buyer’s forum

Being the Best

Amy Spiezio

Thanks to many factors—a tough economy, a dampening of consumerism, and a more researched and knowledgeable product universe—the world of luxury eyewear sales is vastly more complex than it was just a few years ago.

This month’s Luxury Trends report by Erinn Morgan (page 46) notes that luxury eyewear has collector appeal and, therefore, is less impacted by the overall hit taken by the luxury retail segment. Not that it means luxury optical is easy. In the piece, Gregory Furman of The Luxury Marketing Council notes, “…it’s a category that requires a more consultative play on the part of the salesperson, which is a role that requires a lot of sophistication with developing a level of comfort and trust.”

Building that comfort and trust puts the pressure on optical professionals to be at the top of their game, especially when it comes to selling at the top of the product pyramid. Gary Black, owner of Black Optical, which has two locations in Tulsa, OK, focuses on “unbranded,” hard-to-find products. “Create the niche and master it, and then you become the destination for the customer you are targeting,” he recommends.

In our frame feature this month, we show that the although the pricepoint might not be quite as high as traditional luxury eyewear, a possible high-end specialization is the sports market. Regardless of the economy, high performance players want high-performance eyewear to meet their needs. And increasingly, the product is out there with features and benefits that only an educated ECP can properly present.

What other potential niches can you explore for success in luxury? Consider kids’ product, a category that slowly but surely grows as companies provide more eyewear options for high-end youth.

Capsule groupings can create a collector out of an afficionado. Whether it’s runway looks like Mykita’s presentations with Moncler and Damir Doma or numbered limited editions such as Alain Mikli’s new Portofino collection, these small-run styles can be an addictive opportunity for luxury consumers to satisfy their desire for exclusivity and a chance for ECPs to show their patients that they are a connection to the best of the best.