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From Totally Cool to Utterly Tragic: Emotions Drive Kids

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By Paddy Kamen

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In today’s world, where self-image, appearance and a sense of self-worth are inextricably intertwined, shopping for eyewear is inherently tied to self-esteem. After all, our faces are more than ever our ‘calling cards’. In less than 100 milliseconds, people form opinions about us, based largely on our facial features. Eyewear can say so much about who you are, or who you imagine yourself to be.

So the eyewear purchase is inherently emotional. Is this truer for children and youth than it is for adults? Objectively, yes, for the young brain is nowhere near as developed and is, in fact, ruled more by emotion than the adult brain. According to research conducted at the McLeanHospitalBrainImagingCenter in Boston, MA, adults have greater activity in their frontal lobes than do young people. The frontal lobes help us control impulses and are the areas where cause-and-effect relationships are processed. In contrast, the young person’s brain shows increased activity in the amygdala, the more primitive region that is associated with emotional arousal and impulsive decision-making.[1]

Having said that, we’ve all seen adults driven by impulsivity and emotion, as well as children who seem wise and capable beyond their years. Some parents have as much, or more, emotional energy at stake when buying eyewear for their children than do the kids themselves. Parental emotion could stem from not fully accepting that the child needs glasses, or centre on the cost of the eyewear, or it could have to do with how the brand of the eyewear reflects their idea of the child’s identity.

Margaret Osborne, acting chair of the School of Marketing and Advertising at Toronto’s SenecaCollege, notes that the brand allegiances of parents certainly influence purchase decisions. “The parents are making the decision, and I’ve been surprised how many parents have brand allegiance and want their children wearing specific brands. They see the children as representing them in terms of fashion, image and style. They may want the eyewear to reflect their hopes for the child’s career, so if a kid is good at hockey they want a brand that reflects athletic success, or if they are very focused on academic achievement they want the eyewear to enhance an image of seriousness.”

Some children also come to the optical retailer with pre-existing brand allegiances. “I’ve seen quite young children identify with logos,” says Osborne. “When they see signage for brands they recognize they can be pretty insistent, much like shopping in the cereal aisle of the grocery store. This happens more often than I would have expected.”

Namita Karir, managing optician at Karir Optical Yorkdale in Toronto, says brand allegiance is strong with teens. “I cannot believe how many teens know Dolce & Gabbana, Prada, Chanel and the other designer labels. But most name brands don’t offer a selection of frames for smaller faces so it becomes challenging to give them what they want.”

Keep in mind that store allegiance may in fact be much stronger than brand loyalty. Richard Allan, vice-president of sales for Optika Eyewear, says that parents are likely to bring their children to the ECP they have purchased from themselves. “Having a good selection of children’s eyewear in the store enhances the trust parents have that you can provide for the whole family. They will be more confident with their purchase because of this allegiance.”

Allan is launching Soho Kids this spring, a new collection for children ages 5-11 under the popular Soho brand.

POP: Does it Help or Hurt?

Does point-of-purchase (POP) material promoting licensed brands affect the amygdalae of children, making them hard to work with? After all, the “I want, I want, I want” mantra from a child can be intense.

Sheldon Donksy says yes. “I have pulled down a lot of brand-specific POP because I don’t want kids to get overly invested in wearing a specific brand name. The child can become very unhappy if we can’t fit them with a particular brand.” Donsky is a children’s eyewear specialist who co-owns two stores in Toronto (College Street Optical and College Optical at the Hospital for Sick Children) in addition to Credit Valley Optical in Mississauga.

Marc Spinnewyn, owner of Spinnewyn Opticians in Ottawa, doesn’t think POP makes much of a difference. “Unlike shoes or clothing labels, kids are really open to whatever eyewear looks great on them, regardless of the brand. House brands are very competitive in this sector.”

But Pina Serrani, optician and owner of Jones Optix in Dundas, ON, loves branded POP. “It helps my business because kids can relate to it. I haven’t had a problem making my child clients happy; if one brand isn’t working for them then maybe Disney Princess will. While not many eyewear brands are engaging kids via celebrities, Candies does that with pop artists. If kids feel cool wearing their glasses because of a superhero brand, then I’m all for it. Having said that, I am happy to sell house brands as long as they meet the child’s need for improved vision, quality, fashion, and looking great.”

Because parents are, generally speaking, more rational than kids, most of them have more than just emotion behind the purchase decision. For example, buying sunwear for kids can be driven by fear of the damage caused by UV exposure. But when the sunwear is both cute and super-protective, as with the Cébé Junior line of sunwear from Bushnell, both parents and kids can feel good about the decision.

What are the key emotional needs of children and young people?

According to Margaret Osborne, the need for peer acceptance drives choice. “Many tweens hope that the right look in eyewear will have a positive effect on their social and status needs. Others go about the purchase with fear as a primary motivator: they are terrified that they will make the wrong choice and that others will make fun of them. That is a really tough situation for the professional and the client. The ECP needs to establish credibility with children before they can trust that you are helping them find something that is not going to cause embarrassment.”

Beverly Suliteanu agrees. The vice-president of product development for Westgroupe designs the Superflex kids collection. “Most children and youth feel insecure about wearing glasses so one of the most important things for us is to design eyewear that kids feel good about wearing. The quality and price is there for the parents but we focus 100 per cent of our styling to appeal to the kids. Our styling cues are based on what their entertainment role models are wearing.”

