SUNWEAR WELL SEASONED - 2020mag.com · tions change for each sport, so does the performance of the...

A P R I L 2 0 0 8A P R I L 2 0 0 8

S U N W E A R W E L L S E A S O N E D

An Advertising and Editorial Partnership Presented by 20/20and VisionMonday

SunVision | April 2008 | 3

I’m not a big fan of the gym. While it’s nice

to see people trying to stay fit and active, all

that running and walking in place makes me

feel like I’m in a giant hamster cage, albeit

with fancier equipment. The truth is, for me

it’s kind of a joyless experience, so I recently

joined the Y and started swimming again, an

activity I loved as a kid.

But before I could jump into the deep end, I needed to get a pair

of goggles. So I headed over to Paragon Sports, a sporting goods

retailer that has been an institution in Manhattan for about 100

years. What differentiates Paragon from some of the large chains is

that their salespeople have an in-depth knowledge of the products

they sell because they themselves participate in the activities.

The man who helped me select my goggles was a scuba

instructor. When I told him I was looking for goggles he

immediately asked me where and when I’d be swimming: In a

pool? In the ocean? During the day? He showed me the most

popular model for my purposes and explained how the well-known

brand I was looking at was more expensive but not necessarily

any better. He gave me a sample to try on and told me how they

should feel and fit on my face. The whole process took maybe

10 minutes and I walked out not only with what I needed, but

also feeling good about my purchase.

It is so important for dispensers and their staff to have an intimate

knowledge of the products being sold in their optical practice. For

example, if you sell photochromics, you and your staff should wear

them and have tried the various brands you offer.

It is equally important to ask your patients lifestyle-based

questions so all their eyecare needs are being met by you. Do

they golf, ski, fish, cycle or spend a lot of time at the beach? While

it does help if you or your staff participate in some of the activities

you are speaking to your patients about, the very least you can do

is learn about the products and follow up with patients when they

try products that are new to your practice.

This way if your patients ask you a question, you’ll be able to

give them insider knowledge. And when they walk out of your

dispensary they will feel good about their purchase and readily

come back the next time they have eyewear needs… and wants.

—Jackie Micucci, 20/20 Executive Editor,

[email protected]

CONTENTS

6 Upfront

SUNVISION FEATURES

10 LENSES:The Sporting Life

12 SUN SPOTS:Facts and Figures About

Consumer Sunwear Trends

14 RITES OF SPRING

COVERPHOTOGRAPHED BY

Ned Matura

EXECUTIVE EDITOR Jackie Micucci

ART DIRECTOR Barbara Winters

Supplement created by 20/20 magazine.

EDITOR-IN-CHIEF James J. Spina

GROUP EDITOR, LENSES & TECHNOLOGYAndrew Karp

ASSISTANT EDITOR Melissa Arkin

SENIOR RESEARCH ANALYST

Jennifer Zupnick

RESEARCH ANALYST Beth Briggs

PRODUCTION MANAGER David Herman

ARE YOU BEING SERVED?

THINK COOLTHOUGHTS.ICE™

in a vast spectrum of colors.Feel the chill of the most vibrant mirror coatings to ever come between one’s eyesand the elements. It is time to experiencethe fashion, form and function of ICE.

Call 800.832.2628 to take advantage of ICE. Available in 8 amazing variations.

iCoat, Making lenses better, and ICE are registered trademarks of iCoat Company, LLC. © 2008 iCoat Company, LLC. All rights reserved.

U P F R O N T

CAR CRAZY

The good folks at Wiley X

mentioned that we ran a

picture about the 2007

Jim Yates Pro Stock Pontiac in a

recent story about the expectations

and plans for the 2008 season.They

wondered if we could update you

with a picture of the new car in its

full “Sunglass Machine” colors.

Come on guys … that’s not our …

wait a minute. Is this the picture

you want us to run? Don’t even ask

twice. And please try to catch Yates

in action at some point during this

NHRA POWERade season.

