The beginning of the new working year presents valuable opportunities to connect with your existing customer base and attract new people through your doors with eyewear to suit their vocational needs. Having enjoyed the protection of their holiday specific sunglasses, your patients now need eyewear designed to protect their eyes in the workplace and make them feel good about their appearance too.
SOMETHING TO SUIT EVERYONE
Whether your customers spend their days in front of a computer screen, out in the glaring summer sun, in a moving vehicle, or on a building site, the new year is your opportunity to provide glasses that optimise their visual needs.
When it comes to vocational eyewear, there is no ‘one-size-fits-all’ approach. A pair of glasses suited to a customer who works in an office, switching from one screen to another, will be vastly different from the frame and lens prescribed to a fireman, tradesperson or taxi driver.
However you choose to reconnect with your patient base, make sure you remind them that the new year is the prime time to get their eyes checked
Office based glasses need to be light and comfortable to wear over long hours. Help your patients navigate their way through the options by talking to them about the type of office they work in (professional / conservative / creative etc.), their role in the office and their personal style. Then, combine that knowledge with their prescription needs before guiding them to a collection that is likely to appeal.
When talking to patients who work in industry, stress the need for safety eyewear that will both optimise their vision and protect them in the advent of sparks/ environmental debris / sun and projectile objects that may cause damage. According to the Australian government, around seven in every 1,000 workers sustains an eye injury every year, totalling approximately 50,000 eye injuries and costing the economy around AU$60 million per year.1 Most (60%) of the injuries typically occur in the construction, mining, agriculture, forestry and fishing industries.1 If you’re selling safety eyewear, ensure the frames have the Australian Standards logo and check the lens markings to ensure their suitability. Frames should be certified as meeting AS/NZS 1337.1:2010 for personal eye protection – eye and face protectors for occupational applications. Lenses will be marked I or F for medium impact, V or B for high impact, M or 9 for molten metal and hot solid resistant, O for outdoor use, untinted and A for extra high impact.
For those who spend time outdoors, stress the value of prescription sun lenses in a wrap frame that will provide full protection from all angles. In the case of all vocations, it’s important to recognise that improved vision leads to increased confidence, and consequentially, increased productivity. Approach each patient with an understanding of what eyewear will best correspond with their visual needs at work, and beyond.
Customers today want spectacles that express their individuality, and fill them with the confidence to succeed
PICK UP WHERE YOU LEFT OFF
The new year brings with it a fresh opportunity to reconnect with patients, even if you’ve lost contact with them over the past year or so.
Use this opportunity to reach out via a personally addressed letter, or an SMS message. For an inexpensive marketing strategy to get your sales moving, maximise your presence on social media pages and your website. Promoting a special bundle deal, such as vocational eyewear with a pair of sunglasses, may be all you need to entice your target market through the doors.
A revamp of your window display will also attract more attention from passers-by, indicating your business is open and ready for the year ahead. This provides ample opportunity to promote the eyewear you have in store and attract people in.
However you choose to reconnect with your patient base, make sure you remind them that the new year is the prime time to get their eyes checked. Encouraging patients to have an eye examination to ensure their vision is ready for work, will increase their awareness of the importance of eye health and prompt them to consider the benefits of a new frame.
FUNCTIONALITY AND FASHION
It’s impossible to be all things to all people. Take a look at the latest frames available in the following pages in the context of the patients that your practice attracts (or wants to attract). Is there a dominant profession within your community that you’re keen to target? Is your patient group conservative, outlandish, budget driven or willing to pay whatever it takes to get the look they aspire to? And remember that while spectacles are primarily for vision correction and eye safety, for your customers they are so much more. Customers today want spectacles that express their individuality, and fill them with the confidence to succeed.
With a broad range of eyewear options available for all occupational needs, let the new year be your time to maximise sales and optimise vision for your customers.
Striking Looks for 2020
Every Escada collection underscores and enhances the personality and femininity of today’s modern-minded woman. The Escada customer is sure to find the frame she needs to create the best impression in the workplace.
Contact: De Rigo (AUS) 02 9428 1500
Dynamic Titanflex frames add to the professional image of every male customer. Pictured is model 820802, a rectangular full rim model for a sporty edge, with slim temples featuring colour contrasts.
Contact: European Eyewear (AUS) 03 8756 0900
ic! berlin has introduced 22 new models as well as a line of bestseller models reinterpreted from previous collections.