Serrani adds another level of depth to this discussion: children who have a high Rx depend on their glasses and grow attached to them. “They have an emotional need for vision and I’ve seen them resist getting a new pair. Change can be hard on these kids, whereas those with a lower Rx may be functional without their glasses and change is easier for them. Then, too, parents can also feel emotional for many reasons when their child is getting a first pair of glasses. You have to be sensitive to these complex emotions.”

Make it About the Child

One way to establish credibility with kids is to let them know you are familiar with their pop culture and have plenty of experience creating happy child customers. Osborne suggests that ECPs pay attention to the key influencers in the child’s life, like parents and siblings, the “cool kids”, friends, teachers, coaches, and celebrities.

Specific suggestions from Osborne include:

  • Try to identify their personal positioning and offer eyewear to support it.  For example, “hipsters” gravitate to Ray-Ban, “jocks” to Oakley, “fashion girls” to Michael Kors.
  • Ask the child to describe someone whose look they like.
  • Ask for a description of any “glasses-gone-wrong” scenarios to avoid.
  • Help create a picture of how this eyewear look will work in the child’s world – in the classroom, playing soccer, at the movies, on the bus.
  • For youth, provide meaningful and positive cues like “urban hip”, “haute hippy” and “ugly beauty” that they can incorporate in their worldview.
  • With children, play off kidvertising campaigns. Know the latest jingles for products they already want – translate the appeal to the brands you have on hand.

While most children just want to fit in with the crowd, you will find that a few of your child customers are trendsetters with the confidence to wear a strong and perhaps unusual frame. Michael Bohbot is president of Bo Optik, a company with several collections for children and youth. He says only 10 per cent of people in any age group are leaders. “The 10 per cent set the trends, while the rest follow. We have pieces for both the leaders and the followers within all our collections.”

Kids Just Want to Have Fun

According to How Cool Brands Stay Hot by Joeri Van den Bergh and Mattias Behrer, shoppers younger than 20, “… are not only more emotional in general, their interactions with brands is (sic) also more coloured by their feelings… youngsters expressed 20 per cent more positive emotions for clothing and mobile brands than other generations.”

Van den Bergh and Behrer found that happiness and surprise are the most valued emotions with this demographic and that humour often goes hand in hand with surprise.

Sheldon Donsky enjoys using humour with kids. “I try to make finding the right glasses the most fun thing they have ever done and I’m sure some of them think I am nuts.” They may think so, but they do come back, as Donsky’s thriving business attests.

Marc Spinnewyn adds, “Buying eyewear is not like going to the dentist – it can indeed be fun. When I sense kids are open to humour I engage them in trying on goofy-looking glasses.”

Event marketing is a big trend in retail and Colin Kramer of Rada Eyewear has just the props to make an event come to life for young shoppers.  Rada Eyewear holds licenses for Disney Princess, Spider-Man, Iron Man and The Avengers. Kramer says, “We’re active with trunk shows at optometric practices and opticians’ opening days and show days, and strive to create a fun environment when we come.” Indeed, a large superhero or Princess standup could add an element of surprise to the optical store. Having dress-up costumes on hand for the young ones can also spark engagement.

Can rapport with children be learned?

“It’s measurable in patient satisfaction,” notes Bohbot. “Conduct surveys and ask if the parents and kids are happy with the service they got. And yes, while some people have a real gift, you can get better at it. I’ve seen people do phenomenally well with kids’ eyewear because they invest in the dispensary and hire people who genuinely like kids and build rapport with them. Children love others very easily but you can’t fool them with false camaraderie. That’s the emotional part: having an attitude of ‘we’re here to help you’. If the kid feels important, that is 75 per cent of the sale. Then it’s just a matter of finding the right product.”

Margaret Osborne says that you’ll know from watching a child’s face when you’ve hit the right note. “If you watch young people choosing their eyewear, you see their strong and immediate reaction to the look and feel of the brands they select (and those they reject). When the product supports key emotional needs you will see obvious delight.” 

Delight is something kids specialize in. How lovely that eyewear can spark this wonderful emotion!

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The Experiential Store 

Evoking positive emotion in the children and young people who visit your store is essential if you want them to tell their friends about you and to come back. And one of the best ways to begin the positive experience is to have a dispensary that appeals to kids on the physical level.

Margaret Osborne is a registered intern optician (awaiting her license), who also has an MBA degree and 20 years of senior retail marketing experience. Osborne, acting chair of the School of Marketing and Advertising at Toronto’s SenecaCollege, points out that the children’s section of an optical store is often its least appealing area. “Young customers are more sensitive to the lighting and more affected by lack of mirrors at their level. They often have trouble reaching the product, and can be inhibited by sterile or clinical fixtures. Imagine if the eyewear area of your store was as accessible as LEGOLAND®, or as interactive as a game store.  Why not try out digital displays, and user-friendly fixtures that encourage touching, and experimenting? Why not cross-merchandise branded items like t-shirts and ball caps? Bundle some licensed school supplies or games with aligned brands. Offer contests or a gift with purchase to establish a comfort zone for each young client. Help them send out selfies wearing novelty costume items and sporting their final choice of eyewear.”

Pina Serrani, proprietor of Jones Optix in Dundas, ON, is a children’s eyewear specialist who has created an attractive area of her store for her youngest clientele. “I want them to be comfortable, to be themselves, to be kids. I do expect them to jump on the furniture and touch windows and mirrors and try things on. I do what I can to make it positive and fun, like having a box of toys and kid-level displays.”