—James J. Spina

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8 | April 2008 | SunVision

frameshallofTHE EYES HAVE IT — Ilori was at the Luxury Lounge during the recent Screen Actors Guild Awards. Scooping up limited-edition sunglass styles from Luxottica are actress Allison Janney (1)

from the Academy Award nominated movie “Juno” in Ray-Ban

RB 4101; Bill Maher (2) of HBO’s “Real Time with Bill Maher” in Persol PO 2864 and actor Cedric the Entertainer (3) in Miu Miu MU 18G…

WINNING WAYS — 2008 Grammy Award winners showing off shades from Marchon are singer Amy Winehouse (4), who tookhome five awards including best new artist, in Fendi style FS411,Kanye West (5), who won four trophies including best rap album, in Michael Kors MKS101 and Rihanna (6), who won best rap/sung collaboration for the song “Umbrella,” in Fendi FS484S…

JUST SUPER — Legendary Chicago Bears quarterback Jim

McMahon (7) wears Ed Hardy sunglass model 010 from Revolution.McMahon led the 1985 Bears to victory in Super Bowl XX…

EYE-LIAS — Actress Jennifer Garner (8) wears the Blinde

Particularly Peculiar sunglass from Optical Shop of Aspen while out and about with her daughter.

—Jackie Micucci

U P F R O N T

1

3 4

8


SPORTING LIFEBy Andrew Karp

E N H A N C I N G S P O R T S P E R F O R M A N C E W I T H S U N L E N S E S

W hile only a small segment of the eyewear

patient population participates in sports at the

professional level, literally millions play week-

end sports such as golf and tennis while others enjoy jog-

ging, swimming, cycling and rollerblading. Having a

knowledge of sports applications for sun lens products

can open your dispensary to second-, third- and even

fourth-pair sales.

Performance eyewear helps athletes in individual sports

do better. Quick reaction time is critical. Every lens factor—

color, curve, glare-resistance—influences the time is takes

for the image to get from the eye to the brain. As

the performance requirements and environmental condi-

tions change for each sport, so does the performance of

the lenses.

SPECIALIZED LENSES FOR SPECIFIC NEEDS

In sports eyewear, there is no such thing as an all-purpose

lens. There is a lens treatment, material and/or design

offered to address the performance

needs of each sport. With the dye

pigments, lens materials, quality of

polarization, and mirror coatings

available to us, there are a myriad of

alternatives to actually be able to

completely manage a person's

vision—enhancing sight in specific

color ranges, dependent on need.

Because of the impact-resistant

nature of the material, polycarbonate

has become the predominant lens

material for sports use for safety

reasons. Its inherent impact resist-

ance offers athletes involved in

racquet sports as well as “outdoor”

sports such as biking, hunting

and hiking important protection.

Historically, however, the material’s

optics have presented problems for

sports such as target shooting. But

recent improvements to the material have cleared up

peripheral distortion.

The introduction of PPG’s Trivex—also impact resistant,

but with a higher Abbe value than poly—has provided

another safe lens option for sports patients. Both

materials are lightweight—a big key for some athletes,

particularly those concerned with issues such as speed

and performance.

Polarized sun lenses have become a particularly

popular lens option among athletes because they are

specifically designed to reduce or eliminate reflected glare

off surfaces such as roads, snow, water or ice, making

them ideal for activities such as water sports (i.e., boating

or fishing) as well as driving. Reflected glare reduces

visual acuity and depth perception. The most efficient way

to block the horizontal reflected waves of light is with the

use of polarization.

CONTROLLING CONTRAST

Contrast is fast becoming a most critical property of sports

eyewear, and is particularly important for fishing and

other water sports. Gray lenses provide a neutral-color,

general purpose lens for boaters, but fishermen need

different colors for different types of fishing. That's where

contrast lenses can help. Contrast lenses create the ability

to determine small differences in color, enabling the

wearer to spot a fish in grassy, shallow water, for example.

Contrast absorptions are developed by determining the

color of the object being focused on, and matching the

color of the lens to the object. The color of that item will

become more vivid.

The other option is to use a lens color that matches the

background. That color will be enhanced, so the object

being located will be more apparent in its difference.

Gray lenses enhance dark fish. Amber lenses accentuate

sandy bottoms of shallow water. Brown lenses bring out

grassy water bottoms. These and other dark sun lenses

benefit from a backside AR coating. Reflections off the

back surface of a dark lens will cause discomfort

and adversely effect acuity. A backside AR coating will

TH

E


eliminate the annoyance.

Many ardent fishermen are faithful to glass lenses.

They believe that glass has the best acuity, and the

lenses don’t fade or scratch. Regularly wiping salt

water from spectacles can quickly cause damage to

plastic lenses. As fishing is often an all-day activity,

photochromic lenses are quite convenient in varying

daylight conditions, if the fisherman chooses to

purchase only one pair.

