An Advertising and Editorial Partnership Presented by and Monday

Size: px

Start display at page:

Download "An Advertising and Editorial Partnership Presented by and Monday"

Douglas Williams
5 years ago
Views:

1 G L A S S E S R E Q U I R E D An Advertising and Editorial Partnership Presented by and Monday

3 A MODERN MAN EDITOR S NOTE Monday TIED EYED This summer I got a crash course in the importance of men s accessories. My good friend Shira and her boyfriend Eli had flown in from Israel to attend our friend s wedding. The day of the wedding rolls around and Eli realizes he is lacking one very important piece of wedding attire: a tie. Actually, he doesn t even own one. It s not that he s never been to a wedding before, he explains, but in Israel men really don t wear ties to formal events. The dress code is much more casual there. I ve been told, much to my dismay, that it s even acceptable to wear jeans to weddings. But I digress. Convinced by Shira that he is doomed to stick out like a sore thumb at the wedding without the vital accessory, we take the problem to our resident accessories guru: my dad. Well known in my family for his penchant for keeping his beloved socks and ties neatly (really, to the degree of obsessive compulsion) arranged in color order, my father is just the man to acquaint Eli with his, albeit loaned, very first tie. And I m right with a discerning eye he examines Eli s dress shirt and finds him the perfect tie to match. Dad loops it around Eli s neck, tightens and straightens it out proudly, like he s embarking on a rite of passage with the son he never had. (If this scene is getting too sentimental, rest assured that Eli promptly feigns an exaggerated choking fit, yanking frantically at the knot like it s a noose and asks if he has to wear it through the whole wedding.) When all is tied and done, Eli s set to blend in at an American wedding. I ve certainly obsessed over picking the best purse to complete a look and even gone so far as to base an outfit entirely around a pair of shoes I want to wear. But witnessing this situation made me realize how important one single accessory can be to men, too. The focus on men s eyewear has intensified within the last few years. More and more, guys are demanding good style. Modern Man is here to give our reader added insight to branding and style as it relates to men. Men s eyewear is not just functional anymore. It s like a great tie for the eyes. Melissa Arkin, 20/20 Assistant Editor, markin@jobson.com 5 GLASSES REQUIRED THE LATEST IN CUTTING EDGE MEN S FASHION EYEWEAR 20 MALE REVIEW FACTS AND FIGURES FROM JOBSON RESEARCH S VISIONWATCH REPORT 22 REQUIRED READING A PREREQUISITE GUIDE TO MEN S OPTICAL TRENDS MODERN MAN EDITOR MELISSA ARKIN ART DIRECTOR IRIS JOHNSON COVER PHOTOGRAPH MICHAEL DYLAN FERRARA EDITOR-IN-CHIEF JAMES J. SPINA EXECUTIVE EDITOR JACKIE MICUCCI SENIOR EDITOR/FEATURES GLORIA NICOLA SENIOR RESEARCH ANALYST JENNIFER ZUPNICK RESEARCH ANALYST BETH BRIGGS EDITORIAL ASSISTANT LAUREN TAYLOR For information on participation in future Jobson Optical Group Special Initiatives please contact: SALES VP DENNIS MURPHY (212) /20 PUBLISHER JIM VITKUS (212) VISION MONDAY PUBLISHER BILL SCOTT (212) MODERN MAN 3

5 THE TIE HAS STYLE POWER TO MAKE THE LOOK. IT HAS BECOME A VITAL MEN S ACCESSORY. MEN S EYEWEAR HAS JOINED IN ITS RANKS AS A NECESSARY FASHION ELEMENT. FRONT AND CENTER AND FASHION FORWARD. EVERY MAN WILL WANT TO BE SPECTACLED. GLASSES REQUIRED Photographed by NED MATURA; Modern Man Editor: MELISSA ARKIN STETSON ST 243 FROM ZYLOWARE

