2020 2015 09 sep 15

S E P 1 5 / 15 WWW.2 02 0 M AG. COM

20/20 ADVERTISEMENT

2 0 1 5 D E B U T E Y E W E A R C O L L E C T I O N B Y A LTA I R V I S I O N E X P O W E S T , L A S V E G A S | A LT A I R B O O T H # 1 4 0 8 7 | A LT A I R E Y E W E A R . C O M

2015 FALL EYEWEAR LAUNCH COLLECTION an elegant collision of tradition and modernity

Iconic heritage elements including weave patterns and leather textures come together with bold color-blocking techniques and classic logo details to create a collection that is both fresh and familiar – one that exemplifies respect for tradition as well as modern style and sensibility.

VIEW THE COLLECTION

Special showing during Vision Expo West 2015 in Las Vegas.

Please join us at the Altair booth #14087 for show specials and exclusive gifts for our guests.

For more information, please contact an Altair account executive: 800.505.5557 • AltairEyewear.com

V I S I O N E X P O W E S T , L A S V E G A S | A LT A I R B O O T H # 1 4 0 8 7 | A LT A I R E Y E W E A R . C O M

20/20

S E P 1 5 / 15 5 WWW. 2 02 0M AG. COM

FACEBOOK.COM/ 2020MAG page 142

TWITTER.COM/ 2020MAG

On the occasion of the debut of the State Eyewear Collection from State Optical, 20/20 exclusively experiences the story, the source, the team and the dream as State creates eyewear made in the USA.

S P E C I A L 2 0 2 0 M A G. COM / AP P S

A N N U A L

S E L L E R ’ S

G U I D E

20/20

S E P 1 5 / 15 5 WWW. 2 02 0M AG. COM

FACEBOOK.COM/ 2020MAG page 142

TWITTER.COM/ 2020MAG

On the occasion of the debut of the State Eyewear Collection from State Optical, 20/20 exclusively experiences the story, the source, the team and the dream as State creates eyewear made in the USA.

S P E C I A L 2 0 2 0 M A G. COM / AP P S

A N N U A L

S E L L E R ’ S

G U I D E

SPECIAL

ANNUAL SELLER’S

GUIDE OUR EYEWEAR SUNWEAR FRAME TECH NOLOGY

MEN’S EYEWEAR GENEYE BRANDS LUXURY EYEWEAR SPORT EYEWEAR WOMEN’S EYEWEAR ACCESSORIES

Defining fashion-forward styles, this fall optical and sun collection introduces exotic new animal prints and spotlight-seeking sparkle in fashionable shapes.

Temple treatments take center stage with quilted textures, iconic logo treatments and jewel-toned colorations.

vision expo west, las vegas

ALTAIR BOOTH #14087

A LTA I REYEWEA R.COM

MODEL E-9111

D E T A I L S

M A K E

T H E

M A N

EVATI K i s dedi cat ed exc lus ively to the fashion savvy man, seeking new w or l d el ements and mascul i ne, modern eyewear. Designed to keep y ou s taring, EVATI K eyewear is sl eek, cl ean and mi ni malis tic with a s ophis ticated combination of b old asser t i veness and unc ompromised engineering.

VISION EXPO WEST

•

B O OT H 1 8 0 2 3

evatik.com DISTRIBUTED BY

WESTGROUPE USA | EAST COAST 855-455-0042 | WESTGROUPE.COM

CLASSIQUE EYEWEAR | WEST COAST 866-604-5700 | CLASSIQUE-EYEWEAR.COM

*()- >d]pgf ak eYfm^Y[lmj]\ Yf\ \akljaZml]\ ]p[dmkan]dq Zq EYj[`gf =q]o]Yj$ Af[& Klqd]2 =)(-+ ooo&Û]pgf&[ge

Flexon, the original, has been “bending the rules” of the eyewear industry since its launch in 1988.

Infused with the strength of titanium, Flexon fits, feels and forgives like no other conventional metal frame in the market. In the spirit of dynamic innovation, Flexon continues to expand. The Evolution Collection is designed to connect with the individual who is modern, tech savvy and sophisticated.

flexon.com

CONTENTS SEPTEMBER 15, SELLER'S GUIDE

16 EDITOR-IN-CHIEF 24 ASSOCIATE EDITOR 30 CONSUMABLES Statistically speaking, what consumers look for and buy in their quest for eyewear.

20/20

Volume 42 Number 11 Copyright © 2015 Jobson Medical Information LLC E-mail: jspina@jobson.com Website: www.2020mag.com 2020mag.com/ipadapp 2020mag.com/iphoneapp Facebook.com/2020mag Twitter.com/2020mag 100 Avenue of the Americas, New York, NY 10013 (212) 274-7000 • FAX: (212) 274-0392 SENIOR VP, EDITOR-IN-CHIEF James J. Spina EXECUTIVE EDITOR Christine Yeh GROUP EDITOR/LENSES & TECH Andrew Karp

34 EYE WITNESS 20/20 exclusively experiences the debut of State Optical… made in America.

SENIOR EDITOR Patrisha Holly Zabrycki ASSOCIATE EDITOR Victoria Garcia EDITORIAL ASSISTANT Lainey Johnston DIRECTOR OF EDUCATION Mark Mattison-Shupnick

45 YOU SHOULD BE SELLING…

SENIOR RESEARCH ANALYST Jennifer Waller ART DIRECTOR Iris Johnson

46 OUR EYEWEAR

WEB DESIGNER Julie Zidel GRAPHIC DESIGNER Jincy Thomas

50 SUNWEAR

THE STUDIO AT JOBSON Noel Heberling, Matt Lambros, Ken Lee, Rachel Rednor

54 FRAME TECHNOLOGY

CORPORATE PRODUCTION DIRECTOR John Anthony Caggiano

58 MEN’S EYEWEAR

CONTRIBUTING EDITORS Deirdre Carroll, Palmer R. Cook, OD, Preston Fassel, Mary Kane, Cheryl G. Murphy, OD; John Sailer, Barry Santini, Christie Walker

62 GENEYE 66 BRANDED EYEWEAR 70 LUXURY EYEWEAR 74 SPORT EYEWEAR 78 WOMEN’S EYEWEAR 82 ACCESSORIES

ON THE COVER STATE OPTICAL HALSTED FROM EUROPA INTERNATIONAL STATE’S EVIDENCE Eyewear made in the USA. 20/20 applauds this debut and its rightful, intended impact.

PUBLISHER/CEO Marc Ferrara VP, ADVERTISING SALES Dennis Murphy DIRECTOR OF EDUCATION AND TRAINING Vincent Priore ASSISTANT DIRECTOR OF DIGITAL PRODUCTS James DeMatteis REGIONAL SALES MANAGER Amanda Churchill VP, MARKETING Nancy Ness

134 THE SCOUTING REPORT L&T editor Andrew Karp previews products to look for at Expo West.

MARKETING MANAGER Nogah Jones CIRCULATION MANAGER Micki Laporte

C O N T I N U I N G E D U C AT I O N

142 MAKING FRAME SELECTION RELEVANT 152 PARTING GLANCE Photographed by JR DELIA Hair/Makeup: CHRISTIE LEE/R.J. BENNETT Stylist: LISA NGUYEN Model: ANASTASIA/IMAGES

20/20 magazine encourages submissions of product news and information.

Press releases and photography can be submitted via mail or email. Any photos and images sent by email must be high-resolution (300 dpi) JPEG, EPS or TIFF with an image size of at least four inches by four inches.

Standard photo images must be of high quality.

All mailed submissions should be sent to the attention of the appropriate editor. All information and photography becomes the property of 20/20.

Questions? Email Editor-in-Chief James J. Spina at jspina@jobson.com.

CEO, INFORMATION SERVICES DIVISION Marc Ferrara SENIOR VICE PRESIDENT OF OPERATIONS Jeff Levitz SENIOR VICE PRESIDENT OF HUMAN RESOURCES Lorraine Orlando

20/20 (ISSN 0192-1304; USPS #051-090) is published monthly except for

March and September which have two issues, by Jobson Medical Information LLC, 100 Avenue of the Americas, New York, NY 10013-1678.

USP Number 051-090; Periodical postage paid at New York, NY, and additional mailing offices. Subscription: One-year subscription rates: USA $199; Canada/Mexico $301; all other countries $555; single copy price $25. To Subscribe: 20/20, P.O. Box 2023, Skokie, IL 60076-7923. For customer service call: 877-529-1746, Canada and International 847-763-9630.

Non-paid subscriptions to 20/20 are limited to optometrists, opticians, ophthalmologists, and buyers and key executives at retail chain store headquarters. All other individuals are eligible for subscriptions at the above annual rates. Payment must accompany your order. Advertising: Send all film with proofs to: Jobson Medical Information LLC, New York, NY 10013-1678. Postmaster: Send address changes to 20/20, P.O. Box 2023, Skokie, IL 60076-7923. Canada Post: Publications Mail Agreement #40612608 Canada Returns to be sent to Bleuchip International, P.O. Box 25542, London, ON N6C 6B2 Notice: Jobson Medical Information LLC does not accept responsibility for the advertising content of the magazine nor for any claims, actions or losses arising therefrom. Products and services advertised within this publication are not endorsed by, or in any way connected with, Jobson Medical Information LLC. We make every effort to report manufacturers’ news accurately, but we do not assume responsibility for the validity of news claims.

If you are interested in ordering reprints of any articles that appeared in this issue please contact Wright's Media at 877-652-5295 or jobson@wrightsmedia.com.

8 • September 15, 2015 20/20

The moment your patients can enjoy their digital devices without worry.

ZEISS DuraVision BlueProtect.

Join

ZEISS

at VEW Booth LP806 # 5

// PEACE OF MIND MADE BY ZEISS

Enhanced protection from blue-violet light

World-class anti-reflective lenses with blue light protection.

Introducing ZEISS DuraVision BlueProtect.

Give your patients peace of mind and healthier eyes by providing them with blue light protection and top-of-the-line AR performance.

• Advanced blue light filtering • Excellent clarity • Maximum durability

Visit www.zeiss.com/duravision to find out more about ZEISS DuraVision BlueProtect. ©2015 Carl Zeiss Vision Inc. DuraVision is a registered trademark of Carl Zeiss Vision GmbH. DuraVision products are designed and manufactured using Carl Zeiss Vision technology. US Patent 6,852,406. Other patents pending. Rev 07/15

A CONSTANT STATE OF STYLE A legacy of luxury for the modern everyday woman.

VISIT US @ VISION EXPO WEST 2015 BOOTH #16115 S T Y LE: STY E AV E: A 116 6 2: 2 B BL LACK | 1-877-88-MATCH | matcheyewear.com

CONTEMPORARY CONFIDENCE Insatiably curious, utterly genuine, and a bit audacious.

VISIT US @ VISION EXPO WEST 2015 BOOTH #16115 STY Y LE: AV V 518 8 S: S BLA A CK | 1-877-88-MATCH | matcheyewear.com

The Fall Collection is called Seduction and it is all about the dual nature of the woman.

By day she commands her world, by night she inspires fantasy!

The Fall DVF Campaign personifies Karlie Kloss as a stylish secret agent with her ultimate accomplices - the DVF Secret Agent handbag and Harper sunglasses. These two must-have items are the perfect companions, both are accentuated with fine metal logo detailing, showcasing the DVF cutout logo. Karlie’s look takes her from day to night, depicting the DVF woman to be serious and sexy, but also playful and exciting.

©2015 DVF Studio, LLC. Marchon Eyewear, Inc. 800.645.1300. Frame Style: DVF606S Harper. Image valid from August 3, 2015 – February 1, 2016.

Let your true self shine through

BECAUSE YOU ARE UNIQUE

www.silhouette.com

6 WAYS TO EXPRESS YOURSELF Creating your personalized look is achieved through customization, Silhouette rimless allows for 6 interchangeable components:

1

2

3

4

5

6

Lens Shape

Frame Size

Frame Style

Lens Size

Frame Color

Lens Treatments

Titan Minimal Art - The Icon Customized lenses featuring shape 5375 with a 20% brown tint, fade to clear.

Contact your Silhouette Account Executive for more information: 1-800-223-0180

EDITORIN-CHIEF

PRODU CT REVIEW DAZE Perhaps the best way to gain some “insight” into this annual 20/20 September 15 Sellers Guide is to navigate our way back to that key moment dubbed as our “product review day.”

After intense weeks contacting a huge number of eyewear vendors, editor Victoria Garcia (who spearheads this whole issue from concept to delivery) culminates the seekprocess with a pre-review, opening parcels, documenting submissions and noting the detailed tracking of all of the requests. This pre-process results in the delivery of hundreds (and HUNDREDS!) of eyeglasses and sunwear. The various categories have been predetermined based in large part on the segments of the eyewear market defined by the monthly focus of every 20/20 throughout the year. Note here that 20/20 is the only eyewear/optical publication tasking itself with a full range of photo feature shoots in every issue every month. These aren’t just

photo projects for the two big Expo show issues each year. These shoots occur in ALL issues (and supplementary issues such as SunVision and KidzBiz as well) of 20/20.

That’s important because the only way one can track, predict and project trends, and the only way one can fully experience the essence of what is instilled in any given frame is by dealing with that eyewear in a full eye-to-eye, face-to-face, hand-to-hand engagement. And the photo process literally takes that experience to a whole new LIGHT in every sense of the word.

But before that photo shoot experience can begin, our product review comes in full focus as we sort, separate and segment by virtue of category every single frame chosen for editorial display. I’m hopeful you noted that “editorial” word. What you experience in any given 20/20 photo feature, be it on face or in a still life is, indeed, a powerful and important and determined EDITORIAL decision.

In usual groupings of three to six frames, the eyewear begins to define the look, shape and feel of each category. And, as if often the case, the generated excitement over a specific segment can lead to a full year of editorial focus as the segments determine their own degrees of strong statements. In the past we have literally witnessed the dominance of men’s styles or the fresh energy exercised by a new direction in luxury as keynotes worth further exploration in the upcoming year.

THAT’s where the Seller’s Guide can take an editor. And we hope THAT’s what this same issue will do for YOU as plans are set for your new season of sight with insight.

This issue is truly a keeper so keep that in mind as we wish you a prosperous new season of SELLING. • James J. Spina Editor-in-Chief jspina@jobson.com

Booth # MS 13057

Advertorial ÂŽ

LASHE$

. . .

MORE THAN MEET$ THE EYE 5 Reasons Why RevitaLash Advanced and the Highly Profitable, Emerging Category in Lash Conditioning Can Grow Your Business in 2015 ÂŽ

4. Category Leader

1. /PNOS` 7YVĂ„ [HISL RevitaLash Cosmetics helps you turn L_[YHVYKPUHY` WYVĂ„ [Z ^P[OV\[ PU[LYMLYPUN VY JHUUPIHSPaPUN `V\Y JVYL I\ZPULZZ By simply selling just 2-3 RevitaLash Advanced Eyelash Conditioners H ^LLR HU HKKP[PVUHS VM revenue can be generated a month :97 MVY T3 Âś TVU[O Z\WWS` ;HRL PU[V JVUZPKLYH[PVU that over half the people who try RevitaLash Advanced will repurchase, by month 5, nearly TVU[O VY year in additional revenue JHU IL THKL 0THNPUL what an additional JHU KV MVY `V\Y I\ZPULZZ PU ÂŽ

ÂŽ

ÂŽ

ÂŽ

4PJOHLS )YPURLUOVɈ 4 +

3. Trusted Source

5. Merchandising Support

The RevitaLash brand was developed by VWO[OHSTVSVNPZ[ 4PJOHLS )YPURLUOVŃœ 4 + in 2006 for his beautiful wife Gayle whose eyelashes had become stressed, dry, brittle HUK SLZZ [OHU SV]LS` -YVT [OPZ Ă… HNZOPW formula, an entire new category was born to help women maintain beautiful, dramaticSVVRPUN L`LSHZOLZ ;OPZ JH[LNVY` SLHKPUN product follows the highest of cosmetic safety standards and is clinically tested, dermatologist reviewed, ophthalmologist YL]PL^LK O`WVHSSLYNLUPJ HUK UVU PYYP[H[PUN With RevitaLash Cosmetics, you can rest HZZ\YLK `V\ HYL VŃœ LYPUN [OL HIZVS\[L ILZ[ [V `V\Y J\Z[VTLYZ

6Ńœ LYPUN HU L`LSHZO JVUKP[PVULY PZ H UH[\YHS L_[LUZPVU VM `V\Y HYLH VM L_WLY[PZL RevitaLash Cosmetics makes it easy with turn-key introductory deals and supports its business partners with point of purchase displays, brochures and training to ensure a WVZP[P]L L_WLYPLUJL L]LY` Z[LW VM [OL ^H`

ÂŽ

2. 0U +LTHUK Young and mature women look to RevitaLash Advanced for their lash beauty and now more than ever seek the dramatic impact of luxurious L`LSHZOLZ )LH\[` WYVK\J[Z HUK ZLY]PJLZ MVY eyelashes are at an all-time high with unique stores opening and catering solely to this ILH\[` [YLUK -VY[\UH[LS` `V\ OH]L H IHZPZ VM trust with your customers and they seek your advice and knowledge on all things related to [OL L`LZ >O` UV[ VŃœ LY [OPZ PU KLTHUK WYVK\J[ directly to your customers and keep the sales HUK WYVĂ„ [Z MYVT ^HSRPUN V\[ `V\Y KVVY& ÂŽ

ÂŽ

ÂŽ

ABOUT REVITALASH ADVANCED - RevitaLash Advanced Eyelash Conditioner is a breakthrough cosmetic formula designed to condition, revitalize and beautify the L`LSHZOLZ I` WYV[LJ[PUN HNHPUZ[ IYLHRHNL HUK IYP[[SLULZZ HUK PTWYV]PUN Ă… L_PIPSP[` moisture and shine. One single swipe across the eyelashes daily helps improve the appearance of the lashes for more dramatic-looking results. ÂŽ

RevitaLash Advanced is an award-winning product with millions of loyal followers worldwide, creating a highly trusted and ZV\NO[ HM[LY WYVK\J[ PU [OL THYRL[WSHJL Through aggressive consumer ad campaigns and a robust public relations strategy, RevitaLash Advanced leads the JH[LNVY` PU SHZO JVUKP[PVULYZ 0U H YLJLU[ third party consumer test conducted by RevitaLash Cosmetics*, 98% of women saw an improvement in the appearance of their eyelashes and 95% of women felt more H[[YHJ[P]L >VTLU SV]L [OL WYVK\J[ ILJH\ZL it delivers stronger, healthier-looking, more H[[YHJ[P]L L`LSHZOLZ ÂŽ

ÂŽ

ÂŽ

Call 1-800-OptiSource (678.4768) to receive a FREE SAMPLE and learn how RevitaLash Advanced JHU OLSW `V\ Z[HY[ H UL^ WYVĂ„ [HISL JH[LNVY` PU `V\Y I\ZPULZZ [VKH` ÂŽ

:\Y]L` YLZ\S[Z MYVT PU HU PUKLWLUKLU[ ^LLR JVUZ\TLY Z[\K` VM ^VTLU Â? ([OLUH *VZTL[PJZ 0UJ RevitaLash (K]HUJLK UV[ H]HPSHISL PU *HSPMVYUPH ÂŽ

J522 BLACK

FALL 2015 COLLECTION VISION EXPO WEST, LAS VEGAS | SEPTEMBER 17-19 REM EYEWEAR BOOTH #16086 (800) 423-3023 | REMEYEWEAR.COM

J226 BLACK

THE BRAND Founded in 1985, Revo quickly became a global performance eyewear brand known as the leader in polarized lens technology.

Revo sunglasses were first created by utilizing lens technology developed by NASA as solar protection for satellites.

“One of our strategic goals is to offer a world class sunglass brand to our brand portfolio, and Revo is the perfect fit for our organization,” says Peter Friedfeld, ClearVision executive vice president. “The brand has a great history within our industry, and as the original performance lens, it is a true authentic sunglass brand. The Revo collection, combined with our expertise in staying ahead of the trend to provide innovative, advanced products, is pivotal in the continuation of delivering superior, high performance sunwear that speaks to today’s consumers. We’re very excited to branch into this arena.”

THE COLLECTION The Revo collection is built on its rich tradition of technology and innovation by offering the clearest and most advanced high-contrast polarized sunglass available.

•

Featuring 35 to 40 styles

•

Offering 7 performance and fashion mirror lenses

•

Mirror lenses feature 8 - 12 coatings

THE LENSES Revo lenses are polarized and feature The Revo Light Management System™ (LMS).

•

Revo lenses selectively manage and filter all light in the color spectrum, with emphasis on Blue light/HEV light

•

REVOlution Rx is available on all styles and features the latest in Shamir digital technology

R E V O T H E

H A S

P A R T N E R E D

B R I E N

H O L D E N

I M P A I R M E N T B Y

T H E

W H E N $ 1 0

Y E A R

A

S I G H T

V I S I O N

B O N O ,

T H E

I N S T I T U T E

B L I N D N E S S

I N

L E A D T O

M O R E

S I N G E R

H E L P

T H A N

5

P A I R

O F

O F

U 2 ,

P R E V E N T M I L L I O N

A N D

V I S I O N P E O P L E

2 0 2 0 .

