Vol. 1 • Issue 3 Oct - Dec 2011 South East Asia Edition
Everything between you and eye
www.visionplusmag.com
Alfred Dunhill A Class Apart With Its ‘Bond’ Factor!
Contact Lenses for Children
The Dos and Dont's
“Swissflex products are very well suited for Asian faces”
Sports Eyewear
Taking It To The Next Level
– Markus Caviezel of Eye-Systems and Lawrence Low of Eye-Tech, in conversation with Alim Bolar
A FourPlus Publication
Get updated about the latest eyewear trends in GALLERIA
Vol. 1 • Issu e 3 Oct - Dec South Eas 2011 t Asia Edit ion
Everyth
ing bet wee
n you a nd eye
Everything between you and eye
www.visio nplusmag .com
Vol.1 Issue 3 Oct-Dec 2011 A FourPlus Publication
Alfred D
A Class Aparunhill Its ‘Bond’ Fat With ctor! “Swissflex are very weproducts Asian faces”ll suited for
A FourPlus Publ
ication
– Markus Cavi and Lawrenc ezel of Eye-Systems e in conversa Low of Eye-Tech, tion with Alim Bolar
Get updated
Contact Lens for Ch es
The Dos andildren Dont's
Sp
orts Eyewea Taking It To The Next Lever l about the late
st eyewear tre
nds in GALLER
IA
CONTENTS
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16 20 24 28 30 4
16 Designer Profile
Tech Talk:
Eyewear For Some Serious Play! — Learn about choosing the appropriate lens for the right sport.
20 In Focus
Designer Profile:
The Name’s Dunhill, Alfred Dunhill — Here’s a British brand that’s all class and elegance.
In Focus:
“Swissflex products are very well suited for Asian faces” — Markus Caviezel of Eye-Systems and Lawrence Low of Eye-Tech, in conversation with Alim Bolar.
Trends:
24 Trends
Wayfarers - Faring Well On Its Way To Immortality! — This is one eyewear model that refuses to go out of style.
Spotlight:
KT Optic — Chatchavan Vanichpaisit’s the man who turned KT Optic into one of Thailand's prominent optic retail chain.
Management Matter:
Traditional Selling Methods And The New Economy Of Buyers — Author and international speaker Bob Urichuck gives a lowdown on how to keep customers coming back for more.
PLUS GALLERIA EYE MATTERS INSIGHT EVENTS SNAPSHOTS TRIVIA
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10 34 38 40 44 48
Ever ything between you and eye
South East Asia Edition
E W
ith Silmo having concluded and the new Fall-Winter collection out, everyone is eagerly awaiting the new line of eyewear models to hit the shelves. It was also quite interesting to see CIOF trying its best to match its claim of being the largest eyewear exhibition in the world. Our stalls at both these events saw a lot of action. And from what we’ve seen and heard at these trade fairs, the optical industry has a lot to look forward to, in terms of newer innovations in design as well as technology in optical and ophthalmic products. HKTDC was also buzzing with a lot of action this time around. Articles on all these exciting events are in this issue, so read on! Closer home, another interesting event was the 1st Swissflex Asia Seminar held in Singapore. Markus Caviezel from Eye-Systems and Lawrence Low from Eye-Tech spoke to us in detail about the latest collection and how they plan to get aggressive with their marketing for Swissflex products in this region..
Editorial
Siraj Bolar
C E O
Alim Bolar
E D
Vinita Bhatia G E
Ishita Bal
S-E
Design
Tabrez Bolar
C D
Purav Mehta A E
Amarjeet Prabhakar D A S
Paul Daniel Nadar Sonal Mehta
G D/P
Marketing Jasbir Bolar
In this, yet another action-packed issue, we are sure that you'll enjoy getting a peek into what makes Alfred Dunhill what it is - class personified. And don’t miss out on our take on the resurgence of the popular Wayfarers and why it refuses to go out of style! In ‘Spotlight’, Chatchavan Vanichpaisit of KT Optic tells us what it takes to become the leading optical retail chain in Thailand. We, also, have an interesting perspective on the rising incidence of myopia in Asia in our ‘Insight’ section. And of course, the regular grids like ‘Eye Matters’, ‘Events’, etc, are all part of this issue and we are sure you will love going through it. Do let us know your opinions about these articles by dropping us a line at sea@visionplusmag.com
M D
Farhan Shaikh
B D M
Finance
RK Tharoor V Ramdas
F M
Manoj Nahak A
Administration Samit Medidhi O A
Distribution Royale Asia
____________________________________
INDIA | MIDDLE EAST | SOUTH EAST ASIA
Read on. Enjoy!
VisionPlus (MICA(P) 198/12/2010) is published by FourPlus Advertising Pte. Ltd., and printed at Times Printers Private Limited 16 Tuas Ave 5, Singapore 639340 Editor: Siraj Bolar All correspondence should be addressed to FourPlus Advertising Pte. Ltd. 50, Serangoon North Avenue #5-01, First Centre, Singapore 555856 E-mail: sea@visionplusmag.com
Acknowledgement Model: Damira Tazh
Views and opinions expressed in this publications are not necessarily those of FourPlus Advertising Pte. Ltd.. While every effort has been made to ensure accuracy of information published neither FourPlus Advertising Pte. Ltd. nor any of its employees accept any responsibility for any errors or omissions.
VISIONPLUS (SOUTH EAST ASIA) - Everything Between You & Eye
Modelling Agency: Diva Dubai (www.divadubai.com) Contributing Writer: Roli Gupta --------------------------------------------
5
Sports have become a source of the proverbial adrenalin rush - a way of life even. Increased competitiveness has led to the search for better sports gear. Sportspeople have finally woken up to the functional utilities of appropriate optical lenses, because donning the right eyewear is as essential as any other sports gear.
TECH TALK
Eyewear For Some
Serious Play!
G
iving their 100% while playing is the hallmark of any sportsperson - be it a professional sportsperson or an amateur. Serious sportspeople understand this need, and now an increasing number of regular lifestyle buyers, too, are willing to buy the right eyewear that is suited for the kind of sports they are involved in. Today, people have realised that an eyewear that is ideal for a cyclist might not suit the needs of a trekker or a swimmer and they want to know more about the features of the lens and frames of the eyewear before they make the purchase.
A golfer, for instance, needs to see the green contours of the golf course better, while also playing under the sun for hours at a stretch. So, he needs lenses that will help him see the white pitted golf ball when he swings it, and follow its path across the blue sky and green grass. Polarized lenses would be preferable as it can help him pick out the ball with ease over different hues of green on the course.
WHY SPORTS EYEWEAR?
The most important purpose of sports eyewear is protecting the eye from ocular injury as well as UV radiation. It should also provide proper vision so wearers can continue to perform, with the least discomfort, while getting the right level of protection. Adidas defines the key characteristics of sports eyewear as those that can provide ultimate vision, optimum protection, customised fit and maximum durability. And these parameters work for any kind of sporting activity even though the visual need for each is different. 6
A cricketer, on the other hand, needs to be able to follow the course of a muddy brown ball that has been hit across the boundary line in the bright floodlights, if he is playing in the evening. Wearing sun wear with orange lens makes the field appear brighter and easier for him to see the ball without blinking. And if he is playing in the day time, he needs dark glasses to see the movement of the ball across
the lighter shade of the pitch, as compared to the darker shade of the grass on the rest of the ground. In the case of the Tour De France, which is spread across a course of approximately 3,500 kilometers, the environment keeps on changing throughout this stretch. It might be sunny in some areas; cloudy in other sections and windy in some places. A cyclist needs eyewear that will adjust immediately if he is moving from a cold place to a sunny one, without any condensation on the lens. An important element that sportspeople seek in their eyewear is contrast enhancement, so that they can focus on certain aspects that are critical to their game, like a ball or an undulating race course. This helps them see things in better detail.
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Sports eyewear should protect the eye from ocular injury as well as UV radiation, without compromising on the quality of vision offered. RIGHT LENS FOR DIFFERENT SPORTS
The selection of the right type of lens for the game is very crucial. The transmission of light can alter depending on the time the sport is played as well as the area where it is held. For example, a tennis player will need more transmission of light to eyes when playing late evenings and, therefore, needs eyewear with better night vision properties. Eye care experts suggest that for sports played at evenings, the player
doesn’t need coloured lens but lighter versions as it accentuates things better. This is true for cricketers, cyclists and runners, as it makes them more aware of the surroundings, and therefore, more competitive. Since a lot of sports have some level of contact built into the game, it is very important that the eyewear should protect the player’s eyes from any trauma or injury. If a wicket-keeper in cricket dives to catch a ball and falls on his side, then the glass should not break as it might otherwise injure the player's face or eye. Most lenses are made of polycarbonate material as it gives very good impact protection. It does not shatter on impact. Instead, it absorbs the shock on impact and crumbles.
Polycarbonate lenses are also scratchresistant and various coatings can be applied on them depending on the sports activity in question. Oakley’s permanent hydrophobic coating, for instance, prevents moisture buildup and repels skin oils, perspiration and other contaminates. Adidas, on the other hand, has a three-fold antireflection coating which is applied to the inside of the lens and avoids reflections that could occur at the lens surface. Anti-reflection coatings are recommended for sports like archery, fishing, shooting and tennis as it cuts down the reflecting glare from the surrounding areas.
PROTECTION FROM UV AND GLARE
Outdoors sports are often played across several hours and in open spaces, and this makes the players more vulnerable to the ill-effects of UVA and UVB rays of the sun. Most brands offer sports eyewear with complete UV protection. While some use polycarbonate or high-index plastics with built-in UV blocking properties, others use UV-blocking dye for 100% protection. For example, Oakley’s sports eyewear with Plutonite lens material claims to block out UV rays completely. Its special feature is that the protection is built into the lens material so it doesn’t scratch off and leave the wearer exposed to UV exposure.
