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The first step in forming such a plan, according to Andrew Actman, chairman of the Federation of Manufacturing Opticians, is to take a close look at the surrounding environment. In the first instance, consider the local demographic, especially their age and disposable income. Also pay attention to how fashion conscious they are - an ultra-modern frame that flies off the shelves in an Islington practice may simply gather dust in the provinces. 'Practice owners must be aware of brands, and they need to stock those brands which their customers identify with,' Actman says.
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