C O N S U M E R

F R O M

M I L L I O N ,

A N D

W I T H

T H E W I L L

P U R C H A S E S

S A L E B E

O F

E V E R Y

D O N A T E D

B Y

A

N E W

P A I R , R E V O

U P T O

T O

A

T H E

R E V O

T O T A L B U Y

S U N G L A S S E S , O F

$ 1 0

V I S I O N

G I V E

I N I T I A T I V E .

REVO IS MANUFACTURED UNDER TRADEMARK LICENSE BY B ROBINSON. REVO IS DISTRIBUTED BY CLEARVISION OPTICAL COMPANY | WWW.CVOPTICAL.COM | 800.645.3733

W H E N G O E S

Y O U T O

B U Y

R E V O

S U P P O R T F O R

T H E I R

T E N

T H O S E

D O L L A R S F I G H T I N G

S I G H T .

ASSOCIATE EDITOR

A SELLER’S MIND Every month, I gather up dozens of fashion, lifestyle and entertainment magazines, and a cup of green tea and prepare myself for hours and hours of page flipping. Most of the time I lose myself in the endless editorial features and fashion pages filled with luxurious clothing and accessories, dreaming of the day I can buy anything and everything I see.

Recently meticulously going through all of these magazines, I realized I have always been reading and reviewing these publications from a consumer’s mindset. I was constantly thinking about where, how and when I could purchase these items, but never how I could sell them. To be fair, I never had to think from a seller’s point of view until I started working at 20/20, where informing readers on what’s new and exciting is one of our main objectives. But now being a part of a publication that features these sought-after items, I decided it was time to take on a different mindset—a seller’s mindset.

As the 20/20 editorial and art teams delve through hundreds of new products and images each month, it is easy to fall into the habit of searching for frames that I personally find interesting or exciting. But as an editor, I have found that it is important to step away from this customary outlook and put my shopping mentality to the side. I took this month’s Vision Expo West September issue and our annual September 15 Seller’s Guide issue as an opportunity to take on the role of the seller. What would I want to sell to my customers? What would my consumers be interested in? How can I get my customers to buy certain products? These were just a few of the questions that went through my head as my fellow editors and I gathered together for our largest product review of the year. As we intensely studied the wide variety of optical and sun styles that covered our conference room, it was as if a lightbulb went off in my head. After a very long review process, it became apparent to me what shapes, sizes, colors and styles were on trend and what certain demographics they appeal to. Although I wasn’t always in the seller’s mindset, I was astonished to realize that I could easily switch off my shopping mentality and determine what consumers want and need in terms of eyewear. This was certainly not an easy task, and now I truly understand how difficult it is to make decisions on what to stock in your dispensary and how to make these products appealing to your customers. This is why we present to you our annual Seller’s Guide, a detailed and step-by-step guide of how to successfully sell any style and genre of eyewear to your customers. We provide tips, trends, photos and statistics for you to better understand what your customers are in search of and how you can directly deliver these products to them. I’d say it’s the perfect read, just in time for Expo West. Happy selling!

• Victoria Garcia Associate Editor vgarcia@jobson.com 24 • September 15, 2015 20/20

Visit us at Vision Expo West Booth 16043

NM Broadway

NM Prince

NM East

800-243-6350 l a m y a m e r i c a . c o m

IS YOUR PROFITABILITY

KEEPING YOU UP AT NIGHT? WE CAN HELP you implement a plan to grow your business starting with Transitions® lenses. Call your Essilor Brand Sales Consultant at 1-800-237-8725, ext 1215, to learn more!

©2015 Essilor of America, Inc. All rights reserved. Essilor is a registered trademark of Essilor International. Transitions and the swirl are registered trademarks of Transitions Optical, Inc. Photochromic performance is influenced by temperature, UV exposure and lens material.

6/15

Consumables As the latest trends and technologies in the eyewear industry are continuously changing, so are the needs and wants of your customers.

In order to successfully run your dispensary, it is important to understand the thought process of each of your customers. These 20/20 Consumables (based on data from The Vision Council’s VisionWatch) will aid you in understanding these changes. Pair this data with our Seller’s Guide filled with retailing tips and trends to powerfully stock your dispensary.

—Victoria Garcia

61%

66%

NUMBER OF PAIRS OF PRESCRIPTION EYEGLASSES IN REGULAR USE BY GENDER

64%

CURRENTLY WEAR EYEGLASSES AT ALL (of total population) 78%

Male

61%

Female

32%

27%

Total

29%

6% 5% 5% 1 pair

2 pairs

1%

3 pairs

53%

98%

82%

4 pairs

37%

53%

54%

Ages 18-34

Ages 35-44

64%

Male

13%

Female

Ages 55+

Ages 45-54

Total

PERCENT OF LENS PAIRS SOLD WITH AR COATING

52%

Without AR Coating

Single Vision

34%

Bifocal/Trifocal No-line Bifocal *Values not shown are <2%

67%

1% 1%

TYPE OF LENS PAIRS SOLD 50%

67%

With AR Coating

30%

21% 21%

16%

29%

31%

Male

Female

WHAT FRAME MATERIAL DID YOU SELECT? 41%

18%

Ages 18-34

9% 10%

42%

54%

30%

Ages 35-44

Ages 45-54

Ages 55+

Total

70%

NUMBER OF PAIRS OF PLANO SUNGLASSES IN REGULAR USE BY GENDER 50%

Male

45% 47%

Female Total

33% 33% 33%

32% 22%

11% 13% 12% 3% Metal

Plastic

Combination

30 • September 15, 2015 20/20

1 pair

2 pairs

3 pairs

5% 4% 4 pairs

1%

2% 2% 5 pairs

2% 3%

3%

More than 5 pairs

2 0 1 5 D E B U T E Y E W E A R C O L L E C T I O N B Y A LTA I R V I S I O N E X P O W E S T, L A S V E G A S | A LTA I R B O O T H # 1 4 0 8 7 | A LTA I R E Y E W E A R . C O M

GEM

Women’s Best friend

Consumables LIKELIHOOD OF BUYING A NEW PAIR OF PLANO SUNGLASSES COSTING $50 OR MORE 4%

4%

6%

6%

4%

9%

7% 16%

11%

11%

8%

20%

19%

18%

26%

26%

23%

24%

2% 4% 13%

4% 8%

18%

17% 30%

26%

26%

GEM 65

43%

47%

40%

41%

44%

52%

45%

Male

Female

Ages 18-34

Ages 35-44

Ages 45-54

Ages 55+

Total

Extremely Likely

Might or Might Not

Very Likely

Probably Not

Definitely Not

CURRENTLY WEAR READERS AT ALL BY AGE AND GENDER 24% 21% GEM 66

12%

13%

12%

1% Male

11%

Female

13%

Ages 18-34

4% Ages 35-44

Ages 45-54

Ages 55+

Total

CURRENTLY WEAR READERS AT ALL

BY INCOME

12%

Readers Average Retail Price GEM 68

Up to $60K

Over $60K

$16.61

Total

METHODOLOGY Conducted by The Vision Council, VisionWatch is a large-scale, continuous, consumerbased measurement of the U.S. eyewear market, surveying 100,000 consumers annually about their attitudes, awareness, behaviors and purchasing patterns in all areas of the industry. VisionWatch measures purchasing habits in all product areas, including frames, lenses, sunglasses, contact lenses, readers and refractive surgery. VisionWatch subscribers have the opportunity to develop custom, proprietary surveys on subjects of their choosing. Responses are weighted demographically and psychographically to be representative of the U.S. population ages 18 and up. Prospective respondents are recruited via e-mail and complete the VisionWatch questionnaire online. The statistics reported in this article were computed based on the 12-month period ending March 2015. For more information, please contact Jobson Optical Research at (212) 274-7164.

—Jennifer Waller, Jobson Optical Research

GEM 67

Made in Italy

(800) 522-8572 522-8512

32 • September 15, 2015 20/20

EYE WITNESS The now nearly forgotten but proud tradition of eyewear made in the USA returns with commitment on all the necessary levels as State Optical starts up production with an eyewear factory empowered by America… with Americans… all with a dream and the skills and talents and energy to DELIVER that eyewear. I was a privileged witness to this onset and occasion. This is my story about the beginning of a great story…

—James J. Spina, 20/20 Editor-in-Chief the story of State Optical. Let the frames begin.

“At this point we affix the nose bumps and the brow bump to the main zyl face front block so that we can work the combined unit in a…”

Whoa. Whoa. Wait a second. Give me a chance to take a breath. I’m only 15 or so steps into the personalEYEzed tour of the Independent Eyewear Manufacturing (IEM) facility creating State Eyewear made from zyl slab start to finely finished in a new factory a few suburb miles north of Chicago and… I’m in awe.

My personal “tour guide” for the day (a day I’ve been anticipating for well over a year) is IEM president Marc Franchi. Along with Franchi (and interjecting with occasional gritty “hot rod shop mechanic” asides) is IEM vice president Jason Stanley. Within this last year or so, both Franchi and Stanley uprooted from Ventura, Calif., to Chicago in order to shape a partnership with Europa International on a staggering but powerful agenda to rekindle the fine manufacturing art and task of making eyewear in the United States. In their former eyewear guise as Frieze Frames, the two met Europa International president Jerry Wolowicz and Scott Shapiro, vice president of Europa (and CEO of what is now State Optical) at Vision Expo West a few years ago. All four were in search of a big dream, and it turns out they had the same dream in common.

Scott Shapiro deepens the backstory. His father Alan Shapiro and mother Cynthia Shapiro founded Europa International back in the logical days when American-made 34 • September 15, 2015 20/20

eyewear had vanished, and the new sourcing ventures were mainly Europe, Japan and China. “As an only child, I grew up surrounded by my Dad’s fret-fueled tactics when it came to coping with any and all of the problems of an eyewear vendor. He always let his worry lead to solutions. Threats to eyewear frames such as contact lenses and laser surgery were met by an assortment of solutions including eyewear accessories, readers, a special boutique collection (Cinzia Designs, masterfully designed

by Scott’s mom Cynthia) and just about whatever it took in order to keep product that was in some unique way special available to the independent eyewear dispenser.”

Alan even came up with a clever take on “fashion designer” branding when that aspect of licensed branding became optical’s buzz. He

devised a designer brand called Scott Harris, having all of the appeal and cache of being a fashion runway designer-focused brand when it was, in fact, monikered after his own son’s name.

The “real” Scott was not initially career-careening in optical, pursuing instead a successful professional life as a radio personality and stand up comic. Permit 20/20’s stepping in here (for a series of “Eye Witness” asides) as the past story takes a sad turn a few years ago with the sudden and unexpected passing of Alan Shapiro.

Although the company under the guidance of wife Cynthia and president Wolowicz was in confident hands, young Scott decided to join with the intent of further nurturing the progressive and adaptive traits forged by his dad.

“My father always knew that it was a smart Continued on page 38

FEATURE STORY

| Eye Witness |

STATE STYLE HALSTED AS PHOTOGRAPHED BY JR DELIA FOR THE COVER OF 20/20.

ART DIRECTION: IRIS JOHNSON; HAIR/MAKEUP: CHRISTIE LEE/R.J. BENNETT; STYLIST: LISA NGUYEN; MODEL: ANASTASIA/IMAGES STATE FRAMES ARE NAMED AFTER CHICAGO STREETS.

Well-Stated: Jason Stanley; Scott Shapiro; Marc Franchi... the floor (and the equipment and the factory) is YOURS.

ALL STATE AND IEM FACTORY PHOTOS TAKEN BY THE AUTHOR WITH HIS IPHONE 6

September 15, 2015 20/20 • 35

FEATURE STORY

| Eye Witness |

From block acetate through to bridge and nose bumps, eyewear takes a united assortment of states to make its case as born in America.

Continued from page 35 combination of product and messaging that energized his sales force and his customers. He was always a great storyteller as you well know James, being one of his close industry friends and an ear to many of his tales.” Scott literally livens to the conversation. “His stories were built on a sort of homegrown marketing instinct, and every story had to inspire with enthusiasm and energy. I think he would be thrilled to see his story of finding alternate sources of product now coming full circle to a new step of making eyewear in America, right here in Chicago, as being not only inspirational but totally logical.”

So except for it being a simple dream for Frieze’s Franchi and Stanley, and Europa’s Shapiro and Wolowicz, there is nothing in any way, shape, form or function that is/ was/will be simple about the steps needed to get USA-made eyewear on the faces of American consumers.

Concurrent to the logical step of a new partnership and the Franchi and Stanley move from the West Coast to Chicago, in no specific order for this story but a VERY 38 • September 15, 2015 20/20

outlined plan from the new partnership, Independent Eyewear Manufacturing was formed and tasked itself with the complicated mission of finding and purchasing a complete arsenal of eyewear manufacturing equipment, learning how to use, train and repair said machines, sourcing premium acetate in a quantity and quality that could compete on the full global market, building a work force and, oh yeah, BUILDING a factory. And… that factory had to have the facility to expand rapidly, coexist with a completely new and state-of-the-art distribution center capable of delivering State eyewear and the current Europa product… and… creating a work environment for the combined business structure in this blended and brewed mix of State, IEM and Europa International.

With my “tour” I’m seeing firsthand all of the elements for this strategy in a solid structure of completion, and prime to this delivery is the fully functioning eyewear manufacturing facility currently manned by 12 IEM-trained craftspeople guiding the new collection of State Eyewear through the complex and numerous (figure some-

where between 45 and 75 steps to each frame) stations and details needed to deliver a finely finished pair of glasses.

Did we miss something important here before moving on through to the details of YOUR chance to be an Eye Witness?

Indeed we did, and here the story takes what 20/20 considers a glorious “inner” vision as our edit entity and input takes on a personal cast.

Long before this magazine became the slightest bit aware on this Europa International drive to State its case, so to speak, I received a call of inquiry from Scott Shapiro about three-plus years ago. A call from Scott is never out of the ordinary but the conversation is usually centered on work-related issues having to do with product review sessions, Expo agendas and a cherished kinship variety of personal and especially family happenings. Scott is a solid work colleague and an even more solid friend. I respected and loved his dad. I’m forever friends with his mom Cynthia and Europa president Jerry and, quite honestly, VERY close to many of the Europa team players.

Continued on page 40

FEATURE STORY

| Eye Witness |

Handcrafting and a carefully measured time of tumbling and curing all pushed to exacting standards.

Continued from page 38 And my devotion to the whole slew of them prepared me in no way when Scott voiced a simple request: “Hey James. Let me ask you this in total confidence. If you were involved in the creation of an eyewear collection and could choose any designer in America, who would that be?”

I remember every word exactly because it felt momentous… and yet… I hedged my answer, noting that the designs currently vendored via Europa were (and continue to be) outstanding in terms of style AND pricing. By virtue of such qualities, their product was continually winning a rightful spot in the editorial coverage afforded via 20/20. Graciously accepting that accolade, Scott pressed for an answer to that exact question virtually a year later, but this time his intentions were far more focused.

“We’re looking for a designer for a big project I can only tell you about in strictest confidence. The current agenda for Europa International collections and distribution to our customers remains in the same process you commended the last time I asked 40 • September 15, 2015 20/20

you for a designer. But we are looking to develop… a better word might be create… a whole new collection of eyewear and that collection will be made in a factory we are now in the process of developing in America. Right here in Chicago. James?

James… are you still there?”

Taken aback would be mild in selfdescription but I surprised myself even more in that my response was hedged by NO reservation. I immediately suggested Blake Kuwahara. I imagined his name might be on a short or focused list already being considered by Scott and Europa but that didn’t matter to me.

My friendship and working relationship with Blake goes back to my very first months at Jobson Publishing. In 1996, I interviewed him for a designer feature in a publication called Spex, published at the time by Vision Monday. As soon as I was named Editor-in-Chief of 20/20, we developed a now long-standing feature titled Artist of the Frame, and Kuwahara was the first eyewear designer portrayed. As our friendship developed, my interest and intrigue concerning everything Blake created as an

artist (and not just as an artist of the frame) deepened. When I witnessed firsthand the destruction of the Twin Towers at New York City’s World Trade Center on 9/11 from my 20/20 office window, Blake was the first optical connection to reach out to my family and me. I remain graced by his friendship and continually inspired by his art. And that art as it relates to designing frames is what pushed me to blurt his name in nomination when Scott asked. Scott also asked if I could set up a first meeting of sorts. That guided union required nothing more than a single phone call to Blake. His response and his subsequent relationship with Europa and now State is vital and precious to this story of an American eyewear collection quite literally born in the USA. Watching eyewear being produced from sheets of acetate through to core insertions and logo drilling and detailing (the State logo is a simple-yet-ingenious triangle of drilled and filled holes representing Illinois, the 21st state) gives any eyewitness (and YOU should also be an Eye Witness so more on THAT later as well) a close and Continued on page 42

FEATURE STORY

| Eye Witness |

Buffing. Burnishing.

Coring. Boxing.

A manufacturing journey carefully faced.

Continued from page 40 intimate feel for the actual and at times individual pieces and pairs of eyewear. It doesn’t give you exacting data on details of what the initial collection encompasses. For that I need Europa and State’s marketing director Carolyn Zazra, who delivers the goods now ready for debut.

The first State Collection will include 12 Rx styles in four colors and six sun styles in four colors. Intended as a considered luxury or high-end frame, Carolyn puts the actual retail pricing in the $300 range, a price point that will sit well and precisely right into the current Europa offerings without conflict.

42 • September 15, 2015 20/20

That’s perfect as planned since all of the eyewear from Europa and State will be in the arsenal of goods being presented by the 60 reps in the current sales force.

Immediate plans call for all of the 150-plus employees of Europa and IEM and State taking to task in their new corporate headquarters in Vernon Hills, a suburb just north of Chicago. The combined factory, warehouse and headquarters even has its own lake, dubbed Lake Europa by Zazra.

I’m sure by this point you’d like fuller details on my outstanding tour being conducted by IEM president Marc Franchi with deep assists by vice president Jason Stanley.

Note as well that both Scott Shapiro and Jerry Wolowicz have been filling in business and origin-related blanks as my tour continues. And none of my (iPhone 6) photo ops (pictured with this feature along with the feature photo debut of the State style Halsted

by JR Delia here and on the cover) are ever deemed off-limits since virtually and actually everything occurring at THIS factory is totally on view and in plain sight. That said, all of it is waiting for… YOU. Likely the key detail of this whole story is the obliging fact that State Optical is opening its factory doors for any and every one of you to be an Eye Witness.

And THAT can be accomplished by

With its 21-dot temple tip logo and a simple “Made in USA” detailed on the temple, Scott Shapiro and Jerry Wolowicz face the future.

State’s website: stateopticalco.com

talking with your Europa sales rep, visiting the State Optical website (which should be up and running by the time this feature is published) or e-mailing Carolyn Zazra at contact@stateopticalco.com. Nothing can compare when it comes to refining your understanding of eyewear and the optisphere it inhabits than by actually touring a factory making eyewear. Nothing. And considering the fact that for the last 30-plus years that opportunity has been virtually nil on this scale in this country, this is a unique moment of engagement for anyone proud of their position as an optical professional.

The whole team at Europa and State is

eager to include you in the firsthand experience. Such is the momentousness of this occasion that the powers that be educational at 20/20 and Jobson are already in discussions to make the tour and what can be gleaned from it part of a first-ever Continuing Education experience. Now THAT will be a refreshing part of anyone’s learning process when it comes to actually dispensing eyewear with ALL the answers needed to justify the status and sake of wearing quality eyewear.

The current scenario of dispensing eyewear can be a mine field of potentially explosive issues from consumer-direct online sourcing through to the credibility needed to justify

product-related price points. So much of that amplifies for the independent eyewear dispenser striving to couple exemplary service and optimum vision care with the forte of great product at a variety of attractive pricing options. Frankly… You need a story. You need a true story and likely you need a story built on the unique aspect of eyewear born in the USA. It could be contended with justification that this country is on the verge of a calculated and focused drive toward rekindling its manufacturing heritage. State Optical is at the forefront of that vanguard.

Witness it firsthand for yourself. I did and it changed MY world. ■ September 15, 2015 20/20 • 43

YOU SHOULD BE

SELLING OUR EYEWEAR SUNWEAR FRAME TECH NOLOGY M E N ’ S E Y E W E A R G E N E Y E BR A N D S L U X U R Y E Y E W E A R S P O R T E Y E W E A R WO M E N ’ S E Y E W E A R A C C E S S O R I E S S T I L L P H O T O G R A P H Y: N E D M AT U R A

D

ivide and conquer. The range of niche markets within the eyewear and sunwear market clarions a certain distinctness well worth studying so YOU can see best where you fit in terms of your customers, your brand choices, your intended position in the fuller retailing arena and the degree of powerful independence you intend in your optical future.

Can you master any and all of these category genres? Are you equipped to play at all price points? Is there a particular forte fit for your personal and professional style and commitment?

Those are all decisions you will need to make in an adventurous and aggressive manner. Engage your whole team in these decisions. Judge THEIR strengths and passions.

There’s a world of challenges at your door/store step ranging from online retailing to on app refracting. Those are discussions for another time and place.

THIS is a special place of special eyewear products with a fresh attitude, ripe for the mandate that…YOU SHOULD BE SELLING. Welcome to the new edition of the 20/20 Seller’s Guide. Have fun.

Handle function.

—James J. Spina

September 15, 2015 20/20 • 45

YOU SHOULD BE SELLING OUR EYEWEAR

IT’S OUR TIME

46 • September 15, 2015 20/20

By now, OUR Eyewear should be a principal term in your vocabulary.

