ventures. Joleen Moore, a Unite For Sight volunteer, traveled to Accra, Ghana, this summer to work at the Crystal Eye Clinic and personally deliver the Jalapeños sunwear.

ClearVision Optical was a gold sponsor of the 20th annual Komen NYC Race for the Cure, held in New York City in September. ClearVision's participation included a Run & Refresh booth in which visitors could win mini facials, brow shaping, makeovers, and other spa services, and try on BCBCMAXAZRIA's Dream sunglass. Additionally, makeup artists Reiva Cruze and Jenni Kline donated their time and services.

FGX International recently celebrated the newly renovated Corinne McCormack showroom in New York City. In addition to managing her own brand, McCormack is now vice president of Fashion at FGX International.

Kapperman & White Eyecare in Chattanooga, Tenn., raised $565 for Optometry Giving Sight through a threeday event, Summer SPECtacular. During the event, the practice saw 94 patients, sold 113 frames, and provided 20 free screenings for children. Radio station J103 did a live remote from the office.

1. Unite for Sight volunteer Joleen Moore and a resident of Ghana; 2. Peter Friedfeld of ClearVision Optical flanked by makeup artists Reiva Cruze (l) and Jenni Kline (r) at the Komen NYC Race for the Cure; 3. FGX International CEO Alec Taylor and Corinne McCormack at the designer's newly renovated showroom in New York City; 4. (l to r) Optometry Giving Sight's Jim Price and optometrists Mark Kapperman, Troy White, and Rob McGarvey of Kapperman & White Eyecare at its Summer SPECtacular