6 JHANE BARNES HYPOTENUSE FROM COUTEUR DESIGNS/A DIVISION OF KENMARK GROUP 6 MODERN MAN

7 PRODUCED AND DISTRIBUTED BY LUXOTTICA GROUP - MOD. PH 1007

8 OGA 6354 FROM MOREL USA 8 MODERN MAN

9 2008 Kenmark Group. styles for men that sell through Jhane combines mathematical principles and architectural aesthetics to create cutting-edge design using original materials and patterns. Jhane Barnes eyewear and sunwear for a professional, contemporary, confident man. STYLE SHOWN: RECIPROCAL KENMARKOPTICAL.COM

10 TURAFLEX M833 FROM TURA 10 MODERN MAN

11 JOSEPH ABBOUD 155 FROM ALTAIR EYEWEAR

12 GANT FORBES FROM VIVA INTERNATIONAL GROUP 12 MODERN MAN

14 RANDY JACKSON 3000 FROM ZYLOWARE 14 MODERN MAN

15 HART SCHAFFNER MARX 919 FROM SIGNATURE EYEWEAR

16 ERMENEGILDO ZEGNA VZ3551 FROM VIVA INTERNATIONAL GROUP 16 MODERN MAN

18 POLO RALPH LAUREN 2015 FROM LUXOTTICA GROUP 18 MODERN MAN

BRASS TACTICS There is a world of metal tones out there so move beyond gold and silver.

GANT/ Viva International Group REQUIRED READING EYEWEAR TRENDS, TIE WEAR TRENDS AND WHY

Lauren? See the hint of olive green on the inner side of this Ralph Lauren eyewear?

POLO RALPH LAUREN/ Luxottica Group BRIMMING WITH POWER Hats off to Stetson as a towering

STETSON/Zyloware OVAL-ICIOUS Once banished as bland, the oval proudly returns as eyewear s

JOSEPH ABBOUD/Altair COMMAND PERFORMANCE Nothing signifies strength, confidence and classy

TURAFLEX/Tura HAVANA BOUND The immortal combination of yellow and brown makes tortoise a

RANDY JACKSON/Zyloware TEST PATTERN With most men, pattern appeals especially in the way

20 BRASS TACTICS There is a world of metal tones out there so move beyond gold and silver. We suggest this cool copper. GANT/ Viva International Group REQUIRED READING EYEWEAR TRENDS, TIE WEAR TRENDS AND WHY WEAR? TRENDS GOOD STUFF YOU NEED TO KNOW AS YOU ACCOMMODATE YOUR MODERN MEN EYEWEAR AFICIONADOS. JAMES J. SPINA GEOMETRY CLASS Architectural-like combinations of metal and zyl appeal to a man s sense of structure with style. OGA/Morel USA LAUREN SEES ALL See that tiny squirm of yellow on this linen tie from Ralph Lauren? See the hint of olive green on the inner side of this Ralph Lauren eyewear? THOSE details say style forever triumphs over fashion. POLO RALPH LAUREN/ Luxottica Group BRIMMING WITH POWER Hats off to Stetson as a towering brand, continually winning the satisfied approval of modern man at his most manly. STETSON/Zyloware OVAL-ICIOUS Once banished as bland, the oval proudly returns as eyewear s insider shape secret with wildly cool potential as this Abboud zyl rimless declares. JOSEPH ABBOUD/Altair COMMAND PERFORMANCE Nothing signifies strength, confidence and classy quality as well as gunmetal gray in suits and ties AND specs. TURAFLEX/Tura HAVANA BOUND The immortal combination of yellow and brown makes tortoise a forevercorrect decision for any man. RANDY JACKSON/Zyloware TEST PATTERN With most men, pattern appeals especially in the way it gives added life to basically solid fabrics, objects and eyewear. JHANE BARNES/ Couteur Designs/A Division of Kenmark Group THE EVOLUTION OF MAN Revolting into blue might jar a gentleman to ease the way with a blue tempered by tortoise. ERMENEGILDO ZEGNA/ Viva International Group HORN APLENTY The look of horn heralds a rich touch here on the temples as the frontface classically beams in black. HART SCHAFFNER MARX/ Signature Eyewear

MALE REVIEW Rumor has it men don t like to shop. But the numbers speak volumes about the fact that men are indeed out there shopping for eyewear.