Referring to eyewear brands with a strictly optical heritage, OUR Eyewear depicts the pride and exclusivity that optical professionals strive to emanate into the eyewear industry. Take your dispensary above and beyond typical designer brand names and take on the independent power of OUR Eyewear. —Victoria Garcia

Outside of the Box: As celebrities and athletes continue to uphold the latest fashion trends, many of them are stepping away from popular brands by searching for exclusive, one-of-a-kind pieces. Find images of these trendsetting stars wearing OUR Eyewear brands to show your customers the importance of this up-and-coming category of eyewear. —VG

Photographed by NED MATURA

From left: WILLIAM MORRIS Black Label 106 from Classique Eyewear; LIZZY from i-dealoptics; HOUSTON from SALT. Optics; SPX ILLUSION 1562 from Silhouette; OWP 8227 from OWP; KEPPE from Moscot

September 15, 2015 20/20 • 47

YOU SHOULD BE SELLING OUR EYEWEAR

TRENDS

TOP TEN

1

We like to think of eyewear as art for the face, and OUR Eyewear effortlessly depicts just that. With DRAMATIC SHAPES such as elongated CatEyes, oversized ovals and vivacious squares, these optical heritage brands know a thing or two about eyewear.

Focusing on the details of each frame, OUR Eyewear designers are straying away from flashy and noticeable logos and opting for SPECIFIC TRADEMARKS. Look for high-heel shoe temple tips from Face a Face frames or Blake Kuwahara’s frame inside a frame concept.

OUT OF THE ORDINARY MATERIALS such as denim, wood, leather and velvet are making bold statements on OUR Eyewear frames, creating exclusive and high-fashion looks.

Sport companies are taking their turn and creating RX COLLECTIONS that coincide with their brand identities.

Spy, Oakley and Smith are appealing to active customers with optical frames that feature brand details, colors and shapes.

Many well-known eyewear manufacturers such as Marchon, Altair and Sàfilo are exploring the advantages of OUR Eyewear by crafting their own unique and distinct HOUSE BRAND COLLECTIONS. A few OUR Eyewear brands have introduced ORIGINAL TECHNOLOGY to the market, changing how we look at frames, such as Flexon’s memory metal titanium to ClearVision’s Aspire collection featuring its proprietary material SDN-4.

Calling all SUNWEAR AFICIONADOS. Many eyewear designers have introduced coordinating OUR Sunwear to match Rx frames for double the fun.

CUSTOMIZATION IS KEY. Brands such as Ray-Ban and iGreen are allowing customers to personalize lenses, temple colors and frame shapes.

IT’S STORY TIME. Get to know the rich heritage and independent spirit of the OUR Eyewear brands that you carry.

Unlike designer brands that are already well-known, these optical brands will need a little more explanation and emphasis.

OUR SUNWEAR is just as prominent as OUR Eyewear.

With the never ending popularity of sunglasses, many customers will be searching for sunglasses that stand out from traditional designer and lifestyle brands.

3

4

UNDERSTAND YOUR CUSTOMERS. Get to know what their lifestyles and hobbies are to better understand what option of OUR Eyewear to suggest.

Optical brands are steering right into the realm of KIDS’ EYEWEAR. Show kids’ brands such as Ogi, Lafont and Mykita in bright colors and cool shapes. They might forget all about frames that feature their favorite television and movie characters.

Still not sure what OUR Eyewear brands you should be suggesting to your customers? LOOK THROUGH 20/20 for an in-depth guide to optical heritage brands.

Check out our social media feeds for even more updates on this growing eyewear category.

5

6

SPORT EYEWEAR is a major component to OUR Eyewear.

Players like Costa, Wiley X, Vuarnet and Kaenon incorporate high-tech features such as anti-fog systems, adjustable nosepads and temples, and polarized lenses into their frames.

7

LUXURIOUS ACCESSORIES pair perfectly with OUR Eyewear brands. Display cleaning cloths and fashionable cases that are included with frame purchases.

9

EXPLAIN THE UNKNOWN. Many customers might stray away from OUR Eyewear brands due to their ambiguity.

Further clarify that these heritage brands originated strictly from eyewear, giving them a distinctive, exclusive quality.

10

Many OUR Eyewear designers treat each frame as a work of art.

Featuring INTRICATE DETAILS such as hand-placed jewels and laser etchings, frames take on a distinct, delicate design.

48 • September 15, 2015 20/20

2

8

Eyewear and sunwear are not the only products being created

by OUR Eyewear brands. EXCLUSIVE ACCESSORIES backed with a strong optical identity have also been introduced such as Scojo readers from Ogi Eyewear, and readers and eyewear necklaces from Cinzia.

T I PS

TOP TEN SELLING

Give OUR Eyewear brands SPECIAL ATTENTION. Create a display exclusively dedicated to these heritage brands. Select a few styles that truly romanticize the details found in each frame.

Stock your waiting room with OUR Eyewear BROCHURES AND LOOKBOOKS. Give patients a sneak peak of what these brands have to offer.

YOU SHOULD BE SELLING SUNWEAR

From left: COLE HAAN 6006 from Altair Eyewear; SEAN JOHN 859S from Marchon Eyewear; BADGLEY MISCHKA Bette from The McGee Group; ALAIN MIKLI A05017 from Alain Mikli

50 • September 15, 2015 20/20

SUNWEAR

EVERYWHERE

Photographed by NED MATURA

There is NO question— sunwear is ALWAYS in the spotlight. From tech to trendy, nothing beats a stylish frame that exquisitely serves its purpose. Harness the power of the sun and keep your customers coming back for the most sun-sational frames.

—Lainey Johnston

Outside of the Box: When it comes to sunwear, there is no discrimination for style. Whatever shape fills your heart, whatever shade or tint colors your world with joy, the love affair with sunwear knows no boundaries. Find your favorite and commit to the cause. –LJ

September 15, 2015 20/20 • 51

YOU SHOULD BE SELLING SUNWEAR

TRENDS

TOP TEN

Keep it together the right way. HINGES play a big part in comfortable sunwear with rubber stoppers, screwless frames, intertwined metals and hinge-hidden insignias.

1

T I PS

TOP TEN SELLING

Sunwear and science are making WEARABLE TECH a reality.

Always be aware of the latest state-of-the-art high-tech frames, and be able to inform your patient of modern benefits.

2 34 5 6 7 8

ACCESSORIZE WITH YOUR SUNWEAR. Opt for styles with patterned temples, embellished and studded fronts, ornamented temple tips, colorful tints and dramatic lens shapes.

Sun doesn’t stop at summer. PROMOTE SUN SAFETY YEAR-ROUND and always have a space in your dispensary for sunglasses, sun lenses and sun-centered extras throughout the seasons.

Step up your game and BRING SUNWEAR TO SPORT. From lightweight and durable frame materials and straps to polarized interchangeable lenses, sunglasses are in for the action.

EMPHASIZE YOUR EXPERTISE. Sunwear is everywhere, therefore your competition will be found far beyond optical. Inform patients of your services such as adjustments, specialty training and Rxability.

Search the VINTAGE VARIETY. Consider CatEyes, aviators and clubman suns for the classic look.

LABEL LOVERS ARE LOYAL. Sunglasses are often the easiest buy-in for these customers.

Be a part of the sunwear scene and look for NEW AND IMPROVED TRENDS. Revived flash mirrored and tinted mineral lenses will add a hint of uniqueness to any basic sun style.

True sun protection comes at a PRICE WORTH PAYING. Encourage patients to see the importance of buying from optical experts, as inexpensive, low quality sunwear options are readily available everywhere.

Go out of the ordinary. NEW AND UNUSUAL MATERIALS such as bamboo, buffalo horn, titanium and carbon fiber are sure to help your patient see the fun in sun styling.

Children’s eyes are some of the most vulnerable to the sun.

Encourage parents to always KEEP THEIR KIDS COVERED. Many brands have kids’ sizes that fit just right, branded with characters and colors that the little ones will love.

EXTREME BASE CURVE LENSES are one of the many ways sport sun stands out in its quest to offer full sun protection.

KEEP YOUR EYES ON 20/20. Follow us on Facebook, Twitter and Instagram, and take a peek at our Hall of Frames to use as a style guide for what is being worn by who in Hollywood.

TWO IN ONE. Brands are shooting for a new influential technique as they send sunglasses to someone in need for every frame sold.

POLARIZED LENSES offer a new spectrum of protection to sunwear. Refreshed colors, tech-driven coatings and photochromic options are going above and beyond for the ultimate sun lens upgrade.

9 10

Just when you thought you’ve seen it all… from water-floating frames, to vented lenses, space-age polycarbonate, biodegradable and multi-layered materials, sunwear is all for the TECHNOLOGICAL ADVANCEMENTS.

SPORT AND SUN are on the same playing field.

Tech touches and expertly engineered materials are perfect for the active, adventurous type of customer who needs quality protection in the open air.

Without designer restrictions or standing behind brand names, optical’s own sunwear—OUR SUNWEAR— benefits from its freedom. While incorporating eyewear traditions and understanding the most important eyewear characteristics, optical’s own frames are a sure shot.

Most customers want their frames to make a stylish first impression. While directing them to the most appealing frames for their individual features, be sure to highlight disease prevention and the long-term eye and skin benefits. Produce both a sale and a LIFETIME SUNGLASS ENTHUSIAST.

52 • September 15, 2015 20/20

YOU SHOULD BE SELLING FRAME TECHNOLOGY

CHECK THE Technology is one thing that is continuously evolving, and that doesn’t stop at eyewear.

You don’t need to be a tech junkie to appreciate and admire the advancements.

From memory metals, hidden screws to eco-friendly materials, tech eyewear is fulfilling the wants and needs of all frame wearers.

—Lainey Johnston

Outside of the Box: Most customers are likely not well-informed when it comes to tech in eyewear. Heighten their interest with a detailed description of all the latest innovations and how they will benefit their lifestyle. Become their very own instruction manual. —LJ

From left: SPINE OPTICS 5001 from Rem Eyewear; LINEART XL2069 from Charmant Group; ESSENTIAL 1405 from ProDesign Denmark; REV784 from Revolution Eyewear; KONISHI 8471 from Clariti Eyewear; BLACKFIN 736 Raymond from Villa Eyewear; OGA 7772O from Morel

54 • September 15, 2015 20/20

Photographed by NED MATURA

TECH-NIQUE

September 15, 2015 20/20 • 55

YOU SHOULD BE SELLING FRAME TECHNOLOGY

TRENDS

TOP TEN

SOLID AND DARK HUES keep tech frames traditional and always fashionable for those in search of a modest look.

Don’t let your frames weigh you down.

LIGHTWEIGHT FRAMES made of memory metals and titanium provide a sleek, no-feel look.

Metals don’t have to stay within the gray and black hues. COLORFUL METALS will stand out and add flair to any outfit.

Try reds, blues and greens.

FLAT FRAMES made from a single sheet of metal are a modern alternative to chunky plastics.

Don’t forget the kids. FLEXIBLE MEMORY METALS in bright colors are a safe, fashionable and fun choice for young ones.

When you simply can’t pick a favorite, go for the COMBINATION FRAMES. Mix memory metals and zyl, or titanium and wood for an unbeatable combination.

Be bold. Consider COLORFUL GRAPHICS AND ANIMAL PRINTS to incorporate into your tech look.

Try zebra, leopard or tortoise prints.

6

9

10

Go green. Consider ECO-FRIENDLY OPTIONS with frames made of 100 percent recyclable materials. Stock up on carbon fiber, bamboo, gold, horn and wood frames.

56 • September 15, 2015 20/20

3 4 5

7 8

Technology will always appeal to MEN, making tech frames the perfect choice.

Consider all your senses. APPEALING TEXTURES that include engravings, etchings and cutouts are found in many frame structures.

12

T I PS

TOP TEN SELLING

Allow customers to get the full tech effect.

Let them FEEL FRAMES and try on different materials and textures.

Although all eyewear should provide a proper fit, the most technologically advanced frame will only live up to its full potential with a COMFORTABLE FIT. MANDATORY MAINTENANCE. Let your customers know the details behind tech frames. Explain that rimless frames need to be adjusted periodically, and recommend lens cleaners to remove oil buildup on lenses.

Point out SPECIAL FRAME FEATURES that may not be noticed by customers at first glance. Hidden screws, no screws and torsion hinges will display the unique quality of tech frames.

BRANDING ALWAYS MATTERS. Point out logos and ask about your customers’ favorite brands. Many popular names carry tech frames with signature details that the brand is known for.

Many customers are only willing to purchase one frame but want versatility. Describe the concept of INTERCHANGEABLE TEMPLES AND LENSES and how they are an affordable way to create an eyewear wardrobe.

Help your customers choose the right frame. Have informational brochures readily available so patients can find out about NEW FRAME FEATURES and benefits.

Remind customers that tech frames capitalize on their ALLERGY-FREE status. Memory metals, stainless steel and titanium are all hypoallergenic.

Showcase your optical expertise while BEING HONEST with your customer as well. Explain that a high Rx will not always provide you with a thin or lightweight lens. Show them which lens materials and certain frames can minimize the appearance of thicker lenses.

Be on the lookout for ORIGINAL TECHNOLOGY. Many brands are going as far as creating unique proprietary tech features including dual hinges, spun wire cable and lightweight materials.

A REVOLUTION IN EYEWEAR PERFORMANCE SPINE EYEWEAR FEATURES A PATENTED SEGMENTED HINGE AND CABLE SYSTEM THAT FLEXES THE TEMPLES IN ALL DIRECTIONS, INCLUDING INWARDS, SECURELY HOLDING THE FRAME IN PLACE ON YOUR HEAD – ELIMINATING THE NEED TO CONSTANTLY PUSH YOUR EYEWEAR BACK UP YOUR BRIDGE.

VISION EXPO WEST, LAS VEGAS | SEPTEMBER 17-19 REM EYEWEAR BOOTH #16086 (800) 423-3023 | REMEYEWEAR.COM

SPINEOPTICS.COM

YOU SHOULD BE SELLING MEN’S EYEWEAR

MAN OF THE

HOUR When it comes to fashion, men are all about convenience.

They want to look good in a simple and comfortable way.

Become his go-to guide for what the latest trends are and how he can channel them into his simplistic eyewear look.

—Lainey Johnston

Outside of the Box: Although he may be leaning toward a simplistic, casual look, encourage him to step outside his comfort zone. Help him acknowledge the versatility of certain frames and how they will enhance his go-to look. He might be willing to try something new but just doesn’t know where to start. Keep him updated with the latest trends and provide insight for what will be the perfect fit. —LJ

58 • September 15, 2015 20/20

Photographed by NED MATURA

From left: SERAPHIN Portland from Ogi Eyewear; JHANE BARNES Googolplex from Kenmark; TED BAKER B730 from Tura; GARGOYLES Ashton from FGX International; SÀFILO SA1036 from Sàfilo

September 15, 2015 20/20 • 59

YOU SHOULD BE SELLING MEN’S EYEWEAR

TRENDS

T I PS

TOP TEN

TOP TEN SELLING

1 2

It is important to carry frames that PROVIDE DUAL USAGE. Some men may be set on the idea of only purchasing one set of frames, but need them for a variety of activities. Consider sun clips and photochromic lenses.

Typically, men are not as enthusiastic about shopping as women are. Find out what he’s looking for and assist in MAKING THE PROCESS QUICK AND EASY.

DETAILS always have and always will be a unisex trend. Offer him frames with small cut-outs, engravings or various textures.

Men are all for a CASUAL look. Direct him to some basic frames that will be comfortable for his everyday lifestyle and activities.

Leather is an everyday component for most men, whether it’s a belt, a briefcase or a case for his frames.

Show him both INEXPENSIVE AND HIGH-END LEATHER cases you have to offer that will complement his new eyewear selection.

Think HIGH-TECH. Men love discussing the technological aspects of a product. If he’s interested in taking a look around, show him the more intricate frames that have interchangeable parts or surpass normal flexibility.

3 4 56

One of the most common preferences in men’s eyewear is the aforementioned SIMPLISTIC LOOK. Semi-rimless and rimless frames are great for achieving simplicity.

On the other hand, some men are willing to experiment beyond the simple look, opting for colors BEYOND BASIC BLACK AND BROWN. For the guy who wants to try some color but not go all the way, a frame with a small pop of color on the inside temples can do the trick. Or try a frame that fades from a darker color to a lighter one on the frame front.

There’s a strong possibility that your customer may come in and not know what he NEEDS OR WANTS. As an expert in eyewear, help him determine what will be best for his day-to-day activities.

Majority of men will be drawn to DARK, NEUTRAL COLORS. Suggest a variety of thick and thin frames that are shades of blue, brown and black.

Thick frames pose solid competition for rimless frames.

As opposed to semi-rimless and rimless, THICK FRAMES provide a modern look that makes a bold statement.

MIX AND MATCH plastic with metal or aluminum and wood.

These are textures that will be a favorite for many, and he will love having the best of both worlds.

Although it may be surprising, men are more likely than women to wear PLANO SUNGLASSES regularly. Make sure your customer sees all of the quality sunwear you have available.

TEXTURE always plays a major role in both style and comfort.

Provide a variety of plastic, metal, aluminum and wood frames.

Many customers may not be very enthusiastic about having to wear frames to improve their vision. They may just want to get what they need while SPENDING THE BARE MINIMUM. Help him feel more positive about eyewear by directing him to stylish, quality and inexpensive frames.

AVIATORS are a timeless choice. As they have become more modernized over the years, they are a sleek, go-to choice for men.

60 • September 15, 2015 20/20

It’s almost a guarantee that most of your male customers will be interested in SPORTS. Whether it’s running, golfing or skiing, inquire about his hobbies and find him the most suitable frames.

7 8

9

KNOW YOUR NAMES. There are many brands that focus solely on men. Let him know which of his favorite brands have eyewear and direct him to the collections you have in stock.

If he’s not sure about what look he wants to go for, suggest THE LATEST TRENDS FROM CELEBRITIES. He might be more inclined to purchase a pair of frames that his favorite athlete or actor is currently wearing.

10

Just because they’re men, doesn’t mean they’re opposed to ACCESSORIZING. He may want to purchase a matching case or lens cleaner to keep his new frames in perfect condition.

URBAN LITE More than 50 years since its inception, Silhouette remains a family-owned company, taking great pride in the quality and craftsmanship used to create each pair of glasses. All frames are produced in our own factories in Austria and are not outsourced.

This gives us control over all aspects of the process. In fact, we even produce many of the tools used to make our frames.

Innovative technology allows for a minimal design, while offering extreme lightness in a full rim.

The high-end materials used to create a Silhouette, combined with the 15 quality checks each pair undergoes before leaving production, leads to a perfect fit. Wearers are quick to admit: nothing feels like a Silhouette. The ultimate in wearing experience from rimless to full rim, semirimless and sun.

Awarded the renowned iF Design Award for excellent design and outstanding design achievements.

Let your true self shine through

BECAUSE YOU ARE UNIQUE Openness and freedom reflect within this metropolitan, modern style.

Urban LITE is a blend of technically unique solutions and harmonious design – full rim eyewear that has been reduced to the max, thanks to the characteristics of SPX®.

NEW Model 1562 in Soft Jade (6075)

NEW Model 2891 in Grey Dark Blue (6051)

For more information contact your Silhouette Account Executive or call 1-800-223-0180 www.silhouette.com | visit us on

Silhouette’s patented High-Tech Titanium and proprietary SPX® materials provide unparalleled flexibility and durability.

SPX® is twice as strong as acetate. It always keeps its shape and colors never fade.

High-Tech Titanium is highly flexible, hypoallergenic, super light and offers outstanding wearing comfort. Silhouette’s unique titanium makes minimalist design possible with high resiliency.

All Silhouette eyewear combines technology, function, design and meticulous attention to detail. Modern, innovative and timeless – Silhouette is the ideal option for any eyeglass wearer looking for a more minimalist, timeless style. Silhouette integrates itself gracefully and elegantly on the face of the wearer, underscoring natural beauty without covering or changing it.

YOU SHOULD BE SELLING GENEYE

Photographed by NED MATURA

GENEYE SEIZE ALL

From left: SCOTT HARRIS 428 from Europa International; PHILOSOPHEYES 979 from Thema – A Family Factory; FYSH 3543 from WestGroupe; SEVENTY ONE Heritage from A&A Optical; VAVOOM 8051 from Avalon Eyewear; VINCE CAMUTO 0117 from Colors in Optics

62 • September 15, 2015 20/20

The Millennials are taking control. GenEYE is the leading generation for all things fashionable within the optical world. As they disregard outdated politics, the Millennial generation is pushing every boundary and taking noticeable risks. This demographic is hard to ignore, and their opinions are important. Be aware of their vision and consider their ideas, as they will be the spokespeople of the future. —Lainey Johnston Outside of the Box: Millennials will always have an eye for anything out of the ordinary. There are simply no limits. It would be hard to find anyone within this generation who’s looking for a traditional, unimaginative frame. Display your boldest, most fearless styles for the men and women who are willing to take on that risk. —LJ

September 15, 2015 20/20 • 63

YOU SHOULD BE SELLING GENEYE

TRENDS

TOP TEN

These fashion superstars are not afraid to stand out.

GEOMETRIC FRAMES that go beyond the norm are a popular choice among the masses. Stock up with various shapes, sizes and colors.

