The 20/20 Editorial Team

James J. Spina
VP, Editor-in-Chief

Jacqueline Micucci
Executive Editor

Gloria Nicola
Senior Features Editor

Andy Karp
Group Editor, Lenses and Technology

Melissa Arkin
Assistant Editor

Lauren Taylor
Editorial Assistant

9/18/2007 Questioning Deluxe Accommodations
Posted by 20/20&U Blog Admin
Location: Blogs2020&U
 		    
I’m sure you’ve noticed some hefty changes in the land of luxury retailing these last few years. It hasn’t specifically been a downward (or upward) sku-ering of price, purse-say, although lower cost goods have certainly slipped in readily as absurdly expensive thing-a-ma-bobs some folks just can’t live without.

It’s more a factor of the consumer market being targeted. The super-rich have always loved their Bentleys and Birkin bags. They will continue to do so. But, increasingly, current marketing and advertising has taken tack on a new breed of consumers looking to live better and aiming to please that quest with a growing host of brands promising top-notch quality, star-quality status and impeccable style. And the buzz-word for that hive, certainly incorporating eyewear as part of its product mix, has been goodies described as “affordable luxury.”

So now that you’ve heard that phrase attached to everything from garden hoses to coffee makers… forget it. Luxury is not affordable. Quality costs more and, even more important to this category, exclusivity costs more. Dipping down toward the higher end of high-end goods does not reduce the cost factor significantly. You get what you pay for. THAT has never changed. So in a very real world sense both retailers and consumers need to exhibit caution and a fair degree of shopping expertise when navigating the new labels attached to luxury living.

The rewards for this can be richly rewarding for both but don’t be fooled by manufacturers (read that to be vendors in most cases) skilled in the art of manipulating the complex branding scenario as they blur the lines between quality and high quality. At 20/20 we’ve long delivered top notch luxury eyewear coverage for what was previously thought of as a niche market. It ain’t no niche no more. It is now a mother load of potential for any optical retailers willing to literally put their eyewear and their reputations on the line… the TOP line.

And speaking of TOP line: The upcoming October issue features an exclusive interview with Ralph Lauren. You heard that here first at 20/20&U. A recent issue of Vanity Fair tried but failed to get his verbal attention. Ditto, a story in the Style magazine of The New York Times was peppered with just two quotes. He was exceedingly gracious sharing his time and thoughts with 20/20 and, therefore, you―the optical professional. It was a luxurious privilege. And next week we’re going to tell you how YOU can get in on this new relationship with Ralph Lauren

-- James J. Spina, Editor-in-chief, 20/20
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Comments (5)   Add Comment
Re: Questioning Deluxe Accommodations
By cathy ganes		 9/20/2007
s
I am very sad that he has left safilo...
Re: Questioning Deluxe Accommodations
By Barry Santini		 9/20/2007
s
I disagree! Their is absolutely NO relationship between price and quality when it comes to eyewear frames. And close-outs make it even worse when disitributed "retail"!

IMHO...

Barry
Re: Questioning Deluxe Accommodations
By martin schulman		 9/21/2007
s
There's room at the top for anyone who wants to compete fairly. But caveat emptor, whether consumer or retailer--it's only your service that you can sell--the world believes all products are commodities and therefore should be priced as cheaply as possible. Remain exclusive--avoid the temptation to buy from the mass wholesalers [e.g. Lux, et.al.] and your service will set you apart. Living by the motto " the exclusive Oliver Peoples dealer in _____" will eventually mean you are another branch of LensCrafters. Caught in the middle? Educate ourself and your staff to be as professional as possible--your clientele will surface from the melting pot of the middle, as tjose willing to pay a fair price for what you do best: provide the best eyecare for the customer!
Re: Questioning Deluxe Accommodations
By nycOptician		 2/19/2008
s
The rich will spend any amount of $ to look cool & hear that they look cool. The easiest sale is always done with a compliment. Even if they look silly in a frame they picked, tell them," You look great in that frame, do you want a hard or soft case ?"
Re: Questioning Deluxe Accommodations
By blackjack		 3/4/2008
s
The object is to come closer to 21 than the dealer without going over 21. If your first two cards are a ten and an ace, it is “blackjack” and you win 1.5 times your bet. Otherwise, the odds are 1:1. In a noisy casino, you may need to use hand signals. If the cards are face down, you can indicate “hit” by flicking them across the felt twice.

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