Melissa Arkin METHODOLOGY VisionWatch is a continuous Internet-based consumer study conducted by Jobson/ VCA, which surveys 100,000 respondents annually. The sample is representative of the U.S.

2 percent (81.1 million) are using some form of vision correction. NUMBER OF MEN USING ANY FORM OF VISION CORRECTION 25.8% 74.

Many a metal detector was set off by bespectacled men in the 12-month period ending in September 2007. Over one-half (59 percent) of the frames males bought were made entirely of metal.

TYPE OF FRAME MATERIAL 12% 21% Flexon 25% Other Metal 8% Combination (Metal and Plastic) 2% 6% Plastic Other Not sure WEAR IT S

3 percent (68.1 million), are currently wearing eyeglasses. The readers and contact lens population is much smaller, with 15.4 percent (16.9 million) and 12.9 percent (14.1 million), respectively.

22 MALE REVIEW Rumor has it men don t like to shop. But the numbers speak volumes about the fact that men are indeed out there shopping for eyewear. And they have definite preferences about where they buy, what they buy and how often they buy. Check out the findings provided by Jobson Optical Research. These stats are MANdatory. Melissa Arkin METHODOLOGY VisionWatch is a continuous Internet-based consumer study conducted by Jobson/ VCA, which surveys 100,000 respondents annually. The sample is representative of the U.S. population age 18+ based on a variety of demographic and psychographic variables. Data in this article is from the 12 months ending September SEEING CLEARLY Of all adult American men, 74.2 percent (81.1 million) are using some form of vision correction. NUMBER OF MEN USING ANY FORM OF VISION CORRECTION 25.8% 74.2% 7% 14% 4% Standard Metal Titanium Stainless Steel FIRST PLACE METAL When it comes to frame materials, men have strong opinions about what they want the numbers bear witness. Many a metal detector was set off by bespectacled men in the 12-month period ending in September Over one-half (59 percent) of the frames males bought were made entirely of metal. And while titanium, Flexon and other metals frequented men s faces, combination metal and plastic frames made many an appearance. One-fourth (25 percent) wore combination frames. TYPE OF FRAME MATERIAL 12% 21% Flexon 25% Other Metal 8% Combination (Metal and Plastic) 2% 6% Plastic Other Not sure WEAR IT S AT Good news: Of all males in the U.S. aged 18 and older, the majority are protecting their eyes from the sun 81.8 percent (89.4 million) are currently wearing sunglasses. A large portion, 62.3 percent (68.1 million), are currently wearing eyeglasses. The readers and contact lens population is much smaller, with 15.4 percent (16.9 million) and 12.9 percent (14.1 million), respectively. THE INDEPENDENT MAN Of all dollars spent by males on eyeglasses, the most were spent in independent dispensaries. While nearly half (45.4 percent) of the money filled the cash registers at independents, conventional chains saw their fair share of business from men, where one-third (32.5 percent) of frame dollars were spent. Mass merchandisers and department stores were less popular outlets for men s eyeglass purchases. WHAT MEN ARE WEARING WHERE MEN ARE BUYING EYEWEAR 62.3% 15.4% 81.8% 12.9% 45.4% 32.5% 10.0% 5.3% 6.8% Currently Wear Eyeglasses Currently Wear Readers Currently Wear Sunglasses Currently Wear Contact Lenses 22 MODERN MAN Independent Conventional Chain Mass Merchandiser Department Store Other/Don t Know SOURCE: VisionWatch is a study conducted by Jobson/VCA. Overall sample size is 100,000 respondents annually. All chart data is from the 12 month period ending September 2007.

24 Zyloware. Randy Jackson Eyewear is manufactured and sold under license from Love Deacons of Soul, Inc. Style: RJ 1004 INTRODUCING

exclusivity, details and design for the discerning eyewear consumer May 2009

exclusivity, details and design for the discerning eyewear consumer May 2009 AN ADVERTISING AND EDITORIAL PARTNERSHIP PRESENTED BY AND WWW.ESCADA.COM EXCLUSIVELY DISTRIBUTED BY VIVA INTERNATIONAL GROUP