Premium Fashion Eyewear Workbook 2008

Transcription

1 MorelCE_0808:Layout 1 7/24/08 4:40 PM Page CV1 Premium Fashion Eyewear Workbook 2008 FEATURED ABO CE: Positioning And Selling Premium Fashion Eyewear Sponsored by an unrestricted educational grant from Morel. ALSO INCLUDED: Techniques for Marketing Premium Fashion Eyewear in Your Dispensary

2 l e m o n d e v i v a n t LIGHTEC is the result of unusual research and development. It combines technology with know-how and is thus a symbol of innovation. LIGHTEC, created and developed by our Design Center, is an avant-garde line made of cutting-edge materials which are, amongst others, used in the aeronautical field. LIGHTEC is made for design addicts who are active, dynamic and value comfort. The designer drew his inspiration from the animal and plant kingdom to create KOALI. Aren t the most beautiful colors and the most beautiful shapes not right in front of our eyes in nature? The result is a colorful collection combining metal and acetate in boundless creativity. KOALI has been designed for a consumer who, above all, is looking for originality. The Scandinavian Designer creates his glasses like an architect designs a house : with the desire to provide well-being and express the personality of the person who wears them. He assembles different materials to design frames that can be described as minimalist. ÖGA, a collection inspired by Scandinavian architecture for an aesthetic consumer.

3 Dear Eyecare Professional, M OREL is pleased to sponsor this continuing education workbook on premium fashion eyewear. Established in 1880 in Les Rousses, France, MOREL positions itself as a family company, internationally renowned within the optical industry. Utilizing the finest quality components, MOREL s frame collections are creatively crafted with an identifiable message to the consumer. Design is the element that drives fashion eyewear and MOREL has earned several awards in this category; in addition to ISO certifications for the highest standard manufacturing practices. For example: the Koali line ingeniously interprets nature by mimicking vegetation and wildlife; available in an audacious pallet of colors, it s both utilitarian and art. Exclusive in style and craftsmanship, premium fashion eyewear represents a unique product and should be positioned as such. The benefits include distinctive designs, premium materials, and technologically advanced enhancements. The result is ultimate fit, comfort, longevity, and value. It is the logical choice for any discerning eyeglass wearer. The information contained in this workbook highlights premium fashion eyewear as a complimentary product to your existing portfolio of licensed and designer brands. It will educate you on the ways to articulate its significance and value to your customer. With a deeply rooted history dating back 125 years and a future exploding with creativity and cutting-edge technology, the MOREL family will continue to manufacture the finest quality Premium Fashion Eyewear for many years to come. Sincerely, featured ABO CE { positioning and selling } premium fashion eyewear ISSUE DATE August 1, 2008 EXPIRATION DATE January 1, 2009 This course has been approved for one hour of continuing education credit by the American Board of Opticianry (ABO). COURSE DESCRIPTION With all the branded eyewear products on the market, some eyecare professionals (ECPs) are feeling a bit overwhelmed. The question all this branding compels an ECP to ask is, What do consumers really want from their eyewear? The answer often lies in unlicensed, non-branded premium eyewear products that provide the features and benefits that patients really want. This course explores the value of premium fashion eyewear, how to find it, how to incorporate it into your practice, and how to balance it with the rest of your inventory. LEARNING OUTCOME At the completion of this course, the attendee should be able to: Understand the features patients want in a frame Explain why people buy premium fashion eyewear Describe how to mix premium fashion eyewear into their product inventory mix Explain several methods for finding and buying the right frame products Give examples of how to position non-licensed premium fashion eyewear List several methods of merchandising premium fashion eyewear also included in this workbook { } how to position premium fashion eyewear in your dispensary THOMAS J. CASTIGLIONE Chief Executive Officer The marketing of your frame inventory is one of the most effective communications tools you have in helping a patient sort through the seemingly endless choices they experience when looking at the frame boards in your office. This article discusses techniques for marketing premium fashion eyewear frames and gives tips for making the most of your efforts. Premium Fashion Eyewear Workbook

