The notable popularity of plastic frames—along with their custom-fit limitations—has nudged the rise of a fast-growing optical category that includes frames by a number of special names—Global Fit, Asian Fit, Specialty Fit, Universal Fit, and more.

These specialty frames are gaining ground as a solution for multicultural consumers who have been underserved by standard-fit models based largely on European facial features.

And, the demand for plastic frames—which, unlike metal frames, are not as easily adjusted—has pushed the optical sector to address this void in the market.

Over the past two years, brands have been rolling out a plethora of specialty-fit frames designed for features associated with particular ethnic face shapes (from Asian to African-American), such as smaller bridges, higher cheekbones, and wider head widths.

But patients from a range of ethnic backgrounds are also benefiting. That’s because it’s about designing eyewear to the “morphology of different cultures,” says Daniel Shack, vice president of product and business development for L’Amy America, which launched the Ann Taylor Tailored Fit Collection in January to do just that.

Indeed, just as some people of Russian or Polish descent might have a more prominent bridge, “some Asians might have a flatter bridge, some African-Americans might have a wider bridge, and some Native Americans might have a more structural bridge,” he said. “It’s every ethnicity; it’s universal. One-size-fits-all doesn’t work.”

Here, we check in with two specialty-fit-savvy eyecare professionals to get their best tips and tools for stocking, fitting, and selling this unique yet much-needed category of eyewear.

‘Our Opticians Know the Anatomy’

Bridge Opticians
Fort Lee, NJ

Bridge Opticians in Fort Lee, NJ, dispenses Asian Fit eyewear to about 15% of its patient base: about 10% are Asian, and the remaining 5% are a range of ethnicities, says owner Harrison Rosenberg, O.D.

That’s because there’s a palpable demand for “Asian Fit eyewear,” according to Dr. Rosenberg.

Bridge Opticians’ Asian Fit patients include “anybody with a flatter nose or higher cheekbones, where [standard fit frames] hit their cheeks,” Dr. Rosenberg says. For one, “Asian Fit eyewear raises the frame off the [wearer’s] cheeks.”

Bridge Opticians carries Asian Fit lines from brands such as Marchon and TC CHARTON, but the store doesn’t call out the specialty eyewear in its displays, nor does it market it, per se. There’s no need to, Dr. Rosenberg says.

He leaves the fitting process to Bridge Opticians’ three licensed, highly seasoned opticians, who’ve been dispensing for 15 to 20 years each, to summon their expertise in the fitting process.

“Our opticians are knowledgeable…they know the anatomy, and they work not to sell patients [an ill-fitting] product,” Dr. Rosenberg says.

‘Patients Find Us’

Golden San Gabriel Optometric Vision Center
7 locations in California and Texas

Wing Tsang, general sales manager of Golden San Gabriel Optometric Vision Center’s locations in San Gabriel and Rowland Heights in Southern California, plans the shops’ assortment of Asian Fit and Global Fit eyewear according to their patient base.

The practice’s client base is 70% Asian, so Asian Fit eyewear accounts for 70% of its product assortment, he says.

And Global Fit frames, with a bridge that is lower than Asian Fit frames but higher than a standard bridge, account for about 10% of the stores’ mix, and has worked well for some Latino, African-American, and Caucasian patients.

The San Gabriel shop is located in an area that is becoming an emerging Chinatown, so patients with Asian Fit needs typically find their optometric practice, he said.

In the stores, standard-fit frames are showcased alongside their Asian Fit and Global Fit counterpart models, but called out with signage and point-of-purchase displays. But most people who come into the store “already know we carry it,” as many have done their homework online, Tsang says.

SPECIALTY-FIT PRODUCT GUIDE

Ready to get outfitted with specialty-fit eyewear? This rundown of brands that serve up fresh, on-trend options will help get you started.

CLEARVISION OPTICAL

ClearVision offers five different specialty fits: Global Fit, Petite Fit, Style n’ Fit (larger frame styles for women), XLFIT, and Pediatric Fit. Pictured is Steve Madden model Troopah, available in XLFIT for men (58/18-150).

