It’s no secret that the turbulent economy of the past few years has had a profound effect on the spending habits of consumers, particularly in the luxury sector. While the downturn in the economy doesn’t necessarily mean that consumers who once shopped at Nordstrom or Dillard’s are suddenly seeking out “Blue Light” specials at Kmart; it does mean that people are being a bit more selective in their luxury purchases.
Fortunately for our industry, eyewear is still a necessity. And while many consumers will no longer spend $2,000 on a designer handbag; they will often justify an eyewear purchase if it falls into the “Attainable Luxury” category and delivers quality, style and above all – good value.
Dispensaries can enter the burgeoning attainable luxury market by either lowering the prices of their existing luxury frames; or by adding new brands that already fit into the attainable luxury category.
Cole-Hann Style #942
Cole Haan Eyewear, from ClearVision Optical, fits squarely into the middle of the attainable luxury category by delivering a well-known brand name, quality construction, timeless good looks and exceptional value. This new collection can be seen online at www.cvoptical.com/colehaan beginning May 1st.
In selling attainable luxury eyewear, focus on selling overall value. To the untrained customer’s eye, a lower-end lifestyle frame may look the same as an attainable luxury frame, so it’s important to show them that the money they are spending is going toward high-quality eyewear that will last. One way to do this is to explain the importance of signature hardware pieces, custom hinges and high-quality laminates found in the attainable luxury segment.
It’s also important that you support the attainable luxury brands on your frame board with complementary merchandising displays and exceptional customer service. After all, if your image and attitude are out of harmony with your products, you’ll have a hard time making the sale.
Remember, today’s consumers are smart and savvy and have many options in the marketplace. Unless you explain to them why an attainable luxury brand is worth purchasing, they will find another brand to purchase from another dispensary.
Submitted by Andrew Miller, of ClearVision Optical
Similar Posts:
- Ogling OGI Eyewear Our Newest Sponsor!
- Is Faith Based Selling Good?
- eyeTrends-Hipster Eyewear- Eyewear Gone Wild
- Eyewear Trend Report – July 1, 2010
- Men’s European Fashion Trends
Recent Comments