Eyecare Business November

NOV 2017

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A frame buyer for 21 years, Denise Hurst says the average price for frames at Griffin Optometric Group's three Orange County locations is $219. Price point aside, she is actually buying for three distinct cus- tomer markets. "The downtown office carries beachy, casual eye- wear," explains Hurst, "whereas, only three miles away, our inland San Clemente location is more high-end and business-friendly. And the third location caters to a more mature crowd that is drawn to name brands." Despite the differences, Hurst stresses the importance of inven- torying all price points at each location to compete with online shopping, while also featuring high-end and specialty lines to differentiate themselves. As for inventory, "We carry roughly 800 frames in each location. I feel 25-40 pieces is enough to make a statement about a line, and I usually try to order two colors in each style." When it comes to choosing a new line, she says, "I decide if there are enough good sellers in it, and then make sure the market near us isn't saturated with the product." The bottom line? "I don't want to carry frames that a patient can drive down the street and see elsewhere." November 2017 E y e c a r e B u s i n e s s . c o m 55 Focus: MID- RANGE Griffin Optometric Group, San Clemente, CA DENISE HURST, buyer THE DEETS Griffin Optometric Group (3 offices) Price Focus: Mid-Range Frame Price Range: $89-$620 Frame Merchandise Mix: 10%...under $99 retail 55%...$100-299 retail 35%...$300 and up Frames on Display: 800 per location TRENDS + TIPS We asked all three of our buying experts what's on trend in the high-end category right now—plus what you need to know about those trends. Here's the scoop… RUTH DOMBER Trend: "Lots of silks, woods, horns, argentium [sterling silver alloy], and titanium." Tip: "A frame with a clas- sic look really has to have an interesting twist to it." ASTRID CHITAMUN Trend: "More lightweight and thin zyl frame materials." Tip: "Quality can be an issue, so ask about the material and where the frames are made." DENISE HURST Trend: "Rounds are back. Thin wire metal frames, too." Tip: "Start by touching the frame and opening the temples to test the quality—you can feel it with your hands." THE HIGH-END PRICING PIE The inside line on total U.S. frame unit sales by dollar volume in all channels. source: The Vision Council for 12 months ending June 30 51.4% 23.4% 25.2% 3.5% Under $99 $100-$149 $150-$299 $300 + Griffin Optometric Group's Talega location

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