ASIAN FIT EYEWEAR

GLOBALLY MINDED

GET THE SCOOP ON WHY ASIAN FIT AND GLOBAL FIT EYEWEAR SALES ARE BOOMING—PLUS TIPS FOR HOW TO GET ON BOARD

BY BARBARA THAU

Ayumi from TC Charton Asian Fit Eyewear

Asian-Americans are the nation’s fastest-growing multicultural segment. Today, the Asian population in the U.S. is 19.4 million strong and accounts for 6% of the country’s total population. And, this cultural group is growing quickly—the Asian population is anticipated to grow by 150% between now and 2050, according to U.S. Census projections.

But, you wouldn’t necessarily know that from browsing your local optical shop or eyeglass chain. That’s because the majority of eyewear on the market today is designed to fit a Caucasian face.

That’s now starting to change amid the rise of Asian Fit eyewear. The growth of Asian Fit eyewear marks the convergence of trends redefining the sale of consumer products, goods, and services: personalization and multiculturalism.

With the Asian population on the rise in the U.S., “being able to cater to that market is an ever-increasing focus for us,” says Fabrizio Gamberini, CEO of Marcolin USA Eyewear Corp. Asian Fit eyewear is “still an evolving concept in the optical industry, with huge growth potential if we target the key markets.” Those include New York, San Francisco, some Los Angeles regions, and beyond. What’s more, “department stores are requesting this as well as specialty boutiques,” Gamberini says.

Asian Fit eyewear, which is also dubbed “Global Fit” and “Alternative Fit” eyewear due to its ability to also serve as a fitting solution for patients of other ethnicities, is designed for features associated with Asian faces, such as smaller bridges, higher cheekbones, and wider head widths.

While the rise of Asian Fit eyewear is still in the nascent stages, eyecare professionals say eyewear makers are increasingly waking up to a widely unmet need that they’re eager to fill. Here, we check in with three ECPs to learn how they put a focus on this arena.

Tom Ford FT0429 in Asian Fit from Marcolin

PERSONALIZED FITTINGS

Offering Asian Fit eyewear goes hand in hand with delivering good customer service to a multicultural consumer. At Cascade Eye and Skin Center in Puyallup, WA, opticians spend a lot of time refitting and restyling Asian patients who were sold on a pair of trendy-yet-ill-fitting acetate frames, which can easily slide off a small bridge.

“Our staff of licensed opticians is very educated on custom fitting eyewear” for all manner of facial features, including Asian-Americans, says Melissa Welks, Cascade’s optical supervisor.

And, as with any fitting, says Welks, opticians listen to patients’ eyeglass-fail tales, and then address their pain points with a solution, such as, “We have this universal fit frame that would be perfect for your nose,” she notes.

CUSTOM CULTURE

In 2011, Katherine Manalo, O.D., launched Eyewear Envy Optometry online (eyewearenvy.com) as a destination for Asian Fit eyewear. Demand led to the opening of a practice in a predominantly Asian community in South San Francisco.

The practice filled a void for patients hesitant to buy eyeglasses online, “especially if they’ve had trouble with eyewear fittings in the first place,” says Dr. Manalo. “I’ve had a lot of positive responses from the Asian community who are saying, ‘Finally, there are glasses made for us.’” About 30% of her own patients come in explicitly asking for Asian Fit eyewear.

Eyewear Envy’s website, which touts “frames designed to fit Asian Faces,” draws patients to the practice, striking a tone that is equal parts fun, cheeky, and highly informational. The site features Asian Fit guides with copy like, “99 Problems but Head-Pinch Ain’t One,” and lighthearted informational videos addressing the pitfalls of poorly fitting glasses plus the benefits of Asian Fit eyewear.

Dr. Manalo says that she does not necessarily use the term “Asian Fit” unless it’s something patients already associate with. But the practice does call out Asian Fit eyewear features and benefits via in-store signage, highlighting solutions such as a wider frame and thicker nose piece.

Vera Wang VA19_CS in Alternative Fit from Kenmark

PLASTIC FOR ALL

The popularity of plastic frames has fueled the growth of Asian Fit eyewear, says Tracy Park, O.D., with Pacific Optometry Group, based in Garden Grove, CA.

“I myself am Asian and understand what it’s like not to have frames that fit well, and want to go with a plastic frame,” she says. “It’s just the style now.”

To that end, designers are increasingly launching Asian Fit offerings in acetate, Dr. Park says, including Guess, Armani, Ray-Ban, Michael Kors, and Vera Wang. “A lot of our patients didn’t know they could wear plastic frames, and when we have them in stock to try on, they’re so happy they can wear an in-style, plastic frame.”

Dr. Park uses her own features as an example when fitting Asian Fit eyewear, pointing to styles that work well for her. “I’ll say, ‘Why don’t you try this pair on? It has a built-up bridge and fits better on your face without touching or leaving a mark on your cheeks.’”

The practice’s opticians use the terms “Asian Fit” and “Alternative Fit,” and, despite some industry concerns of cultural sensitivity to the phrases, patients “are not offended at all,” she says. “They’re just happy to have glasses that fit.”

When buying product for her practice, whose patient base is about 50% Asian, 30% Hispanic, and 20% other, Dr. Park picks lines offering an Asian Fit model, as they invariably come in standard fit, too.

Getting the Asian Fit message out on sites like Yelp and social media channels is key. The practice’s Instagram page, for one, highlights an Asian Fit display featuring a photo of an Asian model wearing Gucci frames with the tagline, “Our patients love the Gucci Asian Fit sunglasses!”