Designer brands and logos have their time and place, and once reigned supreme in eyewear—but the tides are changing. It’s time for the Independent players to take center stage and show what they have to offer. Many customers are missing out on beautifully crafted frames from heritage brands whose sole focus is eyewear. Original styles, innovative technology and intricate designs are these brands’ top priority. Educate patients on Independent Eyewear and introduce them to the fastest growing category with these 20/20 Basics. 
1.EXPLAIN THE GAME Some customers are not familiar with Independent Eyewear brands. Explain that these heritage brands only have one focus—eyewear. Highlight the fine details, expert craftsmanship and unique features these optical brands have to offer.
2. PUT BRANDS BEHIND
Many of your patients only have a small number of brands in their eyewear knowledge repertoire. If they come in looking for a specific designer brand, suggest options from Independent Eyewear brands with similar materials, textures and styles for an enhanced selection.
3. QUALITY > TRENDS
It’s important to remind customers that trends come and go, and therefore quality should be their top priority when purchasing frames. Many Independent Eyewear brands create tried and true styles that stand the test of time because their craftsmanship has been perfected over the years.
4. THE PRICE IS RIGHT
Realistically, Independent Eyewear comes in a wide range of prices making it a viable option for all of your customers. From luxurious boutique frames to well-crafted styles at affordable price points, this is a substantial category ideal for every budget.
5. STAND OUT
Independent eyewear frames are a great option for customers looking for something “different.” Explain that they can own glasses that not many others will be wearing—allowing them to stand out from the crowd with an original and unique frame.
6. SHED SOME LIGHT
Sunwear with specialized features and complex details from Independent brands are sure to make an impression on patients. Check out SunVision for an in-depth look at the best of what some of our favorite Independent brands have to offer.
