BUYER’S FORUM

Big Opportunities, Little People

Creating a full and thoughtful children’s inventory can open up whole new avenues of business for your dispensary

this month, Eyecare Business catches up with busy buyer Robert Silva, ABOC, RDO, a pediatric optician, Laguna Hills manager, and corporate buyer for A Child’s View, Inc., a small optical chain in California specializing in children. Silva has been with the company for almost 20 years, where his passion for optical photography, frame customization, and frame design are well utilized.

He notes that planning a children’s inventory takes more than color and fun licenses. “Proper fit is essential and plastic frames don’t fit all children,” Silva says. “While the adult market is style-driven, the children’s market is fit-driven.” Read on for more.

What’s HOT?

Plastic frames continue to be on fire, notes A Child’s View’s Robert Silva, ABOC, RDO. He adds: “The more popular shapes are modified cat-eye for the girls and soft traditional (Wayfarer) shapes in fun colors. A runner-up in popularity for boys is a deeper rectangle/P3 shape. Today’s best-sellers are bold but sophisticated, durable, hold the adjustment, and are age-appropriate in fit and design.“

“Some of my favorite kids’ products are coming from Kenmark,” he says. “Their process starts with Mazzuchelli and Daicel block zyls that are double and triple laminates as well as the custom zyls used for Lilly Pulitzer. The materials are top quality and the designs colorful and playful enough to grab the attention of the little ones.”

Lilly Pulitzer Parris (top) and Tully by Kenmark

Robert Silva, ABOC, RDO

Q: WHAT ARE THE BIG OPPORTUNITIES?

Offering the customer the largest selection followed by the best service, and a no-hassle warranty to the child. If we can get them in our doors because of our selection, it is up to us to show them our knowledge and expertise in fitting children that goes beyond those practices that have only invested in one collection to show you in a handful of sizes and colors.

Q: WHAT DOES A COMPLETE KIDS EYEWEAR SECTION INCLUDE?

A large selection of frames from fashion-forward, bold styles to more classic looks. Practices cannot rely on bringing in just one vendor and hope they can supply an adequate selection. For today’s fashion-conscious consumer, the dispensary will need to include a minimum of five lines, just to start! At A Child’s View, we stock at least 30 lines of children’s frames. Inventory should include a good selection of sports goggles, Rx-able swim goggles, and a nice assortment of sunglasses.

Q: WHAT SURPRISES YOU MOST ABOUT YOUR YOUNG SHOPPERS?

When I start to fit my young shopper and find him or her truly engaged in the selection process and very opinionated about the choices. We consider ourselves the child’s advocate to the parent when choosing frames. We know that kids from three to six years old are driven by the color and less about the brand. We offer reassurance that the frame will coordinate with the child’s wardrobe and that “a frame liked is a frame worn”; but when the parents see their child’s reaction when he puts that frame on his face, it is absolutely priceless!

Want to talk about what gives your frame buying flair? Please email executive editor Amy Spiezio, Amy.Spiezio@PentaVisionMedia.com