Have a mix of style at varying price points. A brand pyramid helps to identify the tiers that are meaningful. Use it to match the demographics of your practice. Consult with the brand reps for ideas and programs. At the top of the pyramid are the luxury brand(s) i.e., those with the highest quality, most exclusivity or price. At the bottom are the everyday house brands that provide good service and mass appeal.
Consumers (like you) aspire to have certain brands and those have a very specific identity. Be sure that the mix of frame inventory has representatives of each level so that it meets the variety of wants that your patients have.
Here is an example of the Luxottica pyramid. What vendors do you use and how are their various brands represented?
There’s always room for some luxury. And, recent research describes exceptional quality as the new luxury. Quality is timeless. So, be aware of the attributes that add real quality to the eyewear inventory. Be able to describe the quality characteristics of materials (precious metals, stones, workmanship, leather, horn) when showing frame differences. Know what to say about each brand. In this category – the overall experience, when combined with the exceptional quality of the product, completes the luxury segment of your business.
