february 2008 · 2008-08-21 · eyeglasses. don’t let your contact lens patients leave without a...

F E B R U A R Y 2 0 0 8

A n A d v e r t i s i n g a n d E d i t o r i a l P a r t n e r s h i p P r e s e n t e d b y a n d Monday

SunVision | February 2008 | 3

There are a lot of rules in fashion. How to

wear certain clothes, when to wear certain

clothes, what colors should never be worn

together. For example, how many of us were

advised to always match our shoes with our

handbag? Or that once we are fully dressed

for an evening out, we should remove one

accessory item so as not to over do it.

But many of these pearls of wisdom are as antiquated as June

Cleaver’s, well, pearls. People now can freely indulge in such

former fashion faux pas as matching black and brown together,

mixing prints or wearing white after Labor Day.

That’s what this issue of SunVision is all about: breaking the

rules, specifically as some retailers apply them to sunwear.

Repeatedly many dispensers will talk about the sunglass season,

which of course, correlates with the spring and summer months.

I never quite understood why sunglasses are considered a sea-

sonal item. Does the sun never shine in the winter? How about

all that glare from snow and ice especially when you’re driving?

The sun can still be pretty powerful in the winter months.

As a contact lens wearer (yes, I do also love and wear eyeglasses

but I have primarily worn contacts for the past 25 years) sunglass-

es are a part of my eyewear wardrobe year round, protecting my

eyes from harmful UV rays on sunny days, glare on overcast days

and dust particles on windy days. Not only do I love being able

to complete a look with a cool pair of sunglasses but, being a

New Yorker, I also spend a lot more time walking around outside

no matter what the season. And that sun can be pretty bright on

the streets of Manhattan on an early winter afternoon.

But whether your patients spend a lot of time on city streets, in

their cars or on the slopes, sunglasses should be something you

offer them all year. Keep that season-less message out there with

wintertime displays. Tell them year round about photochromics,

lens tints, clips and sunglasses that can be worn over prescription

eyeglasses. Don’t let your contact lens patients leave without a

pair of plano sunglasses. Find out about their lifestyle: do they

do a lot of driving, are they avid skiers, snowboarders or snow

mobilers, are they die-hard golfers or do they love a certain

designer who just so happens to have a great sunglass line.

In the spirit of this issue of SunVision, take out the white clothes

and pair them with some amazing sunglasses. Break the rules

about your perceptions of sunwear. I promise you won’t regret it.

—Jackie Micucci, 20/20 Executive Editor,

[email protected]

CONTENTS

4 Upfront

SUNVISION FEATURES

7 LENSES:Selling Fashionable, Functional Sunwear

12 SUN SPOTS:The Sunwear Consumer

By The Numbers

14 WINTER WHITE

COVERPHOTOGRAPHED BY

Ned Matura

EXECUTIVE EDITOR Jackie Micucci

ART DIRECTOR Iris Johnson

Supplement created by 20/20 magazine.

EDITOR-IN-CHIEF James J. Spina

GROUP EDITOR, LENSES & TECHNOLOGYAndrew Karp

ASSISTANT EDITOR Melissa Arkin

SENIOR RESEARCH ANALYST

Jennifer Zupnick

RESEARCH ANALYST Beth Briggs

PRODUCTION MANAGER Maria Marcoff

BREAKING THE RULES

4 | February 2008 | SunVision

Patients who purchase Drivewear lenses will

now automatically receive an informative

owner’s manual with their eyewear. The manual

is designed to both thank the patient for their

purchase and to help them better understand the

benefits and features of the product. The manual

further explains the main benefits of Drivewear lenses

in consumer-friendly language and directs wearers to

the Drivewear web site (drivewearlens.com) for more

detailed information.

Included with the owner’s manual is a registration

card that patients can send in to receive a free gift

from Younger Optics and to be entered into drawings

to win a 52” LCD TV or an Apple 30GB iPod. The

owner’s manual and registration card are neatly put

together in one convenient packet that is designed to

easily fit into virtually

any eyeglass case.

Dispensers will

receive the new

owner’s manual

packet automati-

cally when they

receive the finished

Drivewear glasses

from their preferred

laboratory.

REA

D T

HE M

AN

UA

L

Jim Yates’ Pro Stock Pontiac will be decked out

in fetching Wiley X colors for the 2008 NHRA

POWERade season.The full 24-event sponsorship

package is a successful repeat of the outstanding race-

marketing partnership between this high-profile

eyewear brand and Jim Yates Racing.

