It is hard to believe it has been seven months since Observatory the Opticians went head-to-head with five other shortlisted practices to win Fashion Practice of the Year at the Optician Awards 2016. The North London practice impressed judges, industry leaders and top practitioners due to its commitment to the fashion eyewear market.
Awards judges commented: ‘Observatory the Opticians has applied an analytical approach to fashion and built sustainable relationships with the right fashion suppliers to fit the Shoreditch-inspired practice. The staff established sustainable relationships with high quality fashion houses which had been built from contacts made with reps at trade shows. Furthermore, its dispensing process was well thought out for the local demographic with a constantly changing stock that acknowledged celebrity trend patterns. All round, the practice demonstrated an understanding of the fashion eyewear market.’
Optician visited North London to speak to practice manager Gregory Mayor and find out what it took to gain the accolade.
He says: ‘The night was amazing; it is always really exciting. You look at all those shortlisted in the category and there’s no one you look at and think, “you shouldn’t be here”. Specky Wren from Brighton stuck out to me. We’ve been to see the practice in Brighton and I thought they may win. But we got it and it validates all the hard graft put into developing the practice since our store refit. I think the refit really kick-started our direction.’
Staff spent a lot of time researching the area before its redecorated premises were opened in 2015. Using statistic websites like acorn.caci.co.uk and findahood.com, the practice was able to develop an in-depth knowledge of the neighbourhood: who lives there, their income, spending habits and use of social media.
Director Jonathan Foreman, who originally entered Observatory the Opticians into the awards, says: ‘We know income of those living in the area is £27,000 more than the England and Wales average, and there are twice as many professionals living here than the national average. Knowing this information means we are better equipped to edit our buying choices to suit our demographics. We know that the more educated the customer is, the more information they require before making a purchase. So we communicate with the customer through look books, newsletters, and Facebook.’
Using feedback from customers, the practice developed a strategy of grouping the frames on display based on style. It has a section devoted to round frames and retro frames, as well as marked out petite and designer frames sections that include designer brands such as Tom Ford, Paul Smith, Oliver Peoples and Kilsgaard. Frames are also grouped under names of characteristic public figures from Marilyn Monroe to James Bond. Over the past two years, staff have taken trips for inspiration at fashionable practices in Toronto, Montreal, San Francisco, Madrid, Barcelona, New York, Berlin, Milan and Paris.
As with many optical practices, frame selection is vital to a successful business. In a bid to appeal to all customer types, non-branded versions of high-end frames are stocked side by side. Working closely with sales reps at companies like Face a Face and Bevel means the practice can easily determine which releases best fit its customer base. Small numbers of selected styles are purchased but rarely remain in the stock longer than six months. Last year Observatory the Opticians also identified specialist products such as Specs4Us, a range of frames specifically designed for patients with Down syndrome. When launched on the practice’s Facebook page, the collection received 4,174 likes.
Mayor says: ‘Everyone sells what they think is fashion. Practices order in well-known labels like Gucci, Prada, Chanel and just shove them in stacks thinking the labels will sell. But it’s not about the label so much anymore, it’s about the look and comfort of wear. Frames worn by celebrities pictured in magazines like Grazia have a big influence as Sunday supplements, social media and blogs will then share the story and a wide demographic sees the image.
‘A celebrity may be wearing a £20 frame and then the big designers will produce a similar style of frame. Even though some customers cannot afford the frames on the model that appear in a magazine, you can buy a similar frame style much more cheaply and it looks just as good. Looking at the magazines and watching which frames appear in the media helps us pre-empt which looks to go for in our upcoming ranges,’ adds Mayor.
To ensure the standards of customer service matches the quality of the displays, mystery shopper visits are regularly arranged to test the staff’s knowledge of the inventory. The practice does not employ any administrative staff and instead insists everyone working in the practice is either an optometrist, dispensing optician or assistant.
This meticulous and relentless work to stay current has certainly paid off. Observatory the Opticians now proudly displays its Fashion Practice of the Year award in the store. Mayor concludes: ‘We just want the customer to be able to leave our practice and their friends say, “Oh my god, where did you get those glasses from?”’
Window display of the year award
Winner: Observatory the Opticians, Muswell Hill
Shortlisted: Albert Road Opticians
The Specky Wren
Hammond and Dummer Opticians
Concept Eye Clinic
Bespoke Eyewear