Frames and fashion form the theme for the third issue of Optician every month, it’s not something we shout about as loud as we should, but from time to time we are reminded just how important frames on faces are.
It’s undeniable that optical practices make most of their income from selling spectacles to correct people’s vision. It’s funny that we have to be reminded of that fact, but it sometimes feels like the primary function of retail optics, selling specs, has become something of a Cinderella.
The plethora of seminars and conferences which take place every year cover topics from osmolarity to OCT and dry eye to dk/t but how many talk about styling frames and lenses to people’s faces? Finding fashionable spectacles that people want to buy?
The topic often forms the basis for the business section of the seminar circuit. Make a profit by actively selling and promoting fashionable frames and quality lenses. What we need is more emphasis on how that is achieved in practice, day to day.
This week’s Fashion and Frames issue reviews some of the latest fashions from Silmo, the massive Paris show, which took place earlier this month. Elsewhere optics’ self-proclaimed Willie Wonka, Tom Davies, offers his take (Seven Ways, page 16) on frame styling.
Last week we approached the issue from another angle. Optician’s Network takes a no-baggage approach to optics offering to drive footfall through clever use of web search. It’s blunt, anathema to many in optics: free eye exams and tempting offers. Why make a £25 eye exam a hurdle to a £500 dispense? Bait and switch. Is that ugly?
However you choose to get customers through the door they still have to be styled and this year that will be recognised through the Optician Awards. If you know a great frame stylist put them forward. For more watch this space.