EDITOR’S LETTER

Got Genders?

this issue has been a particularly exciting one to work on. One of our biggest issues ever, we aimed to jam pack these 172 pages you hold in your hands with real, usable, business-building (and, yet, supremely entertaining) content designed just for you—today’s eyecare professional.

Our main focus is on the sexes. Our FrameBuyer section features a visually appealing roundup of today’s hottest fashion trends for the genders. And, we also define the specific ways in which men and women shop (and buy) today plus serve up a guide to merchandising success with men’s and women’s frames. In addition, our fun “He Said, She Said” article format features two prominent O.D.s dishing on exactly how men and women approach lens buying.

“Males tend to be fast, purposeful shoppers. They shop [much] like they hunted: Walk in the door, shoot [buy] something, and drag it out very quickly.”

— Paco Underhill, founder and CEO of consumer behavior research firm Envirosell and author of “Why We Buy: The Science of Shopping,” tells Eyecare Business in this issue.

The excitement doesn’t stop there. Check out our useful Essential Millennial Guide, filled to the brim with facts and tips that will help your business pinpoint this increasingly important customer group. We also check in with famed author and marketing guru Jonah Berger (consultant to numerous Fortune 500 companies) to get his must-know strategies for connecting with today’s consumers. They might just surprise you.

This issue also boasts our Big Vision Expo East Guide, which we curated to help you navigate the best show for yourself and your staff. It includes the biggest education highlights (including some new, exciting formats) plus the coolest events on (and off) the show floor. It also features an expert-curated guide to the best near-the-Javits-Center quick bites (cupcakes and coffee midday, anyone?), covet-worthy eateries, craft cocktail hotspots, and after-hours shows (on and off Broadway).

We hope to catch you at VEE (visionexpoeast.com) this month, April 14-17 in New York City! Please stop by our PentaVision booth (#3583) and introduce yourself and tell us about your business—we’d love to meet you.

We also hope you enjoy perusing this super-strength-sized issue of Eyecare Business as much as we enjoyed creating it.

Both EB + Vision Expo turn 30 in 2016! To celebrate, we share this vintage EB cover from 1986

Best Regards,

Erinn Morgan
Editor-in-Chief + Editorial Director
Eyecare Business