Dispensary Viewpoint

Add a High-End Frame Line to Attract Upscale Customers

Evan Kestenbaum, MBA, of Optix Family Eyecare Center in Plainview, NY, added the Judith Leiber frame line to attract more upscale shoppers who will spend over $300 on a pair of frames. The first-year goal was to sell at least one Judith Leiber frame per month—but they sold more than one a week and are adding more luxury frame lines. Keys to success: distinctive merchandising and good word-of-mouth from upscale customers.

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