Fashion or Fiction?

**LandLord** · 03-20-2007, 02:05 PM

Here is a recent want ad for Lenscrafters. Note the emphasis on fashion.

Do you believe Lenscrafters can grow their sales by changing their focus from high technology to high style?

FASHION,FASHION,FASHION!!! LensCrafters, part of the Luxottica Retail family, the world's leader in optical sales and service, is now accepting applications for the position of Licensed Optician in our Ottawa Region. LensCrafters offers an excellent remuneration package which includes full medical/dental, complimentary eyewear and merchandise discounts in Luxottica Retail Locations such as LensCrafters, Sears Optical, Pearl Vision, Sunglass Hut and Watch Station locations. Student opticians are welcome! For more information about our company, visit our web site at www.lenscrafters.ca Interested candidates should e-mail their resumes to RSMcLenscrafters@aol.com or fax 613-837-6234.

**Audiyoda** · 03-20-2007, 02:09 PM

Don't know - but most of my patients care about fashion and get blank reactions when I talk about technology advances in lenses.

**LandLord** · 03-20-2007, 02:12 PM

Originally Posted by Audiyoda

Don't know - but most of my patients care about fashion and get blank reactions when I talk about technology advances in lenses.

Do you use layman's terms or technospeak?

**Audiyoda** · 03-20-2007, 02:40 PM

Layman's terms generally and technospeak when I know I'm working with someone who will 'understand' technospeak (for example, engineers).

Our industry is a consumer driven fashion industry - don't ever think differently. Generally speaking, even the most price conscious patients want something that looks good. Sure there are always those patients that just take 'whatever works' but most people that wear glasses will be happier with something that compliments them in some way (personality, looks, style...) over a pair that just 'works'.

**Barry Santini** · 03-21-2007, 11:15 AM

Originally Posted by Audiyoda

Our industry is a consumer driven fashion industry - don't ever think differently.

Audiyoda, I have to respectfully diagree with your last statement. Consumers want fashionable eyewear at this point in time....but only if they really *need* it.

In other words, they wouldn't be in your store unless they *needed* (Rx) eyewear.

When eyewear is free of the medical precipitant (Rx) driving the need, then it will truly enjoy *want*...which is the most essential basis of fashion

My humble opinion..what your's?

Barry

**Fezz** · 03-21-2007, 11:22 AM

Consumers *want* nice clothes.

Consumers *want*beer, wine, booze.

Consumers *want* nice restraunts.

Consumers *want* I-Pods, gadgets and HDTV.

Patients *need* glasses. Consumers don't want them. YET! If we can all change that perception......whoa!

Some may chime in and say that "my patients *want* new glasses!" Do they? Do they really *want* them?

Theses are tough times folks. Lets face it, the insurance companies and rip-off , degrading advertisements have cheapened everyones viewpoint of eyeglasses and what they should or should not cost.

:cheers:

**Barry Santini** · 03-21-2007, 11:45 AM

"If you didn't need eyeglasses, would you buy them?"

The answer is soooo telling....

Want vs. Need...viva la difference!

Barry

**chip anderson** · 03-21-2007, 12:43 PM

I can remember many times back in the 60's when eyeglasses were relatively cheap, having a patient raise cain about how much thier spectacles cost. I can also remember later in the day seeing the same individual in the marina saying: "I don't care how much it costs, just get me back in the water."

This want versus need. It's all a question of prespective and priorities.

Chip

**Audiyoda** · 03-21-2007, 02:05 PM

Patients may need glasses - that's a given. I was making an assumption that patients are our consumers. Example: You have a patient come to your practice and get a full exam, come out to the dispensary and after looking for 30 or 40 minutes you have nothing they like, what's just happened? That patient just proved that our customers are fashion driven.

It happened to this practice all the time - that was my biggest issue for my first 12 months here - getting rid of all the overlap, changing out all the small-brown-round frames, finding niche product that isn't found in this area - this practice was seeing 4 to 8 Rx's walk each week! Now...maybe 1 or 2 a month. And when they are asked, it's simply because they are very budget oriented and know I cannot beat Costco's price.

Now it may not happen all the time - we have plenty of male patients that are more than happy to stick with a style close to what they've worn for the last 20 years. And we have a few men and women that hate wearing glasses and look at the drilled beta-ti products because they disappear on their face. But for the most part, our patients seek out a frame that in some way, shape, or form compliments who they are. That's fashion in a nut shell.

When I buy, I buy based on what my patients (remember they are customers as well) are looking for. I listen to them and want to carry products that my patient base is looking for. I also toss in a few curve balls that might be a bit different from what I'm hearing patients talk to me about - and many times those curves are big hits. And a few have been strike outs. But again, this is a fashion-based industry - that's going to happen.

Another clue that we are in a fashion-based industry is look at all the licensed names - Armani, Polo, BCBG, Nicole Miller, D&G.... it's almost an endless list. Those are names people recognize - and some even go so far as seek out. At a previous gig I had a patient that was totally enamored with Armani frames (before Safilo butchered the line). he's come in every 4-6 months looking for the new Armani styles. He's usually buy two maybe three pair every time he came in. I currently have a patient that loves perfectly round metal frames with a 'W' bridge - it's the look he wants. He doesn't care about names - he wants that look. Even if other products look good on him, this is the look he feels he's known for - he's a local (and popular) sculpture artist and doesn't want to ruin that look people expect from him.