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Ever ything between you and eye
Choosing The Right Lens Colour
Right coloured lenses make all the difference when it comes to picking sports eyewear. Other than cosmetic virtues, they serve the pertinent purpose of meeting the specific visual needs of different sporting activities. • Neutral tones like gray lenses are ideal in sports where contrast enhancement is not critical. It offers minimal colour distortion. • Red/Orange coloured lenses provide better colour perception in low-light conditions. The tint helps in contrasting objects against blue and green background. This is ideal for night sports like cricket and even skiing, as light in higher altitudes can be minimal. • Yellow lenses offer good contrast and depth perception. They are used for skiing and shooting usually. • Brown coloured lenses are suited for games which have high glare as it minimises the strain on the eyes. It provides good contrast against darker backgrounds. It is suited for water sports and driving where there is more chance of scattered light affecting the vision, due to haze or dust.
that will cover the eyes completely. Therefore, most sports eyewear come as wraparounds where there are minimal chances of dust entering the eyes - even from the periphery. Adidas, amongst other brands, uses photochromic lens which has millions of molecules of substances such as silver chloride and silver halide, implanted into the lens. These molecules, when exposed to UV rays, undergo a chemical process which causes the lenses to stay clear indoors because artificial light doesn’t have UV rays. This feature makes them ideal for the fluctuating light conditions that entail most of the outdoor sports. Polarized lenses are a good choice for most sports as it eliminates reflected glare and hence, it is popular amongst skiers. In fact, it is often considered a must for water sports where light gets reflected on the water’s surface and creates glare. This reduces 8
visual acuity and depth perception and polarized lens help in this case, as they can block the horizontal reflected waves of light. At the same time, coloured coating is additionally added to polarized lens to improve the contrast perception.
OPTIONS GALORE
The shape of the frame plays as important a role in sports eyewear as does the selection of the right kind of lens. Imagine a biker riding on dirt tracks in hot areas where there is a lot of dust billowing in his face. If this dust enters his eyes, then he will not be able to see properly. So the lens should ensure that no external element enters the eye area. The frame should have a curvature
However, there might be a degree of optical distortion when the lens is fitted in wrap construction sun wear as it often goes beyond the use of steep base curves. To correct this, lens manufacturers have designed plano curvatures that are ophthalmically appropriate and free of distortion. The acceptance for sports eyewear is definitely gaining ground and one can take full advantage of the wide range of lenses and frames, colours and styles that are now specifically created for different sports. Style and utility never had it so good in sports eyewear. __________________________________________ – Vinita Bhatia Images courtesy: Nike Vision and Smith Optics ................................................................................
VISIONPLUS (SOUTH EAST ASIA) - Everything Between You & Eye
Email us at sea@visionplusmag.com
BRAND WAGON The New Year is just around the corner and there’s one thing that everyone seems to be doing around this time - shopping! We’re talking entire wardrobes going in for a major rehaul. So, why leave eyewear out of the equation? This Fall/Winter season, designers the world over have brought us some exciting eyewear. Bottega Veneta, Swarovski, Emilio Pucci and Gucci, among other brands, have offered über chic, oversized sunglasses, which are in currently in vogue. As for men, brands including Dunhill and Porsche Design have offered classy sunglasses with a spin on the ever-stylish aviators. Spectacles with an intellectual appeal, by Giorgio Armani among other brands, will complement those who would like to flaunt their understated charm.
TODS TO0040 Marcolin Spa
SWAROVSKI BEAUTIFUL SW 22
Galle Marcolin Spa
Designers across the world have ensured that there’s something to suit the needs of every shopper. What better way can there be of ringing in 2012! 10
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CARRERA 4B Safilo Group
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eria VISIONPLUS (SOUTH EAST ASIA) - Everything Between You & Eye
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Galleria
MAX & CO 112 S Safilo Group
SILHOUETTE 7716
Silhouette International
CHRISTIAN DIOR DIORORDINE Safilo Group
12
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BOSS ORANGE BO 0026 Safilo Group
JULBO PIPELINE 428 Julbo
MONTBLANC MB 367S Marcolin Spa
ERMENEGILDO ZEGNA VZ 3230 De Rigo
SWISSFLEX CROMA Eye-Systems
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Galleria TOM FORD SAMUELE TF 246 Marcolin Spa
POLICE S1721 De Rigo
TODS TO5036 Marcolin Spa
MAX MARA MM 1119 Safilo Group
SWAROVSKI BE MY LADY SW 1
PORSCHE DESIGN P 8529 Rodenstock GmbH
Marcolin Spa
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EMPORIO ARMANI EA 9120 S Safilo Group
Photography: Alim Bolar Modelling Agency : Diva Dubai (www.divadubai.com) Model: Damira Tazh
.............................................................................. Email us at sea@visionplusmag.com VISIONPLUS (SOUTH EAST ASIA) - Everything Between You & Eye
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DESIGNER PROFILE While most brands would consider it a privilege to be associated with an icon like James Bond, with Alfred Dunhill, it’s the other way round.
Alfred Dunhill
The Name’s
Dunhill,
I
f ever there was a brand that epitomised refinement, elegance and class, it has to be Alfred Dunhill. This is one brand whose name literally needs no introduction, especially to denizens of the world of uber-exclusive luxury brands – luxury that is the privilege of the very few, very rich and very classy.
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What sets it apart is that it is also one of the few exclusively-for-men brands in the world. Its diverse stable of products are designed to satisfy the discerning gentleman’s every need menswear, leather goods, ties, belts, scarves and gloves, eyewear, key fobs, tiebars, money clips, cuff links, lighters, fragrances, jewellery, writing instruments, timepieces, gifts and games – a fairly comprehensive list, to say the least.
THE BOND CONNECTION
With a history spanning 100 years, Alfred Dunhill is one of the most luxurious and exclusive brands which
is coveted by men all over the world. The brand creates nothing but the best, and hence the association with the James Bond franchise was a given. Developed in the mid 1950s, Dunhill produced one of the first butane gas lighters. This trendsetting design has remained relatively unchanged since, and was regularly used by James Bond in print and on the screen. The relationship first began in 1962 when the production team requested a gunmetal cigarette lighter for Sean Connery's introduction in Dr No. Dunhill has provided various accessories for the cinematic James Bond throughout the series.
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The casting for the Voice campaign paid no regard to age, look, status or trend. It is a series of black and white portraits with each subject dressed in a Dunhill outfit of their own choice, and these include icons such as the renowned journalist, Sir David Frost and edgy artist, Harland Miller.
launch, these products were supremely innovative - dashboard clocks, car coats and ‘Bobby Finders’. These were binoculars-cum-goggles which Dunhill claimed were invaluable aids in spotting annoying roadside policemen (he had once been fined £1 for speeding over 22 miles an hour!) The beginning of the eponymous brand was quite intriguing. Way back in 1893, Alfred Dunhill, the quintessential English gentleman, inherited his father’s saddlery business on London's Euston Road. Obsessed with detail and fanatical about quality and craftsmanship, his talent lay in creating exquisitely designed, ingenious accessories for the perfect gentleman.
he developed a line of accessories called ‘Dunhill's Motorities’.
Now, Alfred was an enthusiastic man, and had his finger on the pulse of the modern British bloke – a man who was speedily developing new passions – automobiles to be precise. Responding to this new demand,
DISTINCTLY BRIT
This first collection included car horns and lamps, leather overcoats, goggles, picnic sets and timepieces. Alfred pitched the company under the slogan ‘Everything But The Motor’ – a collection that was quickly lapped up by his customers. The brand quickly became renowned for its distinctly British identity, its quirkiness and eccentricity, and more than anything else, its burgeoning range of products. At the time of their
Then there were the pipes, leather goods, lighters and tobacco, board games, cricket balls and fishing rods. Dunhill also launched ingenuous and daringly designed timepieces. International ambitions developed soon enough and the venerable luxury goods label soon opened up in Paris in 1924. Alfred also ventured into Japan and China way before the other brands could even make sense of those countries. If anything, such forays succeeded in giving Alfred Dunhill a global renown much beyond its contemporary luxury brands.
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TOWERING OVER THE REST
As a brand Alfred Dunhill towers above the rest, simply because of its brand positioning. It only caters to those who do not flaunt brands for the sake of the name. Its archetypal wearer is the thorough gentleman. For such a man, the product is not a necessity – it is a pleasure. He feels the passion behind the exquisiteness of each product, delights in the details, most probably has a wry sense of humor, is loyal to his friends and enjoys their company. Style, wit in gentlemanly moderation and perfect manners are essential features of his masculinity – much like the founder of the brand.
Internationally, brand ambassadors like Daniel Craig, Jude Law, and Colin Farrell are among the protagonists of Alfred Dunhill’s distinguished style.
Through a rich chequered history liberally peppered with milestones, Alfred Dunhill now employs 1,000 people worldwide; operates across Europe, Asia Pacific, China, Japan and the United States; with over 180 stores and over 3,500 wholesale points of sale around the world. Today, Alfred Dunhill has transformed the inherent qualities of masculinity, ingenuity and Englishness into a contemporary attitude that is relevant to an international consumer. It provides a distinctive point of view with products that are sharp, urban and always with a twist of 'more than meets the eye'. Few British brands are as widely recognised as Dunhill. And none other carries such a pleasing whiff of English gentlemanly interests. 18
And, of course, true to its intrinsic brand value, Alfred Dunhill’s endorsement are also understated and restrained. Its most recent ad campaign, 'Voice', truly reflects the brand’s core values. The campaign does away with the usual Hollywood celebrity and model affiliations. Instead, it has some extremely talented and well-known personalities from diverse spheres endorsing the brand. ‘Voice’ is focused on celebrating brilliance. Recognised achievement is the ultimate masculine aspiration and can only ever be attained through skill, intelligence, drive and the ability to be extraordinary. The casting for Voice paid no regard to age, look, status or trend. The campaign is wonderfully simple – a series of black and white portraits with each subject dressed in a Dunhill outfit of their own choice. And these include icons such as the renowned journalist Sir David Frost, prodigally talented violinist Charlie Siem, and edgy artist Harland Miller.