1 2 34

Many GenEYE customers are sure to come in knowing exactly what they’re looking for and refuse to settle for anything less. Have a DIVERSE SELECTION for the ever-changing favorites of this generation.

Sports and fashion are becoming more synonymous as GenEYE individuals see the two working so incredibly well together. SPORT BRANDS are creating a larger selection of fashionable frames for on and off the field.

Millennials grew up on the Internet. Put emphasis on your SOCIAL MEDIA PRESENCE. Keep your website updated with the latest products and promotions.

Individuality is everything to Millennials. Present the option of CUSTOMIZING FRAMES in-store so patients can have the dream pair they’ve always wanted.

OVERSIZED FRAMES have been a consistent staple amongst other eyewear favorites for this generation.

With a variety of colors and materials, your GenEYEr will be sure to find the perfect fit.

GenEYE women are all for borrowing CLASSIC MEN’S LOOKS. Whether it’s an oxford-inspired frame, or a touch of masculine detail, these ladies are ready and willing to take on the challenge of sporting a man’s frame.

LIGHT-COLORED CRYSTALS for frames are a great choice for both young men and women. Hues of blue, green, yellow and pink are the perfect fit for this look.

Millennials are all for TWO-TONED AND MULTICOLORED FRAMES and love to incorporate both into their everyday fashion. Ombre, colorblocking and tone-shifting are all prime examples of the two and are sure to brighten up any wardrobe selection.

There is a love for both colorful and NEUTRAL SHADES among this generation. A bold statement can be made with dark brown, blue and black.

Be sure to know WHO’S WEARING WHAT. A popular style or brand among A-list celebrities is sure to be just as popular among GenEYE as well.

As the presence of Millennials becomes increasingly prominent on the Web, online and optical become more and more intertwined. Set yourself apart from online retailers by emphasizing your FITTING EXPERTISE AND FACE-TO-FACE CUSTOMER SERVICE.

As an eyewear expert, you are guaranteed to know more about FRAME TECHNOLOGY than your GenEYE customer does. Explain the importance of frame technology, lightweight, flexible frames and interchangeable parts.

5

6 7 8

9

This demographic gives BRAND LOYALTY an entirely new meaning. Always know what brands are currently popular, as they change frequently amongst this generation. Stock up on the brands that will catch your customer’s attention.

Encourage them to explore different options. These fashion mavens are known for their interest in VERSATILITY. Suggest frames and lens options that will further enhance different types of activities, such as tinted lenses for athletes or polarization for water sports.

10

Your Millennial men will aspire to take on the infamous CLARK KENT SHAPE. Try the traditional black or other dark colors such as blue, brown and green.

64 • September 15, 2015 20/20

T I PS

TOP TEN SELLING

Millennials are a curious generation. Let them ASK QUESTIONS and become more aware of the endless eyewear options available to them.

GenEYE has a constantly evolving style.

Recommend A SECOND PAIR that will give them that drastic transition for different day-to-day looks.

There is no doubt about it, GenEYE loves SUNWEAR. Inform your customers about prescription and plano sunglasses that will fit their budget.

Assist your Millennial consumer in discovering DIFFERENT FRAME MATERIALS. Encourage them to try on as many frames until they find the perfect look.

cinzia designs.

VEW BOOTH 14064 CINZIA DESIGNS E U R O PA I N T E R N AT I O N A L E U R O P A E Y E . C O M | 8 0 0 . 6 2 1. 4 1 0 8

{CIN-5038}

{CIN-5037}

{CIN-5041} B R AC E L E T S BY C I N Z I A

CINZIA DESIGNS E U R O PA I N T E R N AT I O N A L E U R O P A E Y E . C O M | 8 0 0 . 6 2 1. 4 1 0 8

{CIN-5040}

B R AC E L E T S BY C I N Z I A

{CIN-5044}

i m a g e s s h o t o n l o c a t i o n : M a tt h ew Ra ch m a n G a l l e r y

YOU SHOULD BE SELLING BRANDED EYEWEAR

Photographed by NED MATURA

BRANDS

From left: VAN HEUSEN STUDIO S347 from Nouveau Eyewear; LEON MAX LIMITED EDITION 6006 from Zyloware; BCBGMAXAZRIA Audra from ClearVision Optical; GIORGIO ARMANI 5042 from Luxottica; EDDIE BAUER 8391 from New York Eye

66 • September 15, 2015 20/20

IN DEMAND Brands constantly strive to deliver messages beyond logos, helping a variety of customers emit a certain lifestyle or personality.

While each message may be different, it’s bound to be immediately recognizable. Use this brand power to your advantage and provide your customers with the logos they love.

—Lainey Johnston Outside of the Box: While most brands will be able to sell themselves, it’s important to note that it’s your job to finalize the sale. Be your customer’s go-to guide for all things branded by knowing the history, details and design elements of all the brand collections you carry. —LJ

September 15, 2015 20/20 • 67

YOU SHOULD BE SELLING BRANDED EYEWEAR

TRENDS

TOP TEN

CELEBRITY COLLABORATIONS steal the spotlight.

Brands associated with a popular celebrity create a personified brand image and influence customer interest.

Many brands are becoming increasingly tech-savvy by paying closer attention to materials, textures and flexibility for their INNOVATIVE FRAME DESIGNS.

T I PS

TOP TEN SELLING

1 2

BRAND LOYALTY will resonate with most of your customers. If you don’t have the specific brand they’re looking for, suggest similar brands that you carry.

Have fashion magazines ready and waiting on dispensary tables as a source of STYLE INSPIRATION. Showcase celebrity photos, brand images and runway videos of the latest eyewear trends.

3 4

Extravagant logos are becoming less prominent as brands are focusing more on SUBTLE DETAILS AND QUALITY DESIGNS. Loyal customers will quickly pick up on the disappearance of well-known logos and take note of the more discrete detailing.

Eyewear collections from high-end brands are a cost-effective way to offer customers a glimpse of a LUXURIOUS LIFESTYLE.

BLAST FROM THE PAST. Many brands are relaunching some of their most popular and previous styles with updated materials, colors and technology.

While some are choosing to keep it simple, many other brands are emerging with BOLD NEW TRENDS. Look out for colorblocking, elongated shapes and thicker frames.

Kids and tweens are leaning more toward brands that emit a STRONGER SENSE OF MATURITY, yet still filled with color and personality. As their interests move beyond children’s toys and cartoon characters, so do their frames.

Educate your customer. Explain how certain brands manage to EVOKE A CERTAIN LIFESTYLE. Match them with the perfect brand by asking them about their hobbies and favorite weekend activities.

Always have the NEWEST STYLES AVAILABLE. Rotate your displays and make branded eyewear your main attraction. Reassure your customers that you always have the latest in eyewear.

5 67

Excite new and returning customers by hosting TRUNK SHOWS to showcase new and upcoming brand collections.

Display a variety of brands with a VARIETY OF PRICE POINTS. Some customers may be willing to step out of their price range if it means getting a hold of their favorite brand, while others might want to stay within budget.

8 9 10

Many cars, cosmetics, magazines and television shows have their own eyewear collections, and your customer may know exactly which LIFESTYLE BRAND appeals to them.

Several sport brands are expanding and adding to their RX COLLECTIONS, moving beyond performance sports and bringing their active styles to the ophthalmic world.

Brand YOUR brand. SOCIAL MEDIA is the perfect tool to attract customers and create a positive perspective of your brand. This also allows patients to get more involved and receive unlimited access to exclusive offers and events.

68 • September 15, 2015 20/20

Help the customer understand the reputation of brands they are unfamiliar with. Design displays that incorporate OTHER ACCESSORIES FROM THE BRAND such as scarves, watches or fragrances.

Many patients may be unaware of the diverse options brands provide. Utilize posters of athletes wearing brands to showcase OPHTHALMIC SPORT FRAMES. Complete the look by including sport accessories and sunwear from the same brands.

The most efficient way to announce new products and collaborations is through social media. FOLLOW YOUR FAVORITE BRANDS and 20/20 on Facebook, Twitter and Instagram to share all the new trends with your customers.

BUILD A LOOKBOOK. Include photos, swatches, textures and colors that relate to a multitude of standout brands available in your dispensary. A visual representation can be a powerful tool in your patient’s choice.

An unmistakably feminine collection, with ripped from the runway looks.

Designed for women wanting to make a statement with their everyday eyewear. The Café Lunettes collection combines bold shapes, colors and materials to offer a line that creates stylish looks for today’s fashion conscious woman.

Café Collections Style: Cafe 3209

800.962.3200

YOU SHOULD BE SELLING LUXURY EYEWEAR

FIRST CLASS Oscar Wilde is credited with what is perhaps the best quotation about luxury of all time: “I have the simplest tastes. I am always satisfied with the best.” Luxury is at once well-mannered and mischievous, sweet yet subversive, an old soul as well as the ingénue. It inspires a shock of pleasure. Elicits a sense of adventure. But no longer does luxury only stand for gilded accessories and Baccarat Crystal— the new luxury focuses on wellmade designs that are constructed in the finest manufacturing facilities in the world.

—Patrisha Holly Zabrycki Outside of the Box: While many luxury and designer name-driven companies have gone mass and along the way forgotten their original mission, which was to provide truly exceptional products, as the retailer, you should stay away from this McDonald’s-like sameness. Evolve your optical shop to meet the needs of what luxury customers want now—offer a made-to-measure service where like couture, a client can modify the color, the design or develop something entirely new that can be fitted to his or her lifestyle. It’s luxury in the oldfashioned sense of the term: genuine personal attention, exquisite materials and beautiful craftsmanship, all to create something just for them. —PHZ

From left: BALENCIAGA 0026 from Marcolin USA; JUSTICE from Barton Perreira; CAVIAR 9005 from Ultra Palm Optical; JUDITH LEIBER 1177 from Legacie/The Luxury House of B. Robinson Optical; LANVIN SLN 630 from De Rigo Vision

70 • September 15, 2015 20/20

Photographed by NED MATURA

AFFAIR

September 15, 2015 20/20 • 71

YOU SHOULD BE SELLING LUXURY EYEWEAR

T RENDS

TOP TEN

T I PS

TOP TEN SELLING

1

HIGH-TECH HINGES are high-end priority.

Call out these technical advantages like barrel hinges, a torsion construction or an ergonomic hinge-less design.

A luxury frame finds its most auspicious personality with SPARKLING EMBELLISHMENTS like Swarovski crystals or Tiffany diamonds.

THINK BESPOKE, MADE-TO-MEASURE. An individualized, custom-made frame is just the right fit for highly visual, urbane customers who will only be satisfied with the best.

2

3 4

Isn’t the ultimate luxury something that wouldn’t dare to irritate the delicate skin around the eyes?

Choose a HYPOALLERGENIC TITANIUM model to maintain this personal pleasure.

Whether they’re laser-etched, digitally-mastered or epoxy-filled, OPULENT PRINTS rule the luxe eyewear kingdom this season and beyond.

WELL-MADE OFTEN MEANS HANDMADE. Clients crave that handmade moniker now more than ever.

Some of the most intriguing eyewear today is CRAFTED USING NATURAL MATERIALS like wood or stone.

72 • September 15, 2015 20/20

People crave personal attention. STAY CLOSE TO YOUR CUSTOMERS and do things that you know they will love, whether that’s hosting trunk shows, offering complimentary adjustments or simply having tea and coffee on-hand as customers browse.

CREATE A PRECIOUS ENVIRONMENT. Display only the best, most exquisite pieces of eyewear. If the environment is precious, then what’s inside is precious as well.

LUXURY EYEWEAR IS AN INVESTMENT—illustrate the benefits to having high-end eyewear that is ergonomically-designed, made with quality materials and produced in the best factories. Showcase it as an heirloom piece that can be passed down from father to son.

7 8

Some of the most important people in the luxury business are the CRAFTSMEN AND ARTISANS who build the most exquisite eyewear on the market. Request behind-the-scenes images and information from the independent companies you work with. When customers know how and where a product is made, they are more likely to spend top dollar.

9 10

From cobalt to royal to azure— VENTURE INTO THE BLUE with every shade of this simply sumptuous color.

Luxury is not consumerism. It is EDUCATING THE EYES TO SEE THAT SPECIAL QUALITY. Persuade and seduce your customers into an appreciation for the finer side of eyewear.

Selling luxury calls for IMPECCABLE PRESENTATION: It’s the way you speak to a client, the way the product is presented, the way you treat your customer. Similar to a tea ceremony in Japan—there is the ritual, the respect, the transmission from generation to generation.

5

6

Inject a MASCULINE EDGE. Menswear-inspired tailoring—for men and women—designs with straight brow bars, bold temples and rich tortoises will elevate an overall look.

THE NEW CATEYE: The flirty staple acquires sophistication with sabot-inspired hardware at the uptick, stacked zyl interpretations and deeper perspectives.

Luxury is in the details—the art of subtlety. Most of all IT’S ABOUT EXQUISITE SERVICE. Treat clients like royalty.

Let them take the time to browse, ask questions and try on the product.

People like to feel like the only one. CREATE THE IMPRESSION OF EXCLUSIVITY with gorgeous displays, elegant arrangements and distinctive lighting.

Hype limited edition pieces in a separate section of the dispensary—design a space for these delicate treasures. And explain the BENEFITS TO HAVING THE EXCLUSIVE FRAME that the client will never see anywhere else, as well as another frame that is a great, well-made everyday piece.

The key to SELLING LUXURY IS IN THE STORYTELLING— know the background of the brand, know where it was manufactured and know the specifications: Is this crafted with Mazzucchelli zyl from the eponymous factory in Italy? (Known for using the finest quality acetates.)

Or was it handcrafted in Japan? These narrative details are crucial in guiding your customers to embrace the luxury side of eyewear.

Designer by Passion

OLIVER GOLDSMITH SPECTACLES

OLIVER GOLDSMITH SPECTACLES

Vision Expo West 2015 For exclusive showing, visit us at:

The Suite 36 -115 To schedule an appointment please contact:

info@prismeoptical.com

888-281-9987

YOU SHOULD BE SELLING SPORT EYEWEAR

From left: NIKE Show X2 EV0808 from Marchon Eyewear; LEADER from Hilco; ADIDAS Wildcharge a425 from Silhouette; GALVESTON from Costa

74 • September 15, 2015 20/20

TRIPLE CROWN On your mark, get set, sell sport eyewear! The demand for sport eyewear has reached new heights with more consumers than ever getting in on the sport action. No longer a niche category reserved just for athletes, sport eyewear has crossed over into the ensembles of everyday consumers on and off the playing field. Jump-start your sport eyewear game and race to the finish line in search of the triple crown— sport frames packed with technology, performance and style.

—Christine Yeh

Photographed by NED MATURA

Outside of the Box: Looking for new ways to step up your sport eyewear game?

Get involved with sports. Sponsor a local 5K or cycling race, or show your support by putting together a cheering squad, inviting employees and customers to participate.

Even better, organize a team representing your store and participate in the race. Partner with your local country club to demo golf lenses. Moving from the sidelines to becoming an active participant is a surefire way to elevate your store’s image to new levels—promoting fitness and wellness, and supporting local events and causes while establishing yourself as the town’s sport eyewear expert. —CY

September 15, 2015 20/20 • 75

YOU SHOULD BE SELLING SPORT EYEWEAR

TRENDS

T I PS

TOP TEN

TOP TEN SELLING

Never lose your sunglasses to the ocean again. FLOATABLE SUNWEAR is all the rage—perfect for those who live on the water—wave riders, boaters, anglers and beach bums alike.

Kids have always played sports but they didn’t always have the proper eyewear protection. Sport eyewear brands like Wiley X and Under Armour have stepped up to the plate with KIDS’ SPORT EYEWEAR COLLECTIONS designed specifically for the little ones.

MINERAL GLASS LENSES are making a heroic comeback in sport eyewear. Known for their superior optics and unparalleled scratch resistance, glass lenses are becoming a go-to choice with sport brands such as Vuarnet, Costa and Serengeti expanding their sport sun offerings.

1

2 3

4

Sport eyewear is no longer limited to only sunwear. Brands including Kaenon, Oakley and Smith Optics offer OPTICAL RX COLLECTIONS that rival the tech and sport savvy of their sun counterparts—ideal for the everyday needs of active customers.

Different activities require different lens tints to keep up with changing light conditions. Frames with INTERCHANGEABLE LENS SYSTEMS continue to be the sport sunwear of choice for athletes who demand ultimate clarity and performance in a variety of sport situations.

Go GAGA FOR GOGGLES. For those who get their thrills from high-impact sports such as snowboarding and mountain biking, goggles are a requirement. Today’s goggles offer high-tech protection in snazzy designs and colors.

5

6 7

Step aside, guys. LADIES ARE THE NEXT POWER PLAYERS for sport apparel and accessories. Sport eyewear manufacturers have responded with frames tailored to fit the lifestyle needs of active women.

For those who prefer their action off the playing field but still want a sporty look, FLASH MIRRORED LENSES remain a sizzling option for stylish statement-makers.

COLORS ARE THE NEW BLACK. No longer relegated to basic black, sport eyewear is coloring the worlds of active consumers with bright color options, as well as custom color combinations for those who want a personalized look.

Try a pair of sport sunglasses with a side of shields. Sunwear with SIDE SHIELDS not only offer extra protection from the elements but also make a super cool style statement.

76 • September 15, 2015 20/20

GET TO KNOW YOUR CUSTOMERS. Find out about their weekend activities and hobbies—are they runners or golfers? Recommend frames with lens options that suit their specific visual needs.

IT’S ALL IN THE PACKAGING. From cool cases to microfiber bags to instruction/care pamphlets, sport eyewear comes packed with a wealth of gear and information.

Show customers all the little extras to finalize that sale.

If you’re an optical shop that dispenses sport eyewear, participating in SPORT EYEWEAR MANUFACTURERS’ RX PROGRAMS is a no-brainer. Take advantage of these programs so you can offer sport-specific Rx lenses, especially for those sport wrap frames with challenging base curves.

LEAVE IT TO THE PROS. Most sport eyewear brands employ a roster of sport stars who endorse their products. Consumers identify with athletes, making this the perfect opportunity to display posters of these pros wearing their sport frame of choice.

COMFORT IS KING, and so is performance. Explain the benefits of the lightweight and durable frame materials sport eyewear offers and grippable nosepads and temple tips that provide a secure fit even through sweaty conditions.

There’s more to sport eyewear than the frame—lenses also play a starring role. Point out the HIGH-TECH PROPERTIES OF SPORT SUN LENSES such as superior impact protection, polarization for the ultimate glare and sun protection, and hydrophobic/oleophobic coatings to repel oil, water and dust.

Hint, hint: LENS TINTS are a necessity for serious sport enthusiasts.

Golfers require tints that aid them in reading the green, while cyclists need the best definition of road conditions. The goal is the same for all: maximum contrast and visibility under all light conditions.

8 9

10

KIDS NEED PROPER EYE PROTECTION. Recommend sport frames that meet the ASTM F803 standard for sports protective eyewear. Parents need to be made aware of the proper ways to avoid serious eye injuries in kids when playing sports.

Millennials are the next big sport eyewear game players.

GENEYE is a group that will not sit idle on the sidelines. Bring your A-game and eye ’em with your sport eyewear expertise.

If you’re new to the sport eyewear game, TRADE SHOWS are a great place to start. This is where all sport eyewear brands are housed on the same playing field, giving you a firsthand look at their collections.

Styleis an art.

Cleaning is a science.

Introducing CLARITY ® AR for superhydrophobics Nanofilm advances cleaning technology with yet another first -- CLARITY ® AR lens cleaner, developed specifically for anti-reflective superhydrophobic lenses.

CLARITY ® AR wets the surface to lift soils and grease.

The result -- a haze-free, streak-free lens.

Satisfaction guaranteed or your money back* Nanofilm meets your difficult cleaning challenges. Learn the science behind this remarkable advancement by reading the technical paper at: www.NanofilmUSA.com *Re-stocking fee may apply, money back guarantee good for 30 days after order is shipped

For a limited time** new customers receive

VɈ `V\Y ÄYZ[ VYKLY Use Promotional Code SPOT915 when placing your order **Offer expires 11/01/15

A

Company

www.nanofilmusa.com • 1-800-883-6266

AR

Better for Superhydrophobic Topcoats

YOU SHOULD BE SELLING WOMEN’S EYEWEAR

FEMININITY AT

78 • September 15, 2015 20/20

ITS FINEST

Ladies love accessories— especially eyewear. Women are all about having what’s hot, new and improved, and that includes the latest, most fashionable eyewear pieces.

Always make sure you are up to date with the newest trends and developments in eyewear. Give her an exclusive deal and assist her in becoming more excited about her vision.

—Lainey Johnston

Photographed by NED MATURA

Outside of the Box: Always keep in mind the variety of styles, careers and hobbies women have. Her choice in eyewear will definitely be based on one, if not all. Help her make the perfect selection by learning a little bit more about her preferences. Interacting with your customer is going to make their experience that much better. Not only will she be impressed if you direct her to exactly what she needs, but most importantly, she will leave happy. –LJ

From left: SANFORD HUTTON C1025 Marti from Colors in Optics; CHLOE 2676 from Marchon Eyewear; BEVEL 8677 from Bevel Specs; SCHENLEY from Norman Childs Eyewear; GROUNDED from Oakley

September 15, 2015 20/20 • 79

YOU SHOULD BE SELLING WOMEN’S EYEWEAR

TRENDS

TOP TEN

1 2 3 45 6 78

T I PS

TOP TEN SELLING

BE BOLD. Women tend to use their eyewear to pull an entire look together. Frames that stand out and complement an outfit are sure to be a perfect fit for women of all ages.

