View from Optrafair: Placing fashion and frames centre stage

How often do you review the frames in your practice? As consumer habits evolve, how do you ensure the frames on offer in your business are on-trend and likely to catch the eye of your customers? How do you keep an eye on the world of fashion so you can be ahead of the curve? How can you assess a customer’s fashion preferences so you can tailor the eyewear selection on a case-by-case basis?

These are difficult questions to answer. Outside of treating patients, how does an eye care professional prioritise time to research the latest trends, view new eyewear and go about purchasing the stock, let alone consider how to adapt the displays within the practice accordingly. Even if you have managed to do all of this, you want to make the most of your investment and market accordingly – how do you do this most effectively?