EXPERIENCING LUXURY
Providing its esteemed clients with the complete luxury experience is something that only brands with a very high brand value can do. Dunhill has done just that by building a series of retail emporiums for men. The Homes of Alfred Dunhill aim to represent the experience of luxury, allowing the customer to live the brand. The retail environment is distinguished by a range of services – which include a bespoke tailoring service, barber’s
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Dunhill Timeline
shop, fine wine cellars, bar or restaurant, screening room and spa. The Homes are in London, Shanghai, Tokyo and Hong Kong. In keeping with its image of refined luxury, the brand sponsors golf tournaments, formerly the Alfred Dunhill Cup and currently the Alfred Dunhill Links Championship. Played over three of the most famous links golf courses – the Old Course at St. Andrews, Carnoustie, and Kingsbarns in Scotland – the championship gathers celebrities from the worlds of sports and screen to play alongside the world’s leading professional golf players. The eyewear, of course, more than matches the brand’s innate style and elegance. The evocatively titled Club collection is intended to make the gentleman’s spring outfit even more elegant. According to the brand, its latest collection is intended as the “perfect foil for a crisp Oxford striped shirt, khaki chinos and Bladon leather luggage”- quite the picture of relaxed, but classy comfort. Ultra-lightweight titanium frames with a gold effect, or acetate frames with metal eye rims, or elegant details such as polyamide-covered eye-rim and a
temple design inspired by Dunhill's writing instruments, update the classic aviator shape. Some styles feature a striking double bridge, with a big softened eye shape. Lenses are either gray or green or brown – each colour adding even more élan to an already stylish frame, while offering some great functionalities – green is best for changing light conditions, gray perfect for bright light and brown doing well for added depth perception. The only ‘bling’ indulgence that adds even more appeal is the etched Dunhill logo. The pursuit of male indulgence through exceptional service, luxurious environment and the finest products that display innovation in both design and function is how the brand sums up its philosophy - we surely agree! __________________________________________ - Roli Gupta ................................................................................ Email us at sea@visionplusmag.com
VISIONPLUS (SOUTH EAST ASIA) - Everything Between You & Eye
1893 Aged 21, Alfred Dunhill took over his father’s saddlery business and converted it into Dunhill’s Motorities, providing ‘Everything for the car, but the motor’. 1903 Alfred Dunhill’s first dashboard clock made its entry into the timepiece arena. 1905 Alfred patented his Windshield Pipe, designed to allow comfortable smoking while driving or cycling. 1907 Having retired from running the Motorities business, Alfred opened a pipe, cigar and tobacco store among the men’s clubs of Duke Street, St. James’s, London SW1. 1910 He opened a pipe factory near the store. 1915 The trademark White Spot marking was added to Alfred Dunhill’s pipes. 1921 Launched a store in New York; Paris store was opened three years later. 1927 Alfred Dunhill launched the revolutionary Unique lighter, the first to be operated using just one hand. 1936 The iconic Facet timepiece, based on Alfred Dunhill’s car head-lamp designs, was introduced. 1956 The Rollagas butane lighter was launched. 1963 Manufacture of Dunhill brand cigarettes began. 1985 First annual Alfred Dunhill Cup golf tournament was held. 2000 Alfred Dunhill Links golf championship superseded Dunhill Cup. 2005 A rare and classic car event - the Alfred Dunhill Motorities Tour - was inaugurated. 19
IN FOCUS
"SwissямВex products are very well
suited for
Asian " faces 20
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Who is?
Markus Caviezel, CEO, Eye-Systems GmbH, and Lawrence Low, General Manager, Eye-Tech Pte Ltd, recently announced Swissflex's latest collection at its first Asian seminar. They talked to us about their association, the brand's USP and their plans to popularise Swissflex in the region. Alim Bolar (AB): Hi, Markus and Lawrence. It’s nice to have you chat with us. To start with, could you please brief us about Swissflex's background? Markus Caviezel (MC): We can trace our history back to 1996, when we founded our company, Hemaris, and launched our first product, Eyephorics. Today, our products are available across the world in over 8,000 outlets. Our intention, when we started, was to create a product that was unique in terms of quality, comfort and lightness. We were not very keen on a 'brandoriented' product, which was the trend in those days. It was only a few years later that we realised the need to brand ourselves. So, in 2003, we started using the name 'Swissflex' which stands for ‘Swiss’ and 'flexibility'. By then, we had invested a lot into R&D. Hence, our products have stood the test of time. We were sure that we were doing something right and this conviction carried us through. So after 15 years, the fact that we are still around is due to our faith in our products. AB: 15 years is a long time. Why is Swissflex not as popular as say a 'Tom Ford', which is just few years old? MC: Well, our investment has been mainly into R&D and not much into branding. I didn’t believe that branding was more important than the product itself. I might
Markus Caviezel Owner and CEO Eye-Systems GmbH Since: 1996
Lawrence Low General Manager
have been wrong, but this is what I believed in. My product has been worn by Hollywood stars and sports people who have achieved a lot in their field. They have chosen my product because of its lightness and comfort, and not because of the brand. This, to me, has been the quintessential motivator. And my main source of publicity has been word-of-mouth. I still get mails from people who liked using my products so much that they pray our brand grows bigger.
With Eye-Tech Pte Ltd Since: 2003
“Our investment has been mainly into R&D and not much into branding. I didn’t believe that branding was more important than the product itself."
Our plan now is that, by 2015, we should increase our market reach by 35% and we are doing everything in our power to achieve that. We recently had our first Asian seminar in Singapore along with our exclusive licensee, Eye-Tech. We are planning to take our growth very seriously. Yes, we have been slow in building our brand. We started this process only four or five years ago. But we have a huge user base and our brand building exercise actually starts now. And this brand building will be with the knowledge that our product is already well known and well appreciated since it has proven itself in terms of its quality and its USP in comfort and lightness. AB: How old is the relationship between Eye-Tech and Swissflex? Lawrence Low (LL): Well, we go back a long way. We've been together since 2003, and in each other, we've found a dependable and reliable partner. We
– Markus Caviezel, Owner and CEO, Eye-Systems GmbH
are the exclusive licensee for the brand in the Asia region, excluding Japan. We've been growing steadily and now we plan to take it to the next level. We recently had our first Asian seminar and this won't be the last. You will see a lot of action soon. MC: The best thing for me was when Eye-Tech and my company joined hands in 2003. We worked hard for nearly two years and when we were completely prepared, we went on to explore beyond this region. Today, we have covered this geography extremely well. We have had a good partnership
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metal free. Our eyewear is so safe that we even have glasses for one-year old babies!
and we expect to grow much more in the near future. AB: Can you elaborate on the comfort and lightness factors of Swissflex? MC: The USP of our products lies in the comfort and lightness along with a material that is non-allergic, anti-toxic and resistant to UV. Our speciality lies in our know-how of creating a better material from an already unique material, a high quality micro-crystalline polymer. Our Pureline products are the most natural, too, as they are manufactured with a revolutionary polymer material that’s based on castor plant oil - an environmentally friendly resource. They are FDA approved and are totally
AB: One-year old babies?! Is there a market for such a product? LL: This is definitely an upcoming market in the near future. Today’s children are more prone to myopia and there will be a potential for this type of product. MC: Even I was not sure when I was told of this requirement. But there was a demand and hence the product took shape. It was a very tough project. I have four kids and I know how a parent wants to protect a one-year old. And trust me, this product has been made to be safe for such young kids. In some cases, there is a requirement due to ocular condition and parents are getting more protective about the safety of their children's eyes, which is a good development. Consider a state like Arizona in USA, where the UV radiation is quite high. Parents want to protect their babies from UV rays in such areas and this is where the demand arises.
AB: Rimless eyewear are your main product range. Why is it so? MC: Well, rimless accounts for nearly 95% of our product line. Ours is a modular product and as it’s a rimless frame, every single piece is interchangeable. Can you imagine the possibilities in terms of options, with an interchangeable bridge, hinges and temples in countless colour combinations? It gives you millions of options. This modularity makes perfect sense on a rimless frame for which the lens shape is not defined. However, we have now come up with a very flexible material for kids eyewear where even this has been taken care of. This frame is not modular due to safety reasons for the child. So, yes, rimless is our main eyewear range. But we also have full rim and half rim products that are very popular as well. AB: Other than the material used, how do you differ from other brands that offer comfort and lightness like say, Silhouette? MC: Well, I would say we all have our own USPs. Firstly, the material is different. More importantly, the main difference is interchangeability. Our products come in upto 70 colours and these are neither tinted nor has any effect been applied. We have managed to 'compound' the material inside and this compounding results in the colours of the material. It's very hard to explain, but let me try. In processes adopted by other companies, the colours
Eugene Lee of Eye-Tech displays the Swissflex banner
A guest at the event tries out Swissflex's eyewear
Markus Caviezel of Eye-Systems GmBH and Lawrence Low of Eye-Tech Pte Ltd 22
VISIONPLUS (SOUTH EAST ASIA) - Everything Between You & Eye
are added to the material by tinting or a material is coated with another coloured material. However, in our production process, the colour is within the material. It is only us who have this know-how and this is our speciality. We use polymer material but the colour that our product gets is through a process that is unique and special. The colours that we provide can be reproduced by us at any time and at any stage, so, reproducibility is assured.
"Today’s children are more prone to myopia and there will be a potential for products like eyewear for oneyear old babies."
– Lawrence Low General Manager, Eye-Tech Pte Ltd
AB: Coming to this interchangeability option that you are talking about, does the end consumer change it as per his requirement or does the optician provide this service? MC: It is the optician who provides this service. There are a number of
reasons for this. Not only would we like our optician to have more visits from the client but the optician is also well qualified to understand how to interchange every part of the product. The product is very simple to dismantle and re-assemble and I would say most end consumers would be able to handle it. But there are always some customers who are not very ‘productfriendly’ and manage to break it. That’s why the optician does it for them.
Markus, in his presentation, spoke about the history of Swissflex and their future plans for the region with EyeTech as their exclusive licensee. He also
best. Or we also have the hook type ends. I think it's the perfect option for people who want to enjoy sports and are looking for a comfortable eyewear.
AB: Sports eyewear is your new range. Why this sudden move into a new category? MC: I am not a professional sports person but I do enjoy sports and I think it's a very important thing in today's lifestyle. The users of my product too, have felt the need to wear comfortable sports eyewear while playing sports. It was this thought that prompted me to get into this.
AB: In this part of the world, there have always been complaints about western brands not fitting Asian faces well enough... LL: Swissflex products are very well suited for Asian faces. In fact, at Swissflex's Asian seminar, a lot of media people tried our products and were provided the option to choose the nose pads that worked best for them. Everyone was satisfied with the end result and even excited about the fact that their temples could match their clothes. Customisation to suit one’s face, together with comfort, are the USP of Swissflex products and I think it suits the Asian market pretty well.
Firstly, comfort and lightness are the most important features when it comes to sports, and then there’s the challenge of making powered lenses feasible. Swissflex is made with the option for a base 6 or 8 lens curve. The interchangeability of the other parts is, of course, there. Also with other sports eyewear, you have the sides that are held by 'rubber-like' options, which bend and are rigid. So they either fit or they don't. In our products, we have the option to replace the ends which ensure that you get the ones that fit you
AB: You mentioned that, when you started, you were very upset that bigger brands copied you. What was that phase like? MC: Well, in 1998, we were considered as the trendsetters and were even awarded for being so. But then, in 1999 ,all the big brands seemed to 'borrow' our ideas and make their products available using our styles. This was very upsetting as we were a small company and you can imagine how it must have felt. We didn't have any option to fight back.
