Thinking precision in sunwear evokes a variety of images i.e., the right colors, density, absorption, today's size issues and styles. So, for the patient to want a pair of prescription sunglasses and then choose what's right, you must do the following: achieve critical mass, use brand power, know the reasons for good eyewear and be skilled at converting the real sunglasses in the office to real prescription sunglasses.

Critical Mass
Critical mass tells patients that you are serious about sunglasses. It is the right amount of inventory in the best selling brands, enough variety of styles and with enough color depth that says "serious sunwear". This is especially important as new styles are introduced and seen by patients in fashion magazines and Sunday newspaper supplements. They call, ask for a sunglass and go elsewhere if it is not available.

How much is enough? It can't be just a couple of pieces to really use the strength of the brand nor is it correct financially to over buy. Work with the supplier to know what is appropriate for your market, balance it with enough space to show it off correctly and consider the marketing goals for the product. Within a brand, the right amount is between the 12 piece mixed minimum and a 24 ophthalmic, 24 piece sunglass order. More makes a statement. Buy correctly.

 Successful offices selling high percentages of prescription sunwear have 20- 25% of their inventory in sunwear and they create enough separate space to show it. Its visibility suggests that the office is expert in sunglasses. It also matches the patient's impression that this office is the place to buy their own real sunglasses i.e., the frames with dark lenses on the board are the "real sunglasses". It's been my experience that many patients look at all the clear sample lenses in frames and don't really understand how they can be sunwear also. They see sunglasses and think those are the real sunglasses.

When choosing designs and styles be sure that the majority of the sunwear is Rx-able since the prescription is what differentiates your office from department or sports stores. It's why the patient is in the office and having a good looking and highly visible inventory ensures that sunwear will be considered. For the optometric office, it also helps the capture rate i.e., the number of exams that are converted to eyewear sales.

 Don't forget to include point of sale information about sports, ultraviolet, mirrors, AR, etc. Educate the patient about the dangers of UV damage from the sun at the beach, when it is overcast and especially off snow in the winter. UV is all around and protection is a full time job. Describe the protective advantages of back surface AR and mirrors. Understand the most recent color trends.

For point of purchase, work closely with sales reps for the latest that show off the power of recognizable brands. For example, Luxottica has redesigned the available POP for their Anne Klein collections. The window displays and in-store merchandising materials are crafted from the same materials and designs seen in the new Anne Klein boutiques. The offerings include new counter cards featuring super model Carolyn Murphy, etched acrylic logo blocks, three piece, six-piece, and 24-piece modern metal and Plexiglas displays and a chrome and Plexiglas adjustable mirror.


When Size Matters
Can you envision the final eyewear if the patient was considering buying two very different sized frames? One is a squareish profile frame in plastic (48/18) and the other, a pair of oversized sunglasses with a double-bridge, mask design and wrap-around styling (58/17). The Rx is single vision; -4.00D sphere OU, PD is 30/31 mm. What do you need to consider? Here are a few questions and a discussion of each follows.

 

Sunglasses are more than summer fashion. With the improvements of polarized lenses, prescription sunwear is more desirable than ever. Sunglasses block harmful UV rays to protect the eyes, while improving comfort. Still, there is room for improvement in the way sun lenses are designed and delivered.

To improve sun lenses reduce backside reflections and glare, which interferes with vision. Reduce lens surface scratches, which diminish performance and aesthetics. Make them easier to clean given the harsher outdoor environment. Finally, deliver them as ordered, with respect to tint color and color intensity. Improve these qualities and achieve a leading edge in sunwear.

Currently, AR is commonly used on photochromics but is not as common on polarized or tinted lenses. Many feel that AR and sun lenses are designed to have opposite functions. Sunlenses are designed to block light transmission, while AR is designed to achieve maximum light transmission through the lens. Also, the coating process often changes the color and intensity of the tint on a lens, resulting in jobs needing to be reworked. Turn around time is higher, and customers become unhappy.


