Presentation is everything

September 15, 2004

Presentation is everything may be an adage that explains why display techniques and effects are perhaps the most important consideration when displaying eyeglass frames in a dispensary.

Presentation is everything may be an adage that explains why display techniques and effects are perhaps the most important consideration when displaying eyeglass frames in a dispensary.

Keep the customer's interest in mind when displaying frames, she added. "The customer needs to feel comfortable in experimenting with the merchandise."

"How to merchandise frames seems to be an age-old question. One thing Safilo has offered its accounts is what we call a 'window in a box.' Several of our brands have participated in this program in which easy-to-merchandise components are literally placed in a box and sent to an account with a qualifying order for that brand. Someone can literally open the box, follow the schematic, and set up a window display that communicates the brand essence. 'Window in a box' displays generally consist of a colorful display pad, a branded counter card(s), and other small display components that complement the brand's look," she explained.

Organization is importantPatient ease in selecting frames is an important point, said Lori Estrada, one of four fashion designers at Fashion Optical Displays.

"There are typically 500 to 800 frames on display in the average-size dispensary so it can be very confusing if frames are just thrown up on frame boards in no particular order, or if they are just lying on shelving where the frame can't be seen from the front. There are numerous 'frame support systems' and 'risers' available that will hold the frames straight, with the temples open so that any detailed designs can be easily viewed. The risers can be used on shelving, adding height to the frames and interest to the display," she explained.

Fashion Optical Displays has one of the most diverse lines of displays in the industry, noted Estrada.

"Our displays range from something as simple as acrylic tubes (called Display Plus) mounted on the wall or on Slatwall (which we also provide) to non-illuminated or illuminated wall-mounted displays, to freestanding cabinets (with lighting in the top and storage in the bottom), to our Legacy Collection, which is a very high-end, traditional look using mahogany hardwood and brass accents," she said. "Our two newest lines of displays, called Infinity and Artisan, have a patent-pending display panel called Shadow Reduction Technology. It supports the frames with a three-point system (temples open) and the way the lighting and background panels are placed, eliminates virtually all shadows."

Proper lighting a mustIndeed, optimal lighting is another important factor to consider when displaying frames, agreed Sandy Bright, president of Bright Display, Temecula, CA. To achieve proper lighting, the light source should be roughly 12 inches away from each frame in the display.

"You need to have a virtually shadowless light that lights every frame evenly and eliminates the visual chaos that can result from spotlights and bright lights, and the shadows these create," she said.