Swissflex's 1st Asia Seminar in Singapore The first Asian seminar for Swissflex was held on 11th October, 2011 in Singapore at Vineyard @ Hortpark. Markus Caviezel, Owner and CEO of EyeSystems GmbH, along with Lawrence Low, General Manager of Eye-Tech Pte Ltd, welcomed leading opticians and media persons to have a look at their latest collection. Prominent amongst the guests were Francis Wong of Capitol Optical and Yoichiro Kojima, the license holder of Swissflex for Japan.
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introduced their latest sports collection, Swisslfex Champ. Later, the invitees were asked to try out the eyewear and experiment with the different attachments so that they could get a feel of the interchangeability options that Swissflex offers. Everyone was pleasantly surprised with the variety of modifications that could be made to ensure that the best fit could be achieved for one’s face. Entertainment in the form of a performance by a group of dancers and some exquisite wine and lunch ensured that everyone, gathered for the event, had a good time.
But today, when I look back, I feel that it was a good thing. These big brands made our designs and material visible to the world. During those days metal frames were in demand and then when the bigger brands started using our ideas, it just reinforced that we were doing the right thing. The bigger brands didn't succeed for too long with the same styles. However, we are still in the business. Today, I feel it was all good for some reason. AB: Thank you, Markus and Lawrence for sharing your time with us. We wish you all the success with the new collection. ................................................................................ Email us at sea@visionplusmag.com
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TRENDS
One of the most iconic eyewear styles, the Wayfarer has lately been enjoying a resurgence of sorts.
Wayfarers – Faring Well On Its Way To Immortality! its solitaire. And for eyewear, it is undeniably the eponymous Wayfarer.
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very aspect of fashion – from apparel, jewellery, footwear, handbags, fragrances to eyewear – has its icons. These are symbols that more than endure the test of time and changing seasons and tastes. So, if clothing has its little black dress, fragrances have their Chanel No 5. If footwear has its stiletto, jewellery has 24
Having been around for more than six decades, this style is a must-have accessory for both, the newbie aficionado and the haute couture connoisseur. And if current trends are any indication, or if fashion predictions are to be believed, this classic shape is well on its way to fashion immortality.
MOMENTS OF GLORY
In the 60 years of its existence, the Wayfarer had its moments of fame. And then again, there have been times
when it almost fell by the wayside (pun not intended) in the high streets of the notoriously competitive world of fashion. Evocatively named, the Wayfarer (that is also a kind of sailboat, and which probably inspired the name, too) was first launched by Ray-Ban in 1952. Taking advantage of the then new plastic molding technology, the Wayfarer marked the transition between a period of eyewear with thin metal frames and plastic frames. Designed by Richard Stugeman, the frame was a sell out from the time it was launched. And through the 60s, it
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Having been around for more than six decades, the Wayfarer is a must-have accessory for the newbie aficionado and haute couture connoisseur. more or less ruled the eyewear lover’s wardrobe. Endorsements were in full flow – Audrey Hepburn in the classic Breakfast at Tiffany’s, and style icons like John F Kennedy, Bob Dylan, Ryan Adams, Jack Nicholson, Andy Warhol, Roy Orbison, and Don Johnson – helping increase its visibility and popularity to a very large extent. In the 70s, its popularity waned just a wee bit, with the entry of the butterfly shape, made popular by Jacqueline Kennedy (though her husband was usually seen wearing the Wayfarer). In the 80s though, some smart product placements brought the Wayfarer in vogue again. VISIONPLUS (SOUTH EAST ASIA) - Everything Between You & Eye
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BACK IN VOGUE
Between 1982 and 1987, Ray-Ban’s Wayfarer sunglasses appeared in over 60 movies and television shows every year. For instance, Tom Cruise wore them in the 1983 movie 'Risky Business', which marked the beginning of the eyewear's phenomenon with over 3,60,000 pairs being sold that year. By 1986, after appearances in 'Miami Vice', 'Moonlighting', and 'The Breakfast Club', sales reached 1.5 million. With renowned pop and rock musicians and Hollywood stars sporting the style, its popularity reached dizzying heights - Michael Jackson, Billy Joel, Johnny Marr, Blondie's Debbie Harry, Madonna, Elvis Costello, and members of U2, Jack Nicholson, Anna Wintour amongst several others regularly wore the Wayfarers. The 80s belonged to the Wayfarer, but the 90s again had a slightly different tale to tell. In the 90s, the wraparound frame had started edging it out again. However, the frame was more resilient than just some flash-inthe-pan success. In the new millennium, an interesting twist in the tale came through. Celebrities and their fashion stylists brought the Wayfarer back in vogue (albeit unknowingly) when Chloë Sevigny and Mary-Kate Olsen began
wearing vintage frames. This, if anything, was clearly a tribute to the style’s dependability – it could be counted on to add charm and glamour to any outfit, face size and shape.
AN APT RE-INTRODUCTION
Apparently, Ray-Ban had all but stopped production of the Wayfarer. But when the company’s designers noticed that vintage Wayfarers were commanding high prices on eBay,
A huge indication of the Wayfarer’s popularity is the fact that brands other than Ray-Ban regularly use the shape and style in their collections. the original design was re-introduced in 2007 to respond to this growing demand. Of course, the company suitably revamped the old-new collection launches. There were the Original Wayfarer, New Wayfarer, and Wayfarer Folding styles. Moreover, while the original style was more masculine, the revamped versions suited women as well.
Celebs Who Love Their Wayfarers!
Teenage singing sensation Justin Beiber is often seen with his Wayfarers, which is more often than not, the Ray-Ban 2140 model. Tom Cruise's wearing of Wayfarers in the 1983 movie Risky Business marked the beginning of the eyewear's phenomenon with over 360,000 pairs being sold that year. Audrey Hepburn made Wayfarers a must-have fashion accessory in the ‘70s after she carried it with aplomb for a good portion of the movie ‘Breakfast at Tiffany’s’.
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A wide variety of colours and patterns in both frames and lenses added even more glamour and novelty and versatility - a range of lens colours and frame colours lent an appeal that remains unmatched by any other style. From single colour frames in black, tortoise, brown, blue, orange, purple, bright orange-red, and deep blue, military green, violet, bordeaux, and white, the latest is two-tone frames in combinations of black and blue, or black and orange, faded blue transparent, sand and blue, black and lime, black and yellow, purple and red and even printed styles. Lens colours ranged from the typical black and brown to gray, blue, green and even pink – a colour palette that is undoubtedly chic and trendy. A huge indication of the Wayfarer’s popularity is the fact that brands other than Ray-Ban regularly (and unhesitatingly) use the shape and style in their collections. Name a brand, and its latest collection is bound to have a piece or two inspired by the Wayfarer. And if we were to start naming the current celebrities wearing Wayfarers, it would actually mean listing down virtually all the stars of global celebdom. Sienna Miller, Jude Law, Kristin Stewart, Lindsay Lohan, Drew Barrymore, Nicole Ritchie, Fergie, Adam Brody, Mischa Barton, Ashlee Simpson, Jessica Hart, Orlando Bloom, Kate Moss, Elle MacPherson, etc have been spotted wearing the style very frequently - a long list if ever there was one. Sometimes, cited as the best-selling design of sunglasses in history, sometimes known as the classic of modern design, also known as one of the most enduring fashion icons of the 20th century – the Wayfarer is well on its way to becoming the unrivalled style king in the world of eyewear fashion. __________________________________________ – Roli Gupta ................................................................................ Email us at sea@visionplusmag.com
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SPOTLIGHT
KT Optic: For The Love Of Business
Though a construction engineer by education, it was his fascination for the eyewear industry that drew Chatchavan Vanichpaisit to his family business. This interest, combined with his business acumen, has helped him make KT Optic one of the biggest optical retail chains in Thailand.
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Today, he has managed to scale up D-Plus Corporation, which manages KT Optic, to a strong national player with over 200 branches in key cities of Thailand. From Bangkok to Phuket in the South, Chiang Mai in the northern part of Thailand, Kanchanaburi in the West and Sakaew in the East – you will find a KT Optic in literally every part of Thailand.
ne of the earliest memories that Chatchavan Vanichpaisit recalls is seeing his father and uncle discuss eyewear over the dinner table and then carry on the conversation at their Kum Thai Optic shop in Bangkok. Conversations about optical lens, frames, designs and eyewear brands was what he grew up with. So, though he trained to become a construction engineer, when the time came to choose a career, he could think no further than joining his father’s business. He just could not see himself doing anything else! 28
Chatchavan believes that this success was possible because the company focussed on providing reliable eye care services with a wide product variety to customers from all walks of life. In fact, one thing ingrained in the KT Optic's front sales staff is that every customer should be assured of finding a product that fits his need and budget, along with excellent service. This explains why KT Optic today carries most optical brands – be it sunglasses, prescription frames, contact lens, reading glasses and multi-purpose lens solutions. 40% of its stocks are economically-priced, 35% are in the mid-range, with premium products making up for the remainder. It is also the exclusive distributor of
global brands including Gucci, Prada, Armani, Dolce and Gabbana, Versace, Ray-Ban, IC! Berlin, etc, in the country. So, there is something for everyone!
“Customers walking into our outlet are not just buying a product from us. They are buying an assurance that they'll get quality vision care products with friendly service, before and after every sale,” says Chatchavan. “That's the cornerstone of our business.”
EXPANDING AGGRESSIVELY
Established in 1975, KT Optic, or Kum Thai Optic as it was then called, was a family business in the northern part of Bangkok started by Chatchavan’s father and his father's younger brother. It was a small optical showroom catering to the local residents of the city. Chatchavan joined it in 1994, by which time his father had more or less retired and the business activities were managed by his uncle. He realised that growth in the trade would be speedier only if they aggressively expanded their operations. Besides, he wanted to position the company not just as an optical outlet,
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KT Optic's 10 Business Commandments
“Customers walking into our outlet are buying an assurance that they'll get quality vision care products, with friendly service.” – Chatchavan Vanichpaisit, MD, KT Optic
but also as an international lifestyle house. This is why the company’s name was shortened from Kum Thai Optic to KT Optic. “The latter sounded more contemporary and modern,” Chatchavan explains.
on completion of task. By transferring the ownership of these actions, he finds more volunteers willing to commit themselves to a particular project. “Effective management can climb greater heights and achieve remarkable goals only if we delegate work to good, able and talented people around us. If we are able to rope in more brains and bodies to do the tasks, we are able to get more things done within the same time frame,” he adds.
Today, KT Optic employs over 700 people and its turnover has steadily grown over the past few years. This growth has brought in its own set of challenges, especially of managing such a huge workforce. But Chatachavan takes it in his stride and believes that this is where his delegation skills come into play.
