We imported high end frames from Italy, Germany and
particularly, France. They dared to make avant-garde styles
and colors. We imported their wonderfully different frames
at a rate that was unexpected. It was a bonanza for our
dispensers. The ophthalmic consumer hungered for the change
and was willing to pay the increased cost demanded by the
industry's modernization of the new frame craze.
It seduced the patient for frame purchases as never
before. For the first time in our history, plano lenses were
fabricated for these aficionados. Many emmetropes wanted a
frame just like a neighbor or friend recently purchased.
This trend eventually leveled off but imported frames
continued to be a dynamic force. Today, we see the Asian
countries enter the fray and their competition has been
fierce. However, many styling trends, except for a few
examples, have been keeping afoot at a creeping pace. While
the eyecare consumer still thirsts for high end styles, the
former passion is not there. Two strong factors contributed
to the change. One was the intense interest aroused by
contact lenses as a major replacement for eyewear. The need
for something special in a frame was no longer important.
The development of the soft contact lens and its
affordability revolutionized the attitude of ametropes
toward vision correction.
The second nail in the coffin of frame makers was the
success of refractive surgery. A major interest in those two
therapies caused frame manufacturers to take a second look
at their role to accommodate the inroads caused by contact
lenses and refractive surgery. We must never underestimate
the psychological attitudes of our patients. They meander
from one fad to another. If our public can sit still for
tattoo eyeliner and shadow, the question must be answered,
"Is there anything that is too much to endure in the
pursuit of chic?"
There is evidence that the "worm has turned."
From Cincinnati, Ohio comes word from a LASIK center
predicting a 40% decrease in volume this year in comparison
to last year. Furthermore, they add that a "faltering
economy" is the cause of "continued softness"
in LASIK appointments. Reports of unsatisfied LASIK patients
have come to the surface regarding post surgical blur,
unfulfilled expectations and lack of information, which have
added to the reduced interest in the procedure.
So soon, maybe not tomorrow, but soon, it may be a common
sight for LASIK surgery patients to be seen sporting new
eyeglasses. They say, "It's a fashion statement."
Our frame designers and manufacturers have produced an
effective push to induce an interest in non prescription
glasses. Plano designer sunwear has been in vogue for quite
a while. This next step to non prescription wear for fashion
is easily believed and acceptable, as glasses will be called
"a hot accessory."
For the first time in the world of high fashion, we
notice that models are now wearing spectacles as they prance
back and forth on their runways. Well known models are being
utilized to hawk high end spectacles to the public.
Dispensers, ever alert to make the most of a good thing,
have decorated their dispensaries with luxurious
ornamentation such as chandeliers, flowers, full length
mirrors and leather covered seats. This is an effort to
change the ambience from a forbidding paramedical to a
shopper's dream. Ads in many magazines, other than our own
professional publications, are no longer limited to merely
designer sunwear. The designers are hoping to suggest that
the eyewear consumer will be influenced to change their
glasses as often as they switch handbags, shoes or scarves.
Upscale eyewear retailers, according to reporter Ray A.
Smith, attest that non prescription sales will be 50% higher
this year compared to the same time last year. A steady
nationwide increase in sales to people who do not need
corrective glasses is taking place. A profile of this group
reveals that artists, architects and other creative types
dominate this bunch. We are now witnessing clothing stores
that are happy to jump on the bandwagon. They are adding
stylish eyeglasses and vintage frames to their regular line
of clothing. A similar trend is also affecting contact lens
wearers who also want that "fashion look." And
let's not forget the many non prescription
patients/customers who desire to establish a special
impression as an intellect, banker, broker, doctor or CEO.
There seems to be no better association with a strong and
dependable character image than the impression created by an
appropriate frame style.
Glasses can become part of a person's established look.
Dr. Robert K. Maloney, a Los Angeles LASIK surgeon, reports
that in 1999 he performed refractive surgery on comedian,
and TV host Drew Carey. However, Mr. Carey chose to retain
his accepted identity by continuing to wear his signature
frames on television and during other performances. Models
like 27 year-old Morgan Cullen include photos with high
fashion plano spectacles in her portfolio to augment her
chances for success. She says, "We feel that an
uneducated public thinks that models are dumb. Eyeglasses
make people take us more seriously."
Additionally, we cannot overlook the thrust of celebrity
eyewear. Highly recognized names of spectacle wearers have
added immeasurably to the public's desire to emulate the
famous and near famous. Some names connected to eyewear
design are: Angelina Jolie, Brad Pitt, William Shatner,
Donald Trump, Hulk Hogan, Matthew Fee, Craig Fee, Travis
Zeehandelaar and Dara Zeehandelaar. The latter four aren't
famous yet, but they are my grandchildren and I thought I
would mention their names.