Give her the opportunity to BROWSE. Have some lookbooks on hand for her to skim through, and she might come across the perfect pair.

Style is what makes us unique. Some women are more conservative, while others are radical.

A DRASTIC VARIETY of shapes, sizes and colors is essential when it comes to women.

Ask about what she does for a living. It’s possible that her OCCUPATION will have a major influence on her final decision. Frames for a teacher may be blatantly different for a doctor or a lawyer.

Two is better than one. Frames that are broken up with different colors and shades give more than just one POP OF COLOR.

Keep different TARGET AUDIENCES in mind.

Stock up on brands for athletes, petites, children and those who love high fashion.

Always keep a STAPLE PIECE on display.

Many women want that go-to, professional frame that doesn’t necessarily stand out.

Your STARTING LINEUP is important.

Start by showing her the most prominent pieces you have to offer that fit her every eyewear need.

Less is more… or is it? Subtle jewels, a variety of prints or a super stylish case are perfect for those who love to be FLASHY.

FIRST IMPRESSIONS are important. Make sure each individual frame looks its best and put it on display with matching accessories, such as cases and chic chains.

There are NO LIMITS. Direct her to mens’ frames if she is having trouble finding the perfect pair.

Some women favor men’s fashion and have no problem dipping into the men’s section here and there.

Stay up to date with THE LATEST TRENDS. Many women will buy a product if their favorite celeb wears it.

Be aware of who’s wearing what, and have it available. Check out 20/20’s Hall of Frames and social media pages for examples.

It is becoming more common for women, especially Hollywood starlets, to wear ferociously large frames (especially for sunwear).

GO BIG OR GO HOME.

FACIAL STRUCTURES vary far and wide, and your customer will want something that complements hers. Have an idea of what will look best for each type of face shape, such as narrow or round.

The TORTOISE pattern has been a long-lasting favorite in eyewear. It’s a frequent choice among women and never goes out of style.

Take a chance at determining what your customer’s PREFERRED STYLE is. Is she athletic, chic, maybe preppy? Direct her to what you think she might like or what will fit her look best.

Women vary in many ways, including their SHOPPING HABITS. Some are self-proclaimed bargain shoppers, while others are big spenders. Allow the bargain shoppers to indulge in inexpensive, stylish frames and have luxury pieces available to those willing to spend more for their favorite brands.

Create an EYE-CATCHING DISPLAY. Include campaign images of brands you have in stock.

Strategically place mirrors around the store and have clearly labeled sections for high-end brands.

9 1

Many women are looking for a quality product that will last long, considering the fact that they utilize their frames every day. COMFORT is essential. The texture of the frames and how they feel on a day-to-day basis is just as important as immediate appearance.

80 • September 15, 2015 20/20

0

ASK HER QUESTIONS. She may be searching for a specific frame that fits her day-to-day lifestyle. Does she run outside or go biking? Does she need something comfortable while multitasking as a nonstop mom?

Make sure you know what frames will be the best fit.

A M E R I C A N L U X U R Y M A K E S I T S M A R K

V E W B O O T H G 2 2 005

YOU SHOULD BE SELLING ACCESSORIES

DA R E TO

ACCESSORIZE Accessories are fashion gems that can make any outfit take a turn for the better. When you’re looking for that final touch, a simple accessory is all you need. All of the latest optical accessories are perfect for making any look more sophisticated, casual or chic while serving functional purposes. Offered in a variety of colors, styles, materials and textures, these key items are a must have for their eyewear partners.

—Lainey Johnston

Eyewear accessories may be small, but they often serve a significant purpose. Whether they assist in the functionality of the frames or add a touch of style, they will not go unnoticed.

Show customers how versatile accessories can be and how they will help them in expressing their personal style. —LJ

From left: SCHOLAR from EyeOs Premium Readers; DIANA from Corinne McCormack; CINZIA DESIGNS Heirloom from Europa International; SCOJO NEW YORK Worth Street from Scojo Vision New York/A Division of Ogi Eyewear

82 • September 15, 2015 20/20

Photographed by NED MATURA

Outside of the Box:

September 15, 2015 20/20 â&#x20AC;˘ 83

YOU SHOULD BE SELLING ACCESSORIES

TRENDS

T I PS

TOP TEN

Keep the MEN IN MIND. Leather cases are a perfect addition to his professional look and make a good match for his leather briefcase.

ANIMAL PRINTS are bound to command attention.

Keep a supply of cases in snake, zebra, cheetah and leopard prints for the women who love to stand out.

Consider ACCESSORIES FOR YOUR ACCESSORIES. Cases with mirrors incorporated on the inside will be the perfect addition for a woman who is always on the go.

Have a variety of SINGLE COLORED cases for those who prefer the appropriate office look.

Nothing says professional like a touch of leather.

Those who are ALL FOR THE OUTDOORS will need sport accessories to accommodate their adventurous activities and hobbies. Sport clips, rubber cases, straps and cords are all wonderfully durable.

JEWELED ACCESSORIES help fashion meet eyewear. Chains and cords with different types of jewels will serve as a flashy necklace all while supporting your frames.

Some customers live an ECO-CONSCIOUS LIFESTYLE and like their purchases to be completely eco-friendly as well. All-natural cleaning solutions and cases made from recycled or sustainable materials will provide satisfaction and help the environment.

LENS CLEANERS AND CLEANING CLOTHS can serve as stylish accessories too.

Colorful cleaning cloths and patterned lens cleaner spray bottles make cleaning your frames a much more fashionable task.

Your display is key. Assign an area of your shop that caters specifically to accessories. Turn heads with a COLORFUL DISPLAY that includes chains, cords, cases and cleaning kits.

3

Encourage them to accessorize by OFFERING A PROMOTIONAL DISCOUNT. Your customer will be more likely to buy the matching case if it comes at an attractive price.

45 67 8

9

Don’t forget those who prefer CONTACT LENSES. Colorful and compact cases are ideal for traveling and storing lenses when not being used.

84 • September 15, 2015 20/20

1

2

Always encourage patients to use higher quality readers as opposed to drugstore brands. Keep a diverse selection of STYLISH READERS available right in your dispensary.

TOP TEN SELLING

10

Display designer brands with their COMPLEMENTARY ACCESSORIES. Any loyal brand customer will be sure to buy a matching accessory for their new designer frames.

Some of the best accessories aren’t necessarily fashion-forward but provide a necessary function.

DEMONSTRATE THE IMPORTANCE of lens cleaners and cleaning cloths for their specific frame choice.

Explain to your customer that eyewear accessories are a GREAT GIFT FOR ANY OCCASION. Not only is it original, but who doesn’t love some new items to accessorize with?

Many accessories will serve as a fashion statement as well as a NEW WAY FOR THE FRAME TO FUNCTION. Cords and chains double as necklaces, and cases with handles and straps are much like small handbags and wallets.

REWARD YOUR MOST LOYAL CUSTOMERS. Those who purchase often, make large purchases, or refer a friend or two are very deserving. Offer complementary accessories to match old or newer purchases to express your appreciation.

CONTINUE TO ADVERTISE as your costumer shops around. Ask employees to wear the frames you sell with their matching accessories. Once your customer sees the way the accessories complement the matching frames, they will be on the search for their own set.

Put your business card somewhere besides the inside of a wallet. Stamp the inside of cases, lens cleaners and cleaning cloths with your CONTACT INFORMATION so your customer will constantly be reminded of where to go whenever they need to fulfill an optical need.

Be as daring with your accessories as you are with your frames. Colorful cases, jeweled chains and intricate cords are sure to ATTRACT CUSTOMERS from all generations.

Take the Challenge this October

Photo courtesy, our partn

ers Vision for the Poor in

Haiti

by raising funds to give sight and hope to people in need.

Your gift â&#x20AC;&#x201C; their vision for life.

Make a personal, practice or company donation / pledge and Raise funds from patients, employees, friends and family.

There are more than 600 million people around the world who need your help!

Visit givingsight.org or call 888-OGS-GIVE to learn more.

World Sight Day is an initiative of VISION 2020

Paper-Thin Collection

MODO MOD DO Modo is devoted to designing eyewear that blends effortless minimalism and sseamless functionality. Inspired by the cities we live in – New York, Milano, Stockholm Stock kholm – we enjoy manufacturing technology just like hand-crafted tradition. tradition We strive for our brand to share a purpose, providing free spectacles to those in need with every pair of Modo purchased through our “Buy a Frame – Give a Frame” pledge.

PAPER-THIN COLLECTION Light, Flexible and Colorful, the Paper-Thin Titanium collection is Modo‘s innovative Beta-Titanium and TR90 frame concept, which recently received Intellectual Property protection from the OHIM (Office for Harmonization in the International Market). Weighing only 6.8 grams, it offers ultimate comfort thanks to its lightness and flexibility, while re-interpreting retro in a modernist language thanks its colorful TR90 plastic inserts.

WWW.MODO.COM · 1-800-223-7610

ADVERTISING FEATURE

Nearly 70% of Americans experience some form of digital eye strain but what’s the solution?

Due to the rise of technology and a culture of ‘dual-screening’, 81% of Americans now use a television, 61% a laptop and 62% a smartphone on a daily basis*. This has led to an increase in what is known as ‘digital eye strain’ – which nearly 70% of American adults report experiencing.

Time spent in front of digital devices each day *

28% 33% 3-5 hours

10+ hours

32% 6-9 hours

With new products hitting the shelves every day, the market for digital devices continues to grow – this inevitably means more time spent looking at electronic screens and digital content. In fact, 28%* of American adults are spending over ten hours in front of digital devices every day. It’s not then surprising to hear that so many people are suffering from digital eye strain!

So how can eye strain be reduced? Adlens®, a technology company who specializes in adjustable eyewear, has developed a revolutionary new product which works to reduce eye strain when used with digital devices. Adlens Interface™ computer eyewear works by using a Blue Light Lens Filter to filter out harsh artificial light,

therefore reducing eye fatigue. They also feature Dual Lens Technology - this means that they are instantly adjustable for 90% of people who require vision correction (from -6D to +3D without astigmatism), improving details for clearer vision.

Interestingly, 32% of adults have never tried, or don’t know how, to reduce their digital eye strain, with 72%** unaware that electronics emit high-energy visible or blue light. Research suggests that this light may contribute to vision problems such as cataracts and age-related macular degeneration. This is one of the many factors that has prompted companies such as Adlens to develop a solution to digital eye strain.

Adlens Blue Light Lens Filter Filters out 80% of the most harmful blue light, reducing eye strain and improving contrast, helping to prevent eye damage. The most harmful blue light ranges between 415nm and 455nm.

* The Vision Council reports on Digital Eye Strain 2013 and 2014. ** 2015 Digital Eye Strain report,The Vision Council 2015.

‘Hindsight is 20/20/20 : Protect your eyes from digital devices.

To learn more about Adlens Interface or any other Adlens products, please visit: www.adlens.com or call us on 1 (857) 233-9813.

Digitized eyes...

Blue light from digital devices could lead to permanent eye damage. Adlens Interface filters out 80% of the most harmful blue light.

Introducing...

Blue Light Lens Filter Filters out 80% of the most harmful blue light.

Reduces eye strain, improves contrast. Helps to prevent eye damage.

Dual Lens Technology Specifically tuned focusing power improves detail for clearer vision.

now

is the time to sell Adlens Interface™ adjustable focus computer eyewear

We are launching a significant press & TV campaign with

one million impressions Drive patients to your practice Showcase innovative product Grow incremental sales Adlens Interface is already proving popular with digital users. Make sure you are stocked up ready for the demand.

www.adlens.com

To find out more visit: ©2015. ADLENS® & ADLENS INTERFACE™ are trademarks of Adlens Limited ®

©2015. ADLENS & ADLENS INTERFACE™ are trademarks of Adlens Limited

www.adlens.com

DESCRIPTION: The Charmant Z relaunch includes six new styles, in two or three colors for each style. Z offers eyewear for men who are interested in highquality products with functional beauty, consisting of the latest technology and innovative materials.

CHARMANT Z provides sleek masculine styles through high-tech innovation and unparalleled wearing comfort.

Superb design and craftsmanship ensure sleek, modern frames that provide a lightweight, excellent fit, and state-ofthe-art flexibility. Z Titanium (the material used in CHARMANT Z) is highly flexible, hypoallergenic, lightweight and strong.

“We are excited to reintroduce our CHARMANT Z collection with this release,” states Director of Product and Marketing, Michele Ziss. “The market has seen significant changes in what the consumer wants from their eyewear. Today’s men have more sophisticated and demanding attitudes towards eyewear and fashion than they did even just a few years ago.

CHARMANT Z answers the need for a sophisticated, masculine collection that is comfortable, functional, and attractive.”

Charmant USA • www.charmant.com/us • 800-645-2121

%*453*#65&% #: $)"3."/5 64" ] 888 $)"3."/5 $0. 64 ] 1)0/&

;5 (3

Costa Expands Rx Program with Launch of New Rimless Rx Styles

Costa continues to grow its Rx program with the launch of its new line of rimless sunglass styles available in customized Rx sun lenses.

At Vision Expo West in Las Vegas Sept. 17 – 19, Costa will roll out its latest Rx technology enhancements, allowing attending eye care practitioners (ECPs) and media to see first hand the new styles, and learn more about Costa’s Rx program.

Costa’s new rimless Rx styles include: Austin, Ballast, Cayan, Destin and Galveston. An array of lens colors is available, such as gray, copper, sunrise, blue mirror, green mirror and silver mirror.

Each of the rimless Rx styles will be available in Costa’s patented 580P™ color enhancing lens technology, in either Trivex® or new polycarbonate material, and feature Costa’s C-WALL™ oleophobic molecular bond, and backside anti-reflective UV protection. The Rx lens power will range from +3.00 to -3.00.

Costa’s 580 lens technology selectively filters out harsh yellow and harmful high-energy ultraviolet blue light. Filtering yellow light enhances reds, blues and greens, and produces better contrast and definition while reducing glare and eye fatigue.

Absorbing high-energy blue light cuts haze, producing greater visual clarity and sharpness.

“We continue to invest heavily in our Rx program, providing a growing range of prescription sun lens options with the clearest 580 color enhancing lens technology available in the market,” said Chas MacDonald, president of Costa. “We customize every Rx order in our state-of-the-art in-house optical lab in our Daytona Beach headquarters, and have an

incredible quality control process to ensure our customers receive the best in premium performance sunglass technology.”

Costa’s Director of Rx Sales, Renato Cappuccitti, will host an hourlong seminar on Fri., Sept. 18, from 4 – 5 p.m. PST in the Medical & Science Theatre at Vision Expo West for all trade show attendees. The seminar, entitled “Sunglasses and the Science of Light,” will focus on how invisible and visible light waves are managed through sun lenses to enhance a patient’s vision.

Costa Rx representatives will be on hand at Vision Expo West in booth 16106 to answer questions about the Rx program expansion and how ECPs can benefit from the technology advancements.

ABOUT: As the leading manufacturer of the world’s clearest polarized performance sunglasses, Costa offers superior lens technology and unparalleled fit and durability. Still handcrafted today in Florida, Costa has created the highest quality, best performing sunglasses for outdoor enthusiasts since 1983.

For Costa, conservation is all about sustainable fishing. Many fisheries that should be vibrant and healthy are all but devoid of native fish because they have fallen victim to poor fishing practices, unregulated development, lack of watershed protection or all of the above. Costa works with partners around the world to help increase awareness and influence policy so that both the fish and fishermen of tomorrow will have healthy waters to enjoy. Costa encourages others to help in any way they can.

Join the conversation on Facebook at www.facebook.com/ costasunglasses, on Instagram at www.instagram.com/ costasunglasses, or on Twitter @CostaSunglasses.

Costa • 855-267-8279

Clear vision is important for everyone. For fishermen, it’s critical. Costa’s patented 580 lens technology has made us the brand of choice for America’s 47 million fishermen. To learn how we can help lure new patients right to your door, call 855-COSTARX.

EASTERN STATES EYEWEAR

JAGUAR A Modern Classic

ABOUT: Jaguar automobiles are world renowned for their luxury, sophistication and style. Translated into men’s fashion eyewear, Jaguar is marked by excellent craftsmanship, unrivaled quality, and flawless execution of even the smallest details.

MARKETING: Jaguar offers a full range of marketing materials including banners, countercards, a three piece display, and a logo plaque.

Jaguar Classic Jaguar’s classic collection presents a full selection for gentlemen seeking a traditional, upscale look. Drawing their inspiration from the design of the cars, the temple detailing is subtle yet masculine. Materials such as monel, stainless steel, and acetate are skillfully blended to allow for greater comfort. Several models are further enhanced with laser etchings and the use of epoxy. A range of titanium styles are offered, including three “Ultimate” styles which are graced with 23 CT Gold plating. With over 20 styles in eye sizes greater than 57, Jaguar offers huge range of styles for men with wider faces that just can’t seem to find a proper fit with designer collections.

Jaguar Spirit Jaguar Spirit caters to a youthful, fashion forward man. Angular, progressive shapes combine with a rich, original color palette often using identical shades from the automobiles. These include such atypical men’s colors as blue, red, burgundy, navy, rust, olive, and green to provide for a truly original collection. With subtle, creative treatments gracing each model, Jaguar Spirit maintains the brand’s penchant for outstanding detailing.

Sunglasses Jaguar offers a full scale sunglass collection defined by performance lenses. A mix of Polarized, Blue Blocker, Nano, and AR mirror coated lenses provide unrivaled protection for a myriad of activities. Featuring a variety of mostly RXable styles, designs range from classic shapes such as pilots and aviators to sporty, masculine wraps.

PHILOSOPHY: “While quality and style are the hallmarks of Jaguar, one of the best features of the collection is how it naturally appeals to men that have something specific in mind when it comes to their eyewear,” explains Jason Shyer, ESE Managing Director.

Eastern States Eyewear • www.eseyewear.com • 800-645-3710

Mod. 37715

See us this Vision Expo West at booth 17027

Contact: Eastern States Eyewear www.eseyewear.com | (800) 645-3710

Tony Hawk Eyewear Collection ABOUT: Eyewear Designs Ltd. is headquartered in Bethpage, N.Y. The company designs, distributes and markets superior quality designer eyewear products to an ever-growing global distributor network and many large retail accounts.

For over 40 years, Eyewear Designs has been acknowledged as an industry leader offering world-class designer brand eyewear with innovative styling, manufactured to the highest quality standards.

DESCRIPTION: Born in California, the Hawk brand is the leading, globally recognized “skate culture” lifestyle brand that combines style and performance; built for real life! The maxims/values for the brand are: Durability Quality Soul of Skate

Connected Authentic Innovative

Utility Inspired Original Built for Real Life

“We are excited to partner with Tony Hawk and his team to launch the Tony Hawk Eyewear Collection” states Andrea Gluck, CoPresident of Eyewear Designs Ltd. “We identify with the maxims/ values of the brand and feel the Collection captures the spirit and essence of the brand and lifestyle of Tony Hawk.”

“His goal is to inspire the next generation of innovators. We believe our partnership with them on the Tony Hawk Eyewear Collection exemplifies this mission. We have created an incredible eyewear collection that reinforces the mission statement of Tony Hawk and presents a truly unique eyewear collection to the market.” states Gluck.

“I’m impressed with the commitment from the team at Eyewear Designs Ltd. to develop the Tony Hawk Eyewear Collection to our values and aesthetic vision of the collection,” said Tony Hawk. “Their use of innovative styling, attention to detail and creative use of materials make the collection everything we hoped it could be.”

The Tony Hawk Eyewear Collection will launch in August 2015 with the release of 8 styles in 3 colors and a release of 5 additional styles in October 2015.

Eyewear Designs’ booth number 18015 on Thursday September 17th from 12:00 – 2:00 pm.

About Tony Hawk Tony’s commitment to the skateboard lifestyle and community, have never wavered. Tony has created many brands of products, toys, video games, apparel and, of course, skateboarding gear, all with one thing in common: authenticity. He founded the Tony Hawk Foundation in 2002, which seeks to foster lasting improvements in society, with an emphasis on supporting and empowering youth. Through special events, grants, and technical assistance, the foundation supports recreational programs, with a focus on the creation of public skateparks in low-income communities. The Foundation favors programs that clearly demonstrate that funds received will produce tangible, ongoing, positive results. To date, the foundation has awarded $5.2 million to over 550 public skatepark projects serving over 4.8 million visitors annually.

In support of the launch of the collection, Tony Hawk will be appearing at the Vision Expo Show in Las Vegas at the Sands Expo. Tony Hawk will be in

Eyewear Designs • www.eyeweardesigns.com • 800-645-6596

Follow Eyewear Designs Ltd. and Tony Hawk on Facebook and Twitter to learn more!

MEET TONY HAWK AT VISION EXPO WEST IN LAS VEGAS!

