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Crown Vision Center: A Midwest Kingdom
| November 19, 2012 12:08 AM |
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A Midwest Kingdom
Crown Vision Center
22 Locations (Illinois, Missouri)
Jen Oliver, Buyer
Jen Oliver, a buyer at Crown Vision Center in City Place, Mo. is
able to balance a specific focus with a broad spectrum of customers when
buying for her store. “Men used to come in wanting the exact same
frame, color and brand that they purchased five plus years ago,” Oliver
said. “[Now] we have more brands and a much wider selection of men’s
frames in order to cater to every age group.”
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Crown Vision Center in City Place, Mo. has a sleek, masculine interior.
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At Crown Vision Center, Oliver said, the purchasing characteristics
of young male customers vary, but the end result is often the same.
“Most young men know what they want before they walk in the door,” she
said. “They tend to look for plastic, geek chic and wayfarer styles that
are a bolder or heavier color.”
When selecting new eyewear, their main concern is the look or
trendiness of the frame, with budget falling into the background. “Men
are not as concerned about price as they are about style,” she said.
“The budget tends to be an afterthought. Once they find the perfect
style, color and fit, the price does not matter.”
In the past few years, Oliver has observed that men have become more
aware of their eyewear choices and their overall image, and summarized
the shift simply: “Men are more fashion conscience. They are concerned
about the latest fashions and what looks good on them.”
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