[ad_1]
As Vision Expo West descends on Las Vegas, so do a litany of specialized optical shop owners from across North America and beyond.
WWD spoke with four store owners from cities spanning from New Orleans to Sherwood Park, Canada. While their client bases are diverse, some trends have emerged: for one, shoppers have a growing appetite for colorful frames and a wardrobe of eyewear, rather than one utilitarian pair of everyday specs.
Here, shop owners share their views on the eyewear market.
Line of Sight
Courtesy of Line of Sight
Store: Line of Sight, New York City
Year opened: 2020
Proprietor: Dr. Jennifer Tsai, founder and managing partner
Key brands carried: Ahlem, Barton Perreira, Caroline Abram, Cartier, Celine, Dior, Dita, Fendi, Gucci, Kuboraum, Lindberg, Matsuda, Mykita, Oliver Peoples, Thom Browne
WWD: What are the key trends you are seeing now in the sun and optical frame market?
Jennifer Tsai: I am seeing an interest in more colorful frames, unusual shapes and an overall increased interest in personalized options, such as customized lenses and signatures.
WWD: In the age of social media do you find customers are more informed about their personal eye care?
J.T.: Customers are very informed about their eye care through multiple channels including social media. And in particular, I see social media playing an impactful role in providing customers with valuable education and awareness, access to experts and community support with those who are going through similar experiences.
WWD: How has customer understanding of eye care changed in the years since the pandemic?
J.T.: Customers are spending more time than ever on digital devices and they are more concerned about eye strain. I’ve found that people are more proactive of taking care of their eyes and see it as directly correlated to their overall health.
WWD: As a small business owner, what are key things you’ve learned that could help someone interested in opening their own eye care retail business in 2023?
J.T.: Embrace new technology and use tools to reach your customers. Focus on building customer relationships through great customer service and care. Have a financial management plan in place to help you make informed decisions.
WWD: What are you on the lookout for at Vision Expo West this year?
J.T.: I am looking to see new product launches and demonstrations in the eye care industry. I also look forward to seeing new and old faces for a chance to connect.
Eyes on Hudson
Courtesy of Eyes of Hudson
Store: Eyes on Hudson, Dobbs Ferry, N.Y.
Year opened: 2020
Owner/proprietor: Katelyn Rogerson, OD
Key brands carried: Ahlem, Jacques Marie Mage, Lowercase, Masunaga, Moscot, Thierry Lasry
WWD: What are the key trends you are seeing?
Katelyn Rogerson: We see our clients asking to wear frames and sunglasses that are unique, that they will not see on their neighbor or barista or grocery checker. We find that limited-edition items meet that need, as well as exclusive brands. And we try to constantly bring in new colorways and fresh shapes so clients always see something new and different when they come in.
WWD: In the age of social media do you find customers are more informed about their personal eye care?
K.R.: Clients and patients may see meme trends on social media and ask about them, but often these health trends have a dubious basis in science, such as the recent “PFAs in contact lenses” scare. We are able to meet patients where they are to educate and keep them grounded. We address eye care trends like these through our social media, our email newsletters and in person. We are happy to keep our patients up-to-date with trusted information.
WWD: How has customer understanding of eye care changed in the years since the pandemic ?
K.R.: A lot more customers have experimented with different aspects of online glasses purchasing and now online eye care. It may have been born out of necessity, but it has become a convenient standard practice post-pandemic. That means we are more likely to see mistakes made by online vendors (or the patient) in our office. The patient who got an “online contact lens exam” and is unhappy with the resulting contacts. The patient with a 56 PD who saw a cute frame online with a 54 eye size. They understand they took a risk without the guidance of a professional and maybe now see the value in working face-to-face with an expert provider. On the flip side, the people who don’t value our work are less likely to walk through the door, which is actually a relief.
WWD: As a small business owner, what are key things you’ve learned that could help someone interested in opening their own eye care retail business in 2023?
K.R.: A lot of eye care providers are compelled to try to be everything to everyone. They over-do it trying to be for kids, adults, athletes, professionals, fashionistas….In the end, it is just the same bland mishmash as the guy down the street. My biggest advice is find the part of eye care or optical that you are passionate about and be unapologetic about making that your focus. Our passion is handcrafted independent eyewear. Keeping a closely curated collection and building relationships with clients who value what we are passionate about is what will sustain us financially and professionally.
WWD: What are you on the lookout for at Vision Expo West this year?
