While some consumer segments spend money on corrective eye surgery or contact lenses in order to avoid wearing glasses, other groups are spending on the latest fashion trend – eyeglasses as accessories. Recent reports indicate rapid growth in the sales of fashion eyewear. At least one chain, LensCrafters, has begun advertising to this segment.
Eyeglass retailers can also increase sales by marketing to the nearly ¾’s of adults who need some type of vision correction. [Vision Council of America] A recent survey by The Media Audit indicates some professions skew more heavily to eyewear purchases. These include attorneys, physicians, teachers and engineers.
The study also noted that consumers who purchase eyewear use nearly 1/3 of their daily media time online. This group also tends to pay close attention to direct mail.
Share this information with your eyewear retail clients as you suggestion new campaigns or revisions to the current media mix.
Smith, Ray. “Life After Lasik,” Wall Street Journal. 4.26.2008