4 positioning & selling { premium fashion eyewear } By Sharon Leonard ISSUE DATE August 1, 2008 COURSE DESCRIPTION With all the branded eyewear products on the market, some eyecare professionals (ECPs) are feeling a bit overwhelmed. The question all this branding compels an ECP to ask is, What do consumers really want from their eyewear? The answer often lies in unlicensed, non-branded premium eyewear products that provide the features and benefits that patients really want. This course explores the value of premium fashion eyewear, how to find it, how to incorporate it into your practice, and how to balance it with the rest of your inventory. 4 Premium Fashion Eyewear Workbook 2008

5 it seems thatevery frame company has raced into developing a portfolio of licensed designer and/or consumer brands. This trend is so widespread that the brands run the gamut from fashion designer houses to luggage and apparel companies to a farm equipment manufacturer. While branding has been a popular way for retailers to develop a message and loyalty for their products with consumers, the explosion of eyewear brands has made branded frame products pervasive. The trend has even carried over into the lens market where some lenses and lens options have licensed brand names, and majormedia advertising exposure. The question that all this branding compels you to ask yourself is, What is it that consumers really want from their eyewear? Is it a licensed brand logo, a designer name, a recognizable branded product name, or is it other qualities such as style, fit and comfort, low maintenance, and value? If it is not a brand they want, that means there is value in other premium fashion eyewear products that do not carry licensed brand names. It also means that you should not feel compelled to buy only branded products. Instead, you should balance branded eyewear with premium fashion eyewear products that provide features patients want. The following explores the value of non-licensed premium fashion eyewear brands, their features and benefits, how to acquire those products, and how to manage them. With this understanding, you will be able to more effectively provide a diverse eyewear product mix to your patients while offering them what they really want and need. WHAT DO PATIENTS WANT? So what do patients want from their eyewear, other than seeing clearly with it of course? If you asked your patients this question as you begin your dispensing routine, you would not get a brand name as an answer, you d get responses such as style, fit and comfort, low maintenance, and value. Style often comes to the top of the list when people want to look fashionable. Styling drives the fashion side of eyewear and every eyecare professional (ECP) knows that fashion is a significant factor in eyewear sales. Stylish frames use expressive colors, textures, unusual design details, and distinctive shapes and trim to enhance their appearance. Premium fashion eyewear tends to focus on styling in a big way because it helps set the frame design apart from the rest of the frame universe. While patients may want to look good wearing their eyewear, they also want it to be comfortable. This can be accomplished with premium materials and technologically advanced enhancements such as flex hinges, durable finishes, and lightweight construction. They can be made of luxe, low-maintenance materials that hold up well over the long run, and look great too. A morphologically in-tune frame design that seems to fit nearly everyone right off the frame board is also a factor in the patient comfort. Well-designed premium fashion eyewear anticipates the sculptures of the face, nose, and head; and it is crafted to feel comfortable when first tried on. This also helps keep initial adjustments to a minimum at the time of delivery. Patients want eyewear that is distinctive too. This means that they will buy eyewear that provides unique aspects, not the usual me too styling and features. They want to make the world recognize that they re in the loop of discerning buyers, and non-licensed premium fashion eyewear provides this benefit. While patients may want to look good wearing their eyewear, they also want it to be comfortable. LOW MAINTENANCE, GOOD VALUE One frequently overlooked benefit of premium eyewear is its low maintenance aspect. ECPs like patients to visit their office at regular intervals (it s a great opportunity for impulse purchases), but neither patients nor ECPs are happy campers when they come in with breakage, adjustment issues, breakdowns in frame finish, fading colors, or warranty problems. Selling premium products enables the ECP to avoid many of these issues simply because the products perform better and hold up longer. Quality manufacturers have put a good deal of effort into producing frames made of top-quality materials designed to function well. Low maintenance is a major selling point, so don t overlook it in your presentation. Value is also an important desire of eyewear patients because they want to feel that they have received a good deal of quality for the price they have paid. Most patients are not looking for the lowest-priced eyewear; on the contrary, they are looking for high-quality eyewear at an appealing price. They do not really need a high-profile logo on the side of their frame to give them a good value. Most eyewear patients are astute enough to know when the features they are receiving provide them with bang-for-their-buck. PREMIUM AS A FEATURE What about premium eyewear as a frame feature? Many patients are looking to buy premium frames. Some buy it because they want to treat themselves. Almost all consumers want a piece of the premium fashion eyewear pie at some time in their lives. They may not be able to afford the Maybach car (interestingly, without a recognizable logo), or a summer villa in Tuscany, but they will treat themselves to a premium fashion eyewear frame if it has good value. Eyewear represents an excellent opportunity for consumers to own a premium fashion item with a relatively low expenditure and a very high-performance return. This is because many other premium fashion accessories can be pretty pricey, but in comparison, eyewear is one of the lowest-priced fashion items available. This makes it affordable fashion that s functional. It s a good opportunity to own something special and distinctive without selling the house to pay for it. R emember that eyewear is worn every day and is highly visible because it is on the face so it presents an incredible fashion accessory value as compared to shoes or some other accessory that might be worn depending upon the outfit chosen. Everyone is a potential premium eyewear buyer. That s because everyone buys several premium items in their life, no matter what their personal financial situation is. This means that you should not prejudge your patients and give each of them an opportunity to see and experience premium fashion eyewear. BUY WHAT YOU NEED Instead of buying brands, consider going into the marketplace and looking for the frame features you need based on what your patients want and need. Consider the needs mentioned above and add in the concerns patients have expressed about their eyewear. What you will discover is that in many cases, licensed branded eyewear is not the only way to satisfy them. There is also a certain amount of logo-backlash in consumer-land. Some patients actually do not want logo ed merchandise. They perceive the logo as an unnecessary addition to cost and no guarantee of overall product quality. They are more interested in premium features than brand hype. They want the goods before the name! Other patients may like the brand s styling but don t want to be associated with the brand s image. For example, a mature woman may like the square, boxy, biker styling, but not the temple logo because she doesn t want to be identified Premium Fashion Eyewear Workbook

