10/20/2011 Luxury Liner Notes
Posted by 20/20&U Blog Admin
Location: Blogs2020&U
 		    
Near ad nauseam most who know me know I’m addicted to magazines. Sure, I’ll always be on the hunt for a sharp suit. Yup. I’m always ready to step in on rhythm guitar for AC/DC with my spanking, new Rondo Guitar. Amazing specs? Show me mine. But my passion for a good monthly mag fix knows no bounds.

And tops on that monthly paper quest is a host of mags (mostly British) lavish with super (pricey) cars. Collector cars such as the Ferrari GT 250 and Jag E Type. Modern exotics like Bentleys and Aston Martins. Priceless racing machines. Rare custom-builts. I crave max-moola-mobiles even though my chances of owning such a vehicle are as rare as the actual cars.

So what does all of that reading and dreaming about near-priceless wheels get me? Knowledge. Understanding. Perspective. And the extravagance of experiencing realities not necessarily akin to my own piece of this mortal coil. And in the long run that sort of me-o-sphere daydreaming never hurts, and it certainly enhances the reality of the cars I do own. My son and I spend a fun hour or so at an amazing Ferrari dealership soaking up that Italian pure-isimo, and then it is off to the reality of a new Fiat dealer where quite likely my boy might be buying his first car someday... If I don’t beat him to it with my own Fiat-Abarth 500 pocket rocket.

And what does THIS all have to do with appreciating a dollop of luxury and near-luxury, high-end eyewear? Tons. Everyone in this rainbow of optical needs to know the total product zone of eyewear as it pertains to both the frames and the lenses. You certainly can pick and choose your specialty or specifics based on your tastes and your customer, but when it comes to eyewear you need to be a know-it-all from extreme luxury to down-and-dollar value eyewear. And that also includes steep knowledge of eyewear and sunwear now available exclusively online remembering to keep your friends close but keep your fiends even closer.

And if you can’t enjoy the aura (if not the reality) of luxury specs why are you dispensing eyewear?

By virtue of appeal and approach to the entire optical spectrum the message of 20/20 Magazine is far reaching on many fronts, in numerous price ranges and in a variety of initiatives important to the whole spectrum of optical dispensing. That message is layered in to every issue. And monthly the theme gets specific to various segments. Swimming in luxury currently resides in fuller strength in each October 20/20. In actual fact, not reporting and indulging in the glamorous world of ultimate eye-candy would be remissive. And without that issue and powerful representation of luxury eyewear on a monthly basis our world would become a dull and certainly weary place. 

― James J. Spina, 20/20 Editor-in-Chief

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Comments (13)   Add Comment
Re: Luxury Liner Notes
By Barry Santini		 10/25/2011
s
Hey, at the risk of beating this topic to death yet again, just what defines luxury? To me, almost any Apple product does, yet they're priced and meant for the masses.

For me, the acid test for luxury-fashion eyewear could be summed up in the answer to this simple question:

"Would the owner wear their eyewear tomorrow, even without a prescription?"

Discussion, please.

Barry
Re: Luxury Liner Notes
By Judy Canty		 10/27/2011
s
I define luxury by the way it makes me feel, not by how much it costs. My luxury eyewear is the pair I'm wearing when someone stops me with a compliment.
Re: Luxury Liner Notes
By darcy thompson Wilby Optical		 10/28/2011
s
Luxury and Technology meet with Hoya's new product launch with Avantek and HOYA DF. Having a digitally surfaced lens and a very comfortable fashionable frame is what my clients want to have in Silicon Valley. I compare Distortion Free lens to Digital TV. We did not know what we were missing until we saw the difference between analog and digital. The best technology in the world meeting high end fashion. What a combination!!

Darcy
Re: Luxury Liner Notes
By Valerie Vittu. Margot & Camille Optique 		10/28/2011
s
Luxury is all about the experience you get when selecting a product. Selectioning what works best for the client, according to it's needs, style & personality. It is all about the optician listening of his client and how it can best respond to the demand. Luxury is a pleasant experience....
Re: Luxury Liner Notes
By Lori Schneider		 10/28/2011
s
Luxury is anything that's not a necessity. Sure, you can get glasses that are totally utilitarian, but and vision correction is definitely a necessity, but a fantastic pair of frames are a luxury. Anything outside of the norm is a luxury, and I agree - it does have a lot to do with how it makes you feel every time you put it on, how much others also appreciate them, and the little bit of extravagance that went into their purchase.
Re: Luxury Liner Notes
By Barry Santini		 10/28/2011
s
Lori, I'm not sure I agree with that definition. Using your measure, trading up to a $0.99 china frame is luxury compared to using your old cheesy, 10 year old style
Re: Luxury Liner Notes
By Jennifer DaQuano, NuVue Optical		 10/28/2011
s
Luxury for me not mass produced, assembly line stamp molded products. Luxury is quality, timeless, a culmination of years of design to create the perfect piece. Something one treasures.
Re: Luxury Liner Notes
By Barry Santini		 10/28/2011
s
In many ways, Apple owners treasure their Apple products. That's why I see them as luxury.
Re: Luxury Liner Notes
By Peggy Hynes		 10/28/2011
s
Luxury is in the eye of the beholder. It delights one or more of your senses. And it should makes you feel a bit guilty!
Re: Luxury Liner Notes
By James D. LaDere, ABOC, NCLEC		 10/28/2011
s
The way I see it Luxury is defined by the buyer. Sure, we can all say that at a certain price point it becomes luxury. I think, however it should be defined as that which make the viewing experience very special and unique to the patient. What is it that you do to make the experience a luxury and therefore a unique experience to your patients?
Re: Luxury Liner Notes
By Brad Childs		 11/8/2011
s
Interesting question posed by Sir Spina...here is my answer in a nutshell, Luxury is of course great product, the finest materials that money can buy, hand-made and quality, it is beautiful lenses that command the price tag your shop has put on it...that is the tip of the iceberg, and the tip that floats above the water is a small representation of the power and magnitude of what is beneath the water. Approximately 10%...the other 90% for me, and this is just my opinion is the experience, the atmosphere, knowing my clients name and their kids names. I understand that this should happen at all levels of retail, however in the world of true luxury the product, the service, the experience and the after the sale a year later when the warranties have expired...that is luxury, do whatever you need to for your clients at any expense, period. On the flip side, you can't have luxury without product that is out of reach from most people, you can of course have an amazing middle to low end store that delivers that same great service, but not luxury.
Re: Luxury Liner Notes
By Barry Santini		 11/9/2011
s
Brad: You need to have yer butt kicked into the Luxury Eyewear Forum on FB. All this and more.
Re: Luxury Liner Notes
By Cliff Robinson, B.Robinson & Legacie		 11/16/2011
s
Great question. I've been lucky enough to live and work in the luxury eyewear field for a while now and have spoken and written about it extensively. What I've learned is that every consumer defines luxury in his or her own way and today the consumer rules. So our definitions may not even matter. Having said that, for me luxury must evoke something special and something unique. For some a trade up from a current product is a luxury. For me it is more specific than that. Luxury is expensive. Luxury is special. Luxury makes you feel good. Luxury is exclusive - not everyone has it. And most importantly - luxury must have that element of romance. It is about a special experience you can not find everywhere. That experience starts at production and exists at the wholesale level and must follow through to the retail store and overall retail experience. In my class I always stress that luxury product is the means to give retailers a unique point of view and helps to set them apart from the competition. I've expanded more on this on my blog, http://cliffsnotesblog.com and welcome any feedback.

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