“This is an exciting time for Wiley X

Eyewear as we’re not only celebrating

20 years as a family owned business,

but also coming off our biggest

Kind of a Drag

SUNVISION


DOUBLE YOUR FUN — Academy Award winning actress Charlize Theron (1)

wore not one but two different Versace sunglasses while attending the Venice FilmFestival to promote her new movie “In the Valley of Elah.” She wears, respectively,style VE4092 and VE4114, from Luxottica…

IT’S A DEAL — Howie Mandel (2), host of the hit game show “Deal or No Deal,”sports Ed Hardy Vintage Tattoo Eyewear style EHS012 from Revolution…

GO BABY GO — Veteran actor Ed Harris (3) plays Detective Remy Bressant in the Ben Affleck directed movie “Gone Baby Gone,” in which he wears the Viper sunglasses from Wolverine by the Kenmark Group throughout the film. Criticsbelieve Harris may be considered for an Academy Award nomination for his role…

TOP OF THE PYRAMID — Hayden Panettiere (4), who stars as cheerleader Claire Bennet on the Emmy-nominated sci-fi drama “Heroes,” wears Fendi FS413from Marchon.

3

4

growth year in the commercial market,” says Myles

Freeman, vice president of sales and co-owner of Wiley X

Eyewear. “Jim Yates has the Wiley X Sunglass Machine

Team moving in a positive direction, so this commitment

should only further help develop Wiley X branding for the

thousands of Wiley X customers around the country.”

Wiley X is celebrating 20 years of innovation in providing

advanced eyewear solutions to the military including Army

Rangers, Navy SEALS and U.S. Special Forces, as well

as many other commercial and sport-specific markets

including motorcycle riders, hunters, fishermen and

extreme sports enthusiasts.

Yates has equally impressive credentials as a two-time

POWERade Pro Stock Champion, winning back-to-back

titles in 1996-97.Yates was also part of an NHRA contin-

gent of drivers that visited American troops in Germany in

2005 and ‘06. Countless drag racing fans will be keeping

their eyes peeled for the Wiley X car this year and certainly

making note that cool shade protection is equally high-

profile these days. —James J. Spina

hallofframes

21

UPFRONTE D I T E D

B Y J A C K I E

M I C U C C I

Vision-Ease Lens was recently honored by theChief Executive Network (CEN) with the “BestDisruptive Product Innovation” award for thedevelopment and successful deployment of itsLifeRx photochromic lenses.

At the CEN Innovation Conference held recent-ly in New Orleans, CEN recognized Vision-EaseLens with the Innovation award for LifeRx’smulti-patented technological achievement andrevenue growth in the marketplace.

Chief Executive Network is an industry sectororganization for CEOs and senior executives. The network supports itsmembership with current information on best practices, recent trends and technological advances.Shown at the event are Derek Harris, vice president of research and development, CEN; Doug Hepper,president and CEO, Vision-Ease Lens; and Bob Grabill, president and CEO, CEN. —Andrew Karp

U P F R O N T

A Good Disruption

Sunglasses that combine high style with high-performance

features are hot this winter. Although lens features such as

polarization, mirrors and backside anti-reflective coating are

commonly associated with sports sunwear, many fashion-

oriented sunglass makers are incorporating them as well.

The popularity of brands that emphasize performance

features as much as fashion is evidence that many

consumers want sunglasses—both plano and prescrip-

tion—that convey coolness and enhance vision.

Polarization is the feature customers look for, according

to many dispensers. For example, if a customer is buying

off-the-board planos to go over their contacts, it’s likely

they’ll consider sunglasses with polarized lenses.

A lesson about ultraviolet (UV) light can help segue

into a conversation about polarized lenses. Explain

about the dangers of UV light (its relationship to

cataracts and other serious eye problems). Then dis-

cuss how dark lenses without UV protection actually

cause the pupils to dilate, thereby allowing greater

amounts of UV light to enter the eye. During this

discussion of UV light, mention that polarization not

only provides UV protection but also enhances visual

comfort and reduces the debilitating glare effects of

reflected light.

Polarized lenses eliminate glare, enhance colors

and accentuate contrast, depth perception and acuity,

providing key selling points. Because polarization is

now available in most lens materials and designs, near-

ly all customers can gain the performance benefits of

polarized lenses for their prescriptive needs in spectacle lenses

or clip-ons.