Anyone who is serious about serving kids must offer a wide selection of frames in bold and beautiful colours and the latest fashions or shoppers will vote with their feet and look elsewhere. “Consumers with children are used to having a wide selection of merchandise from which to choose in every other sector,” points out Michael Bohbot, president of Bo Optik in Toronto and a consultant on optical retail environments. “If you have a poor selection, they won’t take you seriously. And keep in mind that selecting that first pair of eyeglasses can be emotionally difficult for parents and the kids. If you are half-committed to them, they will sense it.”

Serrani agrees. Sales to children and youth comprise about 50 per cent of her business and she always has about 200 children’s and youth frames in stock. “I have a wide variety of frames from size 34 up, fitting infants to teenagers and also adults. I see a lot of kids grow up. They get married and still come in to purchase as adults, so they must have had a good experience here when they were kids.”

In addition to fabulous, colourful displays, try appealing to kids by having the latest high-tech hardware for them to interact with. Osborne recommends having tablets in the store that young shoppers can log into and access videos of their peers trying on glasses. Games that give shoppers a chance to guess which pair of in-house frames a celebrity is wearing could enhance the pleasure of being in your store.

Tapping into the existing interests of 8-12-year-old girls is easy using Instagram and Vine to create lookbooks while they are trying on glasses. “Recent surveys suggest that Instagram is the favourite app for this demographic,” Osborne explains. “They can connect with their friends while shopping and have a lasting memory which reinforces their purchasing decision.”

Ottawa-based optician Marc Spinnewyn marries an old fashion t-shirt give-away (it says, “I Bought My Glasses at Spinnewyn”) with Facebook. “We take photos of the kids in their new eyeglasses, wearing the t-shirt and post them on our Facebook page. The parents appreciate the t-shirt and the kids love being the star of the show. We often have other kids in the same family ask for the t-shirts, too, which we are happy to share with them.”

Music, scents, video monitors showing favourite youth musicians… every little thing you do can make a big difference in the young person’s sense that you care about them and their world. If you make shopping for eyewear a wonderful experience, you can bet they’ll be back, because… who doesn’t want to feel good one more time?

 

1 TALUKDER, G., (March 20, 2013) Decision-making is Still a Work in Progress for Teenagers. Retrieved from: http://brainconnection.positscience.com/decision-making-is-still-a-work-in-progress-for-teenagers/

For Rada Eyewear, Growth is the Name of the Game

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By JoAnne Sommers

EyeOnIndustryRada Eyewear is a company on the move. Six years after its official launch, the Concord, ON-based provider of quality, fashionable eyewear products is preparing to make its move into the giant U.S. market while expanding its existing footprint in Canada.

Rada is also making plans to increase its product range and enter different market segments, says Colin Kramer, president of sales and operations.

The company was founded in 2008 by a group of businessmen that included Kramer. A native of South Africa, Kramer, who has an accounting background, worked for various companies and was the CEO of Makro Medical, a large medical device manufacturing and distribution company, before coming to Canada in 2006. He then worked for Steelback Brewery, an Ontario company, as its VP of Operations from 2006 until 2008. In launching Rada, Kramer had the backing of a group of investors and entrepreneurs who had experience in the optical field and with whom he had worked in the past. The group felt there was an opportunity in the Canadian market for a company that offers good quality, affordable frames and sunglasses in various product categories for adults, children and teens, Kramer explains.

“We have made a commitment to provide our customers with innovative products and service at competitive price points,” he notes. “Our eyewear offers exceptional style, quality and excellent value, combined with dependability and thoughtful design. We continuously monitor innovations in the market, along with changes in style and fashion, and we incorporate these into our product offerings.”

Underpinning Rada’s success is its partnership with Emporium Eyewear Ltd., one of Europe’s largest optical companies. Headquartered in Wembley, England, Emporium Eyewear has been providing unique and superior quality eyewear to the U.K. and European markets since 2001.

The six-year partnership between Rada and Emporium, which involves product development and sourcing, gives Rada access to Emporium’s expertise and facilitates its input into the creation of new models and designs for the North American market.

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Says Kramer: “We have the advantage of being partnered with a major company, which is one of the largest branded distributors in the U.K. and Europe. Emporium Eyewear designs and develops the brands and we work directly with them throughout this process, from conception to manufacturing.”

Kramer was very excited about Rada’s exhibit at Vision Expo East (VEE) this spring. The company launched all of its collections at the New York show from March 28-30, which it used as a springboard into the U.S. market as well as for the Canadian customers who visited.

Those collections include Kids Vision, with trendy styles for boys and girls in eye sizes ranging from 47 down to 36 cables; other children’s collections include BMX Eyewear and BMX Teen, as well as Disney Princess, Iron Man, Spider Man and Marvel Avengers. Since late 2013, Rada Eyewear has been the distributor in Canada for the latter four collections.

“To be approved by the licensees to carry their brands in Canada is an indication of their confidence in us as a distributor,” says Kramer. “It also means that we can offer several very popular brands of high-quality children’s eyewear that help to differentiate us from our competitors.”

For women, Rada offers Foschini Eyewear, an elegant, progressive-friendly ladies’ line that is newly arrived from Europe.

Carducci is the company’s diverse, core, adult classic line. This unisex line caters to the needs of almost every man and woman, says Kramer. “The designs are classic traditional and intended for everyone from teens to those aged 70-plus.”

Many models within the Carducci collection are made with stainless steel or monel metal and it includes an assortment of full-rim and semi-rimless frames.

The Solo collection consists of flex hinge metal (nickel silver) frames, plus classic and modern adult men’s, ladies and unisex frames made of plastic. This is Rada’s budget range, Kramer says.

