FASHION, FUNCTION, SUNWEAR

Fashion! {with a side of function}

BY ERINN MORGAN

IN TODAY’S MORE ACTIVE ERA WHERE COLOR RUNS ARE REPLACING COCKTAIL PARTIES, MORE CONSUMERS ARE JUMPING FROM THE ARMCHAIR INTO CASUAL SPORTS PARTICIPATION. HOW CAN YOU HELP OUTFIT THEM WITH SUNWEAR?

Nike style S14, “Soldier” from Marchon

Rudy Project style Ultimatum Shock

UPPER IMAGE BY BRANDON SCHATS, LOWER PHOTO BY BRIAN HALL

FROM PARTICIPATING in everything from Color Runs and Mud Runs to golf and hiking, people are getting off the couch and becoming active outdoors. In fact, nearly half (49.4 percent) of all Americans participated in some form of outdoor recreation last year, according to the Outdoor Industry Association’s 2013 Outdoor Recreation Participation Report.

While the overall participation rate remained the same as it was in 2011, the number of participants is the highest recorded in this report as a result of to population growth.

Every single person who steps into the Great Outdoors—whether it be for an organized run in the urban jungle or a triathlon in the mountains—will benefit from wearing sunglasses with UV protection.

The key to this equation for eyecare practioners is that a large percentage of today’s fit-focused consumers are active only casually—and, as a result, they’re looking for gear (and sunwear) that spans the bridge between fashion/lifestyle and performance. Lucky for ECPs, there is a whole new infusion of fashion-oriented sports sunwear coming into the marketplace. Interestingly, this sea of change is being seen in other categories as well, from sports apparel to fitness gear.

“We’ve been seeing the increase of goods designed for performance but that also look stylish in the sporting goods industry,” says VJ Mayor, director of marketing and communications for the Sports & Fitness Industry Association. “For example, the new running store customer is no longer solely the dedicated runner. It’s the customer who does a Color Run once a year and you have to sell him or her on the experience—having fun AND looking good.”

“WE ARE SEEING MUCH MORE STYLE COME INTO PLAY IN SPORTS EYEWEAR.”

—RICK WELLER Crown Optical & Safety

LIFESTYLE-SPORTS SUNWEAR

ECPs are also seeing the benefits from stocking more casual, fashion-oriented performance sunwear. “We are seeing much more style come into play in sports eyewear,” says Rick Weller, owner and optician at Crown Optical & Safety in Portland, OR. Weller notes that the retro hip-hop look, in particular—bigger, rounder shapes in colors that are right on trend—is really popular in Portland.

At the two-location The Village Eye Works in Phoenix, owner Bob Royden says he is also seeing a lot of fashionable sports sunwear. “We see it more with men who might be cycling and running or doing triathlons,” he says. “They come in and want something that can perform but that is also cool and hip that they can wear to the office.”

At the Denver-based Sports Optical, owner Brett Hunter says about 30 to 40 percent of his mix is lifestyle-sports sunwear. “There’s definitely a market for it—a lot of people don’t want to wear their biking glasses or shooting glasses when they’re walking around.”

The good news is that sports eyewear makers are meeting this need with a major market infusion of lifestyle-sports sunwear that delivers fashion and function. “This direction is taking hold and accelerating because all parts of culture—sport, music, art, design, fashion—and the boundaries that used to separate them have become blurred,” says David Currier, ophthalmic division general manager at Smith Optics. “The companies that can be relevant both in their values and their products in more of these components of society will resonate more with the consumers that are pushing the envelope.”

Some sports eyewear makers also say that this focus is not a trend, but a new direction for sports eyewear. “You will be seeing a ton more fashion models from Rudy Project in years to come as we listen to our athletes and what they want for everyday glasses,” says Paul Craig, president and co-founder of Running & Cycling Enterprises.