6 You need to be aware of industry trends and try to be ahead of the patients are seeing the ads in newspapers and reading those fashion with the brand image. She s definitely not a biker! And, it s almost impossible to make the logo disappear! This could be a lost sale. But what if that same frame didn t have the logo? See the point? Another consideration in what to buy is that non-licensed premium eyewear lets patients have much of the fun and luxury without the additional merchandising and advertising expenses associated with licensed branded eyewear. In non-branded merchandise, designers have more freedom to produce a product that is functional, durable, high quality, and attractive, without the constraints of a brand image to conform to or the brand s target market. There is complete independence when it comes to design. This means that there is more innovation and design freedom for the frame manufacturer. Also, non-branded premium eyewear may aid the ECP in keeping premium product on the frame board without a precipitous dollar buy-in or a major allocation of frame board space often required by licensed brands. There is certainly a place for branded products in your practice, but there is also a major place for premium non-branded products there, too. The trick is to strike a balance between the two. BUYING FOR PATIENT DEMOGRAPHICS The traditional method of buying frames is based on age and gender. For example, many offices buy their frames in categories such as women s, men s, and children s. Within these categories, other subdivisions usually arise such as seniors, teens, etc. The system is based on the concept that if the ECP knows the number of patients she has in each of these categories, she should buy a proportional number of frames in each category. While this may get frames on the board in some kind of logical manner, it does not really strike to the needs of your patients. A system you may find more suitable is buying by patient need category. In this system, you assess the needs of your patients and buy accordingly. For example, what percentage of your patients enjoy aggressive outdoor sports? What percentage of your patients want that professional business look? How about those who use a computer or those wanting a relaxed, casual look? Some will want sturdy eyewear suitable for eye protection when working on their favorite hobby in the garage. Generating a list of need categories like this creates a unique profile of your practice that you will use when buying frames. This makes good sense because you are buying based on what your patients really need, not based on their age. DEMOGRAPHIC SELLING If you buy based on patient need, you may also be buying by patient income demographics. A practice heavily dependent on third-party plans may be less likely to purchase licensed branded products, but more likely to include premium fashion eyewear because it gives it the opportunity to provide patients with high-quality products that are within their income reach. It also means less time spent on costly product maintenance that may not be reflected in the third-party reimbursement. Good quality equals high durability and low maintenance and that means a better return for you. Higher income communities are more amenable to purchasing higher priced products, so premium fashion eyewear does well here, in addition to licensed branded eyewear. Higher income communities may be accustomed to higher price points, but they also expect quality and value for that higher price. It is the rare 6 Premium Fashion Eyewear Workbook 2008