K.R.: I would love to work with our current independent designer partners to find the perfect “editorial pieces” that really stand out on the shelf and draw customers in. So bold designs that are big and bright and unlike anything else around.
The Vision Parlour
Courtesy of The Vision Parlour
Store: The Vision Parlour, Sherwood Park, Alberta, Canada
Year opened: 2020
Owner/proprietor: Tana & Ben Currie
Key brands carried: Krewe, Strucktur, Nathalie Blanc, Monsieur Blanc, Bellinger, Caroline Abram, Lowercase NYC, Dior, Celine, Chloe, Gucci, Bottega Veneta
WWD: What are the key trends you are seeing?
Tana Currie: Over the last six months, bold, bright, rectangular plastic sunglasses have been in the forefront, especially for those clients whose overall style is quite clean and classic. These sunnies allow for the balance of bold and clean outfit lines, and mixed with a custom tint, these give a personalized and unique look. In dress eyewear, frames that are reflective of jewelry have started to appear. Earrings and necklaces are being replaced by golden frames accented with enamel work and bejeweled with gemstones. Gilded and embossed eyewear frames are now taking the place of statement jewelry.
WWD: In the age of social media do you find customers are more informed about their personal eye care?
T.C.: Social media has driven attention to personal eye care, mostly for the better. It’s allowing emerging brands and boutiques to carve out their own niche in a dense market and helps those of us who have minimal marketing budgets gain access to potential new clients and allow us to share our story with them. However, there have been times where social media has been the culprit of misleading information and it has been our duty as eye care professionals to sort out fact from fiction.
WWD: How has customer understanding of eye care changed in the years since the pandemic?
T.C.: The post-pandemic shift of eye care has opened more conversations with our clients about ensuring all of their eye care needs have been met in order to fit their lifestyles. And also ensuring that they will never be without their eye care requirements.
WWD: As a small business owner, what are key things you’ve learned that could help someone interested in opening their own eye care retail business in 2023?
T.C.: One of the biggest drivers in our boutique is networking and immersing ourselves into our community, be it with sports, school, sponsorships and letting these potential clients know what makes us unique. For example, whenever we meet a new dog and their owner, we always invite them to our pet-friendly shop for some pup treats and to try out our dog-friendly eyewear. People love their dogs and so do we! These connections are so important right now, both for us as business owners and also for our clients to feel important.
WWD: What are you on the lookout for at Vision Expo West this year?
T.C.: This year we are looking for emerging frame lines that are taking a risk in either playing with interesting shapes or working with unusual materials. We appreciate and embrace the quirky and peculiar.
Primary Eye Care
Store: Primary Eye Care, New Orleans
Opened 1990
Proprietor: Jarrett Ann Johnson, OD
Key brands: Ferragamo, Gucci, Versace, Vontrelle, Dragon, Nike, DIFF, Chole, Calvin Klein, Jonathan Cate, Cinzia
WWD: What are the key trends you are seeing now in the sun and optical frame market?
Jarrett Ann Johnson: The must haves for 2023 have been frames with color, yellow, light blue, green — traditional wayfarer and aviator styles are still popular, but new for this year have been the classy curvy, cat-eyes and large hexagonal frames. Trending material are wood, aluminum and titanium. Also, the “mask sunglasses” are a hit this year.
WWD: In the age of social media do you find customers are more informed about their personal eye care?
J.A.J.: I think social media has increased awareness around the availability of eyewear not necessarily comprehensive eye care. Many Millennials are comfortable with telehealth and online refractions. Customer understanding of eye care has changed post pandemic and mainly due to numerous online services that were developed and implemented during COVID-19. I think post pandemic the older population of patients with systemic health conditions and ocular disease understand and value the importance on an in-person exam.
WWD: As a small business owner, what are key things you’ve learned that could help someone interested in opening their own eye care retail business in 2023?
J.A.J.: As a small business owner for 33 years, the best advice I can give an aspiring entrepreneur is to know how to pivot when necessary. Having the best strategy and business plan may have to be changed depending of the dynamics of the economy and as we know from COVID-19 a global health crisis.
WWD: What are you on the lookout for at Vision Expo West this year?
J.A.J.: I am excited about the new “Show Floor Avenues,” the DJs, The Look East eyewear neighborhood. Vision Expo gives you that vibe and thrill — I can not wait to get to Vegas.
[ad_2]
Source link