Delancy is Rada’s plastic (hand-made acetate) frame line. The designs are retro yet funky and appeal to a wide age range, from teens and up. Hand-made acetate frames are extremely fashionable and the Delancy collection offers a wide variety of colourful, European-inspired styles. ”There are many popular retro and funky models included here,” Kramer says. “This collection continues to grow from strength to strength.”

Emporium Rimless is Rada’s ever-fashionable rimless range. This high-end collection is designed for both men and women clients. The frames are made of stainless steel and the temples of some models are made of TR90 material.

Rada’s team of sales representatives is one of the company’s greatest strengths, says Kramer.

“Our sales people have many years of experience in the eyewear field and possess excellent product and market knowledge. Rada’s business model is customer-centric and we work with our customers to develop and diversify their selection of frames.”

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To this point, the company has focused its efforts primarily on central Canada, with some representation in the east and west, but it is in the process of increasing the size of its sales teams in all provinces.

“We are entering the branded product segment of the business, which makes this a very exciting time for us,” says Kramer.

And as it looks forward to its U.S. launch later this year, coupled with plans for expansion in Canada, Rada is aggressively seeking new sales people, preferably those with optical industry experience.

Says Kramer: “We are embarking on a significant growth phase and this is opening up great opportunities for people who are interested in joining a progressive, forward-looking company at a relatively early stage in its development. As we expand, these people will have exciting opportunities to advance their careers.”

Anyone who is interested in pursuing this opportunity is invited to contact Colin Kramer at: colin@radaeyewear.com or call 905.597.8202.

Successful applicants will be joining a company that has made a commitment to continuous improvement, Kramer notes.

“We offer quality and reliability in both our products and our service and continually assess and measure ourselves in an effort to achieve and surpass industry standards. Thanks to our strategic European partnership with Emporium Eyewear, we stay on top of fashion and design trends. This helps us to understand the growing market in both adult and children’s eyewear and meet these needs with a diverse collection of frames.”

For Rada, the sky’s the limit.

Ogi Eyewear’s David Spencer: Taking it Into His Own Hands

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By JoAnne Sommers

PortraitOfADesignerIf you can’t find what you want, make it yourself. That is the can-do attitude that led David Spencer, founder and frame designer for Ogi Eyewear, to launch his company in 1997.

As an optical retailer in his hometown of Minneapolis in the early ‘90s, Spencer saw a need for finely crafted, affordable frames designed to fit smaller faces. After searching unsuccessfully for a collection that met this need, he decided to fill it himself.

“For some time, I’d been sending frame designs to my suppliers,” says Spencer. “I knew that with my drawing skills and sensibility, I could design my own frames.”

Armed with nothing more than a concept and a pad of paper, he began sketching frames and shopping his idea around to various factories. In 1997, he launched the Ogi Eyewear Heritage Collection, consisting of 15 unique styles in five colours. His design approach combined small, refined shapes with bright colours to produce a line featuring modern finesse and unique craftsmanship.

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The collection was unlike anything else in the market and the response was instantly favourable. Spencer says that when it debuted at Vision Expo East, Ogi’s booth was beset by a feeding frenzy of hungry buyers.

“We were in the worst location imaginable, in the back corner, near the bathrooms. While I was setting up, a designer from the booth next to me said we would be lucky to sell one piece. In fact, it was one of the busiest shows I have ever done. We were so full that someone actually came up and asked what I was giving away for free.”

Building on that initial success, Ogi introduced several new collections, featuring larger-size frames and new styles annually.

“One of our goals is to have a frame that fits and flatters every face,” says Spencer. “Finding the perfect frame for your face is exciting and the more people we are able to fit, the more we can grow.”

Ogi has added three collections to its Heritage Collection: Ogi Kids transforms the company’s stylish adult frames into smaller styles for tomorrow’s trendsetters. The Seraphin Collection revives classic, vintage shapes with modern, nature-inspired colours for a neoclassical look. Innotec, Ogi’s newest collection, is designed for the sleek, modern individual, with extremely lightweight frames created with a new and unique technology.

“We focus on innovation, originality, quality and value,” Spencer explains. “The spirit of Ogi is fresh, contemporary flair and classic-with-a-twist.”

One of the company’s key philosophies is a constant release of new products, he adds. “People are always looking for something new and Ogi never disappoints them.”

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Spencer learned a lot about how to treat customers from his father, Alan, a long-time doctor of optometry in St. Paul, MN.

“The most valuable thing he taught me was to have a high level of integrity. Treat customers and patients with respect and honesty and good things will happen to you.”

The elder Spencer also foresaw his son’s career in frame design. “My dad always said I would some day be a frame designer. As a child, while everyone else was outside playing, I was inside drawing. I also spent a lot of time helping out at my father’s optical shop.Frames came unassembled back then and I sat in the back of the store and assembled the black tops with silver bottoms and red sides, then hand painted the details.”

Today, David spends most of his time drawing frames for the coming season, along with selecting new materials and colours for those already in production.  Each frame starts with a pencil drawing, he says.

“When I sit down to draw, I might have a specific face shape in mind or I might just put pencil to paper and see what happens. It really varies from day to day.”

Spencer draws inspiration from, impressive, “seemingly impossible” architecture that challenges the mind. “I am intrigued by architecture that makes me think, ‘How did they do that?’ ”

As examples, he cites the Walker Art Center in Minneapolis, which cantilevers over Hennepin Avenue, and the inventive structure of the Guggenheim Museum in Bilbao, Spain. “They are iconic examples of incredible, functional architecture,” he says.

