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To See And Be Seen: Fashion & Function

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Course Agenda

• Understand the difference between the patient's needs, wants and desires, and how to achieve all three.

• Learn how to approach and offer new fashions and styles to more traditional patients.

• Recognize that most people are inclined to purchase eyewear based on fashion if it is positioned correctly.

• Realize that shopping for eyewear can be FUN for both the ECP and patient, generating loyal patients and a positive impact on the bottom line.

• Find your practice’s niche in the fashion eyewear arena based on various parameters.

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The Public’s Perception of Eyewear

• Some consider eyewear a functional device:

“I just need them to see"

“I only wear them to read"

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The Public’s Perception of Eyewear

• Some people don’t like wearing glasses, Why?

Vision Performance

Comfort

Don’t “feel” like they look stylish

Reassure them you understand and you are there to take care of them

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• Why else?

Preconceived notions? Increase in CL wearers

Increase refractive surgeries

Mature eyes

The Public’s Perception of Eyewear

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• Others consider them a fashion accessory

• Bridging the gap from "functional need” to fashionable want

The Public’s Perception of Eyewear

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Eyewear As a Fashion Accessory

A style for everyone!

• Unobtrusive, soft, modest eyewear

• Eye-catching. Bold and bursting with color

• Decorative adornments and enhancements

• Youth eyewear can also be trendy

With so many looks to choose from, it is no wonder that eyewear is considered an indispensable

fashion accessory!

(rimless)

(Plastics/metals)

(crystals/finishes/inlays)

(chic/trendy …mini versions of top styles

MANY STYLES FOR EVERYONE!

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• Brush up on the art of customization

Eyewear As a Fashion Accessory

•Begin by selecting the frame color, style, temple and adornments

•Next look closely at lens shapes

Choose shapes that compliment the wearer or think outside the box and select lens shapes that make a statement all their own!

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• More styles and fashions then ever before!

• Plastic frames are “IN”Very pronounced

Dark colors Bolder look

Eyewear As a Fashion Accessory

Black Red Green/Blue

Brown/chocolate Soft neutral/nude colors

Tortoise

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• Bling!

• Decorative metals Jewels and rhinestones

Many color combinations

Eyewear As a Fashion Accessory

Even the most understated, simplistic and streamline eyewear can be transformed into a luxurious look with the addition of adornments.

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Sunwear Aviators

Rock & Roll Retro fashion Iconic & oversized

Eyewear As a Fashion Accessory

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Become The Fashion Expert

• Follow the trends Are you a fashion example? Are you dressed appropriately for your selling environment? Do you wear the latest and greatest in eyewear?

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Become The Fashion Expert

Pay close attention to international shows like MIDO in Milan, Italy and SILMO in Paris, France

International trade shows are most likely to release the highest fashion available at the time

You can usually read about them in the trade publications

It is just a matter of time before such fashion is presented to you by one of your frame representatives.

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Magazines

Optical trade magazines

Glamour / Vogue

GQ / Details

Teen Vogue

Become The Fashion Expert

Flip through these magazines to see what fashion statements are being made for women, men and teens.

http://nymag.com/fashion/designers/www.eyecessorize.com

Internet

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• Watch celebrities and their eyewear styles

Catwalk runways

Music videos

Movies

Television

Celebrities are among those who capture media attention and include actors, pro-sports players, singers, producers, dancers and even political figures.

Become The Fashion Expert

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Become The Fashion Expert

Try certain phrases like:

“This shape flatters your___________”

“These colors bring out your________”

“The hottest colors right now are __________.”

“This is a perfect example of today’s trend in___________”Colors Shapes Styles Materials

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Engaging The Patient

Are there obstacles that are keeping your patients from comfortably purchasing eyewear from you?

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• Ample selection

What is your current inventory?

Who are you selling to?

Trendsetters

Fashion early on

Wait and see

Non fashionatos

Are you continually rearranging your

frame boards with the same inventory?

Engaging The Patient

2%

13%

69%

16%

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• Seasonal displays

Use your imagination

Celebrate throughout the year

Communicate with your patients every season with new styles, fashions and products

What do you non-verbal displays say about your practices’ fashion sense and style?

 

Engaging The Patient

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• Are you advertising brands in the best way?

Display appropriately

Display together

Relay the brand’s message

 

Engaging The Patient

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• Accessorizing will NEVER go out of style Equating eyewear to other fashion accessories such as watches or jewelry

Take notice of the patient’s accessories

Engaging The Patient

“This particular frame is available in vivid colors that are just in time for the summer season. It will compliment your current fashion accessories.

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Engaging The Patient

• Get comfortable with the concept of combining fashion and function

•Fashion Eyewear

Compliments the patient

Finely crafted

Hot off the catwalk runway design

An accessory

Adorned

Desired by many

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Make The Experience Exciting!

• Let the shopping spree begin!

Turn selecting the eyewear into a shopping experience

Allow the patient to window shop while you recommend

They may not have planned on multiple purchases

today, yet may come back tomorrow

Fashion shopping is more like a recreational event than a chore. Follow the philosophy that shopping for eyewear can be a positive, interactive and profitable experience.

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Make The Experience Exciting!

• Exam language – Better A OR B• Dr offers a patient a “choice” with this language when

performing the refraction.

Just by changing the mentality from exam to dispensary, you may have more success selling multiple pairs of fashionable eyewear!

•Dispensary language – Better A AND B•Dispenser should consider offering BOTH pair when a patient is considering two different frames.

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• Shopping conjures up different emotions depending on the product

Need due to necessity

Want because it is within reach

Desire as it is unthinkable for some

Make The Experience Exciting!

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• Medical office or retail establishment?

What do your patents see immediately

when they walk through the door?

Do they feel inclined to shop as

a "consumer" or remain a "patient“?

Make The Experience Exciting!

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• Tips to enhance the shopping experience

-Classical experience

-Scents to shop by

Make The Experience Exciting!

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Make The Experience Exciting!

•Tips to enhance the shopping experience

-Use a decorative eyeglass tray and place the “favorite so

far” frames inside.

-Use an elegant presentation item when dispensing to add

the element of elegance and luxury.

www.batesdisplay.com

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Every Staff Member Becomes Part of The Experience

Get to know your clients through lifestyle questioning

AND general banter

Ask questions about their workplace, hobbies, social

obligations and fashion desires

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Gather fashion or style input from others in the office

This fun and interactive recreation has the potential to increases multiple pair sales.

Every Staff Member Becomes Part of The Experience

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Make it fun for all!

Smiling, exchanging pleasantries and stepping out of the conservative box is the place to start

Every Staff Member Becomes Part of The Experience

Patient perception:

20% is LISTENING

60% is VISUAL

15% TACTILE (touching)

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• Present the eyewear to the patient:

Case

Box

Micro-fiber cloth

Literature

Every Staff Member Becomes Part of The Experience

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Make it memorable - Would the patient want to come back?

Make it worthwhile – Will the patient tell their friends about you?

Make it a relationship – Will the patient consider you their preferred fashion expert?

Every Staff Member Becomes Part of The Experience

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THANK YOU!