Urban Chic Kids

Targeting today's new, uber stylish pint-sized eyewear customer

By Erinn Morgan

Forget flowers and fairy princesses, a growing number of today's kids want chic, fashionable styling in their clothing, footwear, accessories, and even eyewear. This new consumer is more opinionated and more involved in the decisions about what is purchased for them. In fact, according to the July 2010 consumer tracking study “Spotlight on Kids: Understanding Cross-Category Purchasing” from The NPD Group, a market research company, of the total dollars spent on kids, 49 percent was spent on items specifically requested by the children.

“Kids today are coming into their own much younger in terms of having opinions and being able to articulate their decisions,” says Julie Halpin, CEO of The Geppetto Group, a New York City-based marketing agency specializing in youths and the youth mindset.

Color, shape, and chic are driving influences when it comes to childrens' eyewear selections. Shown here: Lindberg eyewear

EYEWEAR STYLE

The optical industry is providing more for options and, as a result, kids are beginning to pay more attention to eyewear. “Eyewear is an individual choice, and, as companies and categories develop product just for kids, it is an invitation for the kids to participate,” Halpin says. “Unless an industry is interested in kids, kids are not interested in the industry.”

To deliver upon the need for fashion-forward kids eyewear, manufacturers have been coming out with fresh, targeted products from an increasing number of brand names.

“The kids market has really exploded over the past three to four years,” says Eddy Mamelock, owner of 20/20 Kids optical shop in Old Greenwich, Conn. “There are many more manufacturers and brands getting into the business because they recognize a need.”

The demand created the supply and, in this case, an increased supply has fostered a growing interest in eyeglasses for kids.

“Kids have always been style conscious, but as more brands become available for kids, kids become more aware of style and conscious of what they want,” says Ellen Fagergren, a pediatric optician with Moran Eye Center in Salt Lake City. “We have seen this happening in the last five years. Brands are huge for kids—they just don't want to be seen in a princess frame anymore.”

Fagergren adds that about 75 percent of Moran's child customers (not including those with special needs) are “very” style-focused.

A plethora of fashion-focused and often higher-end kids, product in the market has enabled some kid-savvy ECPs to expand their children's assortments and boost their sales. “Our sales have definitely increased and a higher pricepoint plays into that,” says Fagergren.

The fashionable assortment in Mamelock's kid-centric shop has actually brought in adult business to his original optical shop, 20/20 Optical, located next door, he notes.

Kids are more stylish and influenced by fashion trends from the adult ready-to-wear runway. Above: Lilly Pulitzer Eyewear by Kenmark Group; below: Lucky Brand eyewear from REM Eyewear

Kids are increasingly fashion-conscious at younger and younger ages. Be ready to expect fashion awareness and a desire for frames with flair from your smallest customers. Following is a timeline for the development of personal style in childhood.

THE WHY

The fact is that today's kids are more influenced by fashion trends on all fronts, from eyewear and clothing to shoes and accessories.

“The kids' market is taking more influence from adult ready-to-wear today,” says Rita Nakouzi, director of Promostyl Americas, an international trend forecasting service. “It has so much to do with kids being more sophisticated. They are much more educated about fashion because of the Internet and magazines that cater to fashion and celebrity culture.”

Fagergren notes that kids' style sense is also affected by their friends at school. “We see it's not so much what they see on television but their peers in school that drive what's popular,” she says.

Halpin calls this “The Playground Factor.” She says that as other kids start to participate with and care about a category (such as eyewear) there's a buzz that gets other kids caring about it, too. “It's a very powerful force in kid culture,” she says.

Kids are seeking more sleek and adult styles. Above: Ogi Eyewear

THE WHO

Who is this fashion-focused customer? Eyecare professionals say they are seeing more style interest from kids of all ages, even as young as six and seven.

What ages are the most style-conscious? “I would say it's really kids from the age of eight on up,” says Fagergren. “This is where we see the most focus on name brands and style-conscious fashion.”

Kathryn Dabbs Schramm, CEO of A Child's View, which has four kids' stores in Orange County, California, says her customers are getting younger with what ages want specific looks. “What was being worn by a 12-year-old is now being worn by a 10-year-old,” she says. “They are just style conscious at a much younger age.”

It is, however, the tween market that is truly honed-in on style. “The tween market is getting more and more sophisticated and brand names are far more important,” she says.

While kids are more in tune today with fashion trends, market experts say the real reason behind kids' new focus is their brand-focused folks, who are decidedly more style-focused themselves.

“Parents are very much a driving force behind the brand sales,” says Fagergren. “The parent is the one who cares if it's a designer name. To them, it helps elevate the worth of the product. It isn't the four-year-old who gives a flying fig about a designer name.”

Older kids want to make their own eyewear choices. Shown: Digit Eyewear by ClearVision

When it comes to decision-making on fashion and purchases, Halpin also says that the preschool set has a much greater involvement with the parent, while primary-school-aged kids start to have more of an opinion.

“With kids aged five and under, the real decision maker and purchaser is the mom,” she says. “But with older kids, choosing what they'll wear is a very collaborative decision.”

Bill Fleetman, manager of Pediatric and Specialty in Grand Rapids, Mich., says this parental focus often gets in the way of kid customers getting what they want in the dispensary.

“The parents are usually conscious of what they like, as opposed to what their children like,” he says. “I try to gently suggest they let their kids get what they want. I have seen kids lose their glasses because they were not what they wanted to wear.”

With a fresh focus on high fashion in kids' eyewear, some ECPs are changing their merchandise mix. “I have brought in more lines and have a much bigger collection here than just a few years ago,” says Fagergren. “I am always looking for something new from manufacturers.” EB

Kids by the numbers
A look at the nuances of apparel and accessories sales to the kids market, which was tracked from December 2010 to February 2011 by The NPD Group, a market research company, for their Kids Industry Data Service (KIDS), a monthly market tracker.

frame Model Guide

METALS Metals get colorful with bright options in primary colors. When it comes to shape, just like adults, children's frames are rounding out for a softer look. Laser- and acid-etched patterns enliven temples in youthful but sophisticates motifs. SHOWN HERE: 1 Eco style Cherry 2 Aspex kids' styles PLASTICS Levels and layers are creating fun, contrasting looks in acetates. Whether it's a bi-color frame front or a multi-layer laminate, acetate options have a chunky geek chic just like Mom and Dad's eyewear. SHOWN HERE: 3 Luxottica's Ray-Ban Youth style 1525 4 A&A Optical's Pez style Cartwheel group 5 Dolabany's Moody Kid Mixed Materials For another adult-style look, metals and acetates mix for fun and fashionable styles. SHOWN HERE: 6 LBI's Shrek style Ginger 7 Viva International Group's Skechers' style SK 1502