Mirror coatings are on the rise, precisely because they are both stylish and

functional. Many mirrors have been softened to a light flash coating—a hint of

mirror without the fighter pilot look. A gradient flash mirror acts like a visor, reflect-

ing light from above but allowing more transmittance at the bottom of the lens.

Backside AR coating is another enhancement that makes fashionable eyewear

SUNWEAR


By Andrew Karp

SELLING FASHIONABLE, FUNCTIONAL

Continued on page 8

Photographed by ANNIE GALLAGHER/BLACK BOX STUDIO


more functional. Applying a backside AR coating to

a sun lens minimizes bounce-back glare, a particular

problem for drivers. Many quality plano sunglass

brands now incorporate this feature.

NICHE MARKETING

Each premium trait of a pair of eyeglasses or

contacts addresses a particular niche or need.

Sunwear is the premium that crosses all boundaries.

Fashion—the way a person looks in their sunwear—

is every bit as important as performance. Regardless

what their needs might be for their white lenses,

every customer, with or without an Rx, benefits from

sun lenses and fashion is the way to draw them

in. There is a virtually untapped market out there.

The dispenser’s task is to direct the patient to

the understanding that their sunwear is just as

important to their vision and their style as is

indoor eyewear.

GET TO KNOW YOUR PRODUCT

The first step for the dispenser is to be comfortable in

their knowledge of what is available. The opportuni-

ties to be creative with sunglasses are endless. Lens

and frame styles have exploded with choices and go

beyond the role of simply being protective. Sunwear

is now facial jewelry. The manufacturers have put the

“fun” back in functional.

Although performance is important to many cus-

tomers, style is often first on their minds. It’s common

for a customer to ask if a store or dispensary carries a

certain brand or model worn by a celebrity.

Customers are more knowledgeable than ever

when buying sunglasses, partly because they do

research on the Internet before coming to the

dispensary. Though some purchase sunglasses

online, most still need a dispenser’s expert

advice before making a purchase decision.

Although it’s tempting for a dispenser

to go into detail about the performance

features and benefits of a sun lens, cus-

tomers can easily get overwhelmed with

information. Of course, some will want

to know all the technical points about

the frame and lens they are considering

buying. Most people, however, simply

want to know how the lens is going to

help them see better, feel more comfort-

able and look good.

EFFECTIVE MERCHANDISING

Merchandising is critical in the presentation of sun-

wear. A dozen plano suns on a corner frame board will

not sell sunglasses. A large variety, in different price

ranges and styles, should be prominently displayed. If

there is space in the dispensary, a sunglass area

should be developed. Consider a “sun and fun”

theme. Entice the patient into interacting with the dis-

play. Make it brightly lit, so their view of themselves is

not dimmed when they start trying styles in front of a

mirror.

If the space isn’t there, intersperse the suns with

the ophthalmic frames. Be sure to keep them at eye

level, not the bottom row of the board. Make use of

manufacturers’ point-of-purchase displays. For

instance, the polarization demonstrators are terrific

sales aids. Also, many of the major sunglass makers

offer striking display cases. Show tint samples, not

fingerprinted lenses tossed in a drawer, rather, per-

haps mounted on some sort of an artist’s palette or lit

wall display. Keep many samples. Don’t ask the

patient to imagine a particular color. Give them the

chance to see it and see through it. Point-of-purchase

displays that show the “before and after” effects of

polarized lenses are particularly useful.

When approaching the sunglass sale with an Rx

patient, position the glasses as another portion of the

primary sale. Show them frames that would best

serve as sunglasses. Set these frames aside for when

it's time to consider the sunglass frame, even if that

means making record of the selections on the

patient's file so they may return and place the order.

Of course, the gaining popularity of sun clips

presents another choice. Patients can get a clip with a

functional polarized lens for general use and another

custom clip with a cosmetic tint or a fashion colored

photochromic, just to be funky.

With all the spectacular frames and colors being

produced, there's surely a purely fashionable pair that

will please them. Once particular frame designs or

lenses are deemed appropriate, go beyond just dis-

cussing them. Show the patient how their look

changes when a great style or color works on them,

or how their world changes by using specific lenses

with specific light absorption properties.

Remember, dispensers can maximize their sunglass

unit sales by offering fashion along with function.

It’s an approach that works year-round with every type

of patient.

Continued from page 8

Phot

ogra

phed

by

AN

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GA

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LAC

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INTRODUCING

PROTECT YOUR EYES WITH AMERICA’SMOST TRUSTED SUNCARE BRAND.

