Art of Assortment Planning

By Jonathan Smith, ABOC

Release Date: March 31, 2020

Expiration Date: March 31, 2021


  1. Understand the brand confusion and dilemma of an eyewear customer when seeing the assortment of frames in an optical store.
  2. Learn that there is a way to determine the number of frames and the importance of brands any particular practice should carry.
  3. Know how to communicate a curated assortment as well as how consumers have learned to shop that affect the eyewear purchase.

Faculty/Editorial Board:

Jonathan SmithJonathan Smith, is an MBA graduate who began his career at Luxottica in brand management overseeing the marketing strategy for all premium fashion eyewear brands. With over 12 years of experience in branding and marketing in the luxury, fashion, and beauty industries, Jonathan brings a wealth of business and product knowledge and is known for dynamic and compelling presentations. Jonathan is an ABO and COPE certified speaker who has created and presented to optical groups across the US and Canada and leads the North American training department at Luxottica in building a strong education vision and strategy for the company.

Credit Statement:

This course is approved for one (1) hour of CE credit by the American Board of Opticianry (ABO). Course SWJHI003

This course has multiple parts.

Please download and read the narrative, then watch and listen to the presentation. Download and review any of the resources that are part of the resources tab. Then, based on what you've read, saw as part of the slide deck and heard, view the questions for the exam. When ready, take the exam.

Click here for the PDF.


Video PRESENTATION (video)