So...I'll argue every day that ends in Y that the retail side of optical is a fashion-based industry. Yes, we need patients and that need is Rx-driven, but otherwise the initial purchase is fashion driven with minor exceptions.

**Audiyoda** · 03-21-2007, 02:06 PM

Originally Posted by Barry Santini

"If you didn't need eyeglasses, would you buy them?"

The answer is soooo telling....

Want vs. Need...viva la difference!

Barry

Actually, I have about a dozen patients (that have followed me from practice to practice) that have no need for corrective lenses but like how they look in glasses - as long as those glasses are oh so cool. So....

**DragonLensmanWV** · 03-21-2007, 02:13 PM

Originally Posted by Audiyoda

Actually, I have about a dozen patients (that have followed me from practice to practice) that have no need for corrective lenses but like how they look in glasses - as long as those glasses are oh so cool. So....

Also, how many times have you had siblings in the dispensary where they're both crying? One because they need glasses, the other because they don't.
"Billy got glasses - I want them too!"

**Audiyoda** · 03-21-2007, 02:13 PM

One other thing - many, many patients also choose contact lenses. I would argue that those patients don't want glasses but need correction. They choose to wear their correction in a different way - opting to not wear glasses because they don't like how they look in glasses - very fashion-thinking on their part.

**Audiyoda** · 03-21-2007, 02:14 PM

Originally Posted by DragonLensmanWV

Also, how many times have you had siblings in the dispensary where they're both crying? One because they need glasses, the other because they don't.
"Billy got glasses - I want them too!"

Happens - more than I'd like because I don't like whiny little kids. But it certainly happens.

**LandLord** · 03-21-2007, 07:42 PM

Anyone care to comment on the original thread? Can Lenscrafters grow their sales by changing their advertising focus from one hour service to fashion frames?

**rep** · 03-21-2007, 08:09 PM

Bet money on it!

It is what I have been preaching for months.

Rep

**Audiyoda** · 03-21-2007, 10:19 PM

Originally Posted by LandLord

Anyone care to comment on the original thread? Can Lenscrafters grow their sales by changing their advertising focus from one hour service to fashion frames?

They already have around here - I haven't seen or heard of LC promoting 1 hour service in a few years. A good friend of mine manages the one closest to me and they don't promote it at all - he has a minimal stock of lenses for 1 hour work 'if it's specifically requested by the customer'.

**bt5050** · 03-23-2007, 10:53 AM

now i was informed - that LC - besides promoting the fashion end of eyewear - and not the optics medical portion of it -

but now they are promting the selling of CONTACT LENSES - and the store i saw in the mid west - when i was visiting there last week - and it has a new contact lens disply on the retail floor -

which includes everything from - NIKE sports lens - to muti focals- torics - and dailys -

When i was "" Shopping in there "" LOL - checking htem out - they even use lingo in there selling guild -

they asked me about - if i wear them - or even considered it - and then brought me over to this large disply - of boxed contacts - to go over them a bit more -

i see this as a change - from the last time i visited them - and when asked -
I didn't even know you sold contacts - i was informed that -
This is the reason we have this new display - because many pts do not know this - "" when i explained that - my son - buys them from on line companys - and they added they have that also - "" althought i doubt they will come close to 1-800 prices - but i really dont know -

therefore - it appears they are trying to corner that market - also -

has anyone noticed this recently - i mean this thing is spack dab in the middle of there glasses - and it appears everyone - is taken over to it -

**k12311997** · 03-23-2007, 11:35 AM

Originally Posted by bt5050

now i was informed - that LC - besides promoting the fashion end of eyewear - and not the optics medical portion of it -

but now they are promting the selling of CONTACT LENSES - and the store i saw in the mid west - when i was visiting there last week - and it has a new contact lens disply on the retail floor -

which includes everything from - NIKE sports lens - to muti focals- torics - and dailys -

When i was "" Shopping in there "" LOL - checking htem out - they even use lingo in there selling guild -

they asked me about - if i wear them - or even considered it - and then brought me over to this large disply - of boxed contacts - to go over them a bit more -

i see this as a change - from the last time i visited them - and when asked -
I didn't even know you sold contacts - i was informed that -
This is the reason we have this new display - because many pts do not know this - "" when i explained that - my son - buys them from on line companys - and they added they have that also - "" althought i doubt they will come close to 1-800 prices - but i really dont know -

therefore - it appears they are trying to corner that market - also -

has anyone noticed this recently - i mean this thing is spack dab in the middle of there glasses - and it appears everyone - is taken over to it -

When I worked there, years ago the Doctors office sold the contacts, if the profits (little as they are) are going to the LC I bet that has the Docs POd

**Audiyoda** · 03-23-2007, 11:59 AM

Originally Posted by k12311997

When I worked there, years ago the Doctors office sold the contacts, if the profits (little as they are) are going to the LC I bet that has the Docs POd

Some LCs still have company doctors - so the store is selling the CLs. The LC I worked for during my college years and the new one they put in the mall close to my house are both fully company owned - doctor is on LC payroll.