AR & Sunlenses —
IntroducingNew Crizal Sun
New Crizal Sun from Essilor improves any sunlens by reducing back surface reflections, scratches, adding easy clean performance while maintaining the desired tint color and intensity. This is a major advancement in sunwear. Crizal Sun has the superior scratch resistance and cleanability of Crizal Alize on both sides of the lens. The Crizal Alize AR layer is then added to the back side of the lens to virtually eliminate back side glare and reflections. For tinted sunlenses, Essilor uses a patented slow-dye technique to allow the dye to penetrate the substrate more deeply, ensuring lasting color and intensity.

Crizal Sun is integrated into the lens. An ion gun is fired at the substrate and between the various layers of the coating. This activates, or energizes, the surface particles of each layer being applied. The result is two fold. This ionization process creates a more porous or rougher surface, allowing for better adhesion between the substrate and coating. Then the surface particles are activated, allowing for better bonding between layers. The result is a coating and the lens that essentially become one material. Crizal Sun will not wear, peel or craze over time, giving patients the durability they need from their sunwear.

Crizal Sun does not block UV. The lens material provides UV protection. If you apply Crizal Sun to photochromics it will not absorb any of the activating UV that make photochromics work. Polycarbonate and high-index lenses offer natural UV protection. For the ultimate in sunwear, combine Crizal Sun with any polarized or Essilor tinted lenses and give patients premium sunglasses in those terrific new sunglass frames.



All Crizal Sun comes with the proprietary Pad Control System for consistent edging. Adding precision to precision. Varilux Physio 360° Polarized is automatically delivered wih Crizal Sun in place of Crizal Alize with Clear Guard.

Sunwear & the Older Eye
By 75 years of age, half of the US population has some significant level of cataracts and a fourth of adults have some level of AMD. This means that there is reduced acuity, resolution and contrast sensitivity. They suffer from increased glare disability in sunshine and are easily blinded by the bright but random reflections of sunlight during the day. There is a loss of driving performance and an associated increase in safety issues. Lastly, without excellent sunglasses during the day, they over bleach the retina and have reduced ability to dark adapt.

Therefore, your counsel about the need for the precise sunwear to make them comfortable and with increased independence is critical. It must absorb UV; improve contrast (when given the choice, they most often choose brown polarized), be able to eliminate the random effects of blinding glare (polarized is the key) and maximize their night vision (good sunglasses during the day). Other factors that help are daily brisk exercise, a diet rich in green and orange vegetables as well as not smoking.

Sunglasses of the Rich and Famous
Post photos of the famous and their eyewear on a poster board. Remember to learn which of the frames they wear. A good example is the Hall of Frames at the beginning of each issue of 20/20 Magazine. Similar reviews are part of the fashion and other optical magazines. Referring to these images opens the door for success through association.

Fashion magazines are an excellent source of the fashions in eyewear. Frame manufacturers also publish a review of their frames and sunwear that are worn by people that are highly visible. Many patients love characters or actors and want to identify with them so they want the same glasses they wear. Talk with Luxottica frame reps for their “Hollywood Report’ and use it to create celebrity sound bytes.

For example, Ray-Ban is one of the most well-known and top selling brands of sunglasses. Owning a pair of Ray-Ban sunglasses is synonymous with comfort, style and just the right kind of design. Many people who buy Ray-Ban sunglasses remain loyal to them all their lives. They have appeared in these 6 top films, Big Momma's House 2, Identity, Men in Black II, Once Upon a Time in Mexico, Sahara and The Dukes of Hazzard. Want to know which eyewear was featured in the movies? Go to www.brandchannel.com.



Large Sunglass and Cut-Out
 Sunglasses have gotten larger so it’s become essential to confirm cut-out i.e., be sure that the lens designs lens blank is large enough to produce the prescription needed. For progressives, place the fitting point over the fitting cross on the cut-out chart or position the frame so that decentration and height are what is required. The diameter of the lens blank needed can be seen directly. If the largest blank diameter is still too small (seen inside the frame) choose another frame or lens design.

{Sponsored by Essilor of America and Luxottica Group}
www.varilux.com • www.crizalpro.com • www.luxottica.com