The ic! berlin x Studio Sebastian Herkner Capsule Collection presents two prescription glasses and two sunglasses in unisex models, Avus, Bellevue, Hansa, and Dahlem. The Classic Collection (pictured) presents all-metal, highly wearable modern eyewear in new colour trends, with ic! berlin’s signature six and 10mm screwless hinge system.
Contact: Eyemakers (AUS) 02 9960 7766
Crafted with sophistication and elegance, Maui Jim’s metal collection features stunning shades of stainless steel flat metal in both semi-rimless and full frames. Extremely lightweight, and comfortable, these frames are ideal for strong prescriptions. Pictured is model MJO2109-16A.
Contact: Maui Jim (AUS) 02 9452 5575
Quirky distinctive styling meets handcrafted quality, for an ocular spectacular that mixes and matches bold colours and patterns to create unparalleled, individual eyewear.
Contact: Mondottica (AUS) 02 8436 6666
Niloca’s chopsticks series uses rods, rather than plates of acetate, which significantly reduces waste – not only in materials, but huge amounts of hidden waste in the form of electrical and human energy used in the manufacturing process. Whimsical styling has an Art Nouveau flair with the oriental precision of a calligraphy stroke.
Available in five designs – Kuaizi, Penyepit, Jeotgarak, Hashi and Dua, and in 10 colours.
Contact: Niloca (AUS) 0448 881 376
Von Arkel Calibre 4
With its DNA rooted in the watchmaking industry, Von Arkel presents the new Caliber 4, merging a sense of modernity with a decidedly present-day experience.
Von Arkel offers a contemporary frame that’s full of character. Mounted with the new Caliber 4, the smallest hinge yet, it reflects the most exquisite timepieces of our era.
Contact: MYM Group (AUS) 0429 167 732
The handmade M.A Hunter range is inspired by the forefather of titanium, Mathew Albert Hunter. Masculine, cool, clean dual coloured designs are ultra-light weight, robust and comfortable. The range is corrosion and allergen free and made by the global leaders in titanium production – South Korea.
Contact: ProOptics (AUS) 02 8007 6041
Model M2010, a compelling bold round eye frame available in impressive colours, is designed to make a statement. With the use of a German made triple barrel hinge design and limited edition Italian acetates, its strength and quality is set to impress.
Contact: Paul Taylor (AUS) 0458 777 125
Jaguar eyewear presents cultivated minimalism and natural elegance for professional men. The clean look of this collection is enhanced by subtle details such as finely crafted metal decorations.
Through a cooperative partnership, exciting design, materials and technology are transferred between the cars and the glasses. This uniqueness, the wide variety of frames and extensive range of sizes, ensure that Jaguar eyewear is accessible to everyone. Pictured is model 33600-6100.
Contact: VMD (AUS) 1800 449 845
Instyle eyewear is modern and made with high quality materials for busy professionals who are looking for budgetfriendly eyewear without compromising style and function. The collection comprises over 100 different style and colour options.
Contact: Opticare (AUS) 1800 251 852
Cocoa Mint model CM9088 features gorgeous colouring in super-thin Italian acetate with stainless-steel accents. Sized 49-18-135, this model is perfect for the petite office professional.
Contact: Aarons Eyewear (AUS) 07 3367 8447
Celebrating 50 years in business, Stepper Eyewear produces innovative and technically superior frames, with an enviable reputation for comfort and fit. With the classic Stepper SI and contemporary Steppers collections, there’s a frame to suit everyone. Pictured is model 30147.
Contact Optique Line (AUS) 03 9853 0796
Mykita Less Rim
Mykita Less Rim reinterprets the traditional rimless concept. Ultra-fine stainless steel rims hold the lenses, 0.5 millimetres wide, lying flush in the groove to leave a faintly shimmering outline.
Contact: Proper Goods (AUS) 02 8598 3037
Rodenstock eyewear is designed to perfectly emphasise your patient’s individual character. Paired with Rodenstock lenses, they’ll have the ultimate specs in which to settle into the new year.
Contact: Rodenstock (AUS) 02 9748 0988
Distinguished Swedish designers have been making Skaga eyewear since 1948. Renowned for its simple yet elegant design solutions, Skaga seamlessly blends tradition with trend. With a discrete look and no branding, these minimalistic frames are ideal for the sophisticated consumer. Pictured is model SK2756.
Contact: Marchon Eyewear (AUS) 02 9697 8080