Eyecare Business November

NOV 2017

Issue link: https://eyecarebusiness.epubxp.com/i/894184

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Page 19 of 83

E D I T O R ' S L E T T E R EB ruth be told, little luxuries are right up my alley. Do they resonate with you, too? We're not alone. Research shows that luxury purchases by U.S. consumers are on the rise. According to a recent study from Deloitte, a full 59% of consumers surveyed said their spending on high-end items has increased over the past five years. And, certainly, there's no doubt that high-end eyewear is having an ongoing moment of optical success for dispensaries of all price levels. According to our Eyecare Business 2017 Frames Focus Group Study, high-end prod- uct accounts today for 28% of eyecare professionals' entire product mix. In addition, a whopping 61% 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 differentiating, competitive advan- tage in a time of changing and increasing competition where ECPs are employing every advantage they can find. Starting on page 52 in this issue, we unveil a step-by-step layout for the successful merchandising of high- end eyewear in the optical—with strategies + tips for every eyecare business—from the moderately priced to the ultra-high-end optical. On page 26, we also check in with Margot & Camille's Valerie Vittu in Phila- delphia to get a bit of her secret sauce—she shares specific tips + photos for primo visual merchandising of luxe eyewear. And, please don't miss our stunning visual tour of the latest luxe specs trends, starting on page 44. In today's competitive marketplace, even a little bit of luxury can go a long way. We hope you enjoy the issue… Do You Do Luxe? Erinn Morgan Editor-in-Chief + Editorial Director Eyecare Business 18 E y e c a r e B u s i n e s s . c o m November 2017 t In this issue, we reveal a guide for the successful merchandising of high-end eyewear in the optical— with strategies + tips for every eyecare business LUXE TIP "This isn't a tapas tasting. You need to buy deep because you can't represent a collection with just five pieces. You need no fewer than 24 pieces to represent it." —Ruth Domber, optician and co-owner, 10/10 Optics in New York City's Flatiron District EB's The Luxury Whisperer feature, page 52

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