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Buying & Selling

Buy, sell, earn. Repeat. Of course, with eyecare and eyewear, each of those steps requires a specialist knowledge. This year we look at what you stock and how you sell it, with a special focus on how you use online to sell, what your personal favorite brands and designers are, and how you discover new product.

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20. From a design/aesthetic — not sales — point of view, who is your favorite modern eyewear designer/brand?

The Big Survey 2022: Buying & Selling

Tom Ford (6), Etnia Barcelona (6), Maui Jim (5), OVVO (5), Prada (5), Morel (4), OGI (4), WOOW (4), Charmant (3), FYSH (3), Kate Spade (3), MODO (3), Silhouette (3), Tura (3), Anne et Valentin (2), Blackfin (2), Blake Kuwahara (2), Catch London (2), Classique (2), Elle (2), Europa (2), Face à Face (2), Faniel (2), Garrett Leight (2), Giorgio Armani (2), KLiiK (2), l.a. Eyeworks (2), L.A.M.B. (2), Lindberg (2), Nike (2), Oliver Peoples (2), OWP (2), Salt. (2), Sospiri (2), State Optical (2), Theo (2), Versace (2)

21. Which manufacturer/designer do you think makes the finest crafted eyewear in the industry?

OVVO (11), Lindberg (10), Silhouette (10), Tom Ford (7), Morel (6), State Optical (6), Gucci (5), Safilo (5), Silhouette (5), Tura (5), Charmant (4), Dolabany (4), Europa (4), Jacques Marie Mage (4), Lafont (4), Ray-Ban (4), Blake Kuwahara (3), MODO (3) Salt. (3), Tom Davies (3), Altair Eyewear (2), Barton Perreira (2), Cartier (2), Coach (2), Coco Song (2), Etnia Barcelona (2), Kering (2), Luxottica (2), Matsuda (2), Theo (2)

22. What “aspirational” eyewear brand would you most like to add to your cases?

Cartier (6), Gucci (6), Lafont (6), Tom Ford (6), Anne et Valentin (5), Dolabany (5), Matsuda (4), Ray-Ban (4), Barton Perreira (2), Chanel (2), Etnia Barcelona (2), Eyes of Faith (2), Face à Face (2), l.a. Eyeworks (2), Laibach and York (2), Lindberg (2), Michael Kors (2), Morel (2), Prada (2), Theo (2)

23. Please rank your best-selling frame segment by sales dollars.

  1. Designer licensed ophthalmics
  2. Independent brand ophthalmics
  3. Designer licensed suns
  4. Independent brand suns
  5. Value brand prescription ophthalmics
  6. Private label (your own or a manufacturer’s)
  7. Readers
  8. Sun clips
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24. If you go to trade shows, rank the main reasons you attend?

  1. To browse
  2. For research
  3. For education
  4. To buy
  5. To make and foster connections
  6. To see old friends
  7. To travel to new places

25. On average, how many people visit your website every day?

0-9
21%
10-24
25%
25-49
11%
50-100
5%
More than 100
3%
Don’t know
26%
NA
9%

26. During the holiday season, do you …

The Big Survey 2022: Buying & Selling

27. Imagine you traveled back in time 25 years. What would be the first thing that would alert you that you were in an optical in 1997?

  • The smell of high index lenses being edged.
  • Darker, less lit optical; very, very small frames.
  • Smaller frames, paper charts and Guess frames.
  • No or minimal computer usage.
  • Muzak on the speakers, white walls, and dull opticians.
  • Neon signs marking the men’s and women’s boards.
  • Neostyle eyeglass frames and Clip-on sunglasses.
  • Most of the things being done manually.
  • Lots of wood displays, carpet, round metal frames, and dark colors.
  • Patients paying with cash and check instead of 95% credit cards.
  • Small round metal Ralph Lauren frames.
  • The pastel colors of the showcases, the light-colored wood panels. The small, round or rectangular frames.
  • The Glen Plake and Michael Jordan Oakley posters on the wall.
  • The smell of the tint unit in the back room.
  • Women wanting Sally’s frames.
  • Teeny tiny lenses and a strong use of the color teal. But wait, 1997 was 25 years ago?

28. How would you describe the contribution of e-commerce — via your website, Facebook, Instagram, eBay, etc. — to total sales?

The Big Survey 2022: Buying & Selling

29. Rank how you discover new (or new to you) products:

The Big Survey 2022: Buying & Selling

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