The 20/20 Editorial Team

James J. Spina
VP, Editor-in-Chief

Jacqueline Micucci
Executive Editor

Gloria Nicola
Senior Features Editor

Andy Karp
Group Editor, Lenses and Technology

Melissa Arkin
Associate Editor

4/20/2009 The Cycle of Life
Posted by 20/20&U Blog Admin
Location: Blogs2020&U
 		    
I know I’ve written on this topic before. In fact, I’ve written it many times. And I’m going to keep on writing it until I see change in the scenario. Here goes... and if the next sentence turns you off I hope you keep reading because I’m specifically trying to teach YOU how to ride.

Why isn’t the optical dispenser doing more with sport eyewear?

I can hear the excuses already and I want you to stop. Right now. And I want the vendors and manufacturers to stop and listen too. Because, in fact, most of you hot-shot eyewear creators are just as guilty taking the sport and specialty retailing road and not devoting a giant amount of attention to getting your incredible products into the optical retail stores where it can be properly dispensed with knowledge and expertise that properly suits the end consumer: the sport enthusiast.

There are numerous sport sun alternatives out there with technological frame and lens and Rx features in an infinite variety of variations to suit the complex world of sport participation and all of it doesn’t amount to a hill of beans if it ends up as product propped up on the counter of a big box sporting goods store where some muscle-headed sneaker clerk delivers nonsense on why any brand or style is best suited to a specific sport.

Things were most likely slightly different in the days when sporting good stores were mom-and-pop establishments dedicated to a loyal customer’s needs but the big box boys have finished off that breed and so the only version of mom-and-pop these days in any community is most likely the local independent optical store and THAT’s who should be selling sport sun.

Our April issue of 20/20 is a powerful homage to the sporting side of eyewear featuring Lance Armstrong on our cover. Lance is currently dealing with some injury issues affecting the competitive side of his career. But as our cover story relates, sports isn’t JUST about competing. It is about a way of life and a way of looking at life. It is also about sustaining a person’s life in a way that is healthy of head, heart and soul. That is what sport vision is about and if you are not in it (as an optical pro) you are closing yourself off to a key element in your patient’s life.                   
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Comments (3)   Add Comment
Start by getting rid of your dust!
By Barry Santini		 4/21/2009
s
I specialize in sports eyewear. Oakley,, Nike, Adidas. I have displays that are specific to each brand, and tell a story about their benefits and applications. I speak at local clubs, where I hope I communicate my knowledge and expertise. But...As long as the sports vision manufactiurers sell most of their plano sports eyewear direct, it's really hard to *re-direct* the prescription client back to the local store, especially if most of the sunglass displays are as dusty as the ones I've seen!

The manufacturer's should come up with a better support plan for their Rx work. I suggest "floor-planning" committed ECPs plano skus, as a start.
Barry
Re: The Cycle of Life
By CA402CE4-1A39-4464-B412-0E07DF2281E6		 4/21/2009
s
Barry's point to Rx being the potential key that might unlock Sport Eyewear as an op-shop forte is perfect and that Rx commitment opens that door to plano sales of sp;ort sun as well. The optical arena simply cannot affor\d losing this business to sport and specialty stores. And if they do the dust will settle everywhere on the three Os ability and commitment to be the FULL vision provider of everything related to sight.
Re: The Cycle of Life
By Joanna		 7/31/2009
s
Not only does the patient need to be educated on rx sunwear, the salesperson does, too. I've seen so many patients come in with a frame they just bought at some sunglass store down the street and ask for rx lenses to be installed, only the patient has a -6.00 and they brought in a frame with an 8 base curve. Or worse, I saw a co-worker sell an 8 base Oakley frame to a patient with a -10.00 with a -3.00 cyl. I interjected, only to have him say, "that's what the patient wants." Obviously, the glasses did not turn out well, but it would have prevented a lot of patient and lab tech aggravation if the salesperson was properly trained in the first place.

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