|"Men’s buying patterns are changing. They are becoming more interested in fashion than in the past. But men are also techno savvy. Guys do hone in on features and benefits. They like longevity, durability and value for their money. They tend to gravitate toward packages (lenses with UV, scratch and AR coatings) much as they do when they are purchasing automobiles. When frames are presented and dispensed in an intelligent way, we are seeing much more of a blend of fashion and function in the men’s market. Opticians really need to concentrate on lifestyle dispensing and make relevant recommendations—a polarized lens for water sports, a golf glass, a computer glass, safety glasses for woodworking. "
—Jeff Szymanski, sales manager, Toledo Optical, Toledo, Ohio
|“It’s always helpful when a male customer comes in with a female companion. Women can offer advice and help ease the decision-making process in regard to style and fashion. Our male customers are more focused on comfort and performance and are into technology and value. We have a lot of metal mills in the area so local men are well versed in premium metals such as titanium. As a result, materials work well as a selling point. As a practice, we focus on the high end—add-ons are part of our standard package for both men and women. All of our lenses are polycarbonate and come with AR coatings. And we provide clips for every frame we sell.”|
—Dennis A. Zelazowski, OD,
Spectacles, etc., Lower Burrell, Pa.