7 MorelCE_0808:Layout 1 7/24/08 4:40 PM Page 7 Providing patients options through a good mix of frame products is an excellent way to address their true needs and wants. curve when it comes to styling and product features. Remember, your magazines, so you should be aware of what they are being exposed to. person who buys a product strictly for its name. This is why carrying the right products that have the right features is important. SEARCHING FOR EYEWEAR Now that you have a system for buying eyewear, what eyewear do you buy? How do you decide? How do you know the companies that carry what you need? Start by reading optical industry trade magazines. Read about the new products that are being introduced and what they offer in the way of styling, fit, comfort, distinction, durability, and value. Look at frame advertisements in newspapers and fashion magazines too. You need to be aware of industry trends and try to be ahead of the curve when it comes to styling and product features. Remember, your patients are also seeing the ads in newspapers and reading those fashion magazines, so you should be aware of what they are being exposed to. Those advertisements will give you a handle on what s going on in the fashion eyewear scene. A popular way of searching for the right eyewear products is to have frame company representatives visit your office. These professionals will demonstrate their offerings in the convenience of your office. Be sure to ask them to explain the features and benefits of items they show you so you will be able use them when it s your turn to explain them to your patients. Be sure to choose companies that provide representatives that educate you, not just sell you frames. Trade shows offer an excellent opportunity to see a huge assortment of what s available in a lively and fun atmosphere. You also will be able to touch the product in order to get a better idea of its features and have your questions answered by the knowledgeable company representatives staffing the booth. Another advantage of searching for eyewear at trade shows is that you can compare products between manufacturers simply by going to several different booths. It s an efficient way of searching for frames. The Internet is becoming a valuable resource for ECPs to learn about eyewear and to purchase it. Many companies have developed Internet Web sites that supply excellent information relating to their products along with images so you can learn what s available and make informed decisions about what to purchase. If you are a registered account, you can also purchase eyewear through most Web sites too. The convenience of this method for finding the right eyewear for your office is invaluable to an increasing number of ECPs. POSITIONING NON-LICENSED PREMIUM FASHION EYEWEAR How do you position non-licensed premium fashion eyewear brands in your office? Since they do not have a designer or highly recognizable brand name, they need different strategies to properly position them in your office. If you have purchased the right products, one strategy is to present them as art. Collectors of art always want to be on the inside curve for discovering the next Andy Warhol. Eyewear collectors want to have the inside track on something that s a bit outside the mainstream. It s kind of like discovering that great little bistro before it gets the rave reviews that make reservations impossible. After all when it comes to eyewear, it s on your face! If you re an eyeglass wearer, the frame is the first thing most people see when they look at you and make eye contact. It helps to reinforce that vital first impression. Making a design and lifestyle statement doesn t have to include a major-market logo. It does have to include a relationship between the frame and the wearer, however. That relationship may be a color statement, (remember Sally Jesse Raphael s Premium Fashion Eyewear Workbook

