JULY2009.qxd
6/24/09
4:59 PM
Page 36
Second Glance Elmer Friedman, OD
Photo Courtesy of Transitions Optical, Inc.
I KEEP REMINDING the kids that come through our office how lucky they are. When I start off with, “Why, when I was your age...” I always notice a pained expression that crosses their cherubic faces. Times have changed from an examination that consisted only of, “Is this better or is this better?” to a comprehensive vision analysis that takes about an hour of testing and explanations; not to mention the fact that eyewear for kids has evolved from the simple 36 eye oval metal frame to an array of styles, colors and special designs suited for kids today. The kids today want more. They understand what brand names mean in their peer group and they are familiar with the hottest names in the market. Of course, the spectacle case must bear the imprint of an impressive brand as well. This frenzy for modern, designer styles is part of the booming kids market for everything, including clothing, fast food, electronic gadgetry and toys. Advertising that spearheads the kid market has risen
exponentially in the last few years. They seek the newest fashion in clothes and toys. This desire now includes the best looking glasses on the market. It has been estimated that money spent on our kids from ages four and older reaches more than $150 billion each year. In most cases, it’s the parents that are purchasing the glasses but the kids who are pressing for what they want. Advertisers and manufacturers are recognizing that our kids represent a huge financial power. They are experts in wheedling, needling, whining and pestering until they achieve what they want. Our eye care leaders feel that it is a good idea to convince parents that the youngsters should have an important say in picking out their own frame. Some studies and reports say that if parents force a child to wear their selection, odds are that the glasses will soon end up lost or never worn. The youngest group of children have become fashion conscious and as eye care professionals we must be aware of this. Parents are interested in the practicality of a frame choice. They are interested in durability, price and good fitting, but the kids only recognize the brand names. They are accustomed to dealing with brand names in clothes and other items and they want to experience the same in their spectacles. Continued on page 38
36 | EYECAREPROFESSIONAL | JULY 2009