To celebrate the launch of the new Tony Hawk Eyewear Collection, Legendary Skaterboarder Tony Hawk will be appearing in Booth #18015 on Thursday, September 17th from 12:00 - 2:00 pm!

www.eyeweardesigns.com 800.645.6596 Style: TH 506

FGX International debuts two new styles in the Gargoyles optical collection for Fall, expanding their Technology and Contemporary Acetate Collections. Ashton is 100% Titanium in a contemporary full rim shape with a soft beveled brow line. Features include titanium flex hinges, air-cushioned silicone nose pads for comfort, and co-molded temple tips. Available in black and gunmetal. Riley is a modern combination featuring a stainless steel structure with rich acetate eye inserts, screwless, stainless steel spring hinges, and thin, silicone nose pads. Available in black and a striated brown/gunmetal combination.

Each styles speaks to the strength, performance and workmanship of the Gargoyles brand.

Ashton

PHILOSOPHY: “The fall releases are important extensions to the Technology and Contemporary collections for Gargoyles,” says Kristin Fontaine, Brand Manager, Optical for FGX International. “The bold styling, and use of materials like Titanium speak to the brand’s long history of performance and durability and build on what has been a very successful collection launch.”

MARKETING: Merchandising materials include a logo block, product risers, posters, and counter cards.

Riley

FGX International • www.fgxoptical.com • 800-480-4846

STRENGTH. PERFORMANCE. DURABILITY. Gargoyles Performance Eyewear introduces a state-of-the-art ophthalmic frame collection inspired by the brandâ&#x20AC;&#x2122;s long history of performance and durability. Contemporary styling combined with materials like 100% Titanium, pressed carbon fiber and premium grade TR90 make Gargoyles the preferred brand for active men seeking optimal performance.

800-480-4846 fgxoptical.com

Booth 19023

Š2015 FGX International Inc. Gargoyles and the Viper logo are registered trademarks of FGX International Inc.

Shine Bright. Think Thin.

DESCRIPTION: Götti’s new collection features 20 new styles. Lightness and shape perfection blend with great appeal and reduced lines. These attributes are reflected both in the shapes and forms of the latest collection from Götti Switzerland.

How thin can a pair of acetate frames be? Waferthin. Götti Switzerland manages the seemingly impossible in its new collection presenting acetate models that can hardly be more slender. The frames are extremely graceful which lends them a particularly light appearance, and they feature a matte finish that pays tribute to the filigree trend.

One thing that makes the titanium models special is the way they are made. Processing of the material with massive pressing tools makes it possible to forge the fronts of the titanium frames from a single casting.

Thus arises a new look ranging from sporty masculine to charming feminine that features a wide range of shapes.

Götti’s color palette has been expanded with seven new nuances.

Along with Marsala are now Amber, Moss Green and Antique.

Götti Switzerland is fascinated with detail and works closely together with its manufacturers. Each acetate model is hand-polished and given the personal mark of the polisher. The head polishers, Waltraud, Barbara, Ludmilla and Renate place their names on each pair of acetate frames they polish for Götti. With skilled hands, they give each pair their personal touch along with the unmistakable Götti shine and silky soft wearing comfort.

Nylor glasses are given a contemporary interpretation and seem modern and light as a feather. The classics not only appear harmonic with their sleekness, but absolutely in trend with a style that is outside the box. “If you are going to do it, then do it right,” is how Sven Götti thinks. Two outstanding acetate models surprise the eye with loud tones in strong colors.

Special Features: • • • • •

Ultra-thin Acetate collection Slender retro frames in a matte finish Thin Titanium models / Nylor Highend Acetate frames with volume Colors: Marsala, Lightbrown, Moss Green, Amber, Antique metal colors

Götti • www.gotti.ch • contact@gotti.ch

Being independent means writing one’s story every day DESCRIPTION: Italia Independent is a creative and stylish brand for independent people that blends fashion and design, tradition and innovation. Italia Independent updates Made in Italy revisiting the classic icons, operating in the eyewear field and creating lifestyle products belonging to different sectors, exporting the Italian style into a global world. The strength of our brand is our research and use of innovative materials with different origins -- our brand represents the future in eyewear.

I-Thin Metal The I-Thin Metal family consists of durable, comfortable, and technological metal eyewear. Eyeglasses of this family are made of super high-strength, ultra-thin steel, and are only 3 millimeters thick. Made of photochemical machined aluminum, I-Metal glasses have high-resilience plastic earpieces with an inner core to guarantee a perfect fit all the time. Non-allergenic, these glasses are extremely safe with respect to all of its components. The steel metal is used in its pure form, without addition of any metal or metalloid with harmful effects or of environmental concern (such as Chromium, Nickel, Palladium, etc.). The same applies to the coating material, which does not release any harmful chemicals.

Stylish and safe, the I-Thin Metal glasses have a great personality 100% Italia Independent!

I-Thin Metal

h

I-Brus

I-Brush

MARKETING: Merchandising materials to promote the collection include 3-piece table display risers and POP unit, logo plaques, and our unique frame mirrors in skyled or dark blue. Products can also be displayed in our branded towers and cabinets. A wind tunnel is available to highlight our I-thermic technology -- a great selling tool! Window clings and duratrans can be customized with our F/W campaign images.

Each Italia Independent frame comes with a cleaning cloth and a hard or soft case. All materials are consistent with Italia Independent’s signature style.

PHILOSOPHY: I-Brush I-Brush is one of our exclusive treatments with the innovation and style that is synonymous with Italia Independent. This treatment, available in optical and sun, is obtained by literally brushing. A craftsman uses a laser tool to strip the colors from a previously painted frame which generates deep horizontal streaks. The streaks ultimately create a heterogeneous light and dark effect.

“Italia Independent has distinguished itself in the optical market, an industry that is changing dramatically. Our collaborations, innovation, and style have helped distinguish our brand globally. We pride ourselves in being innovators rather than followers and the market is taking notice confirming the company’s objective in raising the bar in eyewear. “-Giovanni Accongiagioco, Co-Founder and Managing Director

Visit us at Vision Expo West- Booth 16042.

Italia Independent • www.italiaindependent.com • 844-251-8350

A Badge of Outdoor Honor DESCRIPTION: At last, the world’s most versatile camouflage comes to eyewear! Realtree Eyewear features authentic details and MAX-4 camouflage that millions of fans can’t resist. With over 50 styles for men, women and youth, Realtree Eyewear is your go-to frame for in and out of the woods.

TARGET MARKET: Everyone from the active sportsman to the casual outdoor enthusiast

Features • Authentic Realtree® camouflage in MAX-4, MAX-5 and APC patterns º High-definition printing technique that ensures the camo is perfectly applied to each frame º Fashion colors for women: pink, teal, burgundy, fuchsia • Select styles feature: º Big Man Fit technology with extended headroom º Adjustable unifit bridges

PHILOSOPHY: • • • •

Always put the customer first Strive to be the best partner possible Exceed expectations everyday Reflect what is most important to us as a company: Quality, Integrity and Value

Nouveau Eyewear • www.nouveaueyewear.com • 800-292-4342

ON MODEL: R456 BRN, R462 BRN

NOUVEAUEYEWEAR.COM

Easy Online Ordering, Product Previews, Exclusive Deals & More

A sophisticated Neoclassic collection that reflects the essence of timeless eyewear design with a modern twist TARGET MARKET: Adults of all ages who desire sophisticated luxury, precision handcrafting and the world’s finest materials.

Materials Japanese titanium, Mazzucchelli Italian acetate, hand casted aluminum with German OBE screws.

DESCRIPTION:

Special Features Seraphin frames feature signature elements including a chrome hinge accent and iconic fleur-de-lis emblem on the temple tip.

These timeless marks signify handmade quality design.

Seraphin is the romantic hero of neoclassic luxury, inspired by the timeless shapes of a bygone era with a striking modern edge.

Reflecting the essence of traditional eyewear, Seraphin gives a modern twist to notable vintage classics. Using the finest materials and time-honored handcrafted techniques, each Seraphin frame is designed to be a masterpiece. Epitomizing sophistication and luxury, Seraphin transcends tradition with superior craftsmanship and timeless style.

Ogi Eyewear • www.ogieyewear.com • 888-560-1060

S OLA R PA N E L S

TM

ABOUT: Opsales is a family owned, world leader in the clip-on sunglass business, and has been for over forty years. We manufacture various lines of optical quality clip-on sunglasses, sold exclusively to eyecare professionals and sunglass specialty retailers.

Gr

avi

ty

DESCRIPTION: Opsales is introducing the Solar Panels™, our brand new polarized sunglasses to be worn over optical frames. Solar Panels™ is available in 5 styles, 2 colors each.

Features and Benefits 5 frames styles • 2 colors each, black & tortoise • Polarized lenses to reduce glare • UV 400 protection & scratch resistant lenses • Ergonomic face bend for added comfort • Wrap around side lens panels for increase peripheral vision protection • Each sunglass comes with a case

Ga

lax

y

All Opsales sun lenses filter 100% of ultraviolet light up to 400nm, and meet or exceed all local and international standards pertaining to optical clarity, durability, and safety.

Ec

lip

se

Opsales • www.opsales.com • 800-423-7688

Collection 7907-10 DESCRIPTION: With a design inspired by nature and architecture, we have created a combination between a 45 degree rotation hinge and a high quality flex.

No visible screws in the hinge, and likewise in the front, combined with the all over squared shaping.

The three shapes in full aluminum, and one with rim in titanium, are all made as the perfect match to the man who wants a classic, sporty and exclusive look.

The rubber on the inside makes this a perfect “no slip” construction with straight temples, but can of course be adjusted individually behind the ears if preferred.

The colors of the front are all made by adonization while the hinges are made with PVD – Both recognized for a superior no peeling quality.

ProDesign • www.prodesigndenmark.com • 800-654-6099

NEW ARRIVAL MODEL 4720 -22

4720-22 is hatched from the essence of traditional Scandinavian craftsmanship. The Nordic minimalistic heritage of this collection is highlighted by the handmade detailing in front, the structure of the material and the brushed strokes ďŹ nishing the surface. To obtain coherence in the frame, the acetate material from the temples is represented by the rivets in the front.

PRODESIGN EYEWEAR INC. T 888 275 2335 F 888 275 2540 W PRODESIGNDENMARK.COM

Converse Eyewear ABOUT: Where street and stage meet, Converse All Star Eyewear is the perfect hybrid of style and rebellion. Made for men and women who are ageless in spirit and strive to stand against conformity, Converse All Star Eyewear is second to none in effortless cool and represents independence, uniqueness and is infused with creativity. Highly wearable for any occasion, Converse All Star Eyewear is a hip, fashionable collection that’s matchless in quality and design.

TARGET MARKET: Men and women who are ageless in spirit and strive to stand against conformity.

PHILOSOPHY:

Q050 A masculine frame for the guy who can be seen in All Star sneakers, day in and day out, the Q050 is a perfect match for his look. Offered in a classic square shape, the Q050 has a semi-rimless frame construction in addition to temples with cut away two-layer acetate with wood grain and a laser-engraved Converse logo with epoxy-fill, making it a grown-up frame, with youthful elements. Available in 51/20/135 and 54/21/140 in Black/Crystal, Blue/Light Blue and Brown/Light Brown.

“The Converse brand has such a unique identity, and with every collection we try to continue to embody the essence of the brand, while also elevating the design and overall appeal,” says Nicolas Roseillier, creative director at REM Eyewear. “This collection is a perfect example of that, with its advanced hip, edgy, fun and iconic aesthetics that you’ve come to love in Converse Eyewear.”

Q049 Made for the hip, fashionable girl who refuses to conform to the in-crowd, the Q049 adds the eye-catching flair she craves. Boasting a feminine cat-eye shape and semi-rimless frame construction, the Q049 features an edgy snake skin raised pattern with accent color on its temples, creating one-of-a-kind eyewear that’s sure to make you standout. Available in 50/17/130 and 53/17/135 in Black/Purple, Brown/Turquoise and Purple/Magenta or Pink.

Q051 Inspired by quaint eyewear silhouettes of your favorite 80’s stars, the Q051 is stylish, unique and wearable. Showcasing a bold square shape and temples with a beveled detail and accent color that feature the iconic lasered Converse logo, the Q051 is matchless in personality. Available in 52/16/140 and 55/17/145 in Black/Red, Brown/Slate and Navy/Grey.

Q052 The Q052 is a modest frame with subtle, rich eye-catching elements that speak volumes. Boasting a bold rectangular silhouette, the Q052 is a color combination injection frame that features the iconic Converse logo laser-engraved with epoxyfill on the temples, proving that simplicity is the ultimate form of sophistication. Available in 51/18/140 and 54/19/145 in Black/Blue, Brown/Light Brown and Blue/Red. REM Eyewear • www.remeyewear.com • 800-423-3023

Model: (L) Q038 (R)Q044 Š 2015 Converse Inc. All rights reserved.

remeyewear.com 800.423.3023

BOSS Fall/Winter Eyewear Collection DESCRIPTION: Number of styles: 4 optical, 5 sunglasses

TARGET MARKET: Self-confident men and women ages 30+ who want innovative, yet classic designs and superior quality Materials: Acetate, Metal, Carbon Fiber, Stainless Steel, Optyl, Rubber Special features: The top two styles shown feature striped acetates with a special gluing technique, highlighting modern color combinations. They feature a distinctive metal plaque and pins on the temples, as part of the dedicated hinge, as subtly visible on the temples of some of the styles. The precise metal core inside these temples is designed with a fine micro texture and is visible through the transparent acetate. The bottom styles shown mix carbon fiber, steel and rubber to give extreme lightness and flexibility to the sunglasses and optical frames.

Safilo Group • www.safilo.com • 800-631-1188

© 2015 HUGO BOSS Trade Mark Management GmbH & Co.KG. Eyewear produced and distributed exclusively by Safilo USA, Inc. 1.800.631.1188. All Rights Reserved. Style: BOSS 0737

Crosstown Collection

DESCRIPTION: Crosstown was created for anyone who wants to be happy and on trend, from the young professional living in New York to the beachside blogger walking the streets of Venice.

SPY’s Crosstown Collection features 13 unique styles, which includes unisex, female and male specific frames.

Our most fashion-forward collection, Crosstown pieces feature the Happy Lens™ technology and are inspired

by life in the city, music, art, and the pursuit of happiness through outdoor adventures. Each frame has its own distinct design story.

Examples include the Funston, which features unique temples that transition from thick to thin, or the Marina, a combination of luxurious acetate and stainless steel to create a a bold statement. We have introduced a new selection of translucent colorways inspired by the various colors in nature. Colors such as Blue Smoke, Green Smoke, Gray Smoke and Purple Smoke allow us to add a pop of color in a sophisticated way.

Spy Optic • www.spyoptic.com • 800-SPY-EYES

SPY GUARANTEES YOUR CUSTOMERS WILL BE HAPPY WITH THE BEST AND ONLY THERAPEUTIC LENS ON THE PLANET. LEARN MORE ABOUT HAPPY LENS AND HAPPINESS GUARANTEED AT SPYOPTIC.COM/HAPPY.

Your Frame Your Way! ABOUT: Founded in 1993 by Giorgio Valmassoi, Thema – A Family Factory, is the maker and distributor of several brands including iGreen Hi-Tech Eyewear, Giorgio Valmassoi 1971 and Philosopheyes Collection. We believe in keeping our customers happy and providing them with quality products at a very competitive price. We do not utilize distributors, therefore customers deal directly with the factory, no matter where they are located. This enables us to provide customers with the best price without sacrificing quality.

We began our pursuit of the American market on the East Coast after our success in the European market (most notably in Italy, Germany, Spain and France). Thema – A Family Factory, currently serves approximately 17,800 customers all over the world (which numbers more than 650 in the United States since 2013). We are headquartered in Domegge di Cadore BL, Italy, with additional offices in USA and Spain.

Products • iGreen Eyewear Collection • Giorgio Valmassoi • Philosopheyes • Private Label Production

PHILOSOPHY: “I’ve dedicated my life not to a job, but to a passion. The outcome of what is done with passion, be it a product or a service, becomes something unique and original because that is transmitted in what we do and how we do it.”

-Giorgio Valmassoi, President of Thema – A Family Factory The Collection: iGreen Eyewear Brand: iGreen Eyewear (44 Styles, 220 SKU) + iGreen Custom Program

TARGET MARKET: Men, women and children of all ages who are not afraid to experiment with color. Individuals looking for extreme comfort in a one of a kind frame.

Materials We have invested in a clean and environmentally safe production process, which requires less water and less electrical energy. The iGreen collection is manufactured using a new polymer, which is very flexible and ultra-lightweight with a perfect memory shape. Our frames are designed to fit like no other, but are also easily adjustable.

When attempting to adjust the temples with a low hot fan, we make sure to only use small, gentle adjustments and avoid overheating the polymer, allowing for an improved form-fit.

Special Features iGreen frames incorporate interchangeable temples with a wide selection of colors to create a personalized frame. We have also introduced our new iGreen custom, enabling patients to customize any of the 4.0 styles by selecting from over 500 different colors and patterns for the frame front as well as the temples, and with the option of adding nose pads to adapt to the client’s needs. Every frame is handmade in Italy. The custom production encompasses approximately 3 weeks.

MARKETING: iGreen Eyewear: Multiple-sized counter cards, display tube, plexi display.

Thema Optical • www.iGreenEyewear.com • 786-803-8881

TITANflex® Brand Offers Innovative Attributes for Easy Adjustability Tura Inc.’s German designed TITANflex® brand is synonymous with superior memory metal technology, high quality materials and German precision engineering.

The collection offers more than 60 optical models with additional models to be released in the upcoming months.

The “Select” sub-collection is manufactured in the factory that originated memory metal technology, known as the best factory in the world for memory metal product. The collection offers High Fashion styling with performance features. All frames are super flexible at the bridge and temple, ultra lightweight and comfortable, and less breakable than traditional frames. In contrast to the traditional memory bridge with “chucking pipe” solder joints, these frames use a flat metal bridge. The brand has made the workload of the optician much easier through its innovative attributes such as a proprietary temple tip design and core wire, which provide adjustability more than other men’s fashion designs as well as an easy temple shortening system, which also adds a great benefit to the wearer for a perfect fit frame. Additionally, all frames are progressivefriendly.

ETS: Easy Temple Shortening To ensure that TITANflex® frames offer the perfect fit, the “easy temple shortening” system (ETS) has been developed. The use of 2.5mm individual segments can be cut to shortened to the required length, these “lines” also add a fashionable detail on the front edge of the temple tips. Allows for a total of 10mm reduction to temple length.

PDT: TITANflex® performance design technology While construction of flexible bridges had previously been restricted to circular wire, after many years of development it is now also possible to manufacture complex top bars and bridges from TITANflex® (memory metal) sheet material. The key to this: performance technology designs. The result: tough, durable TITANflex® frames with modern front shapes. Eye rims are never memory metal.

EAS: Eschenbach adjustment support Through an innovative wire core design, TITANflex® has made the workload of the optician much easier. Most wide temple tips from competitors feature a flat wire core that limits adjustability. However, our flat wire core features a zigzag ridge design which creates maximum flexibility and therefore optimum adjustability. Through smart engineering, our creativity and styling options are endless.

DEMOGRAPHICS: • Men 40+ of all economic strata •

Young in spirit

•

Quality conscience consumer

•

Fashion Conscious

•

Style is equally important to fit and function

•

Appreciates performance features and innovation

•

Appreciates subtle details

PHILOSOPHY: The material properties of TITANflex® include light weight, it is sturdy, flexible and offers unrivalled wearing comfort. Men appreciate the German design and construction of TITANflex®. There are other brands and frames made of memory metal on the market today – but only TITANflex® is the original.

Jelena Halliburton, TITANflex® Brand Manager told us, “The TITANflex® brand stands out – the collection is designed around technology and style with a variety of price points. There is a design for every man who appreciates comfort, quality, and technology. Very importantly, we invest development time focusing on new technology to improve frame function and quality.”

Tura Inc. • www.tura.com • 800-242-TURA (8872)

WX

e

Tid

WX P

eak

DESCRIPTION: Product: WX Tide This model of WX Tide from Wiley X’s Climate Control Series features a Polarized Venice Gold Mirror (Amber) lens and Matte Hickory Brown frame. This is one of 9 styles in the Climate Control Series. Climate Control Series styles feature patented removable Facial Cavity™ Seals that block out wind, dust, debris and harmful substances.

Climate Control Series styles are perfect for people who’s eyes are exposed to eye-irritating elements on the job or while recreating outdoors or for people that are prone to suffering from Dry Eye Syndrome. Like all Wiley X eyewear, the WX Tide is ANSI rated and Rx ready.

Product: WX Peak WX Peak is one of six styles from Wiley X’s Active Series and this model shown features a Polarized Blue Mirror (Green) lens and Matte Black frame. The Active Series is noted for its rubberized nose bridge and temple tips that help provide a secure fit even during high-sweat activities - perfect for runners, hikers, cyclists or any type of exerting activities in the outdoors. Like all Wiley X eyewear, WX Peak is ANSI rated and Rx-ready.

Wiley X • www.wileyx.com • 800-776-7842

WX MOXY

FOR WORK. FOR PLAY. FOR LIFE. Wiley X is the only premium performance sunwear brand whose entire line meets ANSI safety standards. That’s in addition to removable Facial Cavity™ Seals with our Climate Control styles; rubberized nose and temple tips with our Active Series and bold, aggressive looks with the Street Series line. Your customers stay protected with Rx-ready eyewear that’s stylish and comfortable enough to be worn anywhere.