8 iconic red frames?), a bold design, or a fade-away look that blends in with facial features. Whatever the statement is, if it s new, innovative, and good quality, it will get consumer attention. The where dyou-get-that aspect of eyewear can t be overlooked. It s even more powerful than I see you re wearing an **** frame. Make your patients aware that they are wearing a piece of art that has a particular inspiration behind it. They are not just buying into a trend or spending big bucks to wear someone else s name. There is a certain amount of exclusivity in finding that perfect frame before everyone else jumps on the brand bandwagon. A good example of this is the Koali line from Morel USA. The use of color is exceptional and the line features a unique tie-in to nature flora, fauna, fantasy, and environment, along with premium materials, and fashionable European design. Looking great can also mean going a bit outside of whatever the current trend is. Not everyone looks great in a rectangle. Have product on your board that bucks the trend a bit. Believe me, there are faces for those non-rectangles! Styling that stands out from the crowd can be a big winner in the dispensary. The quality of a frame is an important aspect of positioning it. Quality of materials, design, and manufacturing are issues that patients often are not able to evaluate at first glance. That s why it s up to you to point them out and explain them. As you do, you will be helping patients understand the frame s positioning so that they discover the aesthetic and tangential value it offers. Non-licensed premium fashion eyewear will last for years. That is an investment that outweighs the initial expense, and in these economic times, it can t be overlooked. Frame price and frame cost are two different concepts. Explain to patients that the frame is an investment, not simply an expense. Premium frames last longer, and over time, are well worth the initial cost. The uniqueness or exclusivity of a premium fashion eyewear frame is also a strong positioning strategy. Creative use of materials or unique flex hinges are two good examples of exclusivity found in some premium fashion eyewear. The more unique the frame s features are, the more appealing the eyewear becomes to the buyer. Patented designs offer patients new technology, and with so much interest in technologically advanced devices like ipods, cell phones, PDAs, and other items, highlighting a frame s unique patented technology gets a good deal of patient attention. Patented technology can also offer a fashion-forward flair that places it at the leading edge of fashion. PRESENTING THE PRODUCT S UNIQUE PROPERTIES Most people buy products because they represent a good value. Value is attained when the buyer receives high quality for a price they perceive is reasonable. The best Most frame collections or lines have a story line. That means they have a target audience with a particular lifestyle message and image. The story line may be based on age, pop culture, nature, technology, or some other interesting angle. way to get them to perceive the value in non-licensed premium fashion eyewear is to discuss its features and benefits with them. That means demonstrating the unique features of a frame and describing its benefits to the patient. For example, a frame used for a reading Rx would certainly work better with a flex hinge. The frequent on, off, and over-the-head wear that reading glasses are subjected to means that a flex hinge will keep the frame in adjustment longer. For eyeglasses that are worn constantly, light weight and a durable finish are major factors. The creative use of materials like zyl and metal combinations can offer fashion-forward flare and unique design treatments. Most frame collections or lines have a story line. That means they have a target audience with a particular lifestyle message and image. The story line may be based on age, pop culture, nature, technology, or some other interesting angle. For example, it may be in-your-face bold styling, a tie-in with the natural world, a unique temple hinge, a lifestyle, or an unusual use of color. The frame s story line is what makes it unique and gives the product a bigger-than-life quality it would not otherwise have. Use the frame s story line when presenting it to a patient. Romance them with it because it s a powerful message that the right patients will find appealing and hard to resist. MERCHANDISING W hile you may have the patient at your dispensing table for 20 to 30 minutes, he often spends a good deal more time there waiting to see you or the doctor for services. This means that nonverbal communication such as merchandising your eyewear is an important part of telling the patient its story. Merchandising a frame line by presenting it in depth reinforces the line s message. Grouping frames by story line also helps to reinforce the line s message while highlighting the individual collection s message. Consumers can see the natural progression of a line s design details this way, and see that their frame is an integral part of a design theme. Grouping by collection also conveys the overall spirit and feeling of the collection, and makes a connection with the wearer. Present the product in depth have all the colors available and multiple sizes. Weave the thread and tell the tale! Your patients will love it! While there is a place for branded products, there s also a place for non-licensed premium fashion eyewear in your practice. Providing patients with non-licensed premium fashion eyewear provides options for patients and offers them real value for their eyewear investment. It s the savvy ECP who learns to balance branded eyewear with non-licensed premium fashion eyewear in the dispensary. Sharon Leonard, LDO, ABOC-AC, FCLSA, is a licensed optician and contact lens practitioner. She is also a practice consultant in the Syracuse, NY area. 8 Premium Fashion Eyewear Workbook 2008

