Spring is just around the corner and as optical retailers it’s time to give consideration to the summer collections you’re going to promote to your customers next season.
With their ability to block blinding glare polarised sunglasses come into their own during the spring and summer months as they reduce eye fatigue, improve safety and enhance optical clarity – perfect for long road trips to holiday destinations and endless days in the sun.
Once the realm of serious sports people and fishing types, today polarised sunglasses are designed for men and women, and for high fashion wear as well as outdoor action.
The secret behind a quality polarised sunglass is its ability to both effectively filter light rays and to withstand the test of time – by that I mean the polarising filter won’t, over weeks, months and years, bubble up or scratch off because it’s been well and truly embedded within the lens structure.
…polarising lenses currently represent a third of all Rx sunwear in the USA, yet in Australia, they account for only 5 per cent of total lens sales…
All about glare
As you know, glare occurs when light waves bounce and scatter off surfaces such as water, the footpath, the bonnet of a vehicle or the glass windows of a high-rise building. Under normal conditions, light waves bounce at every angle – up, down, sideways – when light waves bounce off a reflective surface, the waves align horizontally. The impact of those horizontally aligned waves of light can be 10 times brighter than the surrounding light. It can be tiring, blinding, frustrating and, importantly for those who work or compete outdoors, can negatively impact performance.
Polarised lenses block blinding horizontal light waves while letting through other light waves from the surrounding environment. The result is sharper more comfortable vision, stronger definition of colour, and for people who love their water sports, the ability to see through the glary surface of the water into the depths beyond.
There are a few circumstances that are not appropriate for polarised lenses, such as the obvious, like using LCD screens, night driving, flying airplanes (just in case that’s what you were thinking) and skiing. But for most of your customers this spring and summer polarised sunwear is definitely a strong selling proposition.
Hawk Union (left and below) (AUS) 03 9696 9911
Eyres Optics floating frames are designed specifically for active watersports. The 727 Titanic model features polarised lenses. Contact: Eyres (AUS) 08 9325 2444
Salt Optics claims to be the first to offer a full collection of gradient tinted polarised ‘fashion’ sunglasses. Contact: Face Optics (AUS) 02 9362 9990
Polar 3FX combines advanced polycarbonate technology and processes with cutting-edge coatings to completely eliminate glare, polarised light and harmful UV rays. Contact: Rudy Project (AUS) 02 9565 4494
Maui Jim is renowned for its proprietary PolarisedPlus2 technology that affords superior eye protection from UV rays and glare.Contact: Maui Jim (AUS) 02 9452 5575
Carrera’s iconic aviator model is now available with polarised lenses. This matt black Carrera Champion sunglass will improve perception of surface textures, contrasts and lights. Contact: Safilo (AUS) 02 9540 0500
Bollé’s premium polarised technology is embedded within the lens so it won’t wear or scratch off. Pictured here is a frame from the Bollé Marine Collection, available in a choice of two marine specific lenses. Contact: Bollé (AUS) 03 8558 1000
Zeiss sunglasses use Zeiss proprietary lens material and polarising film as well as AR coating treatment to deliver precision polarised lenses. Contact: Zeiss representative or phone (AUS) 1800 882 041
ic! berlin welcomes the sun with favourite sunglass styles remixed for summer 2014 with mega-shine mirrored lenses in gold, silver and crimson. Contact: Eyemakers (AUS) 02 9960 7766
BRV’s Iridium sunglass features an aluminium frame with carbon fibre trimming. Contact: Blue Reef Vision (AUS) 02 4271 8382
SunWeyes ultralight sunglass collection is made from corrosion resistant, fine colourful titanium and fitted with impact resistant nylon polarised 75 per cent brown or G15 lenses with back surface AR. Contact: Weye (AUS) 0417 081 431
Established frames are custom made in Hong Kong from Italian Mazzuchelli cellulose acetate. Contact: Fluid Distribution (AUS) 0430 512 989
With great retro models, as well as classically styled frames for both men and women, Bill Bass is an ideal, competitively priced choice for optometrists and dispensers. Contact: VMD Eyewear (AUS) 07 5594 9845
E-Dimension iLenses offers a wide range of polarised lenses to accommodate the needs of numerous sports, including golf, skiing, cycling, driving, running and fishing. Contact: E-Dimensions (AUS) 03 9899 2375
Porsche Design model P’8554 features a sporty 3D polyamide front teamed with light weight titanium temples for maximum comfort. Contact: Rodenstock (AUS) 02 9748 0988
Patented W.A.V.E. technology enables Essilor’s Stylistic prescription sun lenses to be adapted for wrap style sunwear, managing aberrations and automatically including a prism. Contact: Essilor Account Manager
Bonastar’s range of polarised lenses extends from single vision, to bifocal and free-form progressives. The company’s Nupolar and Drivewear premium polarised lenses. Contact: Bonastar (AUS) 02 9310 1688
The Zeiss Sunless division in Italy is a world-leading supplier of lenses to global fashion brands such as Lindberg, Oliver Goldsmith and Zegna, as well as local brands including AM Eyewear and Paul Taylor. Contact: Zeiss 1800 882 041
Younger Optics polarised lenses block blinding glare and enhance visual acuity, colour contrast and visual comfort, and block 100 per cent of harmful UVA (315–380 nm) and UVB (280–315 nm) light. Contact: Younger Optics (AUS) 08 82419800
ic! berlin, Eyemakers (AUS) 02 9960 7766
Hoya NuPolar premium polarised lenses reduce the overall brightness of visible light and eliminate blinding glare. Contact: Hoya Account Manager
Make the Most of the Opportunity
There is plenty of scope to develop the business of selling polarised sunwear in Australia. According to Essilor, polarising lenses currently represent a third of all Rx sunwear in the USA, yet in Australia, they account for only 5 per cent of total lens sales (see mieducation ‘Protecting Eyes from Sun Exposure’ from page 57).
You can create a winning retail experience in your practice by greeting the warmer months with a display of polarised sunwear set within all the trappings of a summer holiday – think fishing rods, beach towels, even an umbrella and deck chair if you have the space.
Consider setting up an iPad or desktop in store with rotating displays that demonstrate the enhanced vision a customer can expect to enjoy in different circumstances when they slip on a polarised sunglass. A simple diagram that demonstrates the way in which these lenses filter blinding glares will also help you reinforce your message.