The advent of tinted polarized lenses has allowed

for further specialization of polarized dispensing, with

colors matched to specific sporting tasks. Another

important development in recent years has been the

introduction of polarized polycarbonate lenses.

Because the film is added to the base material when it

is still in liquid form (as opposed to laminated on the

surface of the lens), polarized polycarbonate lenses

tend to be more durable than polarized lenses made

from other materials.

LOOK INTO MIRRORS

Like polarized lenses, mirror-coated lenses reduce

glare, particularly off reflected surfaces such as

snow, ice and water. In fact, a mirror coating can be an

add-on option for polarized lenses for wearers who

need additional protection in bright sun situations.

Because of these benefits, mirror-coated lenses

have become very popular with sports enthusiasts,

particularly those participating in activities such as

skiing, paragliding, snowboarding, skeet shooting,

fly-fishing and mountain climbing. When combined

with a polarized filter and AR coating, mirrors arguably

provide the best in sun and glare protection. On their

own, mirror-coated lenses absorb anywhere from 10

percent to 60 percent more light than uncoated lenses,

depending on the type or degree of coating.

TINT TACTICS

Tints applied for sports-specific applications should

act as filters, reducing the overall amount of visible

light reaching the athlete’s eyes while, in some cases,

filtering out specific wavelengths of light. Some lens

tints also enhance contrast sensitivity, allowing the

eye to see greater definition between colors. Yellow

tints, for example, are said to brighten low light

situations and improve contrast, which makes them a

favorite of skiers and some sport shooters. Recently,

shooters have found they benefit from other tints such

as orange, reds and browns, depending on their

targets and the environments they are “working” in. For

example, hunting is often done early in the

morning, or during the limited light situations found in

autumn and winter. Therefore, a yellow lens, like the

classic Kalichrome, would be most useful. It lights up

the viewing area along with providing the contrast. This

color is also most successful with skeet-shooters. An

anti-reflective coating on both sides of the shooter’s

lenses will maximize the transmission of light.

Lighter tints work well for golfers who need to

discern slopes on greens. They improve visual

attenuation, visual discrimination and eye-hand

coordination, and they still offer good glare protection.

Keeping one’s eye on the golf ball is aided by

polarization and attenuating some blue light. When

blue light is reduced, both the sky and the grass are

muted, making the ball more obvious. Polarization will

remove the glare from the surroundings. This, of

course, will affect the perspective of seeing the water

traps. As with skiers, the quality of the athlete should

help with the choice.

Tints are generally not stand-alone sports lens

products, however. Rather, they are most often used in

combination with other lens treatments such as pho-

tochromics, polarized filters and mirror coatings as well

as AR lenses. Sports vision dispensers say it’s important

to research which colors work best for which sports

before selling them to their sports-playing patients.

EVALUATING PATIENT NEEDS

As is always the case with lifestyle dispensing, it’s up

to the eyecare practitioner to evaluate an individual

patient’s needs and match those needs to the proper

eyewear. When it comes to sports, the practitioner can

simply ask a few questions or have the patient fill out

a questionnaire in order to determine which lenses or

lens treatments will enhance the patient's perform-

ance in a particular sport. Once the patient is educated

about their options, both the spectacles and the

performance will be “up to par.”


SUN SPOTS ( )They say April showers bring Mayflowers. But thisfabled month ofrain is the stuff ofnursery rhymes;there are manyviable hours of sun-shine, this monthand year-round.Sunglasses arealways a necessity.Let the numbersfrom JobsonOptical Researchabout optical’s consumer attitudeslight the way togreat sales.

—Melissa Arkin

METHODOLOGYThis sunwear survey was run inDecember 2007 as a custom study appended to the large-scale continuous consumer-basedVisionWatch study conducted byJobson/Vision Council. VisionWatchsurveys 100,000 respondentsannually. All respondents are over 18 and live in the United States. For more information about thisstudy or how to run your own survey please contact JobsonResearch at (212) 274-7164.

Percentage of adults currently wearing sunglasses, by age & gender

• In the 12-month period ending in December 2007 (12 ME Dec 07), a majority of respondents kept their eyes protected from the sun. Of the 83.5 percent that reported wearing plano sunglasses during thistime frame, slightly more than half (53.5 percent) of respondents goingsun-bespectacled were females. The sunglass wear was spread outamong the age groups. The youngest respondents, ages 18 to 34,peaked with the highest concentration of plano sunglasses wearerswith 31.3 percent of all sunglass wearers fitting in this age group.There was no method to this clad-ness, however. The oldest of therespondents ranked second in plano sunglass wear, with 55-and-overgroup representing 27.5 percent of the total wear. The 35 to 44 and 45to 54 age groups were 27.7 percent and 18.4 percent respectively.