Spencer is quick to credit Ogi’s team of 40 employees at its Minneapolis headquarters and hundreds of sales representatives around North America for the company’s success.

“A successful business takes everything – good customer service, good sales, marketing, etc. At some point, I realized I didn’t have the inclination to be a businessman because I just wanted to design frames. It wasn’t until I connected with my three business partners that the puzzle was complete. I wouldn’t be nearly where I am today without the entire team.”

When he’s not designing frames, David loves spending time with his family, including his Welsh terrier, Monty.  “I am a huge dog lover and Monty will definitely attest to that,” he laughs.

The “Light” Stuff

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By Brian P. Dunleavy

LensFocus

When it comes to spectacle lenses for children, impact resistance remains key. As a result, optician Vincent Afrouzi, owner of Vincent Optical in Kitchener, ON, notes that the vast majority of lenses he dispenses to pediatric clients are either polycarbonate or Trivex, as both materials are known for their durability.

However, in recent years, exposure of young eyes to light radiation – including ultraviolet (UV) light – has emerged as another optical safety concern for kids, leading to a greater emphasis on spectacle lenses and lens treatments designed to address these concerns. In fact, Madelaine Petrin, an optician and professor in the opticianry program at Toronto’s Seneca College, says that the issue of eye protection from harmful light rays for children has become a major focus of her teaching.

“I see young children in strollers or in cars, with bright sunlight washing over them. Their parents are wearing sunglasses and they neglect to buy a pair for their kids, who are much more susceptible to UV radiation,” she explains. “Kids with prescription lenses are usually protected from UV [with] polycarbonate lenses, but it is the emmetropic children who are also the focus of my teaching now.”

In a paper published in 2011 in the journal Progress in Biophysics and Molecular Biology, Swedish ophthalmologist Per G. Sõderberg, notes that there are, in fact, three forms of light radiation that have potential adverse effects on ocular health – UV, visible light (i.e., blue) and infrared. Although the sun remains the primary source for all three, increased use of lasers and infrared technology in everything from computers and video games to remote controls has led to an added risk for exposure. Researchers first recognized that UV, visible and infrared light had the potential to damage the retinas or the crystalline lenses of young eyes in the early 1980s; however, more recent studies have indicated that the eyes of children between the ages of three and 15 are the most vulnerable to the harmful effects of light rays, and that exposure at a young age can lead to ocular diseases such as cataracts and macular degeneration later on in life. Findings such as these have led educators like Petrin to emphasize the importance of high-quality plano sunlenses for children who do not need prescription eyewear or who opt for contact lenses.

Because polycarbonate lenses feature built-in UV protection, most young children who wear prescription glasses have at least a baseline level of protection. According to Afrouzi, though a few of his pediatric clients opt for lenses made from other materials; for them, he says, UV coating is now a must. The optician also strongly recommends anti-reflective (AR) coating for school-age children, as the treatment can reduce glare from computer screens and handheld devices and it offers additional protection from harmful light rays. Sales of photochromics are also increasing among younger wearers because of their protective benefits. And some eyecare professionals have added various lens tints or filters to the eyewear of younger patients in an effort to provide added protection; however, it should be noted that experts debate the merits of some tint products. Eyecare professionals should research lens designs and tints before dispensing them.

“It’s funny; 10 years ago, we would never have considered adding anything to kids’ lenses,” says Afrouzi, adding that roughly 20 per cent of his shop’s sales involve pediatric patients. “Now, we are always talking about UV protection, AR coating and, of course, scratch-resistance. Children require as much attention and knowledge of lens options and technology as adult patients, if not more. Eye protection and safety are vital for them.”

Staunching Heartbleed

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By JoAnne Sommers

YourMoneyBy now you’ve undoubtedly heard of Heartbleed, the Internet security bug that triggered alarm bells around the world and shut down a number of Canadian government websites, including the Canada Revenue Agency (CRA), for several days in mid-April.

Heartbleed is a major coding error in OpenSSL, software code designed to make communications secure on more than two-thirds of active Internet websites worldwide, plus email, chat servers and virtual private networks.

The software encrypts and protects the privacy of passwords, banking information and other sensitive data that you type into “secure” websites. Such websites are identified by the “lock” icon (HTTPS)on your browser.

The flaw exposes this information to potential theft by computer hackers and cybercriminals. What’s more, it is impossible after the fact to determine who may have gained unlawful access to the data.

Mark Nunnikhoven is the Ottawa-based vice president, Cloud & Emerging Technologies, at Trend Micro, a global leader in cloud security. He says that Heartbleed enables a hacker to grab random snippets of information from a server and assemble them like a puzzle.

“It allows an attacker to trick the server into sending him information which he can put together to produce a full picture of everything happening on that server.”

While the existence of Heartbleed only recently became public, the researchers who discovered it say the flaw has been around for about two years. A patched version of OpenSSL is now available to repair the problem and software companies are updating their code and informing users of the fix.

Nunnikhoven recommends that consumers visit the websites of any companies they deal with to see whether the site was affected by Heartbleed and, if so, how they’re handling the problem. This will also tell you how the organization handles confidential information, says Nunnikhoven. “Within 12 hours of Heartbleed becoming public knowledge, the CRA shut things down. As a taxpayer, I’m very happy they took that extreme measure because it shows how carefully they treat your information.”

On the other hand, if it takes a week for an organization to post a basic notice about Heartbleed, you might want to question them about it, he says.

