Buyer behaviour favours practices

Oscar and Fitch claims a combination of dramatic styling at a low price point is starting to change the way customers view buying frames.

'People are buying glasses the way they buy shoes - to go with an outfit, for a special occasion or just for a change of image. They will even buy two or three pairs,' said the company.

Glasgow-based Mango Optical practice owner Soharab Khan said customers have been coming into the practice more often.

'Customers are looking for frames to portray their personality. Oscar and Fitch gives people the style and colour of a top designer label at high street prices. About five of every 10 pairs we sell are to people who have seen their friends wear them,' he said.