Eyecare Business November

NOV 2017

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November 2017 E y e c a r e B u s i n e s s . c o m 53 THE HIGH-END MERCHANDISING GUIDE FOR EVERYONE. A STEP-BY-STEP LAYOUT FOR THE SUCCESSFUL MERCHANDISING OF HIGH-END EYEWEAR IN THE OPTICAL—WITH STRATEGIES AND TIPS FOR EVERY EYECARE BUSINESS, FROM THE MODERATELY PRICED TO ULTRA-HIGH-END OPTICAL. B Y S T E P H A N I E K . D E L O N G W I T H C O L L E E N H A N N E G A N , A B O , R D O LUX U RY s high-end or luxury eyewear a part of your merchandise strategy in the optical? According to your optical industry peers, high-end prod- uct accounts for a full 28% of their full product mix today (source: Eyecare Business 2017 Frames Focus Group Study). In addition, a whopping 61% of them have increased the amount of high-end product they carry in the last five years. Why is high-end eyewear on the rise? This luxe product category delivers a differentiat- ing, competitive advantage in a time of changing and increasing competition where eyecare pro- fessionals are employing every advantage they can find. While frames retailing for $300 and up represent just 3.5% of overall frame sales, according to The Vision Council, more and more ECPs tell us that luxe specs are a game-changing advantage they are utilizing today. Talk to veteran ECPs, and you'll find— as we did—that no matter their position in the marketplace, luxury and high-end product is essential to their selling strategy now more than ever. Here, we take the pulse of three highly successful opti- cal business owners and buyers who are representative of three different positions in the optical marketplace: â Luxe (over $500 retail) â High-End ($300-$499) â Mid-Range ($100-$299). Read on, as each reveals spe- cifically how to stock and sell high-end eyewear right now. W hisperer i

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