BREAKING NEW GROUND
Instead of telling people what they should do, he works with a core team and let’s them see how certain tasks fit into the overall scheme of things. He tells them about what his expectations are and the rewards they will recieve
Being on top of the many activities that come into play while managing a chain of retail outlets can be daunting. Chatchavan, however, looks at it as an opportunity to keep breaking new ground. It was this acumen that led him to set up the KT Optic OJT Training Center, which conducts in-house
1. Always know your customers and their wants. 2. Understand what makes them come to you, instead of your competition. 3. Identify your strengths and build upon them. 4. Always be aware of what your competition is doing. 5. Customer satisfaction is of paramount importance. Every customer you lose, is a customer gained by your competitor. 6. Create a positive first-impression in every outlet. 7. Handle customer complaints with a positive attitude. 8. Sharpen customer service skills on a regular basis. 9. Measure your customer’s satisfaction and ask them what you can do better. 10. Be honest, and love what you do.
sales and vendor training courses based on the needs and competency of the company’s workforce. And the interesting part of this is that the training is not for the front-sales personnel or optometrists alone. It is also extended to administrative and managerial employees, as well. Ask him about the secret behind KT Optic’s steady growth and Chatchavan states that it is because he sets high goals and works with people who share his passion of always giving their best. “Many years ago, I learned that the secret to success is to look at each day as a new opportunity to be better than your best,” he says with a twinkle in his eye. It is this passion that drew him to the optical business. And over the years, the zeal has not dimmed one bit. If anything, it has grown manifold and he has a chain of premium eyewear boutiques across the country to show for it! ___________________________________________ – Vinita Bhatia ......................................................................................
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Email us at sea@visionplusmag.com
29
MANAGEMENT MATTERS
Traditional Selling Methods And The New Economy Of Buyers
Asking the right questions used to be the buyer's role. But today, it’s the seller who needs to do that to ensure that he creates a client, rather than just make a sale. Bob Urichuck, an international speaker on organisational skills, advises how sellers should imbibe the disciplines of engaging with customers, to help them make an informed purchase. 30
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uyers are everywhere. But converting them to your customers is becoming an increasingly uphill task for most organisations. In the past, when a customer walked into a retail outlet, the entrepreneur or salesperson would simply show them products that were available and convince them to choose from one of them. In all fairness, they would automatically consult with customers to see which of these products would be ideal for them. This was the traditional or consultative sales method.
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While this traditional sales method still works, its effectiveness is beginning to wane. Until recently, buyers - especially in the retail business - only had salespeople to educate them regarding products and brands. This meant that the latter was more or less the single point of information for buyers. However, in current times, accessibility of information over the Internet has tipped the scales in the buyer’s favour. Most of them do thorough research before they decide to buy any product
For a business owner, it is now very important to bring in the right buyers for the right reasons, instead of simply making a sales pitch.
– from a book to a high-end lifestyle device. “Buyers today can purchase whatever they want without interacting with a salesperson at all. This situation has compelled businesses to look beyond just selling. There is now a need to attract the customer’s attention and share the right amount of information
so that the buyer is well empowered to make an informed purchase,” says Bob Urichuck, an author and international speaker on organisational skills.
THE NEW ECONOMY OF BUYERS AND THEIR NEEDS
The new-age economy is buyer-centric, with more focus on how they want to
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be treated differently. Despite their knowledge about various products and brands, they still need some help while buying.
both culminate in a sale. If one focuses on the former, a customer is created. Whereas, if one focuses on the latter, they might end up making a one-time sale, and nothing more.
But the moot point is, are organisations helping buyers pick what they need or are they just interested in selling what they have? There is a vast difference between these two questions, though
A business’ profitability in the long run would be decided by this choice. That’s not to say that getting the sale and having aggressive growth goals are not important. It just means that the way salespeople increase revenue, and how they interact with buyers, needs a re-think.
“There is now a need to attract the customer’s attention and share the right amount of information so that the buyer is well empowered to make an informed purchase.” - Bob Urichuck, Author and international speaker on organisational skills
A NO-PRESSURE EXCHANGE
Traditionally, salespeople have learnt a variety of techniques and over the years, they have unknowingly trained buyers about these. Now, customers can even predict the questions a salesperson will ask them! The reason behind this is simple! Buyers see more salespeople today than ever before. They are also aware that the latter are well-trained to sell. Subsequently, they are accustomed to coming across the same tactics at every outlet they visit. So, given that the customer might be a lot more aware about his buying options, is it fair to pressurise him into making a purchase that he might not be interested in? Is it even favourable in the long run? The obvious answer to the above questions is ‘No’. This explains what 32
customers expect from sellers today they want the sales process to become a no-pressure exchange.
SALES TECHNIQUES THAT WORK AND DON’T
Most sales training methods teach about the traditional or consultative sales approach. These methods still work, if you want to position your product or service as a commodity, or if you want to make a sale and move on to the next conquest, without looking back. It is still useful in lowmargin transaction-based selling. Selling a service or developing longterm client relationships, however, requires a different approach. One just has to look around in any shopping mall to see the number of people making high-end purchases without the assistance of sales attendants. This shows how sales methods have evolved and the customer is now getting used to the newer methods. Entrepreneurs and salespeople must realise they are no longer offering just a product to their customers, especially when it comes to buying eyewear. They are instead offering a complete shopping experience to them. And somewhere in this experience, they are making the customer believe that he is in control of the entire transaction. Giving this sense of ownership to the buyer is important. But in the end, it is crucial that the sales professional remains in control of the actual sales process.
BUT WHO IS IN CONTROL?
At a recent workshop conducted with sales professionals from different industries across the world, Bob asked the following questions and got these responses: • Are you following a sales process? 75% - Yes 25% - No • Do you feel you are in control of the sales process? 75% - Yes 25% - No • Have you ever been rejected? 100% - Yes 0% - No
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if he still decides to go for the coupe, it is very likely that he will visit the same showroom when he decides to buy his next car. One reason for this is because of the empathy that the salesperson showed to his needs.
These results are very interesting. 75% of respondents followed a sales process and 75% felt they were in control. Despite that, 100% of them have been rejected. Bob's objective for asking these questions was simple. He wanted to drive home the point that despite having a sales process and believing they were in control, all of them had been rejected by buyers at some point. This indicates that it's the buyer who is actually in control of the sale process.
PUSHING THE RIGHT BUTTONS
Another reason why entrepreneurs and salespeople find it difficult to successfully close a deal is that they treat all prospective customers alike. In reality, not all customers are the same.
At the same workshop for salespersons, Bob asked another question from the sample group and got the following replies: • Why do you ask questions? 33% - to uncover needs 0% - to build rapport 0% - to get answers 67% - all of the above
The main responsibility of a salesprofessional is, therefore, to identify and qualify prospects if he wants to be in control of the sales process. If the prospect is not qualified, the salesperson should not waste his time, and more importantly the prospect‘s time.
The majority replied that the reason the salesperson asks questions is because he wants to know ‘all of the above’. However, 33% thought that the reason for asking questions was only to uncover their client’s needs.
But how should a salesperson qualify a prospective customer and who should he reject? No one wants to lose a customer merely because they did not correctly qualify them. That would be
According to Bob, very few salespeople really understand how to control the sales process. They prefer to let the customer ask the questions and then give the answers, merely because they don't know the right questions to ask.
akin to committing professional harakiri. Qualifying a prospective customer simply boils down to how and what is communicated during the sales deal. It is about asking the right questions to the right set of customers. Companies now have to be proactive when it comes to dealing with customers. It includes tracking and analysing customer behavior to increase sales achievement. Sometimes, if necessary, it might call for turning away business and being ethical even when it’s easy or tempting not to. This may all be slightly unconventional and some might even consider it ‘radical’. But in the current scenario, it seems that the changes taking place all over are radical. So why should sales techniques be any different?
__________________________________________ – Vinita Bhatia, with inputs from Bob Urichuck’s white paper ‘The New Economy of Buyers’. Bob is an international speaker on sales, leadership, motivation and team skills and is also the author of the book ‘Up Your Bottom Line’. ................................................................................ Email us at sea@visionplusmag.com
4 Universal Needs Of Buyers
This can be explained better with an example of a prospective customer walking into a showroom to buy a car. He might want a coupe and demand one. But, if the salesperson is keen on building a relationship, he will find out about the buyer’s family, how often he would drive the car, who else would use it and whether he intends to use it within the city limits largely or go for long outstation drives. And based on the replies, the salesperson might suggest that he opt for a station wagon because that is ideal for his needs. Here, the salesperson has invested a lot of time to understand the needs and offer recommendations which will ultimately benefit the buyer. Even
The best way to gain a customer’s confidence and maintain control in a sales discussion is by asking the right questions.
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It is one thing to understand a buyer’s needs and another to empathise with it. The best way to gain this empathy is by placing yourself in your customer’s shoes and asking yourself the following questions: 1) The need to be understood: Buyers like it when a salesperson takes the time to understand their requirements. As a buyer, how would you like a salesperson to demonstrate that he is sincere in learning about your needs and trying to match it? 2) The need to feel welcomed: Buyers appreciate salespersons who make them feel welcome. As a buyer, what according to you is the best way that a salesperson should make you feel at ease?
3) The need to feel important: Buyers want to feel important while making a purchase. As a buyer, what are the ways in which you would like a salesperson to make you feel central to the sales process? 4) The need to feel comfortable: Buyers like it when a salesperson takes the time to make them feel comfortable. As a buyer, how can a salesperson go about making you feel well settled and relaxed in the retail outlet? The answers to these questions will give a better perspective on what customers walking into your store expect. It will give you pointers for improving the customer’s experience in your outlets and become their preferred seller.
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EYE
MATTERS
Contact Lens
In Young Hands An increasing number of children between the age of eight to 15 years are being fitted with contact lenses – for reasons either medical or cosmetic. But prescribing contact lenses to them comes with its own set of dos and don’ts, which these youngsters and their parents need to bear in mind. 34
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he usage of contact lenses is on the rise and it is being prescribed to an increasing number of children between the age of eight to 15 years. The reasons for this trend are many. But one reason why children, especially girls, go for contact lenses is simply to look good. Most parents, traditionally, prefer spectacles to contact lenses for a variety of reasons. However, children
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“It is good that parents are concerned about their children wearing contact lenses, as they will allow them to use it only when there is a substantial need for it.” -- Fifiana, Optometrist, Singapore International Eye Cataract Retina Centre
child’s persistence. So parents give in to the sheer perseverance of their children and agree to fit them with lenses. Parents, at the same time, worry about the risk of infection or any ocular problems that the child might encounter due to the usage of contact lenses. nowadays are more demanding. Especially girls who have reached puberty, want an improved appearance and better social acceptance. They feel that wearing spectacles for high refractive errors can dampen their personality and cajole their parents to let them wear lenses instead. Is it any wonder then that parents are often forced to accommodate their wishes? More often than not, the parent’s resolve is worn down by the
Fifiana, an optometrist at Singapore International Eye Cataract Retina Centre points out that the main reason for their fear is that parents lack confidence in their children’s ability to handle a medical device that is so tiny and soft, but requires a significant amount of maintenance and care. As a result of media influence, they are aware about corneal abrasions and infective corneal ulcers associated with improper use of contact lenses.