Percentage of adults currently wearingsunglasses, by income group

• It goes to show that you don’t need to have all the moneyunder the sun to keep your eyes safe from it. Among therespondents wearing sunglasses in the 12 ME Dec 07, thoserepresenting the lowest and highest income groups reportedthe same amount of plano sunglass wear. In fact, the percent-age of those making under $40K exactly matched those makingover $60K—each with 35.9 percent wearing shades. The mid-range income group actually had the smallest representationswith only 28.2 percent.

Total sunglass sales by outlettype, by region*

• In the 12 ME Dec 07, the plano sunwear industry witnessed someserious Southern hospitality—38.1 percent of the plano sunglassunits costing $30 or more bought from retail outlets were bought inthe South. The West comprised a fourth (25.1 percent) of units sold.The Northeast and Midwest showed less enthusiasm for sunglassshopping during this time period. Over half (51.5 percent) of planosunglass units costing $30 or more sold were in sunglass specialtystores. The sales from other types of retail locations paled in comparison. Optical independents sold 13.9 percent of the totalplano sunglass units costing $30 or more; department storesaccounted for 11.5 percent; optical chains, 9.1 percent; and sports retailers sold 8.0 percent.

27.5%

18.4%

31.3%

22.7%

18-34

35-44

45-54

55+

28.2%

35.9% 35.9%

Under $40K

$40K up to $60K

Over $60K

Northeast

South

Midwest

West

17.3%

19.6%

25.1%

38.1%

*Brands costing $30+

FACTS AND FIGURES ABOUT CONSUMER SUNWEAR TRENDS

ImpelUltra-light, secure-fit performance eyewear

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BEYOND TORTOISEMadame Lafont is inventively busy creating

new and glacier-like versions of color blendsthat build on eyewear’s tortoise heritage in

bold yet subtle new ways.

VENCE 403 from Lafont

RITES OF SPRINGPHOTOGRAPHED BY NED MATURATRENDS BY JAMES J. SPINA

With the April showers bringing May flowers andwarmer temperatures it’s time to step outside in sunwear. Whether going for a bike ride, a day on the golf course or just a leisurely stroll, these sun styles are the perfect remedy for spring fever.

—Jackie Micucci


FLOWER POWERDelicate zyl cut details are soaring in

frame popularity and a spring timing isperfect timing for these flower cuts.

VERA WANG V213 from Couteur Designs/A Division of Kenmark Group

LifeRx™, Tegra®, Continua®, Outlook®, Illumina® and SunRx®

are trademarks or registered trademarks of Vision-Ease Lens.

The Coppertone logo and the Coppertone Girl and Dog Device

are trademarks of Schering-Plough HealthCare Products, Inc.

used by Vision-Ease Lens under license. ©2008 Schering-

Plough HealthCare Products, Inc. All Rights Reserved.

©2008 Vision-Ease Lens. All Rights Reserved.

Protect Your EyesProtect Your Eyes with America’s Most Trusted Suncare Brand

VISION-EASE LENSPRODUCT FAMILY

INDEPENDENT. IT’S WHY WE CARE.

SUN PROTECTION FOR YOUR EYES.INNOVATION AND PROTECTIONA leading American polycarbonate lens manufacturer unites with America’s #1 suncare brand to deliver

a lens that satisfi es increasing demand for greater sun protection. Coppertone polarized lenses protect

beyond UVA and UVB light — guarding against harmful high energy visible (HEV) light. Coppertone

polarized lenses help protect the delicate skin around the eyes against the UV rays. Exposure to UV rays

may contribute to premature skin aging caused by sunlight. Coppertone polarized lenses provide added

protection against UV and HEV light which may contribute to the development of common sunlight

related maladies such as cataracts and macular degeneration.

QUALITY AND LEADERSHIPVision-Ease Lens follows the highest optical standards in the lens industry. All lenses are manufactured

under strict ISO 9000 guidelines and inspected to an industry-leading 2.0 AOQL quality standard for

greater processing efficiencies for our customers. With 47 lens technology patents and over 75 years

of proprietary technology, Vision-Ease Lens is the leading American manufacturer of premium quality

polycarbonate and polarized lenses.

