Frame categories

[drk]

This is an exercise/thought experiment.

If we had to sort frames into categories, what would they be?

I'll start off:
1. Budget ($)
2. Fashion ($$-$$$)
3. Core ($$-$$$)
4. Designer ($$$-$$$$)
5. Luxury ($$$$)

"Budget" is self-explanatory.
"Fashion" to me means relatively inexpensive, lower-quality but very trendy frames. Kind of like "eye candy".
"Core" is in desperate need of a better descriptor. Good quality, updated classic-type frames.
"Designer" to me means a line that has a unique, enduring identity and respectable quality.
"Luxury" to me means typically better materials for top quality.

[juno]

Core could probably be called staples, or bread and butter

[drk]

Yeah. I was hoping for something more "market-y".

How about "classic"? "Mr. Pinkerton, let me show you something from the 'classic collection'". "Mrs. Whipple, these 'classic collection' frames are a good look on you!"

[Opticia_n]

We show them as private label collection vs designer frames and provide starting price points, simple.

[KrystleClear]

When I worked for Allegany Optical, our frames were priced in a color coded tiered structure and we had similar names for each tier. I think it was "Contemporary" for the cheap-os.

[Uncle Fester]

1) Canine
2) Kardashian
3) Blue collar
4) Stylish
5) You are worth it

[DanLiv]

The purpose of category names is to influence buying by making the things you prefer to sell sound better than your other offerings. I don't have a huge price range in my mass market frames, the difference between my entry-level frames and my name-brand designer stuff is only $100. Sure I prefer and have more fun selling Kate Spade than Cafe Boutique, but the pricing difference isn't huge, and the customer's glasses experience isn't going to be much different between the two frames. I call all these frames all the same thing, and what they are: "commodity".

The frames I really want to get my customers into are the great high-end excellently made frames that look and feel great, last longer, and will fundamentally upgrade their eyewear experience. I call theses "craft" pieces. Once I show them features of theses craft frames and how they differ from all the commodity frames, "designer" and "budget" alike, most customers are interested.

Organizing your dispensary with multiple categories can make it easier for customers to shop on their own and price control themselves, but if your customers are shopping on their own, unguided by opticians, you've already lost most of the opportunity to influence the sale.

[drk]

A lot of good, thought-provoking responses.

Let me ask this followup question: Is there a way to segment the market (instead of segmenting the frames)?

For example:
People who value money more than glasses.......people who follow trends and want the latest....people who are practical....people who value glasses as art/jewelry/tech.

(Dang, that's pretty good!)

[drk]

That would translate to:

Budget frames
Trendy frames (moderate price-point)
Classic frames
High-end art/tech frames

And you could do these numbers:

5% budget
50% fashion/designer
35% classic
10% high-end

Per 500 units:

2 dozen budget (a single versatile collection, maybe 2 ladies to 1 men's. #16 ladies = 8 styles and #8 men's = 4 styles, etc.)
20 dozen fashion (about 7-10 collections of 2-3 dozen, probably weight this 3-1 ladies)
15 dozen classics (about 5-8 collections of 2-3 dozen, probably 2-1 ladies)
4 dozen art/tech pieces (about 2 collections of 24 dozen, probably 2-1 ladies, likes 16 styles to 8 styles)




(Glasses remind me of donuts)