If an affected website has resolved its vulnerability to Heartbleed, you should immediately change your password for the site and continue changing it every couple of months, says Nunnikhoven. However, he cautions against changing passwords before your vendors make the update. “Until then, you’re more vulnerable if you change a password because it will be in your server’s memory and a hacker could access it.”YourMoneySide

It’s also essential to maintain strong password discipline, something most
Canadians do very poorly. You should have a unique password for every website for which you have an account. No two passwords should be the same and anything that can connect money or critical data services like cloud backups should never share passwords.

Nunnikhoven recommends that you use a password manager, which lets you create a master password; software then creates a unique password for every site you use. You don’t need to know or remember your passwords, because they’re all stored and protected behind one very strong master password.

Trend Micro has warned that the Heartbleed bug also affects smartphones. “We published a post saying that mobile apps are just as vulnerable to the Heartbleed bug as websites because apps often connect to servers and web services to complete various functions,” says Nunnikhoven. “We found 7,000 apps that are affected by this vulnerability and we’re advising people to check the websites of the most common apps to find out whether they’ve addressed the problem and then change their passwords.”

Business owners who run their own systems need to ensure they’re using the latest version of OpenSSL, says Nunnikhoven. Those who don’t run their own systems should contact their service provider to make sure the issue has been resolved, he adds.

Handy online tools such as the one available at http://filippo.io/Heartbleed/ will verify whether a server has been fixed.

Nunnikhoven says the Heartbleed crisis is a reminder of the important ongoing relationship that exists between small business owners and their service providers. “Often, after you set up a network in your office you forget about it. Heartbleed reminds us that you need to know how your IT people will respond if you need them.”

For more information about Heartbleed, visit http://heartbleed.com

3D Printing: New Dimensions for the Optical Industry

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By Evra Taylor

LegalAngleAt the 2013 Vision Expo West, ClearVision Optical presented cutting-edge 3D printing technology as one of the optical industry’s newest innovations. Some pundits refer to it as the 3D industrial revolution.

ClearVision Optical is one of the first optical companies to openly discuss its implementation of 3D printing in the eyewear production process. Its president, David Friedfeld, spoke with Bruce Bradshaw, director of marketing with Stratasys, a leading 3D printing firm, at a special Vision Expo event, during which Friedfeld noted, “Our product is entry-level but we think there’s a big opportunity going forward.”

Three-dimensional printing is not new to eyewear. In the 1940s it was called additive manufacturing and the process involved building by layers. But as the old slogan goes, “You’ve come a long way, baby.” The types of printers exhibited at Vision Expo West range in price from roughly $100,000 to $300,000.

ClearVision Optical demonstrated their new 3D printer and talked extensively about the process and possibilities. Company executives believe that the technology to “print” ophthalmic lenses is only a few years away. And they don’t see why – in just a few years – ECPs couldn’t be “printing” their own frames.

The company is currently using the technology to produce prototypes – 3D models – of eyeglass frames. What’s more, industries such as jewellery manufacturing, interior design and fashion are using this latest technological advance to produce one-offs, such as $10,000 dresses, for fashion shows and the like.

In the 3D printing process, instead of producing an image made up of one layer of ink as in traditional printing, multiple layers are stacked upon one another to create complex 3D structures. One of the chief benefits of this process is the ability to move away from generic forms and styles to highly personalized objects made on demand to fit custom requirements.

In the past, explained Friedfeld, a hand-made prototype of an eyeglass frame, for instance, was manufactured overseas, which compromised product control to some degree. Furthermore, it took weeks or months for any necessary corrections to be made. Now the process can be reduced to one day. With 3D printing, ClearVision Optical can discuss its products with customers or vendors, interpret the data they provide and print out a template on site in 30-40 minutes.

As with all technology, the flip side of the coin may be tarnished. The protection of patents, intellectual property, trademarks and copyright will rear its head as a new challenge. In addition, this equipment facilitates the work of counterfeiters and could encourage a larger number of people to engage in such activity.

Moving back to the positive, the most exciting part of this innovation, said Friedfeld, is that a lot of patents are expiring, therefore allowing new engineering and innovative designs. “A lot of people want to get into this field and these expirations will lower barriers to entry.”

Friedfeld holds that in the optical space, buzz about the process will make people increasingly comfortable with it. Custom frames represent a good opportunity for ClearVision Optical down the road. Three-dimensional printing technology is ideally suited for, among others, African American and Asian consumers, who have bridge-fitting challenges; or for professional athletes with money to burn.

According to Friedfeld, 2014 will bring a more advanced printer that will print faster and require less prototype finishing. “We see ourselves as keeping the conversation going. In the future, we may be installing software or printers in peoples’ offices to make eyewear, or we may be involved in making eyewear designs available to people,” he stated.

MIDO: This Show Sets Out to Attract Notice – And it Works!

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By Paddy Kamen

EventMido

I always look forward to learning about the latest iteration of the Mido trade show, held every spring in Milan. It’s not just because I claim I was mixed up at the hospital as an infant, and really am Italian! No, my interest in Mido has a lot more to do with how ‘out there’ the organizers are.

Mido has assumed a very effective strategy of going out into the world to attract both exhibitors and eyecare professionals to their highly successful show. As just one example, take the ‘A Train to Mido’ initiative. Two years ago, Mido decided to make it easy for optical professionals from Rome, Florence and Bologna to come to the show. How? They booked a train to bring them in on the Sunday of the three-day weekend exhibition. It costs the ECPs nothing to take the train and this year it was fully booked two weeks in advance. Love it!