Make sure your patients are getting the best lenses on the market and you are getting the best support

for your business. Choose Vision-Ease Lens — the innovation leader.

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www.vision-ease.com | 1.800.328.3449

CASH REWARDS:Win up to $20.00 instantly for every pair ofCoppertone polarized lenses you sell.

MONTHLY PRIZES:Your chance at a Yamaha Waverunner, SunfishSailboat or a Kayak Package for two.

GRAND PRIZE:Vacation for four to the Atlantis Resort onParadise Island ($10,000 value).

For details, registration and official rules contactyour Vision-Ease sales representative or log ontowww.vision-ease.com


BACKGROUND CHECKLook to sunwear brands steeped in a rich heritage

of sport sponsorships, tech achievements,identifiable logos and equally identifiable styling.

DRAPHT from Wiley X


HELLO YELLOWYellow tortoise rules the resurgence

of tortoise as a powerful sunwear mainstay.

SANFORD HUTTON MATAHARIC921 from Colors in Optics


RAIN MANThe protective sweep of

modern sun wraps affords bothsun and rain protection.

GARGOYLES Balance fromQuantum Optics

®

“PA I N I S T E M P O R A R Y. I T M AY L A S T A

MINUTE, OR AN HOUR, OR A DAY, OR A YEAR,

BUT EVENTUALLY IT WILL SUBSIDE AND

SOMETHING ELSE WILL TAKE ITS PLACE.

IF I QUIT, HOWEVER, IT LASTS FOREVER.”

-LANCE ARMSTRONG

1.800.733.6255 ©2008 Oakley, Inc.

RADAR™ WITH POSITIVE RED™ POLARIZED LENS THE ROAD IS HARSH. THE LIGHTCOMING OFF IT IS NO DIFFERENT. THESE NEUTRAL TRANSMISSION LENSES FEATURE A UNIQUE IRIDIUM COATING AND POLARIZATION THAT COMBINE TOREDUCE INFRARED LIGHT AND GIVE YOU MAXIMUM PROTECTION FROM THEGLARE REFLECTED OFF PAVEMENT AND ASPHALT. THAT MEANS REDUCED EYEFATIGUE—EVEN IN VARYING LIGHT CONDITIONS AND ON THE LONGEST RIDES.BECAUSE FOR SOME, QUITTING IS NEVER AN OPTION.

OAKLEY.COM/VISIONARIES

MASTERS OF VISION VISIONARIES>LANCE ARMSTRONG - CYCLING

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BAMBOO YOUOrganic details (and nothing says

organic better than bamboo) deliver a modern message that is refreshingly

current in eyewear trends.

RALPH LAUREN RL7018 from Luxottica Group

JIMMIE JOHNSON

2006, 2007 NASCAR NEXTEL

Cup Series Champion

In 2008, we continue to offer the most advanced, optically correct sunglass lenses available worldwide, wivth realigned focus for Work, Sport, Outdoor and Military applications. We also introduced the G7 Gargoyles True Vision System, a new “off the charts” compilation of optical technology packaged in a way our team has always desired.

For more information on G7 Gargoyles True Vision System, Gargoyles and Jimmie Johnson request a catalog at (800) 426-6396 or visit www.gargoylesinc.com

View the collection at Vision Expo East Booth #4022

GARGOYLES G7 TRUE VISION SYSTEM

Fabricator

BALANCE

DownforceDraft Torque Traction


THEGRAYING OF

AMERICAGray is indeed the

new black in eyewear.

EVERLAST ES1 Brookln from Optimate

Chris Brown for Rocawear Optical Sun featuring the “Real Estate” frame

��


SWOOSHBe it ever so small at times there isno brand symbol more identifiable,dependable and venerated than

the revered Nike Swoosh.

NIKE Inspire from Marchon Eyewear

Happy as a clam

Tickled pink

Truly delighted

Flying high

Thrilled to pieces

Pleased as punch

GT2™ Progressives by ZEISS—Precision Engineered forTotal Satisfaction.

For more information, contact your Carl Zeiss Vision

Representative or call 1-800-358-8258.

FLOWER POWEREd Hardy blossoms with this impressive homage to tattoo

skin gardening.

ED HARDY SUN EHS024 from Revolution Eyewear


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SUNWEAR WELL SEASONED - 2020mag.com · tions change for each sport, so does the performance of the...

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Transcript of SUNWEAR WELL SEASONED - 2020mag.com · tions change for each sport, so does the performance of the...