TrendSpotting
THE BIGGEST TRENDS + NEWS YOU CAN USE
Custom Love
Customization is king in today’s consumer relationship—and consumers of every age group (with a heavy emphasis on personalization-centric millennials) find value in the ability to create their own products. In fact, a survey of over 1,000 online shoppers conducted by Bain found that while less than 10% have tried customization options, 25% to 30% are interested in doing so.
This desire is manifested in powerhouse brands developing new products that can be customized and personalized. Whether it’s customizable Levis, fast-casual food at Chipotle, Chuck Taylors, Ray-Bans, and even a customizable American Express card for millennials, today’s consumer wants it all—and they want it personal.
CUSTOM SPECS. In optical, this trend has also taken hold, with eyewear lines like ClearVision’s Customizable Aspire collection, where consumers can mix and match colors, bridge types, temples, and temple tips for a truly custom fit.
Ray-Ban’s REMIX collection also serves up the ability to create customized shades—consumers can choose from over 250,000 combinations (including engravings and bold colors) that are then “lovingly put together by hand in Italy.” REMIX ups the ante with a short product delivery time—five days.
PERSONALIZED LENSES. Even eyecare professionals themselves are getting hip to the customization trend by offering seriously unique personalized lens engravings and tattooing, often on rimless eyewear. “We are all about lens engravings over here right now,” says Tara O’Connor A.B.O.C., optical manager at Peninsula Ophthalmology Group and Fog City Optical in Burlingame, CA. “It’s like tattoos for your lenses. I’m obsessed with customization and patients are loving it.”
O’Connor, who works with a specialty lab on these jobs, says customizations range between $50 and $250, depending on the design.
—Erinn Morgan
LENSES WE LOVE Silhouette Lite Twist with “Fluttering Hearts” lens etching from Luxe Lab in Anaheim, CA
What’s So Bad About Online Refractions?
A look at where the highly controversial Opternative is now—and where it’s headed.
PLUS: 2 ODs take online refractions for a test run
opternative made a splash in the optical waters when it launched an online service that allowed consumers to get refractions via their computer—and get a prescription via email. Last month, Opternative expanded its cyber footprint when it partnered with the huge e-tailer 1-800-CONTACTS to offer online exams to contact lens customers on that site as well. It’s a move that has some in the eyecare world fighting mad.
“Refractions cannot ever be safely offered separate from a comprehensive eye exam,” says Andrea Thau, O.D., president of the AOA. “A comprehensive eye exam with a doctor of optometry is the most important step a patient can take to safeguard their vision and overall health, especially when it comes to early diagnosis of diabetes, hypertension, and other systemic diseases.”
Have a seat: Online refractions may be coming to a couch near you
Christopher Wolfe, O.D., F.A.A.O, a partner in Exclusively Eyecare in Omaha, NE, believes that while many new technologies have benefits, some carry serious health risks.
“[Because of marketing claims] the public believes that they are getting an ‘online eye exam’ when, in fact, they are at best getting about 1/4 of 1/12 of a comprehensive eye examination,” he says.
“1-800 CONTACTS is the largest online optical retailer and an ideal partner for Opternative. We both have a mission to help make eye care more accessible, affordable, and convenient,” says Aaron Dallek, Opternative CEO & co-founder. “We look forward to working with any eyewear retailer that wants to utilize our technology to help patients access safe, affordable eyecare services.”
The company also indicated that expansion into other eyecare services might be on the horizon. “Opternative is constantly conducting R&D to develop our platform of products and services for online eye care. We will continue to offer more medical services as our platform expands in the future,” Dallek told EB.
OD TEST RUN
Just how accurate are online refractions? We asked two optometrists about their experiences.
ERIC WHITE, O.D.
Owner of Complete Family Vision Care in San Diego
If we want to survive and thrive in today’s world, we need to stay attuned to what is out there, so I did an online eye exam from Opternative.com. The test is free (a prescription, if needed, costs $40), very simplistic, taking 25 minutes start to finish on both my smart phone and iPad.
They only allow 18- to 45-year-old healthy patients to take it. To find out this info, they ask very general questions. If you answer ‘yes’ to anything, you are disqualified—obviously they want the simplest patient.
They check color vision by asking if you see a number in the standard color vision chart with individual eyes. The exam for astigmatism/myopia/hyperopia consisted of showing you several lined images at different distances and asking which of the two images is sharper.
It checks both near and far vision. I wanted to see what it would say if I could see everything far and near clearly.
At the end it said I am plano and said I could buy glasses, but it would not let me order glasses without my old Rx from an eye doctor.
CHRISTOPHER WOLFE, O.D., F.A.A.O.
Partner in Exclusively Eyecare in Omaha, NE:
It was not accurate. The spectacle prescription that I was provided from Opternative was OD: -1.00, OS -1.00.
My prescription based on traditional refraction techniques including both subjective and objective measurements is OD: -0.25 -0.75 x 010, OS: -0.25 -1.00 x 015.
For instance, South Carolina recently passed a bill that states Rx’s may not be generated based on refraction alone, or generated online. And in Indiana, the law severely restricts the use of “telemedicine” in providing prescriptions and care. Opternative is not currently offering its services in these states.
Opternative continues to actively lobby in those and other states to have restrictive legislation removed or changed.
—Susan Tarrant
New Experiences at Silmo
optical fair SILMO kicks off this month, Friday, Sept. 23 to Monday, Sept. 26 at the Paris Nord Villepinte in Paris. Clearly a show on the rise, more than 34,000 visiting professionals attended SILMO 2015 (a 5% increase over the previous year), with nearly 900 exhibitors on hand. The 2016 SILMO show features approximately 950 exhibitors and 1,350 brands.
New to SILMO this year is The Experience Store, a highly-interactive space dedicated to digital experiences applied to optical retail outlets.
This exhibition area will include live demonstrations on new technologies and a customer pathway equipped with applicable solutions/experiences. The displays and activities in the area are intended to help participants manage future contact with customers and the products on sale in their stores—with the intention of improving business practices. Catch the action in Hall 6 at 6L114.
Visit en.silmoparis.com for more information.
HONG KONG OPTICAL FAIR HIGHLIGHTS
with more than 760 exhibitors, including pavilions from the Chinese mainland, France, Italy, Japan, Korea, and Taiwan, the Hong Kong Optical Fair is a truly international show. The 24th edition of the Hong Kong Optical Fair will take place Wednesday, Nov. 9 through Friday, Nov. 11 at the Hong Kong Convention & Exhibition Centre.
Last year’s edition of the show saw a positive business climate and a rise in visitor numbers with more than 700 exhibitors and nearly 15,000 buyers.
Special 2016 show highlights include the “Brand Name Gallery,” a premium section which showcases branded and designer eyewear that stands out in creativity and quality. Upping the glam factor of the gallery, “Eyewear Parades” will take place throughout the show, featuring models wearing selected exhibitors’ newest frames and sunglasses.
The 14th Hong Kong Optometric Conference will also take place at the fair, drawing expert speakers to address the topic of Advancement in Ophthalmic Treatments.
Interested attendees can pre-register on or before Oct. 18 to receive a free admission badge by mail.
Visit hktdc.com/fair/hkopticalfair-en/HKTDC-Hong-Kong-Optical-Fair.html to register.
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