This strategy of ‘going out to bring people in’ is also seen in this year’s high-fashion parade of eyewear through the streets of Milan, which took place on March 1, the opening day of the show. This project, known as Midounvolto, saw fashion models walking with great panache from the Piazza della Scala to the Piazza del Duomo where they were met by paparazzi. The fashion parade was the culmination of a promotional campaign that included biodegradable graffiti on city sidewalks, along with teasers on social media sites. It was a great success and further heightened awareness of the significance of the industry for all Italians.

Midounvolto was the brainchild of graduate students in marketing and communications from BocconiUniversity, also based in Milan. The students were enlisted to analyze Mido’s performance and advise on new directions to help the show maintain its leadership. Mido organizers also jumped on another idea from these consultants and instituted the Bestand Award for the most eye-catching, original and communicative exhibition stand at the show. What fun! Visitors voted for their favourite exhibit using the MidoApp and mobile site from their smartphones. The prize was first choice of exhibit space at next year’s show! That’s a powerful incentive for exhibitors to pour a lot more creativity into making their booths not only beautiful but also effective at communicating the value of their products. First-time exhibitor Silvian Heach was the lucky winner.

Mido also leaves the comfort of the known and familiar by participating in Milan Furniture Week, which has morphed into an all-out feast of design innovation from several sectors. This year Mido made its second appearance at the show, highlighting the craftsmanship and outstanding design inherent in the best eyewear. They were at the heart of the celebrations from April 8-13, and then again in June of this year.

This amazing synergy of creative ideas, implemented with gusto, results in what organizers call, ‘The No.1 International showcase in the eyewear industry.’ And who would argue with them? This year’s three-day event attracted more than 45,000 people – 25,000 from other countries and 20,000 from Italy. The 1,100 exhibitors from 49 countries reported that sales were up 5.4 per cent over last year. And with the exhibitors as their major clients, that’s what it’s all about, isn’t it?

Mido President Cirillo Marcolin is already working on next year’s show: “We look forward to Mido 2015, slated for February 28 to March 2. We’re already working on an event that will continue to be a business generator and networking opportunity for everyone in the eyewear industry.”

International Vision Expo East Educates, Celebrates and Stimulates the Industry

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By Nicky Fambios

EventVee

The 27th annual International Vision Expo & Conference East (VEE) held in March reached a new high in attendance levels, shattering old records and attracting over 23,500 people to the JacobJavitsCenter in New York City.

Tom Loughran, group vice president from Reed Exhibitions, attributes the conference’s success to recognition of Vision Expo as the complete eyecare event by eyecare professionals (ECPs) and industry leaders globally.

“2014 once again proved that ECPs appreciate the wide-ranging and integrated opportunities available only at Vision Expo,” explained Loughran. “They see the value of arriving early to take advantage of timely continuing education content and then apply that knowledge through hands-on experiences and demonstrations within the exhibit hall.”

The five-day continuing education program was comprised of a plethora of seminars – the majority offering accreditation from a variety of organizations including the American Board of Opticianry (ABO) and the Council on Optometric Practitioner Education (COPE). They covered everything from clinical topics to optical technology, business solutions, allied health and contact lenses.

Exhibitors also picked up on this thirst for knowledge. Briot/Weco created an education centre and hosted a series of workshops on practice building through technology.  ClearVision Optical encouraged ECPs to learn about eyewear personalization options through the use of 3D printers and colour “dipping” activities.

Luxottica opted for a completely experiential concept, showcasing a newly designed, multi-level booth created to start an industry-wide conversation about the Excellence of Product, The Power of Storytelling, and The Art of Retailing.

Indeed, change took centre stage throughout the show. “This is an industry on the verge of breaking through in innovation on every level,” added Graeme MacKenzie, director of Industry Affairs, Adlens LTD. “Whether it’s frames, lenses or communicating with customers, there’s real excitement in the industry.”

Throw in some incredible milestones and celebrations and that excitement becomes palpable!

Tura capped off their 75th anniversary with the grand opening of a new design studio and showroom in the heart of Manhattan. Industry professionals gathered at the Marchon showroom to witness as the Optical Women’s Association (OWA) honoured Sherrie Rogerson as its 2014 Pleiades award recipient during the annual event.  Optometric Services Inc. (OSI) members enjoyed an enchanting view from the Novatel Hotel’s Supernova rooftop terrace during the OSI “Time After Time” cocktail party. And Sàfilo not only celebrated its landmark 80-year anniversary but also the launch of the Bobbi Brown, Fendi and Jack Spade collections with a reception at their showroom.

It’s no wonder VEE participation rose by more than six per cent! And plans are already underway for improvements to enhance the visitors’ experience for 2015 and beyond. Show organizers have met with optometric associations, representatives from optician organizations and affiliate partners to evaluate educational needs and opportunities.

Several exhibitors are also planning ahead. Paul Storace, president and CEO of Alternative and Plan “B” Eyewear, admits that there is always room for improvement: “While we had a very successful show at Vision Expo East this year, we have committed to a bigger space in the same location next year so as to better accommodate our show visitors.” Storace goes on, “We are continually getting better and promise to have room for all customers and their needs next year.”

The next International Vision Expo & Conference East is scheduled for March 19 – 22, 2015.

What do Online Consumers Want?

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By Grant Larsen

DigitalMarketingThe eyecare industry in North America is abuzz with news of Essilor’s acquisition of online retailer Coastal Contacts. Clearly, Essilor’s new business model includes giving a growing number of Canadian consumers exactly what they’re looking for. The eyecare industry has shown almost no dollar growth in recent years, yet Internet sales are growing at a double-digit rate.