VISION EXPO WEST BOOTH # 20092

WX TIDE 1.800.776.7842 // WILEYX.COM Dealer Ordering

WX PEAK

EXPO SCOUTING REPORT Fall 2015 If you’re in the market for the latest spectacle lenses and lens processing equipment, International Vision Expo is the place to be. Want digital lenses?

Check. In-office lens finishing equipment?

Check. Lab consumables? Check. Expo’s got it all—and much more—and it’s all under one roof.

Although seeing so many new products in one place can be overwhelming, this information-packed L&T Expo Scouting Report will help you find what you’re looking for. Conveniently organized by product category, the Scouting Report summarizes the key features and benefits of each new lens and technology product that will be featured at Expo. Whether you’re walking the show floor at the Sands Convention Center in Las Vegas or browsing at work or home, this guide will come in handy.

—Andrew Karp 134 • September 15, 2015 20/20

LENSES Essilor is launching Eyezen glasses (1),

which it calls “an optimal solution for the Millennial generation—people between the ages of 18 and 34.” Eyezen glasses not only benefit those who require a prescription but also those who currently wear contact lenses or do not wear prescription glasses at all, according to Essilor. Eyezen glasses contain a small amount of accommodative relief, in the lower portion of the lens to help alleviate eyestrain often caused by viewing text and small screens on devices such as tablets and smartphones.

Three Eyezen lens designs are available; the patient’s age will determine which design is right for them: Eyezen 1— patients ages 20 to 34; Eyezen 2—patients ages 35 to 44; Eyezen 3—patients ages 45 and up. Eyezen 1 will target the Millennial generation, which provides the biggest opportunity for ECPs and is the main focus of the brand, according to Essilor.

Rodenstock and EGMA are offering an improved version of Rodenstock’s Impression lenses (2). The individual high-tech lenses will be available from EGMA with pupil-optimized correction.

By taking pupil variance into consideration, the effect of spherical aberration on vision is offset. The result is sharp vision at all distances and in all light conditions.

Rodenstock and EGMA will also offer the EyeModel component, the unique Rodenstock Eye Lens Technology, for all Multigressiv lenses. This makes it possible to see up to 25 percent better in the near

2

5

1

4

3

and intermediate range.

PFO Global will introduce Vitaris (3), a lens designed to block UVA/UVB up to 100 percent and HEV up to 95 percent with premium AR coating. Vitaris Lenses are made of a radiation-blocking component that is incorporated into the lens material and is not a coating. Vitaris is clear without any color absorption. It is available in free-form PAL (identity) and SV upgrade or as semi-finished SV 1.60 or 1.74 index. Vitaris is offered in PFO’s finished eyewear collections, Fun & Love, SmartEyewear and Tach.

Developed jointly by Transitions Optical and Younger Optics, Transitions Signature VII polycarbonate composite flat-top 28 lenses (4) are now available through all laboratories. This new lens fills a previous gap in the availability of Transitions lenses, so that more bifocal wearers can now enjoy the photochromic performance benefits of Transitions Signature VII lenses.

Transitions Drivewear lenses (5) from Younger Optics, which are technologically advanced polarized adaptive driving lenses, are now available in Trilogy Trivex, the high-impact, lightweight, high-Abbe material of choice for discerning wearers.

Transitions Drivewear Trilogy lenses

are available in SF spherical blanks for single vision and digital PAL, and in finished plano.

More than two-thirds of adults report feeling stressed while driving in rain, fog and low-light. Now there’s Zeiss DriveSafe (6), the only lens and coating solution specially designed for the visual challenges of driving, according to Zeiss.

Developed with input from a leading German driving research institute and a leading headlight manufacturer, DriveSafe has been designed to provide better vision and easier changes of focus in all light conditions. Each DriveSafe lens includes the new Zeiss DuraVision DriveSafe coating, which reduces the glare from high-energy headlights.

Available in both progressive and single vision, Zeiss DriveSafe is recommended for all-day use, whether on or off the road.

Super Optical International, creators of the FastGrind system, will be debuting ADDvantage HD Plus lenses (7).

ADDvantage HD Plus is a high-definition progressive design providing clarity, superior comfort and no distortion in the distance area. ADDvantage HD Plus will be offered in 1.56 index and with premium Clarity AR coating, in 1.50, 3.00, 5.25 and 7.00 bases.

6

Variable Power Optics AdlensFocuss (8) from Adlens feature unique Variable Power Optics (VPO) technology that mimics the eye’s natural dynamic behavior, allowing patients to adjust their vision between near, intermediate and distance. It works by applying a patient’s distance prescription to a dynamic and flexible lens. The lens seamlessly adjusts to mid-range and reading prescriptions, adapting to what the patient wants to see. Blending technology with style, the lenses are available encased in four different fashion frames designed by award-winning eyewear designer Blake Kuwahara.

Adlens is also launching the second generation of their Instant Eyewear fashioned after one of the world’s most enduring style icons, John Lennon (9). The Lennon Continued on page 136 September 15, 2015 20/20 • 135

Expo Scouting Report

10

Fall 2015

8

11

9

7

Continued from page 135 specs feature rectangular lenses, rather than round, based upon the statement made when he was featured in the first true music video filmed at Chiswick Gardens, London in 1966. Awardwinning Alvarez technology allows the lenses to be adjusted for near, intermediate and distance vision. Available in a choice of matte finishes adorned with his trademark signature, the tinted lenses also provide full UVA/UVB protection.

Sun Lenses Essilor is launching Essilor Colors (10), a new line of sun lenses available in a range of colors and gradients. Consumers will be able to select from a variety of color options—six tints, six gradients and three mirrors—for up to 48 custom color combinations. Lens color choices feature gray mist, sienna brown, forest gray, emerald blue, grape and plum. These colors can be combined with gold, blue and silver mirror effects. All colors are available in prescription lenses.

The new Essilor Colors will utilize Nidek technology to provide users with 136 • September 15, 2015 20/20

benefits such as longer lasting and consistent color, and will be available as Xperio UV polarized sun lenses, Crizal Sunshield UV tinted lenses, standard polarized and standard tinted lenses.

The Plano Collection (11) from Dynamic Labs is a complete collection of solid, gradient and mirrored polarized plano lenses from Carl Zeiss Sun Lens.

TECHNOLOGY Lens Finishing is introducing Gravi Tech, a new patented software technology that uses a special algorithm to achieve the exact shape and size necessary based on the unique gravity point of the lens when it is positioned on its convex side. This new concept in optical shape recognition allows shape capture in three seconds.

The photo on the top (12) shows how a demo lens traditionally would be placed on a tracer’s camera. The photo on the bottom (13) shows how Briot places the lens to find the center gravity point.

The Gravi Tech algorithm can detect the perfect sizing based on this point.

Gravi Tech technology is used in Briot’s Perception all-in-one optical tracer, as well as in the company’s Attitude system, which also features a new swivel stylus Briot

technology for tracing high wrap frames and specialty eyewear.

AIT Industries’ WECO E.1 (14), an all-in-one patternless edging system that can satisfy all the core needs of a finishing lab, also features the Gravi Tech 3D noncontact tracing system, which cuts tracing time to under four seconds. The unit offers grooving, safety bevel, high luster polishing and an advanced edging cycle to tackle difficult super-hydrophobic lenses.

Also new from AIT is the VX40, a next-generation autolensmeter based on Visionix wavefront technology. Through a push of a button, a detailed analysis of the frame will be generated. The VX40 can detect and analyze single vision, bifocals and progressive lenses, and is compatible with all lens technologies and brands. Its new software helps retail shops illustrate the differences in quality between progressive lens designs.

Coburn Technologies is unveiling the HPE-810 patternless edger (15). Utilizing a faster processing time, the HPE-810 helps create a more efficient practice by supporting next job editing while a current job is processing. Beveling is more detailed than ever and easier to understand with HPE-810’s new and improved graphics. Coburn is also show-

15

12 Continued from page 137

14 13

casing a new, state-of-the-art hard coating technology, as well as a new ophthalmic diagnostic line of products.

Santinelli is introducing the Lex-1200 lens edger (16), featuring an advanced high-curve tracer, multiple custom bevel pre-sets and a controlled high-curve bevel function which produces an asymmetrical lens bevel profile, permitting the lens to be perfectly fitted into such shaped sport

frames. Additional functions include highly-specialized semi-step bevel, which allows insertion of lenses into non-Rxable eyewear. Operators will appreciate the custom auto mode, a user-friendly, onestep operation delivering a tailored minibevel, which is ideal for thin metal eyewire with a perfectly matched frame-based profile. The edger interfaces seamlessly with the optional LexDrill “side car” unit,

which can process complex drilling jobs automatically.

Santinelli’s new Ice-1200 blocker (17) incorporates a multicolored touch screen with new, intuitive graphics for a seamless operation. The unit also features an Auto Lens Meter (ALM) function with an easyto-identify crosshair target. Santinelli’s Integrated Shape Imager (ISI) facilitates Continued on page 138

Expo Scouting Report

19

16

Fall 2015

Continued from page 137 drill data capture and has been revised to include partial step lens measurements of “suspension-lens” style sport frames. The newly redesigned lens stage is adjustable, accommodating any lens blank size, shape or type, all while keeping the front of the lens parallel to the blocking arm.

Furthermore, the integrated lens clamp gently stabilizes the lens prior to blocking, eliminating any potential lens-shift.

Essilor Instruments USA is showcasing the latest in engraving technology with Mr. Blue 2.0 and M’eye Sign (18). This exclusive new technology allows a practice and its patients to stand out from the crowd by offering a unique new service: custom lens engraving. From initials to sports insignia and more, M’eye Sign brings customers new possibilities. An artist will demonstrate the technology at the Essilor Instruments USA booth.

Blue Light Protection Recently there has been increased interest in protecting the eye from harmful violet and blue light. BPI’s Blue Barrier/FilterVision/Designed Spectrum 450, 500 and 540 absorptive tints were available in the last century. These tints absorb all of the harmful light of wavelengths shorter than 450 nm, 500 nm and 540 nm, respectively, including UV light. The BPI Blue Light Filter Vision Tester (# 109519) (19) is a blue/violet light source that demonstrates the effectiveness of a blue/violet lightblocking lens. The intense blue light beams produced by the source are greatly attenuated by some lenses, and the effect 138 • September 15, 2015 20/20

is readily observed when the lenses are placed between the source and your eye.

PSI’s Blue Light Blocker (20) lens treatment is an easy way to help reduce overexposure to blue light from digital devices such as smartphones, tablets and computer screens. Applied just like a tint, it will block blue light to 525 nm, as well as filter out harmful ultraviolet rays. Blue Light Blocker reduces glare and is ideal in rain, snow and ice. It improves vision with increased contrast in fog and mist, making it ideal for outdoor activities such as hunting and fishing. iCoat has developed Indigo (21), a new blue light filtering AR coating. Indigo AR features selective blue light-blocking technology that helps minimize highenergy blue-violet light, thereby reducing digital eyestrain and visual discomfort caused by harmful blue light. Indigo also provides protection against scratches, dust, moisture, smudges and back-surface UV reflections. Indigo AR is a premium choice for addressing digital eyestrain associated with Computer Vision Syndrome, a major computer-related eye health complaint.

Consumables DAC Edge is DAC Vision’s online store dedicated to ECPs. A leading manufacturer of edging pads, DAC offers more materials, shapes and sizes to meet every edging challenge. These high-quality pads used

17

18 by wholesale labs are now available to ECPs. DAC Edge also has all the products needed for in-house surfacing and finishing, from tape, blocks, fining pads, polishing pads and polish to lens edging pads including AdvantEdge, BluEdge, HydroEdge, RedEdge and SecurEdge. A complete range of edging blocks, tints and a vast assortment of tools and accessories that streamline the in-office finishing process are also available.

PSI’s new Transformer (22), an allmaterials one-step fining pad, is unique because it transforms as it fines the lens.

Its innovative abrasive breaks down during processing, fining the lens at different intensities, starting rough for heavy stock removal and smoothing down, leaving an ultra smooth lens finish like would be achieved with a two-step process. The Transformer pad provides consistent stock-removal on all lens materials and has a cloth backing to help the pad conform to the tool. For best results, use with PSI’s Yellow Ultimate polish pad and free-form AR polish.

OptiSource is introducing a new blocking pad material specifically made for hydrophobic AR coated lenses. The

20 21

22

23

new “Hydro King” (23) blocking pad was developed in Europe and used there by high-production labs. It incorporates a unique high-tack adhesive designed to bond to today’s slickest AR coatings. Hydro King resists wet or dry edging and the associated edging torque, and then removes cleanly without leaving behind any residue.

Dynamic Labs is showcasing its wide assortment of blocking pads, including seven different blocking pad materials and over a dozen shapes. Its Premium ProGrip Combo pad combines both the ProEdge blocking pad with the DynaGrip anti-slip disc for exceptional hold and ease of use.

Continued on page 140

DON’T JUST SHOWCASE MERCHANDISE, ACTUALLY IMPROVE YOUR BOTTOM LINE. Offer your patients the convenience of shopping online from their trusted eye care provider and even use their vision benefits.

GOING TO BE AT VISION EXPO WEST? GET A FREE DEMO AT THE JOBSON BOOTH #25119

MYEYESTORE can build, manage and supply your practice’s website with a custom web store for online purchases.

VIRTUAL TRY ON CAPABILITY COMING SOON!

It’s QUICK and EASY, all for one flat monthly fee, we don’t charge by transaction!

Exclusively marketed by:

Visit MyEyeStore.com or call 952.463.1200 to learn more.

Expo Scouting Report

26

Fall 2015

25

24 27

Continued from page 139

Lens Surfacing new Multi-Flex (24) is a breakthrough in digital polishing. Designed for high-volume production lines with diverse needs, it has multiple options for a mix of lens characteristics distinguishing this polisher. Using only a single tool for all standard materials and curvatures and engineered with three independent polishing chambers, each with two spindles, it provides unrivaled production levels and process flexibility, according to Satisloh.

The long-lasting single tool not only helps optimize production flow with fewer tool changes, but also reduces polishing tool inventory. Three independently-controlled polishing chambers enable simultaneous processing of up to three lenses with different specifications, including material, geometry or surface requirements.

The newest addition to the Optotech family of digital surfacing equipment has arrived—the ESM Twin-A (25).

This free-form pre-grinding machine in combination with Optotech’s new Flash Satisloh’s

140 • September 15, 2015 20/20

Twin-A (26) free-form generator provide labs with optimal efficiency in terms of space, speed and investment. With the simultaneous loading, processing and unloading of two lenses, this Twin system can produce over 200 free-form lenses per hour. With patented asychronic motion, the system provides ultimate dynamics, higher precision and the lowest vibration for free-form generating to hit the marketplace, according to Optotech.

Schneider will showcase its new Nano (27) line, an affordable, digital surfacing system with a small footprint that is designed to work anywhere. Schneider will also feature its new automated Modulo line, including automated blocking through automated deblocking and tape removal with its new DBA and TSA.

Lens Coating Schneider will debut its new EBC 600 AR coating system (28) for the small and mid-sized lab.

Ultra Optics’ new 44R hard coater

utilizes a robotic arm to pick and place lenses from the work trays into the processing modules of the machine.

While the sys28 tem builds on the robust coating processes of prior Ultra Optics machines, such as the MR III, OTB and others, it incorporates several process improvements to further improve efficiency and reduce breakage. The 44R will enable labs to increase their profits by reducing breakage and labor costs.

Super Optical’s new coating machine, FastCoater, will debut at Expo. FastCoater expands the FastGrind line to process higher index materials for safety in drilling. FastCoater is a compact, affordable, tabletop coating machine allowing the independent optical to add on a premium hard coating to any FastGrind lens. ■

TREAT YOURSELF TO 20/20 CE

E

02

o

w

m

/C

ww .2

0mag

.c

Making Frame Selection Relevant [1 CE CREDIT]

By Tim Slapnicher, ABOC

LEARNING OBJECTIVES: Upon completion of this program, the participant should be able to: 1. Understand when a frame inventory needs changing.

2. Learn how to organize and position the various frame styles and brands to meet consumer wants.

3. Know methods of changing out existing frame lines, as well as what current brands will work.

Tim Slapnicher, ABOC, graduated from Saint Cloud State University with a B.A. in Child and Family Studies. After five years of teaching early elementary education, Tim joined his brother and father, both optometrists at Rivertown Eye Care, their family-owned optometric practice.Tim uses his experience of teaching early elementary to bring a fresh perspective to management in the optical industry. Tim is a contributor for 20/20 Magazine and opticianshandbook.com and is the executive director of dailyoptician.com.

CREDIT: This course is approved for one (1) hour of General Knowledge CE credit by the American Board of Opticianry (ABO). Course SJHI153 This CE is also available online at www.2020mag.com

142 • September 15, 2015 20/20

I

remember my feelings the first time we brought in a high-end frame line to our optical. I loved them. They were so cool; cooler than anything we had before. Did I think we’d sell any of them? To be honest, I didn’t think we’d sell many at all. They were more of a novelty. But, they were super cool. We gained some optical street cred for sure. Check us out; we are so hip.

We made a big shift in our optical gallery inventory over the past two years. We are now an optical boutique filled with unique and compelling pieces of art for our fashion-seeking patients. We are an optical destination.

We were sick of our frames being sold down the street and online. We discovered exciting ways to differentiate and renew our optical passions. We made our frame selection relevant again.

Here’s the conclusion our optical shop came to: Change and differentiate. Same-ol’, same-ol’ ain’t gonna cut it. The industry is changing. The Internets are here to stay… that’s a great thing, but we need to embrace it, not fight it. And yes, our frame lines are

found everywhere. Good news—there are a ton of options. Reach out of your optical comfort zones. Knock their socks off with rockin’ frames. Consider this new goal: What will your optical look like one year from now?

PATH TO CHANGE We started off by being optical Internet creepers. We stalked a ton of optical websites. We had a specific formula: Google an urban city and add the words “optical boutique”—Chicago, Philadelphia, NYC, San Francisco, Minneapolis, Seattle, etc. Urban cities by far had the coolest websites and a ton of frame lines that we had never heard of.

This was an inspiring exercise to say the least. We were falling in love with our industry all over again. Hey! Check out this cool optical in Chicago!

Have you heard of any of these lines they carry in Philly? Wow, we kind of stink, huh?!

This was so good for the optical soul.

We were inspired to give our patients beautiful and unique frames. There’s so much out there but we get used to

what we’re used to. We buy from the reps that stop in. We buy from the faces we’ve bought from over the years that are now great friends. There are a lot of great people in our industry. We also have to make sure we make healthy business decisions.

Change or fizzle out.

After seeing lots of websites and falling in love with these new frame lines, we started to research these lines by checking out their websites. This felt foreign. They were new and cool, and suddenly we felt super unhip. They’ll never let us sell their stuff.

PUMP THE BRAKES We couldn’t just contact these frame companies and say that we wanted to be cooler.

Let us sell your frames now. No. They have their brand, too. They don’t want to be everywhere. They don’t want to be in your shop just so you can feel cooler. They’d prob-

same feeling we got from visiting hip websites. This is us now: We. Are. Optical.

We met frequently as a team. We brainstormed over and over again. What is our inventory going to look like? What do we want to be known as? What music will we listen to? What will we wear? What will our displays look like? How many brand names will we carry? How “high-end” will we be? How will we land these exclusive frame lines? Who are we?

My advice if you’re switching up your direction: Ask why. Why do you want to change? Why do you want new lines?

Why is it a good idea?

BUY IN AND BUY-IN Buy In. As we bring in new frame lines that are exclusive to our area, we are excited to bring in a large number of frames from fewer vendors. Many optical

making a statement for your patients.

They are able to see many styles and often two to three colors in each. They fall in love with a bigger collection. This is a must. Dive in. Buy big and sell big. Ever have a trunk show—isn’t this the same kind of deal?

Buy-In. Your entire team has to be on the same page. I admit I had many reservations and assumptions when we first brought in higher-end product. I had mental roadblocks for selling beautiful frames. I had to get out of my own way. Some of my initial toxic thoughts: No one would ever pay that price for those frames; they are way overpriced. Our town doesn’t buy stuff like that.

I’m an optical manager that writes and speaks about selling frames. Ouch. Those were thoughts creeping into my head… what about team members that weren’t working

OUR PHI LOSOPHY F O R O U R I NVE NT O RY H A S E VO LV E D OV E R THE PAST FEW YEARS, A S WE A R E FA C E D WI T H NE W C O MP E T IT ION , AS WELL AS THE PRESE NC E O F E Y E WE A R AVA I LA B L E O NLI N E . W E HAV E BEEN FOCUSED ON BRI NG I NG U NI Q U E A ND C O M PE L LI NG C OL L E C T ION S THAT CAN’T EASI LY B E F O U ND O NLI NE O R D O WN T H E S T R E E T. ably lose their optical street cred for sure.

We had to know who we were and what we would stand for. We wanted to be the best. We wanted to be the place. We wanted to dominate the industry. Why do it halfway? This is our career. This is what we’re doing in life. Carpe Diem. Let’s do this. We are not going to be like every other place. We are going to create the

shops make the mistake of bringing in eight to 14 pieces of one collection. Commit.

Bring in a ton. Represent the line. When we place an opening order, we bring in a minimum of 30 pieces (usually ranges 30 to 50 pieces). This can feel crazy if you’re not used to it, but we have the highest sell-through with our deepest collections.

When you commit to a brand, you are

in the optical? They had to think we were crazy. I had to figure out a way to educate our team so we could all educate our optical.

