EYE STYLES OF THE RICH AND FAMOUS
Call it an occupational hazard. I
cannot watch a TV show or movie
without thinking, “That looks like a
Vera Wang sunglass.” Or, “Persol;
Yup, definitely a Persol.” Actually, I
usually don’t think this to myself—I
proclaim it out loud to a nearby
family member or friend, who are
all quite used to this behavior.
Now I have a distinct advantage to the majority of
consumers because I am intimately acquainted with the
different nuances, signature characteristics and embellishments
of a variety of frame styles. But what about
your customers who have nothing more to go on than
“I saw these great sunglasses on Cameron Diaz in that
movie where she switches homes with Kate Winslet”?
That’s where you come in, because dispensers need
to be experts in all things optical, including style, and
especially when it comes to sunwear. You need to know
what celebrities are wearing as, like it or not, they are
the arbiters of fashion in our society.
We try to help you out from our end. Every month in
20/20 magazine, we run a section called “Hall of Frames”
that lets you know exactly what frames (and more likely
than not it’s sunwear) the latest movers and shakers are
wearing… and we do the same in SunVision. Some of
our brethren in consumer magazines do similar things.
In addition, more vendors are doing movie tie-ins with
sunwear. Talk to your sales reps. They should know about
upcoming promos. They may also know if their marketing
gurus are working with a stylist from a hot TV drama to
get their frames on famous faces. The information is all
there, you just need to seek it out.
I am not discrediting the importance of knowing the technical
aspects of sunwear, most importantly the lens technology.
And to that end I would direct you to lenses and
technology editor Andrew Karp’s in-depth look at mirrored
lenses, “It’s All Done With Mirrors.” But it is also important
to pay attention to the fluffy stuff, because people, your
patients included, notice what the rich and famous are
wearing. Of course, if you want to sit next to me at the
movies I’ll do my best to help you out, too… as long as
you pass the popcorn.