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If we can learn one thing from fashion, it is to keep clothes and accessories for 25 years and eventually they will become stylish again. The same goes for your eyewear.
It seems like every frame company is adding “vintage” and “retro” lines to their collections and opticians and patients are buying. First we need to know the difference between “vintage” and “retro.”
You are probably buying retro frames, since “vintage” frames actually come from an earlier era at least 25 years ago. “Retro” frames are new frames that look like something from an earlier era. Don’t be fooled by calling a frame “vintage” when it is really vintage-inspired. These frames, like the Ben Franklin look, are becoming more popular than ever. With the John Lennon inspired, P3, cat-eye frames from the 60’s and the oversized, bold frames of the 80’s, your patients have many choices. Traditionally, these styles were made specifically for men, who did most of the reading and writing, but now, frame companies are adding women’s and children’s frames to their collections.
In fact, designers seem to be targeting the female market. The most popular glasses on the runway are big, black and round, creating an edgy, urban look. Bold colors are also an important look on the runway. Oversized, (the Jackie Kennedy look) round or rectangular glasses in red, hot pink, or blue adorn the faces of the sleek and slender (models) and the spectators who come in all shapes and sizes.
Though it is difficult and daring for most women to pull off big, bright and bold frames, you should still carry a few in your office just in case. You do not want to send your patients to the competition around the corner. Even if they sit on the board for a little longer than others, it gives patients the idea that this doctor is “with it.”
Designers including Michael Kors and Catherine Malandrino donned their runway models in oversized round frames. They are a “must-have” this spring, whether your patients wear prescription eyeglasses or not. Whatever your patient base may be, make sure the retro glasses are comfortable and compliment your patient’s face and skin tone. Be cognizant that the following traditional rules don’t always apply.
For round faces: You need to create angles. Because the retro frames are wider and deeper all around, use some type of rectangular shape. Note that the bridge is more prominent in the zyl frames. To widen eyes, you might try a metal retro frame with a lighter bridge to give a softer look.
For oval faces: Since there is already balance in the oval face, any retro frame can work. Compliment your patient’s eyes with some color if they want their frame to stand out.
For oblong faces: You want to make the face appear shorter, so, a deep frame will work. Most retro frames are pretty deep, but you may not find the ornate temples usually recommended for this type of face. Unfortunately, most of the temples in vintage collections are usually pretty plain. The hard fast rule of “just trying them on” applies particularly here.
For base-down triangle faces: Cat-eye frames work great for this type. They’re flattering and so “in” right now.
For base-up triangle faces: Try a rimless, round frame in a light color. If your patient insists on a zyl, keep to the light, round category.
For diamond-shaped faces: Oval or cat-eyed frames work the best. The retro frames might be a little deeper than normally recommended but can still compliment the face.
For a square face: You want to soften the angles. Try to steer your patients away from cat-eyed frames. To create the retro look, suggest slightly wider frames.
With so many designers adding retro to their collections, how do you select what to buy? Here are some examples of frames leading the way in popularity and sales. Still, remember to ask about the buy-in, return policy, warranty and prices.
Safilo’s Juicy Couture collection has launched 6 vintage type frames to cater to women. The Smart and The Lover Girl are 60’s inspired frames using feminine colors such as pinks, purples and turquoise.
Europa International’s Cinzia collection has their Cinzia Black line with big, bold and black frames consisting of zyls from the 60’s including some cat-eyes. They have also just launched their vintage-style sunglass collection with some keyhole bridges in bold, feminine colors.
Marchon’s Michael Kors Sun Collection has a nude-colored style call the Shetland with pointed logo temples and a deep oval look.
Tura’s Marc O’Polo Collection features a deep, square 80’s style that will lighten a face with a bright tortoise color.
Luxottica’s Oliver Peoples has been making retro and vintage-style eyewear since 1987. The JonJon was introduced earlier this year and is a favorite with its oversized black, square shape. This one is straight off the runway.
Remember… retro frames are for a niche clientele. Therefore, they might not sell as quickly in different markets. Don’t get discouraged, some will sell, some will sit. Be sure to ask your frame representative about their return policies so you don’t get stuck.
Another new market for these retro frames is children and tweens. A & A Optical introduced the kid’s Score by Pez. These rectangular zyls are selling like crazy. They are available in 43 and 45 eye sizes. Lafont also has the Cosinus collection with P3 shapes available in pastels with adjustable hinge temples and temples tips to grow with the child. Thanks to celebrities such as Justin Beiber and the Jonas Brothers, tweens and teens are flocking to the thick military style frames. Make sure you keep some in stock.
Retro frames seem to getting additional board space and opticians keep them highlighted with Point of Purchase materials. If the company you buy from doesn’t have the POP needed, it is easy to make a display with an old ink pen and a retro picture in an antique looking picture frame. If you have an antique watch, that is another fantastic piece to add. Drape your new frames around the picture frame and add some pieces around the pen and the frame’s case. Now you have an eye-catching display. Remember to ask your representative to send all of their point of purchase material so you have some choices.
You can also add some pictures of celebrities wearing retro frames. Open any celebrity magazine and you are sure to find celebrities in retro. Cut it out and put it in a nice, matted picture frame. Make sure you have a similar frame in stock. This will ensure that your patients know this is a popular trend and appears to be here for awhile.
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