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I keep reminding the kids that come through our office how lucky they are. When I start off with, “Why, when I was your age..." I always notice a pained expression that crosses their cherubic faces. Times have changed from an examination that consisted only of, "Is this better or is this better?" to a comprehensive vision analysis that takes about an hour of testing and explanations; not to mention the fact that eyewear for kids has evolved from the simple 36 eye oval metal frame to an array of styles, colors and special designs suited for kids today.
The kids today want more. They understand what brand names mean in their peer group and they are familiar with the hottest names in the market. Of course, the spectacle case must bear the imprint of an impressive brand as well. This frenzy for modern, designer styles is part of the booming kids market for everything, including clothing, fast food, electronic gadgetry and toys. Advertising that spearheads the kid market has risen exponentially in the last few years. They seek the newest fashion in clothes and toys. This desire now includes the best looking glasses on the market. It has been estimated that money spent on our kids from ages four and older reaches more than $150 billion each year. In most cases, it's the parents that are purchasing the glasses but the kids who are pressing for what they want. Advertisers and manufacturers are recognizing that our kids represent a huge financial power.
They are experts in wheedling, needling, whining and pestering until they achieve what they want. Our eye care leaders feel that it is a good idea to convince parents that the youngsters should have an important say in picking out their own frame. Some studies and reports say that if parents force a child to wear their selection, odds are that the glasses will soon end up lost or never worn. The youngest group of children have become fashion conscious and as eye care professionals we must be aware of this. Parents are interested in the practicality of a frame choice. They are interested in durability, price and good fitting, but the kids only recognize the brand names. They are accustomed to dealing with brand names in clothes and other items and they want to experience the same in their spectacles.
A Boston College economist states that logos are recognized as early as 18 months of age. Brand addictions can be established as early as age two. There is an awkward age between nine and twelve years of age when the kids are not sure if they are teens or still preteens. This is when brand importance helps them to feel assured that they have arrived. They are struggling to fit in and deal with strong social influences at that time and brands help them to do that. Parents are often inconvenienced by the fact that kids are wearing high-end brand name eyewear. Experts, however, feel that the anxiety and self consciousness that come with wearing new glasses can be overcome by the feeling of self confidence and acceptance by their peers.
Many optical dispensaries like the idea of a separate area for the kids. It is suggested that the opticians not go too far since they will alienate their adult patients. Avoid the possibility of kids who may disturb other shoppers. Highlight the children's area with a few unusual frames to let parents know that a special interest for kids is available. Store decor with appealing decoration can help pique curiosity and draw the kid and the parents to the special area. This helps to relieve some of the tension caused by a child's first pair of glasses. The child will often admit that their choice of a frame depended on influence by a relative, classmate, neighbor or friend.. Kids want to fit in and not be singled out. They may desire contact lenses because certain peers have them. It is recommended that if we insert a pair of lenses and allow them to make the decision, then maybe they will get glasses presently and postpone contacts for a later date or age.
Parents do not want to pay a lot of money for glasses that will be abused and outgrown within a year. But the way they spend their money belies this statement. They will purchase only the best for their kids in the realm of toys and amusing gadgets. The fact is that these items often are used infrequently and end up gathering dust in some forsaken part of the house. It starts to make sense to the parent that the money would be spent more wisely on glasses that are worn every day. A TV/DVD Player costs about $179.99 for ages 5-7 years. A Barbie Dream House for ages 8-11 years cost $119.99. A Razor Pocket Mod Betty costs $199.99 for ages 12-14 years. This is further proof that parents want to give kids what they want.
For those children engaged in sports activities, protective eyewear is a necessity. Many states have laws that require kids to wear corrective lenses with goggles or shields as protection. If parents can be taught to wear protective eyewear for their sports activities it can serve as an example for the children to follow. Parents should be advised that protective glasses should also be used in cases of kids who are wearing contact lenses. The eye is corrected but not protected with only contact lenses in place. Our offices should have ample photos available picturing famous athletes and celebrities who wear protective goggles for sports and sunwear. We must make every effort to prove to the suspicious kid that eye glasses and goggles can be "cool."
The labs are entrusted with handling challenges of kid's frames and lenses. Small eye sizes and patterns are made more difficult by tracing problems and blocking. Exceptionally small sizes may need to be hand finished and beveled. Customization of kid's frames may be required regarding temple lengths and nose pad adjustments. Hypo-allergenic coatings have also been used in cases that apply. Prescribing for kids can require an armory of ideas when it comes to multifocal lenses. There are flattop segs that measure 28 or 35 mm. The professional fitter may also utilize the round or a blended seg. Even trifocals may be used on occasion as well as PAL lenses. Doctors say that very young patients being fitted with a PAL lens may experience some difficulty in adapting to that design. However, many parents prefer the PAL way for their youngsters since the no line cosmetic appearance helps the child to avoid sarcastic comments from some of his/her peers. Many doctors will not order a PAL lens until the child is nine or ten years old. Other doctors, who are more conservative, will not prescribe a PAL lens until the patients have reached their teens. Additional help is afforded if the patient has already been adapted to a flattop seg. An important challenge is presented when finding the right frame for the lenses. It must be large enough to achieve a good distance and reading area yet small enough to fit the patient’s cosmetic requirements. Caution should be exercised to protect the patient's lifestyle, eye health and refractive correction.
Advise and help the parents prepare the child for the eye exam. While schools conduct vision screening programs for ages four years and up, it cannot be a substitute for a professional vision analysis. Don't be surprised that a first exam finds the kid's parents more apprehensive than the little patient. Unfortunately, this discomfort is sensed by the child and may have a negative reaction affecting the validity of the exam results. Sometimes doctors are happy to cooperate with parents and encourage the child to take a tour of the offices prior to exam time. If the child is permitted to touch some of the apparatus and instruments, it would add relaxation when the exam takes place. Parents no longer need worry that the child may give incorrect answers to the doctor's questions. Optometrists and ophthalmologists have a plethora of objective methods to obtain proper results. The addition of computerized instruments guarantees almost fool proof, accurate findings. Today's eye care professionals are well trained and parental confidence is well founded in the handling of their child's vision problems.
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