Still life photographed by Ned Matura
A brand far from shy when it comes to noting their logo takes an equally BOLD approach with size-to-face ratios to stunning effect..
MCM 2663A from Marchon Eyewear
Freedom of Choice
Hey! Who’s deciding on frame choices here?
Is it you with your edge on a myriad of details from function to face shape?
Or is it that person across the fitting table well set in their sense of self and lifestyle with expectations for eyewear that will define and even more so, refine their lives far beyond the demands of a lens and an Rx destined to coddle them through to better vision?
Quite honestly, we’re here to set up a balanced team effort keeping sight of YOUR role, your patients’ very specific vision care needs and that often elusive variable of what’s wanted in order to make the ultimate choice… one steeped in freedom, focus and fulfillment.
–James J. Spina
MCM 2663A from Marchon Eyewear
First things first… ditch that “unisex” chatter since that sort of frame-for-all is long gone. Yes, women love sorted men’s styles and style characteristics, but they have keen eyes when it comes to a variety of shapes, colors, materials and details that play to THEIR tastes and the trends they adore. Embrace their coloration experiments. Indulge their occasional bejeweled accoutrements. Keep an eye on that “cat” corner when the frame performs a magical face-lift and a feminine wilding. You may well be the professional but they are the experts. So choose her or lose her.
From top: STAR 6101 from Clariti Eyewear; DICAPRIO 174 from Capri Optics; BLOOM OPTICS Olivia from Mondottica USA; I-DEALOPTICS R784 from i-dealoptics
CREMIEUX Stapress from A&A Optical
Clockwise from top: JOHNSON from Blake Kuwahara Eyewear; FACE A FACE Gipse 1 from Design Eyewear Group; MAD IN ITALY Zafferano from Villa Eyewear; COLETTE from Lafont; PLEINS LES MIRETTES Diva V from Mad Vision
Do you think perhaps it’s too far out there? Think again. Once considered a prime instance of being a “quiet statement,” eyewear these days leads the way when it comes to consumers wanting to make overt accolades about their personality, their color priorities and the necessity to “facing up” to a world of ever changing challenges. As an optical pro, you have the unique opportunity of joining those individuals on this eye ride of a lifetime, and when it comes to unique eyewear, this is where the customer-for-life factor chimes in loud and clear.
FUN ZONE from l.a.Eyeworks
This one is short and simple. If you are not selling sunwear, you might likely want to rethink your role in selling eyewear. For men and women and boys and girls of ALL ages… sunwear is ESSENTIAL.
ALTUZARRA 0010S from Kering Eyewear
From left: EMPORIO ARMANI 4121 from Luxottica; PILOTHOUSE from Costa; CZAR from Spy Optic; GUESS 7606 from Marcolin; TC CHARTON Asian Fit Eyewear Winston from Prologue Vision
Step right up to what might likely be the loudest current declaration in eyewear… The Declaration of Independents: Eyewear proud of its eyewear heritage. Eyewear bound to please based on creative individuality. Eyewear from a host of players whose sole purpose in life is… Eyewear. Learn the names. Play the game. These are glasses for that consumer bent on being unique and defiant when it comes to determining what is on their face and right before their eyes.
VICTORIA 642 from Teka Eyewear
From top: SCOTT HARRIS 622 from Europa International; BON VIVANT Jolee from Ogi Eyewear; MIDTOWN from ic! berlin; MODO 4518 from Modo
Boys to Men
From left: STEPPER 40135 from ImageWear; NRG G663 from SD Eyes; CANALI CO300 from L’Amy America; OGA 10077O from Morel; STETSON 355 from Zyloware
Boys to Men
Never underestimate the stately impact of Men’s Eyewear when it comes to class and style. It has actually always been that way, but it is only in very recent years that the impact has become noted as a defining factor in ALL eyewear. So it stands to reason that men of all ages are becoming very attuned to that energizing sway of their specs. You can see that evolution of choice in the way classic frames such as the combo clubman style makes new design and balance inroads. And the way round now means far more than just studious in all of its wide-eyed interpretations. You have quite a bit to offer for that man across the table from you, and please pay attention as well to what he has to say about his favorite object of possession.
EVATIK 9177 from WestGroupe
There is no denying the dominating position of metal eyewear throughout the years, but its ascendance to stylish is most recent. That surge likely happened as aviator and pilot sun styles surged on women in recent years. But the cycle of popularity continues to boil over with enthusiasm and modern creativity. Both men and women consumers are hot for this trend, and you need to jump right in there as the look flies into a statusphere of success. This is one of those increasingly common arenas where the customer is almost always right wanting this right stuff.
COCO AND BREEZY Gratitude from Eastern States Eyewear
From left: SILHOUETTE 5525 from Silhouette; CONVERSE Q118 from De Rigo Rem; KENSIE Flourish from Kenmark Eyewear
From left: LIFE IS GOOD Morgan from The McGee Group; L.A.M.B. 045 from Tura; RAG & BONE 3016 from Safilo; MARIE CLAIRE 6251 from New York Eye; VINCE CAMUTO VO474 from Colors in Optics; IZOD 2063 from ClearVision Optical
The power of fashion and lifestyle branding burns unabated in the eyes of consumers fueled as ever by the definitions of what those names mean in the game of product. The eyewear collection arena is chock full of hot brands, but the key to success in this exchange lies in the hyper-awareness of what each brand stands for, and what those brands mean to consumers. The days of staggering logos and generic eyewear known by name alone are over. Eyewear brands MUST convey the signature notes of whatever lifestyle or fashion is captured by the name. Don’t play in this game if you are not fully aware. Conversely… get VERY aware. Nothing turns off a potential consumer more than pretended or faked knowledge of what a brand represents. Do your homework so your patient and customer go home satisfied with their loyalty and yours.
COLE HAAN 5028 from Altair Eyewear