9 { positioning and selling premium fashion eyewear } CE SELF-ASSESSMENT TEST Please fill out the Answer Sheet at the end of this test. Respondents with a passing score of 12 or more correct answers will receive one (1) hour of CE credit by the American Board of Opticianry. This test is valid through January 1, The best way get patients to perceive the value in non-licensed premium fashion eyewear is to discuss. a. style b. price c. color d. features and benefits 2. Premium fashion eyewear is always. a. associated with a major brand b. cheaper than other eyewear c. made of quality materials d. highly advertised 3. What is a good way to start searching for premium fashion eyewear ideas? a. read trade magazines b. attend trade shows c. browse the Internet d. read fashion magazines 4. Non-branded premium eyewear offers an opportunity for patients to obtain. a. high-quality affordable products b. designer brands for less c. insurance coverage payments for their purchase d. a broader selection of styles than with licensed branded products 5. When displaying frames, what effect does grouping frames have? a. It helps reinforce the frame s story line b. It keeps the cheaper frames in one place c. It keeps frames together by color d. It helps patient choose eyewear by shape more easily 6. According to the author, which of the following is a frequently overlooked benefit of premium fashion eyewear? a. higher styling b. lower maintenance c. lower price point d. durability 7. Consumers who perceive an addition to cost for a branded, logo ed frame with no guarantee of overall product quality are demonstrating what the author calls. a. branded products syndrome b. buyer s remorse c. logo-backlash d. luxury frame apprehension 8. The primary aspect patients want from their eyewear is. a. low price b. name brands c. rectangular shape d. stylish appearance 9. Eyewear as a premium fashion purchase is. a. more accessible than other accessories categories b. always pricier than other product categories c. all about logos d. always about highly recognizable fashion names 10. Non-licensed premium eyewear allows the buyer to have. a. a fashion brand at a discount b. high style made of less costly materials c. luxury without additional merchandising and advertising expense d. a tie-in to the brand image 11. A good method of frame board purchasing is selecting frames by. a. color b. gender c. cost d. patient need 12. Grouping frames by story line and collection allows. a. the consumer to see the design progression b. the frames to be grouped by price c. the consumer to see all the frames that are the same color d. the frames to be grouped by material 13. A way for patients to avoid me too styling and features is to select. a. designer frames b. bargain frames c. distinctive frames d. logo ed frames 14. Value is attained by a buyer when he receives. a. high quality for a price perceived as reasonable b. a licensed branded logo on a product c. high quality for a high price d. a designer name on the product Answer Sheet 15. Premium eyewear tends to focus on styling because. a. it retails at a lower cost so it needs to be flashy to sell b. colors are more limited c. it sets the frame design apart from the rest d. most of these products are designed outside the U.S. where fashion is a more important feature of fashion accessories Fill out and mail this portion to: Positioning and selling premium fashion eyewear CE, c/o First Vision Media Group, Inc., 25 East Spring Valley Ave., Suite 290, Maywood, NJ or Fax to: Be sure to fill out form completely. This CE article is sponsored by an unrestricted educational grant from MOREL. (Issue date: August 1, 2008) This CE article is also available on the Web at totallyoptical.com. NAME PRACTICE/BUSINESS NAME PROFESSION OPTICIAN OTHER ADDRESS CITY STATE ZIP PHONE FAX I would like to receive optical updates by YES NO Answers Make sure to blacken the selected answer circle clearly and completely. 1. a b c d 2. a b c d 3. a b c d 4. a b c d 5. a b c d 6. a b c d 7. a b c d 8. a b c d 9. a b c d 10. a b c d 11. a b c d 12. a b c d 13. a b c d 14. a b c d 15. a b c d Premium Fashion Eyewear Workbook

10 how to position fashion eyewear { in your dispensary } By Roxanne Armstrong what happens when a patient walks into a dispensary where everything looks the same? The patient doesn t know how to tell the difference between one frame brand and another so they make their decision based on price and everybody loses. The patient doesn t get the products that will best satisfy their needs and you don t make nearly as many sales as you could. The marketing of your inventory in your office is one of the most effective communication tools you can use to assist patients in sorting through the seemingly endless choices afforded while helping them make a decision that will result in a truly satisfied consumer. BRAND IDENTITY Typically, a manufacturer of a premium fashion eyewear will make a significant investment in crafting and protecting their brand, position, identity, and messaging strategies. These concepts are passed on to the consumer through marketing campaigns, point-of-purchase materials and guidelines for displaying the products to patients. Take the example of the Koali collection by Morel USA. The images of brilliant exotic plants and animals combined with the artfully sculpted details of the frames speak clearly of things that are rare and precious and available to only the lucky few discerning enough to appreciate such a prize. GETTING THE IDEA ACROSS C onveying the concept of a premium fashion brand to a patient is an important aspect of selling it. In order to properly market this kind of brand, you have to understand the brand s messaging. What is the brand trying to say? Every brand was originally conceived with a design concept. In other words, the designer of the product had an idea of an age group the product was for and the lifestyle of that group. Brands also attempt to interpret something or convey an image. For example, they might attempt to interpret nature or convey the biker image. Designed by Jonas Blanking of Malmö, Sweden, Morel s ÖGA is a collection inspired by contemporary architecture. The result is a youthful sophisticated European aesthetic that appeals to a young urban professional male. 10 Premium Fashion Eyewear Workbook 2008