She believes that this fear is wellplaced in a way. “It is good that parents are concerned about their children wearing contact lenses, as they will allow them to use it only when there is a substantial need for it,” she explains. However, eye care practitioners categorically state that fitting children with contact lenses is perfectly safe, as long as proper care is taken. And the only way to get children to care for their lenses, and their eyes by extension, is by motivating them to do so. Says Adam Tan, an optometrist at Nanyang Optical, “In recent times, we have seen an increase in the number of pre-secondary school children using contact lenses. I have children as young as 10 years coming to our
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outlets asking to be fitted with contact lenses.” He believes that this growing figure reflects the positive consensus among most parents that contact lenses are safer for their child, if they are properly fitted.
eye see clearly, focus better and, hence, look straight. Often, when a child suffers from albinism or aniridia, contact lenses are advised as a medical recourse. Albinism is a defect of melanin production that results in little or no colour in the eyes, following which the child might have sensitivity to bright light or reduced visual acuity. Aniridia is the absence of the iris either in one or both eyes.
According to other eye care practitioners, some parents have a misconception that contact lenses can be harmful to their child's eyes, especially if they wear it to school for the entire day. But with the introduction of better lens materials, like silicone hydrogels, it has been demonstrated that children can wear these lenses for a significantly longer period of time with lower risks of ocular complications.
In contemporary times, where looks play an important role in the way a young adult is perceived, medical reasons are not the only motive why children insist on contact lenses.
“Shifting children from spectacles to contact lenses tends to boost their self-confidence and self-esteem.” -- Chua Yee Leen, Optometrist, Optique Paris Miki
AILMENTS WHERE LENSES ARE ADVISED
There are several cases where eye care practitioners end up advising that young children be fitted with contact lenses. One of them could be recovery from infantile cataract, where the child has to be fitted with extended wear lenses to have good visual acuity. Children who need vision correction due to some ailments like astigmatism and presbyopia are also recommended to go for contact lenses to ensure that their eyes function properly.Youngsters between 10 to 15 years who have high levels of myopia (short-sightedness) or hyperopia (long-sightedness) are asked to choose contact lenses for better refractive stability over longer durations. Children with squint can end up having a lazy eye or advanced amblyopia. Certain types of amblyopia can be checked if the children wear special contact lenses that help the 36
This is especially the case with kids, who have very high refractive errors, which they feel looks unsightly with spectacles. Shifting children from spectacles to contact lenses tends to boost their selfconfidence and self-esteem, according to Chua Yee Leen, an optometrist at Optique Paris Miki in Singapore. In such cases, the eye care practitioner does not have to worry about dropouts as the motivation to continue wearing the lenses is very high in these children. On the other hand, parents often urge the eye care practitioner to prescribe contact lenses to their kids, especially if the latter is involved in sporting activities, where glasses can be a hindrance.
COUNSELLING COUNTS
While prescribing contact lenses to children, whether they choose it for aesthetic purposes or for medical
reasons, the eye care practitioner has to spend a lot of chair-time in counselling the patient. In these cases, the children might be scared about using lenses, so the practitioner needs to make the child feel comfortable. Roland Izzac, a senior optometrist practicing at Philip D Izaac in Singapore, actually loves to fit children with contact lenses and he believes that in some cases it is easier to fit them than adults! “Reluctant children might cry, initially. Most kids who I’ve fitted with orthokeratology lenses protest when first fitted. But eventually they love their lenses so much that they can’t do without them,” he adds. The best way to ensure that the children follow a hygienic lens regime is by informing them and their parents about the likely problems they might run into otherwise. For example, if the children do not wash their hands before inserting the lens in their eyes, they might end up with some sort of infection. The common complaints are dry eyes or itchiness in the eyes due to overuse of the lenses. They are also likely to have abrasions in the eyes due to inserting or removing it incorrectly. Once these issues are highlighted, especially to the parents, most of them take due care to ensure that their children do not end up with any of these problems. They also tend to bring the child in for regular check-ups to see if their refractive errors have changed. At this time, the practitioner can figure out if proper lens care regime is being followed or not.
WHAT SUITS THEM MOST
Since children, by and large, are mischievous by nature till they reach their teens, they have to be prescribed the right kind of lenses keeping in mind their habits, tendencies and lifestyle. While the use of contact lenses is mostly safe for kids, they nonetheless need to handle it with care, to avoid getting any kind of infection. According to most eye care practitioners, the best lens material for kids is the conventional rigid gaspermeable or RGP lenses, because
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they transmit oxygen more freely to the eyes. RGP lenses are made from a durable plastic material which ensures that they retain their shape even if the wearer blinks. This in turn is likely to result in lesser visual aberrations. These lenses are also very durable, and the protein and lipid buildup is much lesser as compared to the other alternatives. Ophthalmologists usually refer them to children of all age groups who have astigmatism or presbyopia. However, the downside to this type of lenses is that it takes some getting used to. It is usually not recommended for hyperactive children, as it tends to dislodge easily. They are also more susceptible to irritation from dust that can get trapped between the lens and the eye. Most eye care practitioners prefer silicone hydrogel contact lenses for kids between the age of eight to 15 years, especially those who are likely to use it as a replacement for their spectacles. They give more oxygen to the eyes as compared to traditional soft lenses. And it is helpful that these are now available in disposable variety ranging from daily, fortnightly to monthly options. The daily disposables are also ideal if children insist on lenses for aesthetic reasons on special occasions. They can be discarded immediately after use, which makes them very convenient. But they are not cost-effective if the child wants to use the lenses on a regular basis. At the end of the day, kids will be kids. Hence, the onus of ensuring that they use their contact lenses properly finally falls on parents. They need to guide their children and ensure that they follow the lens care regimen properly. This will protect them from any infection and ensure that the contact lens does what it is meant to do provide their kids with better eyesight and a feel-good factor. __________________________________ – Vinita Bhatia ................................................................................
When contact lenses are prescribed to young children Recovery from cataract or if the child suffers from squint, astigmatism, amblyopia, albinism or aniridia. Amongst pre-teens and teenagers, to improve their overall appearance and gain social acceptance amongst peers. For children involved in sports that are hindered by spectacles. For children who tend to damage their spectacles regularly. In case of high levels of myopia or hyperopia and fluctuating refractive error indices.
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Love of technology, the importance of education and urbanisation are some of the lifestyle factors that might have contributed to the high levels of myopia in Asia.
INSIGHT
Myopia And Asians:
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Is There A Connection?
he most common eye condition globally, myopia appears to be an issue that needs to be addressed rather urgently on the Asian continent. According to various sources, close to 60 percent of Singaporeans require eyeglasses to be able to focus on distant objects. Similarly, nine out of 10 people in Taiwan become nearsighted during the course of their lifetime. In China's metropolises, it has been found that myopia has tripled over the last 30 years.
In most cases, myopia develops around the age of four to six years when children start going to school and this ailment, also known as progressive myopia, then goes on to progress rapidly as they grow. "Research has not yet been able to discover the full details of why Asia in particular has been so affected by myopia," says Timo Kratzer, Global Program Manager of Lens Design at Carl Zeiss Vision. 38
He adds that non-genetic influences like environment and lifestyle are particularly controversial issues. Factors like education, level of sporting activity, whether they live in urban or rural areas, play some role in the incidence of myopia. But the question that a lot of people are asking is why is Asia becoming the continent of the nearsighted?
CUDDLING UP WITH THE SCREENS
Looking at the lifestyle, one can see why Asia in particular has a high rate of the occurrence of myopia. Activities like reading, writing, working on computers, or playing on gaming consoles, can force the eye to engage in close-range vision over extended periods, hence straining it. Children today – the first digital generation – use screen media from a very young age. Regular, and often
long, periods of staring at screens are part of their daily life. And according to Adam Tan, Optometrist in Nanyang Optical, this could aggravate myopia. Also, Asian children spend lesser time outdoors as compared to their Western counterparts. Kids in Singapore stay outdoors for just 30 minutes per day and Dr Au Eong Kah Guan, Medical Director and Senior Consultant at the Singapore International Eye Cataract Retina Centre, believes this could be another reason why they have a higher risk of myopia. Having myopic parents also increases the risk of a child developing the disease. Prof. Saw Seang Mei, Department of Epidemiology and Public Health, Yong Loo Lin School of Medicine at the National University of Singapore, points out that within a multi-racial country like Singapore, one sees that myopia's prevalence is highest amongst Chinese, followed
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STARTING YOUNG
There is no cure for myopia yet, and once it starts in childhood or adolescence, it can only be corrected. It usually stabilises after the age of 21 years, according to some eye care experts. According to Dr Kah Guan, the mean age of onset of myopia is 8.5 years and the prevalence rates are 28% in 7-year olds, 34% in 8-year olds and 43% in 9-year olds in Singaporean children.
For most children, myopia progresses fastest in their initial years and continues to progress till the late teenage years. by Indians and is lowest amongst the Malays. “The higher prevalence of myopia in Asia is partly due to genetic factors,” she adds.
INTELLIGENCE AT THE COST OF VISION?
On an average, nearsighted persons score around seven to nine points more in IQ tests. There is, therefore, a statistical relation between education and high occurrences of myopia. Asians begin to learn at an early age. While most children in Europe are still running around at the age of
For most children, myopia progresses fastest in their initial years and usually it does not regress. Prof Seang Mei points out that myopia is not simply a condition that requires the need for correction glasses only. Severe myopia is often associated with a higher risk of other sight-threatening conditions such as cataract, glaucoma, retinal tear, retinal detachment, macular degeneration, epiretinal membrane, macular schisis and macular hole. “While wearing glasses or refractive surgery can correct the refractive error, they do not treat these potentially blinding complications of myopia,” she adds. three, Asian kids often learn to read around this time. Education carries a high importance for Asians and many students are extremely ambitious. “In Singapore especially, the emphasis on academic achievement is very high and children tend to spend a lot more time studying, and lesser time outdoors,” notes Adam. "This aside, urban lifestyle is linked to myopia. Many studies show that myopic people more often than not live in cities," says Kratzer. The relation between myopia and urbanisation is yet to be fully explained though. But a higher frequency of working on digital devices at close range and spending time in enclosed spaces coupled with the increasing standard of education in urban environments doubtlessly accelerates the course of this disorder.