Silhouette’s adidas style Montreal

Maui Jim style Nalani HS295

Oakley style oo9204, RSVP

THE CUSTOMER

How can you determine who is right for lifestyle-sports sunwear? At Pediatric & Adult Vision Care in Wexford, PA, the staff spends time asking each and every patient about their lifestyle.

“The lifestyle questionnaire is an excellent tool for determining who might benefit from these sunglasses—it’s a MUCH broader audience than just the athlete,” says optical manager Ty Elwell.

At The Village Eye Works, Royden also employs lifestyle fitting. “People are so much more aware and knowledgeable today because of the Internet, so it’s harder for us as opticians to take care of them—we must know our business, be in touch with the customer’s needs, and really be on our toes.”

Though Elwell says his sunglass assortment is currently “somewhat polarized” into either designer sunwear or performance sunwear, he agrees that a blend of the two is a highly salable idea. “Not everyone looking for sports features wants a technical performance sunglass,” he says. “Anything that’s more in the middle of the bell curve is a very viable option and could help increase sales.”

On the flip side, Elwell notes that he sees a similar influence happening with ophthalmic frames as well. “Some optical frame lines are now starting to bring in sports elements such as rubber temple tips to their frames for more active customers,” he says.

At the same time, even more serious athletes are looking to tone down their performance eyewear look with style. “Athletes are excited to be able to enjoy the benefits of sport features in a more casual sunglass,” says Bobby Dean, product expert and training specialist at APEX by Sunglass Hut (formerly N3L). “For example, a secure and comfortable fi t is essential while running or cycling, and is just as benefi cial while darting around town running errands or hanging out with friends.”

The Platoon goggle from SPY Optics

Costa style SeaFan

Smith style Marvine

SELLING SIZZLE

After pinpointing the patients who are right for more casual sports sunwear, ECPs say they focus on selling the unique marriage of fashion and function in these products.

At The Village Eye Works, Royden realizes consistent second-pair sales with more fashionable sports sunwear after having a conversation with the customer about their needs. “If someone comes in and says he or she wants a fashion frame, and maybe through our conversation I find out he or she is a runner or biker, I always offer that option as well,” he says.

Royden also fits active patients in prescription sunwear that bridges the gap between performance and fashion. “We are fi tting about 30 percent of our active patients with prescription sports sunwear, but we also sell a lot of plano sports sunwear, too,” he says, adding that his plano assortment of lifestyle-sports sunwear ranges from about $135 to $300.

At Sports Optical, Hunter says about 98 percent of the eyewear going out the door is prescription. “We are a real destination spot, and they are coming in here specifically for prescription sports eyewear.”

What’s Your Favorite Color?

What on Earth is a Color Run? Known as the Happiest 5k on the Planet, The Color Run is a unique, casual, untimed “race” in which participants get doused in powder colors along the run. According to The Color Run, its events celebrate “healthiness, happiness, and individuality.” Since its debut in 2012, The Color Run has become the largest event series in the United States. In 2013, the Color Run hosted nearly one million runners in more than 170 events in more than 30 countries. To learn more about this event that is driving trends in sporting goods, we spoke with The Color Run spokesperson Jessica Nixon. Eyecare Business: Why are events such as yours, which bring non-athletes off the couch to have fun in a fitness environment, growing quickly in popularity today? Jessica Nixon, The Color Run: Because this event is marketed as a “fun run” and it’s untimed, it lacks the intimidation factor that other organized fitness events can have. People from all different athletic backgrounds can participate in this event. The Color Run is an attainable goal that novice runners can work to achieve and hopefully will act as a catalyst to inspire continual healthy living. EB: What is it about today’s culture and consumer that make it the right time for fun sports/fitness events? Nixon: I think our event has the right amount of fitness and fun that appeals to a wide audience. EB: Is The Color Run an event that will have staying power? Nixon: Our number of participants has only increased since creation two years ago, and we hope to see it continue this way. The staying power is in the memories that are created at The Color Run. We hope it will be an event that people will enjoy for many years to come. COLOR RUN IMAGES BY BRANDON SCHATZ