™

VISION-EASE LENSPRODUCT FAMILYLifeRx™, Tegra®, Continua®, Outlook®, Illumina® and SunRx® are trademarks or registered trademarks of

Vision-Ease Lens. The Coppertone logo and the Coppertone Girl and Dog Device are trademarks of Schering-

Plough HealthCare Products, Inc. used by Vision-Ease Lens under license. ©2007 Schering-Plough HealthCare

Products, Inc. All Rights Reserved. ©2007 Vision-Ease Lens. All Rights Reserved.

INDEPENDENT. IT’S WHY WE CARE.

DESIGNED TO CHANGE YOUR ENTIRE VIEW.INNOVATION AND PROTECTIONA leading American polycarbonate lens manufacturer unites with America’s #1 suncare brand to deliver

a lens that satisfies increasing demand for greater sun protection. Coppertone polarized lenses protect

beyond UVA and UVB light — guarding against harmful high energy visible (HEV) light. Coppertone

polarized lenses help protect the delicate skin around the eyes against the UV rays. Exposure to UV rays

may contribute to premature skin aging caused by sunlight. Coppertone polarized lenses provide added

protection against UV and HEV light which may contribute to the development of common sunlight

related maladies such as cataracts and macular degeneration.

PROTECT YOUR PATIENTS

QUALITY AND LEADERSHIPVision-Ease Lens follows the highest optical standards in the lens industry. All lenses are manufactured

under strict ISO 9000 guidelines and inspected to an industry-leading 2.0 AOQL quality standard for

greater processing efficiencies for our customers. With 47 lens technology patents and over 75 years

of proprietary technology, Vision-Ease Lens is a leading American manufacturer of premium quality

polycarbonate and polarized lenses.

Make sure your patients are getting the best lenses on the market and you are getting the best support

for your business. Choose Vision-Ease Lens — the innovation leader.

www.vision-ease.com | 1.800.328.3449

H A R M F U L U V & H E V L I G H T

A F T E RC O P P E R T O N E P O L A R I Z E D

S U NL E N S E S

B E F O R E C O P P E R T O N E P O L A R I Z E DS U N

L E N S E S

U V & H E V L I G H T F I L T E R E D O U T

™

Provide protection from

harmful HEV and UV with

Coppertone polarized lenses

ULTRAVIOLET

400 450 500 550 600 650 700

HEV

HARMFUL L IGHT RAYS

VISIBLE LIGHT


1%

Yes

No

Don’t Know

86%

13%

FACTS AND FIGURES ABOUT CONSUMER SUNWEAR TRENDS

• Sunglass clips are

not winning the

popularity vote

lately. The majority

of respondents

(86 percent) said

that they go clipless

when it comes to

sun protection.

•The word is out on UV rays. Almost

all respondents (91 percent) were

aware that ultra-violet radiation is

damaging to the eyes, even though

over half of those who had an eye

exam in the last six months (54

percent) said their eye doctors had

never spoken to them about the

dangers of UV. But despite the

prevailing awareness of the

detrimental effects of ultra-violet

rays, only 53 percent said it was

very important for their sunglasses

to have UV protection and another

34 percent deemed it somewhat

important. And over one-tenth

(13 percent) did not consider the

protection very important at all.

SUN SPOTS ( )As this is being

written, it is January.

The days are short,

but feel long. Here in

New York, it seems

to get dark just after

lunch time. But

even in our winter

wonderland where

the sunlight fades

out fast, the sun’s

rays are strong as

ever... especially if

there’s snow reflecting

the light.Year round,

sunglasses are a

must. Check out the

findings by Jobson

Optical Research to

shed some light on

consumers’ attitudes

regarding sunwear.

—Melissa Arkin

Do you currently use

sunglass clips?

METHODOLOGYThis sunwear survey was run in November 2007 as a custom study appended to the large scale continuous consumer-basedVisionWatch study. The samplewas 2,106 respondents. Allrespondents are over 18 and livein the United States. For moreinformation about how to runyour own survey please contactJobson Research at (212) 274-7164.

1% 2%

None

1 Pair

2 Pairs

3 Pairs

4 Pairs

5 Pairs

More than 5 pairs

37%

22%

25%

9%

4%

How many pairs of non-prescription

sunglasses do you have that you,

yourself, regularly wear?


• For over half of respondents

(61 percent), their last eye

exam was for both vision

correction and an overall

optical checkup. For almost

one-fourth (23 percent),

the exam was solely for vision

correction. The remaining

16 percent received an

examination only to see if

their eyes were physically fit.

