The days of simply understanding the consumer stance when it comes to designer and lifestyle brands is… OVER. In a time when savvy purchasers seek more than just a product with a name on it, these days consumers want way more. They want quality and not just rub-off promises, service and by-the-book manufacturer actions and, especially in optical, these same consumers are becoming increasingly aware that there is a growing and viable alternative to well-known name brands in the reality of eyewear brands with an eyewear heritage; that grand and growing category 20/20 dubs… Our Eyewear. In that NEW tradition may we present some selling tips for both sides of this Branded Biz in Eyewear.

— James J. Spina with contributions from
Christine Yeh and Victoria Garcia





From top: C FOR CARLOS from Christian Roth; EMMETT from Spy Optic; TED BAKER B872 from Tura Photographed by Ned Matura

 



Selling Lifestyle and Designer Brands?
Get up and running with these five tips:

  1. Brand loyalty CAN resonate. But it thrives on the assumption that YOU can detect those overt and outward signs in the presence of your customer.
  2. Make full use of the price point advantage designer brands often offer when it comes to eyewear. In many ways, specs are the most cost-effective way to buy into a particular brand.
  3. Dip into the product whirl of the brands you stock. Use a variety of accessories to make the part that eyewear is the Ultimate Accessory of any particular brand. And reference that connection via magazines, posters and any other marketing materials selling that POV.
  4. Make it clear to the particular eyewear vendor that you are committed to the brand but want assistance in building a trunk show for that brand. They owe it to your loyalty.
  5. Any designer or lifestyle brand worth its name surely has a social media platform. Follow that socialEYEzing and make sure your potential customer is privy to that new world of brand engagement.

 

Selling Our Eyewear Brands? Five for your efforts:

  1. Your entire staff needs to fully understand the benefits and facets of what it means and what it takes to be fiercely independent and committed to an eyewear brand with an optical heritage.
  2. Find yourself personally amazed and in awe of a customer with highly individual tastes and style? THAT’s your Our Eyewear customer.
  3. Every designer or lifestyle brand has an Our Eyewear counterpart. We’re not talking bait-and-switch here. This is an opportunity for some self-awareness on your part as you MATE-and-Switch your customer with some individualistic specs.
  4. Every brand has a story. And the Our Eyewear brand is right up your alley when it comes to telling that story because… YOU are an EYEWEAR expert.
  5. This 20/20 magazine considers itself a champion of all things “Our Eyewear” so keep tuned to the growing trend especially in our Upfront Hall of Frames sightings and New Products sections.