Most eyeglasses wearers (66.9 percent) recognize that eyeglasses are more fashionable now than they were five years ago. Only one-seventh of those who currently wear eyeglasses believe that eyeglasses are not more fashionable now than they were five years ago, according to The Vision Council VisionWatch Fashion vs. Function Eyewear Report. When compared to other eyeglasses wearers, women, younger Americans, eyeglasses wearers from higher income homes and eyeglasses wearers who also use contact lenses were all relatively more likely to believe that eyeglasses are more fashionable now than they were five years ago. Also, it is interesting to note that the same demographics that view eyeglasses as more fashionable now are also the same consumer demographics that did not slow their purchases of Rx eyeglasses during the recession and weak economic recovery; their sustained purchasing activity has helped minimize the overall industry losses from 2008 through 2010.
In the average practice, the optical shop represents 60 percent to 70 percent of the dollars coming through the front door. We need to pay attention to this area of the practice. Generally, our first thought about the optical side of care is to promote function over fashion. Our typical focus is to make sure the patient is able to function maximally at work, home, school and play. But, the Vision Council Vision Watch Fashion vs. Function Eyewear Report reminds us to not forget fashion.
This Vision Council Vision Watch Fashion vs. Function Eyewear Report gives us valuable information. Fashion is important to our patients. It needs to be important to us as well. Based on this we need to question how well we manage fashion marketing in our opticals.
Fashion marketing goes beyond just merchandising. Fashion marketing involves positioning, branding, marketing mix, and, yes, merchandising. From the perspective of fashion marketing, go back and look at your optical and answer these four questions:
1. Where have you positioned your optical?
–High dollar
–Medium dollar
–Low dollar
2. Have you branded your optical?
–Do you have recognizable brands in your optical?
–From just visuals, can a patient successfully navigate your optical?
–Is there a theme in your optical?
3. Do you manage your marketing mix?
–Do you show the same frames as other opticals in town?
–Do you have a minimum of 25 frames in each brand on the frame board?
–What do you do with your non-performing frame lines?
4. How well does your optical manage frame merchandising?
–Do you highlight brands?
–Are your displays focused (i.e.: not too many products on one display)
–Are your best sellers at eye level?
Don’t just think about this, instead walk into your optical and ask yourself if you’ve achieved the fashion marketing objectives described above. Do you have room for improvement?
Create a fashion marketing plan today to make your optical the best it can be.