There are some preventive methods, according to Adam, which include orthokeratology, wearing bifocal, progressive or de-focus spectacles as well as the usage of cycloplegic eye drops. An increasing number of patients are also opting for corrective measures including refractive surgery such as Lasik (laser-assisted in situ keratomileusis) or Photorefractive Keratectomy. There is some merit in the saying ‘prevention is better than cure’ as far as myopia is concerned. Adopting good eye care habits will go a long way in preventing the development of myopia, especially if they are inculcated from a very young age. After all, nothing is worth compromising on one's ocular health. ___________________________________________ – Vinita Bhatia ................................................................................
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EVENTS WHERE:
Paris, France WHEN:
Sep 29-Oct 02, 2011
Silmo 2011 garnered the usual excitement amongst exhibitors and visitors, alike. This is a good reminder of why it continues to reign as one of the leading optical trade fairs, globally.
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Silmo 2011: Stepping Up A Gear
hey came, they saw and they concurred – that Silmo 2011 was a success. Known to be one of the two leading trade fairs in the optical world (Mido being the other), it was heartening to see that Silmo 2011 lived up to expectations to a great extent! It has always been projected as a favoured destination where visitors can explore the latest collections, participate in the launch of new brands and witness optical innovation in style and technology. Silmo's organisers put in extra effort to make this event successful by adding 6% area to the floor plan. Spread across 80,000 square meters, it saw the participation of over 120 new companies and 34,671 industry professionals. 56% of these were international visitors - an increase of 5% over last year. The event organisers had announced in advance that this time around, Silmo would be an action-packed programme with a variety of events to complement a roster of exhibitors from sectors including sunglasses and optical frames, lenses, contact lenses, technological equipment, store design and layout.
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And it looks like they were not off the mark. The impression one got this time around was that Silmo’s organisers were not willing to take competition lying down and would attract attention more than ever.
GETTING ATTENTION
Even before the four-day event had begun on 29th September, 2011, there was already a lot of excitement going around. Marchon, which has been participating in Silmo since 1995, was back at the event this year as well. According to Eric Lefort, MD of Marchon France, Silmo is a huge opportunity for their company to get visibility. “Additionally, this is a great way to show our entire portfolio and collections as Silmo is a meeting point between fashion and eyewear,” he added. The company’s expectations from the trade fair this year was very high, especially as it chose to present its new collections and brands there. Ogi Eyewear too participated in Silmo for the second time following a successful showing at its debut. Phil Windyk, Marketing Director of Ogi Eyewear stated, “Each year the Silmo show attracts many influential retailers from across
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this year included understanding the issues surrounding children’s vision, reading and myopia. There was also a Low Vision area, where information and awareness related to sight impairment was raised. With the kind of programs conducted, Silmo showed that it was moving ahead in the right direction. These programs were there to galvanize creativity, stimulate imagination and facilitate visits by professionals. The Merchandising Workshop, for instance, saw specialist merchandising support being provided to all opticians who wished to generate more visitors to their store and make optimal use of their sales area. There were experts who coached visitors on how to use merchandising as a good sales point. They took the audience through the seven key points of merchandising. Opticians also benefited from the Optic Dating section which is reportedly an original approach to hiring new staff based on the speed dating principle.
KEEPING FASHION IN MIND
Some new collections that were launched at Silmo included ‘Beam and Sunbeam’ from Kirk Originals. These models are made entirely from an acrylic material that shines like glass when finished, resulting in frames that are light and comfortable to wear.
the globe. Beginning partnerships with these key retailers makes us very confident about the future.” Other exhibitors too believed that Silmo presents a great opportunity for them to meet their suppliers to preview new, unreleased products. They also used this chance to visit their favourite boutique stores in Paris to gain an insight into the future of fashion. Overall, there was mixed reaction about the success of the fair in general. While some exhibitors were satisfied about fulfilling their agenda of meeting their clientele, others did feel that the footfall this time was much lesser than last year. But according to Eric Lenoir, Commissioner General of Silmo 2011’s organising committee, the turnout is not a serious problem since today most visitors attend an exhibition only if they are serious about their business prospects. He added that even exhibitors are happier dealing with people who are their real customers, rather than those with a cursory interest.
NOT TO BE MISSED
Some of the things that visitors looked forward to was the Silmo Academy - a symposium for eyewear professionals wishing to enhance their knowledge. Topics addressed
Seeoo was another debutante brand from artisan Gerard Lansik of Vienna. It had already won the Red Dot Product Design Award in 2010 for its innovation and creativity. And then there was the Caracte're Eyewear collection for women, which is manufactured and distributed by Demenego. The success of this collection lies precisely in its ability to interpret, satisfy and provide a discerning female customer base with the assurance it demands in terms of style, taste and quality of material. The much-anticipated Silmo d’Or awards, that recognised the work of all those pioneering optical companies, was held at the National Air and Space Museum in Le Bourget. A separate section was created where those competing for the international awards displayed their products before the awards ceremony. A TV booth was also set up to showcase all the news from the optical profession with lively debates and interviews broadcast live by Acuité. Visitors were seen participating in the Silmo ‘Star For A Day’ contest where they stood the chance of winning a photoshoot with a fashion photographer on registering their badge at silmoparis.com. These were but some of the goodies that Silmo had in store for exhibitors and visitors. Looking at this list, it is no wonder then that this event has emerged as a must-visit trade fair for the global optical industry. __________________________________________________________________
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WHERE:
Beijing, China
CIOF Getting Bigger And Better 2011 WHEN:
Sep 14-16, 2011
brands from 23 countries participated in the event. Even well-known international brands including Armani Exchange, Hugo Boss, Alfred Dunhill, Dior, Marc Jacobs, Mercedes Benz, Mykita, etc, were part of the event.
The 24th China International Optics Fair (CIOF 2011) was spread out over 44,700 square meters. With over 700 global companies participating in the event, the organisers claimed that it was the biggest optical fair in the world.
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GOVERNMENT’S ENDORSEMENT
CIOF is organised by the China Optometric and Optical Association. In fact, the Ministry of Commerce in China endorses it as one of the distinguished exhibitions of the country and hence, the Chinese government gave full support and subsidy to the event.
he 24th session of the China International Optics Fair (CIOF 2011) was held at the China International Exhibition Centre, Beijing, from 14th to 16th September 2011. And the good news is that it lived up to its organisers' aspirations. They claimed that this was the biggest optical fair in the world. While 731 exhibitors from 22 countries participated in CIOF 2010, the organisers were aiming at crossing the 770 benchmark this year. Over 300
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This year, the exhibition halls covered a total of 44,700 square meters. A new pavilion, Hall 6, was deployed to house international exhibitors. Four global companies which had stayed away from the event in 2010, participated as well. These include Safilo, Mykita, Lindberg and Cazal. As always, this year, too, CIOF continued to display and demonstrate state-of-the-art exhibits ranging from spectacle frames, sunglasses, 3D glasses, lenses, contact lens, visual test equipment, machinery and raw
materials for making spectacle frames and lenses. Instruments for optometry and ophthalmology were also showcased at the event.
INTERESTING MIX
A number of exhibitors and trade visitors were present and the overall response to the event was buoyant. The participation of indigenous Chinese companies underlines the general belief that China has emerged as an important optical trading hub. At present, China is estimated to be one of the biggest consumer markets for eyewear and sunglasses. Clearly this also why Chinese manufacturing enterprises are constantly on the look out for high-technology machinery, materials, components and accessories to cater to the demands of the expanding local market. The event organisers are now confident that more exhibitors will use CIOF as their chosen channel to grab a share of the lucrative Chinese market. And from the looks of the visitor turnout at the event, their confidence was on the mark. ___________________________________________
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Hong Kong Optical Fair 2011 Substantial Participation Makes It A Success WHERE:
Hong Kong WHEN:
Nov 03-05, 2011
The 19th Hong Kong Optical Fair, held between 3rd to 5th November, saw the participation of over 600 exhibitors. More than 150 brands participated in the Brand Name Gallery, alone.
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ZONING IN
A key highlight at the fair was the inaugural ‘Contact Lens and Accessories’ zone, with 16 exhibitors from Hong Kong, Korea, Singapore, Taiwan and UK. Eco-friendly products like foldable eyewear cases made of recycled cardboard were on display.
he 19th Hong Kong Optical Fair, organised by the Hong Kong Trade Development Council (HKTDC), was held between 3rd to 5th November at Hong Kong Convention and Exhibition Centre (HKCEC). At the event, Brand Name Gallery showcased new launches of this season's branded eyewear, such as British brand TD Tom Davies’ second Natural Horn Collection for Autumn 2011 and French brand Lafont’s complete eyewear collection. Over 150 brands from 18 countries participated in the Brand Name Gallery. First-time participants at the HKTDC fair included Arnold Palmer, Betsey Johnson, Fiorucci, Guy Laroche, Kenzo, Mammoth, myDeary, TD Tom Davies, Zadig and Voltaire.
HKTDC and co-organiser, the Hong Kong Optical Manufacturers Association, also arranged the 9th Hong Kong Optometric Conference, on 4th November, which looked at vision development and myopia. Optometrists and neuroscience experts from Canada, Finland, Hong Kong and Singapore participated in the conference, which was organised by HKTDC, Hong Kong Optometric Association and Hong Kong Polytechnic University. Other industry events included the ‘Compliance with International Standards – Latest Updates’ seminar, hosted by The Vision Council and Intertek Testing Services, and GfK’s ‘Optics Market Outlook 2012 – Insights of Asia, Europe and the US.’ Fashion, too, took the spotlight in ‘A Global
Eyewear Tour – Looking at the latest style’ seminar.
QUICK RESPONSE
The Hong Kong Optical Fair was the first in Hong Kong to feature Quick Response (QR) technology which enabled buyers who registered for the service, to use their smartphones or tablets to scan the QR code at each exhibition booth and instantly obtain exhibitor profiles. Within 24 hours they also received a personalised email listing of exhibitors they had visited. According to the organisers, the event showcased Hong Kong’s leading export industries, which shipped spectacles, lenses and frames worth US$1.47 billion from January to September, this year. With the good turnout of visitors and the increasing participation of exhibitors, the Hong Kong Optical Fair has proven that it can be positioned amongst the leading eyewear events, not just in Asia, but the world over. ___________________________________________ – VisionPlus Bureau ................................................................................ Email us at sea@visionplusmag.com
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OPTICAL NEW
S
Rigo’s expertise, we will develop a new eyewear collection of the highest quality combined with the most exclusive production techniques.”
