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Job of the week

Eye Care Associates: Fashion and Function

November 19, 2012 12:07 AM

 
 
 

Fashion and Function
Eye Care Associates
24 Locations (North Carolina)
Cindy Keil, Buyer

When catering to the young male market, Eye Care Associates buyer Cindy Keil focuses on versatility. Having several locations in Raleigh, N.C., targeting this audience is particularly worthwhile.

“Being in Raleigh, we have many colleges that are in close proximity to all of our offices,” Keil said. “Most of our young men want styles that are trendy; something they can wear out on the weekends with the guys, but can also cross over to be a stylish, professional look.”

 

Eye Care Associates is ready for the guys in any season. 


Keil described the buying habits of young guys as straightforward and premeditated, but said they are also willing to be swayed toward something new. “They know what they are looking for before they even walk into our office,” she said. “They have a pretty good idea of what look, style or even what frame color they want to purchase. However, they are also very open to suggestions from our consultants. The guys want to get it exactly right.”

To attract young men’s business, Eye Care Associates plants visual cues in and outside of their stores. “We typically make sure to have POP from brands in our stores in prominent places—for example, perforated vinyl images in store windows where this demographic is most prevalent.”

The retailer is hosting an event throughout the month of November in which frame shows from different brands will be featuring men’s eyewear lines. “We are noticing that more design houses are paying attention to the wants and needs of male consumers,” she said, comparing today’s market with that of a decade ago. “Ten years ago, men weren’t as concerned about fashion, they cared more about function. Now, they are demanding it all.”

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