INFO: 800-645-3733, cvoptical.com

J.F. REY

J.F. REY focuses on petite faces with the J.F. REY Petite line. It also has XXL frames and Asian Fit frames. Pictured is J.F. Rey Petite model PA032.

INFO: contact@jfreyusa.com, jfrey.fr/en

KENMARK

Vera Wang specialty-fit frames offer rich colors in zyl and metal/zyl combinations. Pictured is VA22 (52/16-135).

INFO: 800-627-2898, kenmarkoptical.com

L’AMY AMERICA

L’Amy America offers Nicole Miller YourFit (sized from 54/16 to 58/17), Champion Extended Size (57/19 to 59/20), Ann Taylor Petites (46/15 to 50/16), and Ann Taylor Tailored Fit. Pictured is style NM Antwerp.

INFO: 800-243-6350, lamyamerica.com

LUXOTTICA

Luxottica offers a variety of Asian Fit frames in many brands, including Michael Kors (MK4035), Ray-Ban (RB2448N), and Tiffany (TF2141 and TF2143B). Pictured is Ray-Ban model RB2448N.

INFO: 800-422-2020, luxottica.com

MARCHON

Salvatore Ferragamo alternative-fit options from Marchon offer a variety of shapes tailored to fit distinctive facial features, with features including custom-designed bridges, gooseneck nose pads, and elongated temple tips. Pictured is model SF797SA.

INFO: 800-645-1300, marchon.com

MARCOLIN

Both the GUESS and Tom Ford collections from Marcolin offer Asian Fit options. Pictured is Guess GU1907, a men’s acetate style with a vintage-inspired round shape.

INFO: 800-345-8482, marcolin.com

MODERN OPTICAL

Modern Optical offers extended sizes for women with its new GB+ collection. The initial release features eye sizes ranging from 55 to 59, and temples measuring up to 150. Pictured is model Intellect.

INFO: 800-323-2409, modernoptical.com

MOREL

Morel introduces a variety of alternative-fit products at Vision Expo East. A series of acetate frames in the OGA and Koali collections will be customized “on demand” for clients, offering adjustable pad arms and nose pads. The service will be completed at no additional charge. In many cases, stock will be on hand to fill immediately or be customized within one week’s time directly from Morel’s facility in France.

INFO: 800-526-8838, morel-eyewearusa.com

NEW YORK EYE

New York Eye’s Esquire model EQ1531 (pictured) is a retro-inspired acetate model with adjustable nose pads for specialty fitting.

INFO: 800-221-6966, newyorkeye.net

OGI EYEWEAR

Ogi Eyewear offers several universal-fit frames in its Red Rose (styles Bellaria and Treviso) and Innotec (styles Graham and Ward) collections. Pictured is model Bellaria, available in size 52/18-140.

INFO: 888-560-1060, ogieyewear.com

PRODESIGN DENMARK

Prodesign offers adjustable nose pad arms (made from titanium) optional on all acetate frames. Pictured is model 4742, which features an optional sun clip-on.

INFO: 800-654-6099, prodesigndenmark.com

TC CHARTON

TC CHARTON is an Asian Fit eyewear collection by Alexandra Peng Charton, designed to accommodate higher cheekbones, lower nose bridges, and other ethnic features. Pictured is TC CHARTON style Stanley, a masculine acetate frame with a clip-on.

INFO: 855-707-0220, tc-charton.com

TURA

Petite-fit styles are featured in Tura’s Brendel, Lulu, Ted Baker, and Kate Young for Tura optical collections. XL-fit styles are featured in Tura’s Ted Baker and Geoffrey Beene optical collections. Pictured is Ted Baker petite model B744.

INFO: 800-242-TURA, tura.com

VIVID EYEWEAR

The Vivid Ultem Series features frames with high-tech Ultem material and adjustable pad arms for a global fit. Frames 2001, 2002, 2003, and 2004 offer elasticity for comfort and shape retention. The beta memory material is FDA approved and eco-friendly.

INFO: 800-631-0188, vivideyewearusa.com

—Kerri Ann Raimo