11 Some brands are value brands and convey a value message. Others are premium fashion brands and convey messages about their premium nature. Completely understanding the brand s message is vital because it s what you ll want to market to your patients to help sell the product. Why is it important? Let s assume that you don t use a premium fashion brand s message in marketing the frame in your office and simply place it on your frame board. What you now have is a terrific premium fashion branded frame mixed into a sea of other frame products with no way for the patient to differentiate it from the rest. Its brand message is lost and its sales potential is diminished. DISPLAYS Think of your dispensary as prime real estate. What s the first rule in real estate selling? Location, location, location! That s an important aspect of marketing eyewear in your office too. In determining what your prime locations are in your office, think first of visibility. If your dispensary fronts the street with display areas adjacent to the entrance, your displays on either side of the entrance are your most desirable locations for premium fashion eyewear displays. The right side is slightly more prominent than the left because consumers tend to move to the right in a retail setting based on years of conditioning by the supermarket industry. From your prime locations moving toward the rear of the space, the real estate decreases in value. One exception is a display placed directly in the path of patients entering the area. This type of display is your second prime location. Position your frame collections into your real estate in the order of importance you give them. I recommend grouping frames by collection and gender. Be consistent in the theme of the products placed adjacent to each other. Create divisions between market brands and more utilitarian collections, luxury eyewear and cutting edge funky. Another great idea is to establish separate areas for sun collections. Think of your premium fashion brand frames as fine jewelry that need breathing space to showcase their attributes. But don t feel compelled to display every piece in a collection at the same time. A rotation of pieces from the collection will keep your displays fresher and more interesting all without a great deal of effort on your part. When marketed properly, everyone wins manufacturer, patient, and you. RAMPING UP THE STAFF S INTEREST Think of how much more effective a retail promotion could be if your sales force had opportunities to better understand its role in building brand identity. Imagine the sales lift that can be realized when the members of the sales team believe deep down inside what the brand is all about so they can make it their own. It s surprising how simple touches like brand storytelling and sharing with employees are skipped entirely in some offices. If you can t figure out strategies for getting the staff excited, passionate, and interested in a brand s message, the consumer is unlikely to ever get the message. SALES STATISTICS Historically, the top three brands in a product category occupy market share in a ratio of 4:2:1. The number one brand will sell twice as much as the number two, which will sell twice as much as the number three. In their book, Positioning: The Battle for Your Mind, Al Ries and Jack Trout argue that the success of a brand is not due to the high level of marketing acumen of the company itself, but rather, it is due to the fact that the company was first in the product category. Consider this statistic when determining product placement in your dispensary. Use manufacturer-provided sales statistics to assist you in assigning position for various collections. PROPS Merchandising props are an excellent way to reinforce the image of premium fashion brands. A fine quality pen merchandised with a men s luxury collection or a jeweled pillbox in a display of women s evening eyewear will reinforce the message of luxury. Clutter and dust catchers will distract your patients from the message the brand represents. GRAPHICS The prominent use of visual images helps tell the brand story for your collections as well as the use of props judiciously selected and edited down to complement the frames displayed. If graphic images provided by the manufacturer are not working or available, have your own graphics professionally produced. This will also allow you to create a consistency in size and style of the imagery on display. Remember, the companies have spent an enormous amount of money creating a brand image. Be consistent with this if you choose to create your own graphics, and in the case of licensed brands, seek permission if necessary. Don t neglect the front windows or back walls. Custom-designed graphics in these areas will reinforce the up-market image your premium fashion eyewear is entitled to. Marketing premium fashion eyewear is fun and can really help promote sales. When done properly, everybody wins the manufacturer that created the frame, the patient, and you. Roxanne Armstrong, LDO, is a licensed optician and owner of EyeTech Optical Boutique, in Wilmington, NC. Premium Fashion Eyewear Workbook

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