The following document “The State of Optical” was given to each team member a day before our meeting in an effort to get everyone on the same page. The frame language is taken from each frame company’s verbiage on their website.

September 15, 2015 20/20 • 143

E

MAKING FRAME SELECTION RELEVANT

02

o

w

m

/C

ww .2

.

0mag

c

THE STATE OF THE OPTICAL Things to know about our optical: FRAMES We currently have 750 frames in our optical boutique. These range in price ($99 to $1,148) and style (conservative, funky, hipster, colorful, etc.).

Our philosophy for our inventory has evolved over the past few years, as we are faced with new competition, as well as the presence of eyewear available online. We have been focused on bringing unique and compelling collections that can’t easily be found online or down the street. Our goal is almost complete. As we look to bring in a few more frame lines and expand some of our strong collections, we have sold off most of our frame collections that are easily found online or in town.

When completed, about 75 percent of our inventory will be exciting and beautiful eyewear that is unique to our community. We will dedicate about 25 percent of ourr mes inventory to recognizable brand names and frame lines that have been solid sellers to keep healthy optical turns. None of our frame collections are here randomly.

There is a specific reason and plan on why we carry what we do.

LOWER PRICE POINTS We brought in an independent frame line (LEGRE) that caters to independent opticals. The collection is designed for customers with the utmost comfort, beauty and precision that is demanded by professional opticians and retails at $169.

We recently flipped product for a new private label frame line (SHO) that will also be at the $169 price point. We were very impressed with the quality of frames at this price point, as well as the fact that we can call them whatever we’d like. They are a wonderful, diverse option for patients.

We also sell frames ( CASINO and 144 • September 15, 2015 20/20

REFLECTIONS) that meet the require-

ments for our value line and medical assistance patients. Although not as exclusive, usive, these frames retail at $139 and have ave a great return and warranty policy. The styles are great, and these work for or many of our patients on a budget.

FRAMES FOR SALE To get rid of frames found easily online ine or down the street, we have been selling really great frames at a low cost: $99 for recognizable brand names; $199 for handmade luxury frames we are discontinuing.

Can’t beat those prices anywhere. All of them are also warrantied for a year. Every one of our patients should know about our sale.

THE MID-RANGE FRAMES

(MOSCOT) is renowned worldwide for iconic eyewear styles that are timeless with a refined downtown aesthetic. The frames look good on many patients, and we look for this line to really take off.

QUALITY FRAMES WITH QUALITY PRICES These frames (SEIKO) are synonymous with quality and sensible style. They are our second best seller and are popular with both men and women (and opticians, as we rarely see them return with issues).

They only sell to independent practices and are exclusive to us in town.

These are great brand names ( KATE SPADE, RAY-BAN and OAKLEY) for those that will spend a little more, but not necessarily break their bank. All of these consist of wearable and current/popular styles. These sell themselves based on patient history with them or because their buddy likes the brand. All of these brands are found online as well as other places in our community. These brand names also tend to drive clients here.

We also carry an innovative eyewear line devoted to bringing high-end fashion, a blend of style and bold color, yet very elegant, with affordable prices (MENIZZI).

They also have great frames for kids.

We have one “feel-good, do-good” frame line (TOMS). These frames are mostly hip and chunky, and our patients relate to the concept of buy a pair, give sight.

Our newest and uber-exclusive collection

Another one (PRODESIGN) also fits this category. The design team creates frames with a twist of color or unexpected details, to enhance human facial features.

Patients love these frames, as they are comfortable and just a little bit funky (not over-the-top crazy).

COOL, BEAUTIFUL AND HARD TO FIND This (SALT.) should be in its own category. They are premium handcrafted eyewear for people who like simple things made well. They have impeccable quality, pure fit and minimalist styling.

Another colorful line (ETNIA BARCELONA) has taken us by surprise. Their designers take a futuristic approach to their styles and shapes. They are colorful and comfortable and appeal to both men and women.

We have a new colorful collection (BELLINGER) as well. They express joy and personality, life and passion, can be casually cool or bright and happy, or discreetly sensual.

MORE EXPENSIVE, BUT AMAZING One (LINDBERG) lands here by itself.

They are lightweight with a minimalistic design concept, and they are masters of innovative eyewear designs. Try one on.

They rule.

SNOOTY, HIGH-END This (GOLD & WOOD) fills the requirement for our ultra high-end product.

They are designed in pursuit of comfort, luxury, elegance and purity. They are handcrafted from the most exquisite natural materials.

SUNGLASSES We have a very solid sunglass collection.

We carry four of the top brands in sunwear (OAKLEY, RAY-BAN, MAUI JIM and COSTA). They represent 20 percent

of all our inventory. We also have good turn with our fashion sunwear. I feel our sunglass collection is as strong as any place. We just need patients to know the importance of protective sunwear and im polarized lenses. This could be emphapo sized as much as the Rx.

RE READERS These (EYEBOBS) are optical-quality Th awesome. aw You are not doomed to wander the racks of drugstore readers in search of the least ugly pair of readers.

FRAMES SUMMARY This concludes everything one would need to know about our optical gallery inventory.

We reorder frames two times per week, ensuring a stable and consistent number of frames on hand, as well as the most current frames.

We have long been perceived as super expensive. As you can read, we are not out of reach for anyone. We are able to offer high-end/boutique quality eyewear, but meet the needs of our patient-base by offering exclusive/hard to find frame options in all price points. All of our frames are warrantied for one year against manufacturer defects. We are an optical destination.

USING YOUR WEBSITE TO REINFORCE YOUR BRAND After lurking on many industry-related websites, I have some thoughts on how (not) to present your frame collections to

your patient base. The ones that I love the most describe the brands they carry, not just list them. That gives the “why” you are choosing to carry them. Most clients don’t know the differences in quality and brand names. They recognize brands, but don’t always make the connection to eyewear. Explain a few bullet points on why you carry the lines and what makes them special. They’re not there randomly, right?

Many websites use logo banners to list the frames. When you click the logo, it often goes to another website. Sometimes, it goes to the eyewear website. Oftentimes it goes to an online retailer! Or, several advertisements will pop up telling the client to buy cheaper glasses online. #backfire.

Make sure you know where it’s linking to.

Consider taking your own photos with your own optical displays featuring your frame lines. Under the photo, use a couple of bullet points highlighting why they’re compelling frame lines. Create a feeling that they will miss out if they don’t come to you.

A FEW MORE TIDBITS You can’t be everything to everyone. Do what you do well. High-end might not be your chosen path. Whatever you decide to do, do it with a purpose. We can’t afford to do what we’ve always done in this changing industry. Go back to your “why” responses. Don’t go through the motions.

Kick butt with whatever direction you decide. Own it.

Does your optical look like every other one? Change it. Are you ahead of the game (you carry beautiful product and create an amazing experience)? Start planning for two years from now. Dominate.

Become a destination. Your displays, vibe and product should be an extension of your enthusiastic and passionate optical soul: You. Are. Optical. ■ September 15, 2015 20/20 • 145

E

MAKING FRAME SELECTION RELEVANT

02

o

w

m

/C

ww .2

.

0mag

c

S E L F - A S S E S S M E N T E X A M I N AT I O N 1. What percentage of your inventory should be unique to your community? a. 25 percent b. 50 percent c. 75 percent d. 100 percent

8. When placing an initial order, bring in a minimum of ________ pieces. a. 10 b. 15 c. 20 d. 30

2. “Buy big and sell big” is the same philosophy as doing a: a. Trunk Show b. Frame Sale c. Commercial d. Promotion

9. Have at least one ________line of frames. a. Luxury b. Colorful c. Feel-good, do-good d. Sport

3. Research frame lines by checking out their: a. Brochures b. Videos c. Competitors d. Websites

10. ________ should be emphasized as much as the Rx. a. Sunwear and polarized lenses b. Computer lenses c. Readers d. Multivitamins

4. ________ tend to drive clients in. a. Sales b. Brand names c. Sunglasses d. High-end frames

11. Take your own frame photos and displays for your: a. Website b. Commercials c. POP d. Billboards

5. Reorder frames two times per ________ to ensure stable and consistent numbers. a. Week b. Month c. Quarter d. Year 6. What percentage of your inventory should be sunwear? a. 5 percent b. 10 percent c. 15 percent d. 20 percent 7. Stock 25 percent of this type of frame in your optical: a. Luxury b. Brand name c. Rimless d. Metal

146 • September 15, 2015 20/20

12. Use your search engine and type an urban city and ________ to find cool websites. a. Glasses b. Optical boutique c. Optometry d. Frames 13. Frame language and verbiage can be taken from frame company: a. Pamphlets b. Websites c. Videos d. Articles 14. Ask this question when switching up your optical inventory: a. How many frames can we have? b. What reps stop by our optical?

c. Who gets to decide what frames we carry? d. Why? 15. Your patients deserve ________ frames. a. Discounted b. Metal c. Beautiful and unique d. Plastic 16. Bring in a ________ number of frames from ________ vendors. a. Smaller, more b. Smaller, fewer c. Larger, more d. Larger, fewer 17. On your website, it is important to ________ frames, not just list them. a. Sell b. Discount c. Describe d. Buy 18. Create a feeling in your optical that patients will ________ if they choose to go somewhere else. a. Lose b. Miss out c. Save money d. Be sad 19. Your website should include a few bullet points to describe: a. Why you carry your frame lines b. The differences between lens materials c. Vintage eyewear options d. Hours of operation 20. Consider this question to guide your new inventory goals: a. How many sunglasses should we have? b. What will our optical look like one year from now? c. Should we sell frames online? d. Can we sell high-end frames?

Examination Answer Sheet 1 hour of CE credit by the American Board of Opticianry ~ Valid for credit through June 15, 2017 This exam can be taken online at www.2020mag.com. Upon passing the exam, you can view your results immediately. You can also view your test history at any time from the Web site.

Making Frame Selection Relevant Directions: Select one answer for each question in the exam and completely darken the appropriate circle.

A minimum score of 80% is required to obtain a certificate.

Mail to: Jobson OptSC, PO Box 488, Canal Street Station, New York, NY 10013.

Payment: Remit $14.99 with this exam.

Check is enclosed (payable to Jobson Publishing).

Charge my: American Express Mastercard Visa Name on card: _________________________________________________________________________________________ Credit card #: __________________________________________________________________________________________ Expiration date: _________________________________________________________________________________________ Signature: _________________________________________________________________________________

1. A

B

C

D

11. A

B

C

D

1=Excellent

2=Very Good

3=Good

4=Fair

5=Poor

2. A

B

C

D

12. A

B

C

D

In questions 21-23 please rate the effectiveness of each activity:

3. A

B

C

D

13. A

B

C

D

21. Met the stated learning objectives?

1

2

3

4

5

D

22. Avoided commercial bias/influence?

1

2

3

4

5

23. How would you rate the overall quality of the material presented?

1

2

3

4

5

4. A

B

C

D

14. A

B

C

5. A

B

C

D

15. A

B

C

D

6. A

B

C

D

16. A

B

C

D

7. A

B

C

D

17. A

B

C

D

24. How were you directed to this course?

A 2020mag.com D Ohio Opticians Website

8. A

B

C

D

18. A

B

C

D

B OAA Website

9. A

B

C

D

19. A

B

C

D

C NYSSO Website

10. A

B

C

D

20. A

B

C

D

E Other

25. Please describe the office in which you work.

A Independent Optician

C Chain retail

B Independent Optometry

D HMO/Military/Other

Comments on this course: ____________________________________________________________________ Future Topics: ______________________________________________________________________________

Please retain a copy for your records. Please print clearly.

First Name Last Name E-Mail The following is your:

Home Address

Business Address

Business Name Address City

State Fax

Telephone # Profession:

Zip

Optician

Contact Lens Fitter

Other

By submitting this answer sheet, I certify that I have read the lesson in its entirety and completed the self-assessment exam personally based on the material presented. I have not obtained the answers to this exam by any fraudulent or improper means.

â&#x153;&#x201A;

Signature _________________________________________________________________________

Lesson 111786

Date ________________________

SJHI153

September 15, 2015 20/20 â&#x20AC;˘ 147

classifieds merchandise offered / equipment and supplies

Targeting Eye Care

Professionals?

CLASSIFIED ADVERTISING WORKS • • •

JOB OPENINGS CE PROGRAMS PRODUCTS & SERVICES

•

AND MORE...

BUILDING YOU A BETTER BUSINESS

SPACE

PLANNING

INT E RIOR DISPLAY

D E S IG N

INNOVATION

M A N U F A C T U R I N G WWW.EYEDESIGNS.COM 800.346.8890

Contact us today for classified advertising: Toll free: 888-498-1460 E-mail: sales@kerhgroup.com

BOOTH 16076

+ COLOR CORRECT LIGHTING + DESIGNED SPECIFICALLY FOR OPTICAL

software

Take a closer look... at Eyecom for your electronic health record needs!

CREATING ATMOSPHERES THAT ENHANCE YOUR RETAIL EXPERIENCE WWW.LUMLIGHTING.COM

CONTACT US FOR A FREE LIGHTING ANALYSIS 610.489.8072

tablet compliant share patient data securely over 25 years experience cloud-based access anytime, anywhere

800.788.3356 www.eyecom3.com

+ LOWERS ENERGY COST + ARCHITECTURAL LIGHTING + DECORATIVE LIGHTING BOOTH 16076

classifieds storage and design

continuing medical education The following is a list of suppliers’ toll-free numbers for quick access to all of your optical needs. This is a paid service of 20/20 Magazine.

ACCESSORIES CNS Frame Displays Premier manufacturer of optical displays and furniture. More than 2000 type of products in stock for immediate shipment.

Complimentary dispensary design services.

877-274-9300 • FAX: 703-435-3180 E-Mail: INFO@FRAMEDISPLAYS.COM Website: www.framedisplays.com

FRAMES CNS Frame Displays Premier manufacturer of optical displays and furniture. More than 2000 type of products in stock for immediate shipment.

Complimentary dispensary design services.

877-274-9300 • FAX: 703-435-3180 E-Mail: INFO@FRAMEDISPLAYS.COM Website: www.framedisplays.com

classifieds sales reps

MANUFACTURERS CNS Frame Displays Premier manufacturer of optical displays and furniture. More than 2000 type of products in stock for immediate shipment.

Complimentary dispensary design services.

877-274-9300 • FAX: 703-435-3180 E-Mail: INFO@FRAMEDISPLAYS.COM Website: www.framedisplays.com

MANUFACTURERS Tech Optics International a manufacturer of Task-Vision™ products specializing in magnification and low vision optical products serving the Eye Care Professional.

Free Professional Catalog 800-678-4277 • 856-795 8585 600 Deer Rd., Cherry Hill, NJ 08034 www.techopticsinternational.com info@techopticsinternational.com

MISCELLANEOUS

SUPPLIES

CNS Frame Displays Premier manufacturer of optical displays and furniture. More than 2000 type of products in stock for immediate shipment.

Complimentary dispensary design services.

877-274-9300 • FAX: 703-435-3180 E-Mail: INFO@FRAMEDISPLAYS.COM Website: www.framedisplays.com

CNS Frame Displays Premier manufacturer of optical displays and furniture. More than 2000 type of products in stock for immediate shipment.

Complimentary dispensary design services.

877-274-9300 • FAX: 703-435-3180 E-Mail: INFO@FRAMEDISPLAYS.COM Website: www.framedisplays.com

For classified advertising call 1-888-498-1460 or e-mail us at sales@kerhgroup.com

ad index 20/20 CE

141 2020mag.com/ce A&A OpƟcal 93,152 800-492-4465 aaopƟcalco.com ABS Smart Mirror 16 888-989-4227 ipad@opƟcvideo.com Adidas Eyewear 22 800-626-8684 adidas.com/eyewear AdLens 90 888-459-9793 adlens.com Altair Eyewear Wrap,Cv2,31 800-505-5557 altaireyewear.com ArtopƟc 16,24 800-522-8572 artopƟc.co Athena CosmeƟcs 17 877-909-5274 athenacosmeƟcs.com Avalon Eyewear 95 888-767-0383 avaloneyewear.com Cafe LuneƩes 69 800-962-3200 silverdollaropƟcal.com Carl Zeiss Vision 9 800-358-8258 zeiss.com/lenses Charmant 97 800-645-2121 charmant.com ClariƟ Eyewear 33 800-372-6372 clariƟeyewear.com Classifieds 148 ClearVision OpƟcal 20 800-645-3733 cvopƟcal.com Costa Del Mar 99 855-costarx costadelmar.com Eastern States Eyewear 101 800-645-3710 eseyewear.com Essilor USA 28 800-essilor essilorusa.com Europa InternaƟonal 25,65A,81 800-621-4108 europaeye.com Eyewear Designs 103 800-645-6596 eyeweardesigns.com FGX InternaƟonal 105 800-480-4846 fgxi.com Goƫ 107 goƫ.ch Italia Independent 109 844-251-8350 italiaindependent.com L’Amy America 26 800-243-6350 lamyamerica.com Local Eye Site 137 localeyesite.com

Luxoƫca Group 39,41,44,49,53 800-422-2020 Luxoƫca.com Marchon Eyewear Spine,4,6,12 800-645-1300 marchon.com Match Eyewear 10 877-88match matcheyewear.com Modo 86 800-223-7610 modo.com MyEyeStore 139 952-463-1200 myeyestore.com Nanofilm 77 800-883-6266 nanofilmusa.com New York Eye Poly 800-221-6966 newyorkeye.net Nouveau Eyewear 111 800-292-4342 nouveaueyewear.com Ogi Eyewear 113 888-560-1060 ogiframes.com Opsales Inc. 115 800-423-7688 opsales.com Optometry Giving Sight 85 888-ogs-give givingsight.org Prisme OpƟcal Group 73 888-281-9987 prismeopƟcal.com Prodesign Eyewear 117 888-275-2335 prodesigndenmark.com REM Eyewear 18,57,119 800-423-3023 remeyewear.com RevoluƟon Eyewear 36 800-986-0010 revoluƟoneyewear.com Safilo USA Cv4,121 800-631-1188 safilo.com, mysafilo.com SilhoueƩe OpƟcal 14,61 800-223-0180 silhoueƩe.com Spy OpƟc 123 spyopƟc.com Teka Eyewear 125 877-teka-eye tekaeyewear.com Thema 127 thema-opƟcal.com TransiƟons OpƟcal Cv3,129 800-848-1506 transiƟons.com Tura 131 800-242-tura tura.com West Groupe 2 855-455-0042 westgroupe.com Wiley X 133 800-776-7842 wileyx.com Zig Eyewear 88 877-907-9076 zig-eyewear.com SUNVISION SUPPLEMENT Altair Eyewear SV: 19 L’Amy America SV: Cv4 Marcolin Eyewear SV: 17 SV: 13 McGee Group Vaurnet SV: 3 Wiley X SV: 9,Cv3

PA R T I N G GLANCE

2015 @20/20 Just a half year ago, 20/20 set the scene for what was playing out anew in our focused optisphere via the March 15 issue of 20/20’s What’s Brand New. It might be a great time to note that both The Seller’s Guide and What’s Brand New play well as keepsake reference guides throughout the year as you navigate what makes sense in YOUR chosen optical specialty.

—JJS

A SECURE FUTURE

There’s good reason to play up this wonderful children’s eyewear cover from last month’s 20/20. No other cover in our half-decade of socialEYEzing on Facebook at 2020mag has garnished such a powerful response in “likes” and “comments” from our followers.

Weeks later the accolades keep fueling this now iconic image as photographed by Stephen Mark Sullivan, art directed by Iris Johnson and coupled with eyewear from the Kids by Sàfilo collection. Because the September 15 Seller’s Guide occurs so soon after our August Kids issue and our giant KidzBiz supplement, we nearly always sidestep addressing the category again within the segments of a Seller’s Guide. We might need to rethink that as YOU visit this August issue digitally at 2020mag.com. And… don’t these Gen Z children look amazing? With your help, they will inherit an amazing world.

AAOSep15QuarterPageAd_Crocs.ai

1

8/20/2015

8:33:38 AM

—James J. Spina

A NEW LENS INNOVATION THAT THE OPTICAL INDUSTRY HAS BEEN WAITING FOR. Now available only from Younger Optics. Start ordering from your lab today.

FLAT TOP 28 POLYCARBONATE COMPOSITE

Younger Optics and Transitions Optical have developed a polycarbonate composite lens that incorporates a thin, photochromic front surface made of Trivex® — resulting in a lens that delivers Transitions® Signature™ performance in a product that is surfaced, polished, edged and dispensed just like a clear polycarbonate lens.

Unique photochromic Trivex® layer uses Chromea7™ technology to provide unsurpassed Transitions Signature performance—because there is no substitute when it comes to your patient’s satisfaction Processes just like polycarbonate 1.59 Index: Same as polycarbonate

Polycarbonate Photochromic Trivex® front surface This thin layer of specially adapted Trivex® has been optimized for superb photochromic performance.

Superb segment cosmetics Integral chemical bond will not separate Excellent impact resistance Visit YoungerOptics.com for complete technical specifications and availability.

Photochromic performance is influenced by temperature, UV exposure and lens material.

Transitions and the swirl are registered trademarks and Transitions Signature and Chromea7 are trademarks of Transitions Optical, Inc. Trivex is a registered trademark of PPG Industries Ohio, Inc.

Style: Larianna

owl or fox? “owl.” — karlie