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

6/11/2009 In The Market
Posted by 20/20&U Blog Admin
Location: Blogs2020&U
 		    
I love going to my local farmer’s markets. Here in Manhattan we have quite a few around including a small one in my neighborhood that is literally a few steps outside my building. While some of the larger ones operate year round, this one is seasonal. It pops up in June and disappears by Thanksgiving weekend.

During that time, I tend to buy the majority of my fruits and veggies there. They taste fresher and I’m buying what’s in season, not what’s been forced to come to bloom en masse in a hot house and/or made a long trek across the country to get to my area. Although it’s not always possible, there’s something nice about being able to buy what’s in season.

That’s the good thing about sunwear. It’s always in season.

However, in areas such as the Northeast and Midwest, retailers tell us they sell the vast majority of their sunglasses and sun lenses during the warmer months. They say their patients/customers are not interested in buying sunwear once the weather gets colder, even though the vast majority of them are still wearing sunglasses in the winter months. It’s not as if the sun goes into hiding come December 21.

The problem lies not with the customers but with the dispensaries. If you push sunwear into the background after the winter solstice, of course your customers are not going to express an interest. But if you leave sunwear front and center with seasonal displays— whether it be skiing and snowboarding goggles or driving-specific sun lens items that help fight the winter glare—chances are patients who enter your shop are at the very least going to browse, giving you an opportunity to initiate a conversation about addressing their sun vision needs.

So don’t pack up your sun stalls when the summer ends. Drive home the message of good UV protection all 12 months of the year. Make sure your patients are always in the market for sunwear.

—Jackie Micucci, 20/20 Executive Editor
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Comments (7)   Add Comment
Re: In The Market
By Barry Santini		 6/30/2009
s
Jackie:

I think the easist way to raise the public's awareness of the year-round importance of sunwear is to catch and ride the current waves of increasing publicity about protecting your *childrens* eyes, whether they're Rx or Plano, is extremely important. There's no better time to talk to Mom or Dad about the importance of controlling their solar exposure year round than when their child is in front of you. Especially in the exam room.

The parents I've discussed this with unanimously agree: They may not be able to undo the possible damage they've done to their under-protected eyes, but they'll damn well be sure that their children won't make the same mistake.

FWIW

Barry Santini
Re: In The Market
By CA402CE4-1A39-4464-B412-0E07DF2281E6		 6/16/2009
s
Next month's 2020 has some added insight on kids and sun and...kids and vision therapy. Wouldn't it be sweet if the answer to finally convincing J.Q. Publick that sun protection was as important for sight as it is for style came from the faces of our youth!
Re: In The Market
By Linda R. Berg ABOC, NCLE		 6/29/2009
s
Snow on the ground and sun in the sky produces a double whammy! Winter is the BEST time to market and to wear sunglasses!
Re: In The Market
By Michael J Rothstein - Vice President Hirsch Optica		 6/30/2009
s
We have been frustrated by this for years. On Long Island, most traffic travels East-West yet people still do not understand the importance of good sunwear all year round.
Re: In The Market
By CA402CE4-1A39-4464-B412-0E07DF2281E6		 6/30/2009
s
Recent studies actually show that glare rather than presbyopia is more of an issue for aging baby boomers. So when they come in looking for that first pair of readers remind them that drive time into the sun is NOT just a summer experience.
Re: In The Market
By centraleyesterry@aol.com		 11/30/2009
s
Trying to get Franel optical supply no answer can you get intouch with them and have them call me no luck in calling say on phone message no such number my number is 914-948-1700 thanks
Re: In The Market
By Devi Lambertz ABO		 7/8/2009
s
I totally agree that discussion of any product relating to the eyes should begin in the exam room. As an Optician I ask all our patients who are being fitted for spectacles the same group of questions. What are you wearing currently? Do you have a good pair of sunglasses? Are you on the computer? Do you wear contacts and try to get as much information about their lifestyle so I can fit them properly.

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