3D Eyewear: Optical's New Wave

Getting your dispensary ready for the next-generation option in multiple-pair sales

By Amy Spiezio

Today, optical has a front-row seat for the next big thing in entertainment technology: 3D. The production of 3D eyewear has come a long way from blue and red anaglyph lenses in paper frames, but is the new product category worth the price of admission?

3D models now include limited editions, such as Converse glow-in-the-dark styles from REM Eyewear and sleek models from Gunnar Optiks

JUMPING INTO THE GAME

If there was a starting gun for 3D eye-wear sales, it would be going off now. More movies than ever are being produced in 3D, and this month's Consumer Electronics Show (CES) is expected to feature the announcement of new product launches of 3D televisions for the home. A handful of optical manufacturers, including Marchon, Oakley, and Gunnar Optiks, were on hand at CES to pitch their passive 3D eyewear (see sidebar p. 60) options that support the technology.

“There's a tremendous opportunity to bring another level of business to ECPs—selling 3D glasses,” says Marchon's vice president of new business development, Hannah Sarbin. “It's a great marketing message, and it brings new sexiness and new life and a new story into the practice.”

Options for 3D eyewear include looks from ck Calvin Klein from Marchon, which is 3D eyewear and photochromic sunglasses

One of the first practices to put in a big order for Marchon 3D eyewear, Advanced Vision Care in Tucson, Ariz., is breaking new ground. Tom Sauer, optical manager/optician says, “It's staying ahead of the curve. We're cutting edge on everything.”

Although 3D television options are out of the price range of the entry-level consumer, the movie business is diving into the 3D. “We didn't do it because we thought 3D was going to be the greatest. But 3D movies are making $3 to $7 more per customer. Why would you just want to watch the profits go by that could have been?” Sauer says.

Getting into the 3D eyewear market early may help ensure future sales in the category. “ECPs should start to get into eyewear for passive 3D right now, but they should understand that it's for the movies. Then when the TVs come around they will have a good education on 3D,” suggests Kieran Hardy, president/CEO of Live Eyewear.

PRODUCT PLANNING

Once you've decided to step into the 3D eyewear arena, it's time to consider your inventory. With booming product development, this small segment has a wide range of options. Important considerations include a generous lens size in the A and B measurements.

Style-wise, licensed brands including Nautica and Calvin Klein have hit the market. In addition, Oakley is using popular sun styles for its 3D offerings. “Our inline product sells really well and performs really great on your face,” says Oakley CEO Colin Baden.

■ SUNGLASS/3D CROSSOVER. The sunglass and 3D hybrid launched by Marchon 3D features circular polarization and photochromic lenses for screen and street use.

“They can approach the sale in two ways, this is a sunglass that has 3D technology or to a technology person this is the best quality, most comfortable 3D glass,” Sarbin says.

Light transmission for the eyewear is 10 to 12 percent, and the lenses have a light tint that darkens when exposed to UV. “The shortest message is to say it's a 3D sunglass or it's a 3D glass and a sunglass all in one.”

■ STRICTLY 3D. Circular polarization 3D won't block glare, so some 3D eyewear makers, including Oakley, are marketing it specifically as a non-sunglass.

“They can buy the 3D eyewear and they aren't UV protectant. It's a completely different frame,” says Douglass Rees, manager of the O Store at Oakley's corporate headquarters in Foothill Ranch, Calif.

■ OVER RX. Wearing 3D eye-wear over prescription eyewear is a solution to comfort and clear vision for prescription-wearing movie goers.

OverRx options from Live Eyewear and clips work with regular eyewear

The wrap shape of overRx eyewear can also improve the viewing experience. “They feature very dark side shields, so there's no ambient light coming in,” Hardy says.

■ CLIPS. High-end manufacturer Tom Davies is offering a clip-on 3D adapter for ophthalmic eyewear. Clips are also on the way from other frame companies. “We will be launching clip styles. That's going to be really critical to those who need Rx eyewear,” Sarbin predicts.

■ RX 3D. Prescription 3D eye-wear adds several levels of complexity to the lens creation process. But research is well underway and several manufacturers report that they are expected to launch in the spring.

■ CHANGING LENSES. In 2011, Oakley's Colin Baden says the company will begin production of eyewear with interchangeable lenses suitable for Rx, sun, and 3D.

GIMMICK OR GOLD MINE?

The 3D entertainment market is growing by leaps and bounds with new technological advancements popping up every day. As a result, the shelf life of 3D eyewear is a definite concern.

The general consensus among optical manufacturers is that 3D eyewear will be a player for at least a decade. “In 10 to 15 years, no glasses will be needed. But right now, theaters have invested in the technology and they aren't going to change, ” Baden says.

As an accessory, 3D eyewear provides a way for eyecare practitioners to meet a new patient need while developing a new revenue stream that is worthwhile despite a limited shelf life. “Even five years is a long time. We're selling $1,000 glasses for a year, ” Sauer says. “There's no point in not going with something because in the future something better might come out. ”

Unlike other short-lived products, some say 3D eyewear has staying power. “This is not just a gimmick or something else we can sell. It has a purpose, ” says Rees.

A true advantage of adding 3D eyewear inventory is that ECPs are uniquely qualified to sell it. Baden says, “That community is the only one who has the experience to sell it. The big boxes just can't do it.” EB