Those who have been in the business for some time or keep statistics on how many store visitors actually make purchases may have noticed that more and more people are leaving your store with the intention of buying online. In retail, they are referred to as “showroomers” and research estimates that they make up as much as 20 per cent of all consumers. They browse for frames, take pictures, get quotes on contacts lenses, browse websites on their smartphones or simply walk out the door with their Rx or fitting instructions in hand. Whether you’re an independent eyecare professional, a chain or a big box retailer, this shift in consumer buying habits impacts all bricks-and-mortar stores.

What do showrooming online shoppers want?

• Information

All consumers and especially showroomers love to compare products. Make sure you and your staff know two or three key benefits with supporting facts for each product. If you give shoppers more than this, they will become confused or simply forget. If they want more information, you can direct them to your website, attach quick links (QR codes) to products, or provide in-store marketing materials. Insist that sales representatives and suppliers provide information that meets your selling needs.

• Hands-on Experience

People are in your store to buy but if you don’t give them personal information, as well as valuable and timely facts, they will quickly turn to electronic devices or buy online. Getting consumers to try on frames, play with displays, watch videos, feel lenses, and discover technology not only improves their in-store experience, it accelerates their decision to buy in store at that moment.

• Electronic Engagement

For high-traffic locations, consider offering in-store Wi-Fi and increase the frequency of specials for smartphone shoppers. Use your website landing page to drive online shoppers to your store with promotions. Change them at least monthly, ideally every week. By stressing the urgency of the offers, you encourage showroomers to buy. Video displays and camera fitting tools such as Essilor’s m’eyeFit and Optikam Tech’s Optikam Pad may not close the deal, but they augment reality and visually deliver benefits that speak to showroomers. Many suppliers have video resources that can be easily adapted for your social media, Internet and in-store promotional needs.

• Choice

Nobody wants to be the optical industry’s online equivalent of an annoying digital popup. Showroomers and most consumers want to pick and choose how they interact with retailers and healthcare service providers. They want to choose when, where and how much product and service information they receive. Professionals can provide information regularly through emails, engage in social media, publish great monthly newsletters and have disciplined referral and recall programs. With respectful frequency, personalized information and opt-out capabilities, today’s consumer will remain loyal and the growing showroomer segment can be captured for years to come.

Most business strategists will say that consumers decide when it’s time to change your business model. I’m not suggesting that anyone close their doors and open an online business. But the message that industry-leading companies like Essilor and the growing number of Internet consumers are sending simply can’t be ignored. Consumers want to buy products in a different way, on their terms and with information and tools that most bricks-and-mortar retailers are fully capable of providing. By implementing just some of these digital tools and retail techniques, a business model can include showroomers and new consumers in the future.

Marcolin: The Global Eyewear Company

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IndustryInterview

Envision: seeing beyond magazine Publisher Martine Breton met with Giovanni Zoppas, CEO of Marcolin Group, in March 2014 at Vision Expo East in New York City. Here is the record of their conversation.

Martine Breton: First of all, please accept our condolences on the passing of your founder, Giovanni Marcolin, last year. What he accomplished in business is quite astounding and I’m sure he will be missed.

Giovanni Zoppas: Thank you very much. The company is strongly committed to the heritage passed on by Mr. Marcolin: a world of craftsmanship and passion.

M.B: How would you describe the culture of your company?

G.Z.: With the same words: craftsmanship and passion! Even today, when we have enlarged our scale with the acquisition of Viva – which has to do with the diffusion of brands and product – we are confident that we’ll be able to give some extra flavour to our collections on the basis of our recognized ability to develop the DNA of brands.

M.B: Certainly Marcolin is one of great success stories in the global eyewear industry. Your reach is extensive. What can you say about your goals for distribution: will we be seeing more direct showrooms in the world’s capitals? Does the company want the Marcolin name to gain more prominence with the public?

G.Z.: We will remain a wholesaler, first of all. Then, for sure we will be more directly present in some key areas of the world: the Middle East, Eastern Europe and China are our targets. We already have a commercial office and showroom in Hong Kong.

M.B: Marcolin has a rich and varied brand portfolio. What can you say about the reach of luxury brands versus mid-level brands around the world? Are you seeing any interesting global shifts with respect to which brands appeal to different demographics?

G.Z.: The brand mix doesn’t have to do with any shift; our varied portfolio is coming from the necessity that a truly global company, which we are today, has to give the market a complete variety of brands and styles and leverage them on a broad scale.

M.B: The number and variety of famous name brands you represent is second to none. What do your recent acquisitions, Agnona and Ermenegildo Zegna, bring to the fold?

G.Z.: This is another step on the way to having a strong and balanced portfolio of brands; Agnona, new to the eyewear category, and Zegna, a worldwide, super-famous brand in the Far Eastern countries, give us the opportunity to better cover all segments – both male and female – and the geography of the market.

M.B: What does the acquisition of Viva International mean for Marcolin?

G.Z.: It means enlarging the presence of the U.S. market in our portfolio, balancing the sun and ophthalmic offerings for our customers and relying on two consistent pillars like Tom Ford and Guess.

M.B: I understand that Marcolin has a preference for manufacturing eyewear in Italy. What percentage of your eyewear products are made in Italy? Are consumers willing to pay extra for the Made in Italy stamp?

G.Z.: ‘Made in Italy’ is still a recognized element of distinction and differentiation; all our luxury brands will remain Made in Italy by Marcolin – a name and a guarantee.