• Most of the respondents

interviewed were diligent

about getting their eyes

checked. A quarter (25

percent) reported having

gotten an eye exam within the

past six months. A comparable

amount of respondents

(25 percent) received their

last eye exam somewhere

between six months and a

year ago and almost the same

amount (24 percent) were

last examined from one to

two years ago.

• When asked how many pairs

of non-prescription sunglasses

they wore, 37 percent claimed

to be one-pair wonders, while

25 percent had a second pair

they also wore regularly.

However, while the majority

reported to wearing shades on

a regular basis, 22 percent

replied that they had no pair

of non-prescription sunglasses

that they wore regularly.

Hopefully that just means these

folks are wearing prescription

sunglasses and not just going

sun-commando.

Very important

Somewhat important

Not very important

53%34%

13%

Yes

No

Don’t Know

38%

54%

8%

Yes

No

91%

9%

Has your eye doctor

every spoken to you

about the dangers

of UV rays?*

How important is it to

you that your sunglasses

have UV (ultra-violet

radiation) protection?

Are you aware that

UV rays (ultra-violet

radiation) can damage

your eyes?

*Only asked of those who had an eye exam in the last six months


PHOTOGRAPHED BY NED MATURA TRENDS BY JAMES J. SPINA

A Perfect RelationshipMuch like the best accessories,sunwear is often rooted in theimplication and relationship of

texture to color. The proper balance is often difficult to achieve

unless you possess the inherentgenius of Madame Lafont.

VAHINE 52 110 from Lafont

Inspired sunwear for any hazy shade of winter and a little help for making even the coldest months the right time for seeing everyone in sunglasses.

—Jackie Micucci

Chris Brown for Rocawear Optical Sun featuring the “Real Estate” frame

��


In-KleinedTempering pure white with arich ivory feel plays on anyface and facial tone. And

that softness works wonderswith the more daring lens

shades.

ANNE KLEIN AKNY3144from Luxottica Group

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Adorned with stones, jewels and intricate beadwork, Cynthia Rowley

Eyewear makes for no plain frames–or plain Janes. Each pair captures

the colors and patterns of the designer’s runway collection and are as

sophisticated as they are pretty.

STYLE SHOWN: CR0257 800.627.2898 KENMARKOPTICAL.COM

collections that connect


Black SundayMeticulous detailing and

texturing on a dark zyl frameis the key to renewing and

rejoining deep colorsbeyond strict function andtoward luxurious accessory.

SIGRID OLSEN SO217SAfrom Altair Eyewear

PR

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Integrated SellingKey fresh features of Rx

frames are equally powerfulon any given Sunday. Here,the double temple design,

the inner/outer zyl face colorAND the royal rectangular

shape all make for a potentsunwear statement.

SUN TRENDS ST130 from i-dealoptics


Circle GameRealize that round is akey element in the richdesign of belts, bags,

bangles, bracelets and…foremost on our mind…EYEWEAR. Integrating

circular shapes preciouslyis key to the art of creating

perfect face jewelry.

CYNTHIA ROWLEY CR0256from Couteur Designs/

A Division of Kenmark Group

All Seasons Polarized Sunwearwww.i-dealoptics.com

1-800-758-6249


Easy RiderHave you noticed that this brand is literallytattooed on the consciousness of America,coast-to-coast with a powerful profile thatshows signs of growing even bigger, better

and as enduring as… a colorful tattoo.

ED HARDY SUN EHS022 from Revolution Eyewear


Shield Meet AgainThe continual flow of a shield-

like front is dramatic andrefreshing combined with the

stark white and brushed metalof the temple treatment. White

is always a powerful way ofsaying WILD in sunglasses.

ANGEL Lovelyfrom Quantum Optics


Speed ThrillsNever underestimate the power

and appeal of aerodynamicwrap designs as a mainstay of

sport eyewear influencingfashion trendsetters.

Lacey from Wiley X Eyewear

Logo MotionLogo designs and popularity

branding go hand-in-handand sun-in-eye as a sure

bet when reaching celebrityconscious consumers.

JESSICA SIMPSON J630 from Colors in Optics


Tortoise and the DareThere is no getting around

the universal power of tortoise when it comes to selling sunglasses to…

EVERYONE.

Plazma from Wiley X Eyewear

february 2008 · 2008-08-21 · eyeglasses. don’t let your contact lens patients leave without a...

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