De Rigo Vision and Lanvin Eyewear sign licensing agreement
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e Rigo Vision SpA and French eyewear brand Lanvin have signed a licensing agreement for the design, production and worldwide distribution of Lanvin sunglasses and prescription frames. “We are very pleased to begin this new and exciting partnership with a brand like Lanvin which is synonymous to elegance, luxury and high creativity,” said Michele Aracri, CEO of De Rigo. “I’m certain that with the creative guidance of Alber Elbaz and De
“We are pleased to announce this collaboration as we believe in the great potential of transferring our creativity, DNA and heritage to the world of De Rigo eyewear,” said Thierry Andretta, CEO of Lanvin. “We will be able to approach this collaboration with a strong, recognisable product infused with Lanvin's emblematic elegance, refinement, timelessness and astonishing level of quality and craftsmanship.” Lanvin, founded in 1889 by Jeanne Lanvin, is amongst the oldest French couture house today. It is under the artistic direction of Alber Elbaz who manages all the activities of the house. It has 24 company-owned stores and
22 franchises, as well as 730 sales outlets. The Lanvin eyewear collections will be distributed through the De Rigo Vision network of exclusive opticians and department stores worldwide, as well as Lanvin’s global boutiques. The new 2012 collections will be available at retail in December 2011.
Japanese eyewear brand Matsuda is back
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ell-known Japanese eyewear brand Matsuda is back with a new owner - Cartier veteran James Kisgen. Matsuda was created by Japanese fashion designer Mitsuhiro Matsuda and was sought after in the early nineties. It gained fame after actress Linda Hamilton sported it in the movie Terminator 2. After Matsuda’s demise in 2008, his designs saw greater demand.
The Vision Council T Delivers Compliance Seminars
he Vision Council, in partnership with the Hong Kong Optical Manufacturer Association (HKOMA) and the Xiamen Optical Association (XOA), hosted two seminars in Asia recently in those cities. Wu Tang-Yu, President of XOA, said, “We believe that these seminars will help our members in further understanding and staying updated about the compliance norms in the US.” Overall 270 individuals representing five distinct trade organisations and approximately 200 ophthalmic product companies attended the event. “We decided to directly engage these suppliers to answer questions and make sure all share the same understanding regarding products that would be exported to the US,” said Ed Greene, CEO of The Vision Council.
Wu Tang-Yu, President of Xiamen Optical Association 44
Vision Council's Ed Greene is felicitated by the president of the Hong Kong Optical Manufacturer Association
LAWS OF THE LAND Currently, US Customs laws require that all goods produced outside of the country must be physically, conspicuously and legibly marked with information concerning the country where it was produced. The ‘Country of Origin For Lenses’ standard includes information for a machine-readable country-of-origin
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WS FROM AROUND THE GLOBE re-issues of original designs and the Essential Collection consisting of new designs which will select elements from the initial line. A new Precious Collection has also been earmarked which will have elegant designs in hand-engraved sterling silver and 18k gold.
ColorBlends’ contact lenses for exchange from several optical shops. Upon investigations, Ciba Vision confirmed that these products were not manufactured by them.
HSA alerts public about counterfeit coloured contact lenses sold in optical shops
Now James is set to give the brand a new lease of life with fresh designs that will have better appeal for the current generation. Kisgen says, "Matsuda is a timeless brand. In the same way that people are still wearing vintage Matsuda frames today, we want to make sure that people will be wearing ‘new’ Matsuda styles 20 years from now."
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he Health Sciences Authority (HSA) is alerting the public on its detection of counterfeit coloured contact lenses in local optical shops. The counterfeits, fraudulently labelled ‘FreshLook ColorBlends’ contact lenses from Ciba Vision, were of poor quality.
The new Matsuda collection will have a Heritage Collection with limited edition
The company was first alerted to this when it received stocks of ‘FreshLooks
The packaging for the counterfeit products carries some differences from the authentic product such as typographical errors. Acting on this information, HSA conducted raids on five of these optical shops. All counterfeit lenses from these shops have been seized.
barcode which would supplement the human-readable version. With a machine-readable barcode, information will be processed quickly, making production more efficient. Similarly, the Lacey Act covers the import of any product containing wood or cellulosic products into the US.
if they have customers in the US. “We recognise that it’s a large undertaking to incorporate all of the changes at once. It is important to see if incorporating them will benefit manufacturers in Asia as well as their customers and future business in the US,” added Ed.
According to The Vision Council, Asian manufacturers that incorporate these standards and regulations, as opposed to companies that do not comply, can use it as a marketing tool to show customers that their products in the US are up-to-date with the latest requirements. While agreeing with this observation by the Vision Council, Wu wished that there was an international standard for these regulations.
There were concerns about the country-of-origin markings for eyeglass frames, particularly on how to mark a product if one part is made in one country (for example, the frame), and the other part (lens) is made in another country. Since each company may experience different concerns, they were asked to work with Jeff Endres, Technical Director of The Vision Council, who will work with them on an individual basis.
KNOWLEDGE GAINED Both seminars touched on a variety of issues including US customs and regulations, Consumer Product Safety Improvement Act (CPSIA), California State Proposition 65, an overview and outlook about the US optical market, US national standards and an overview of The Vision Council’s programs and resources. These legislative acts and regulatory guides may impact Asian suppliers’ products
In addition to the seminars, The Vision Council team completed an eight-day tour of Hong Kong, Xiamen and mainland China-based manufacturers to see many of the factories firsthand and gain a better understanding of how they are run. Follow-up meetings were also conducted upon request to address additional questions about the content delivered during the seminars. __________________________________________________________________
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Singapore Opticianry Congress 2011 to be held in November, 2011
and Visual Sciences at Khoo Teck Puat Hospital. Dr Amy Khor, Minister of State for Health, Singapore, was the Guest of Honour. About 1000 patients were screened during this year’s AMD Awareness Week. Narinder Sharma, CEO of AMD Alliance International said, "The message this year as in previous years is that AMD can be prevented or slowed down if a person takes action to keep his or her vision healthy.”
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he Society of Opticianry Practitioners (SOP) is organising the Singapore Opticianry Congress 2011 on 17th of November, 2011. The theme of the full day event, which will be held at Suntec Convention Center in Singapore, is 'A New Perspective to Opticianry Practice'. In addition to having an exhibition fair, the event is being held with an objective to help eye care professionals in the region to remain updated about the latest happenings in the business and also maintain a high standard of practice in view of the legislation for continuing education. Companies like Essilor, Transitions, Hoya, Johnson & Johnson, Carl Zeiss Vision, Bausch + Lomb, Ciba Vision, PPG Industries, etc, have already pledged their support to the event. Some sessions during the event include ‘Dispensing prisms in progressive lenses’, ‘A global perspective on opticianry – What’s in store for Singapore’, ‘Eye screening by opticians’, etc.
AMD is the third most common cause of blindness worldwide and the most common cause of blindness in developed countries among the elderly aged 60 years and older. Talking about the importance of AMD Awareness Week, Dr Au Eong Kah Guan, Medical Director and Senior Consultant at Singapore International Eye Cataract Retina Centre, Mount Elizabeth Medical Centre, and Member of the Scientific Advisory Board of AMD Alliance International, says, “As the proportion of elderly in Singapore’s population increases, AMD is likely to become a major public health problem in the near future.” The AMD Alliance International was founded in 1999 as the only international organisation that focuses exclusively on AMD.
Luxottica unveils program for optical retailers
footfall; a range of training programs for all staff levels, covering areas like sales techniques and branding to ensure sustainable results. The other advantages consist of above and below-the-line communications to increase consumer awareness of what is exclusively available in-store; visual merchandising counseling as well as staff incentive programs that are tailored to the retailers’ business needs and goals. “The Lux-Club program equips our valued retailers with tools and resources to effectively drive positive customer experience in tandem with increasing expectations,” said Roberto Cristiani, Luxottica’s South East Asia Country Manager. “Response from our retailers has been highly positive and we are confident of extending this program to more participants.” Optical retailers that fulfill stringent selection criteria will be invited into the program by Luxottica and the local distributors. To date, the program has locked in a coterie of more than 130 optical doors in seven Asian markets namely, Singapore, Hong Kong, Thailand, Taiwan, Malaysia, Indonesia and Vietnam.
250 Singaporeans receive gift of sight on World Sight Day
1000 people screened at AMD Awareness Week
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uxottica Group has rolled out the Lux-Club program, where it will work in partnership with optical retailers to develop tailored solutions that can boost their capabilities in marketing, branding, visual merchandising, training and sales.
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he Age-related Macular Disease (AMD) Awareness Week held in Singapore from the 24th to the 30th of September, 2011, was organised by the Department of Ophthalmology
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As part of this program, it will present its top retailers with a plaque bearing the Luxottica logo to be used on their premises. Members will also enjoy other benefits, which includes a headstart to launch new campaigns and collections to increase their store’s
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o mark World Sight Day on 13th October, around 250 senior citizens on public assistance in Singapore got their eyes screened for pathology and refraction at no charge by the optometry departments of Ngee Ann Polytechnic, Singapore Polytechnic and Manchester University.
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affect performance during wear and requires careful consideration.
The Need To Update Existing Lens Care Guidelines
Delegates who participated at the Asia Pacific Contact Lens Care Summit II held in Australia recently recommended that the existing lens care guidelines be updated.
I
n view of the global trends towards new lens materials, emergence of resistant pathogens and continued poor patient compliance, the delegates at the Asia Pacific Contact Lens Care Summit II urged that contact lens care guidelines should be updated. These guidelines had been formulated in the first summit that was held in 2007. The event was sponsored by Abbott Medical Optics and was held in Melbourne recently. Since the first summit, a group of eye care experts, comprising scientists, researchers, educators and senior practitioners in the contact lens area from Asia Pacific has been urging the major players and practitioners in the optical industry to restore the emphasis of the importance of Elderly people who were diagnosed with poor vision from uncorrected refractive errors were prescribed free spectacles by Optometry Giving Sight Singapore, a non-governmental organisation (NGO), in collaboration with its industry partners Abbott Medical Optics, Carl Zeiss, Novartis, CooperVision and Essilor. Nanyang Optical, Optical 88, Paris Miki and Stan Isaacs donated the spectacle frames for this screening. The event also saw the participation of volunteers from associations like Singapore
contact lens care for the sake of users. They will continue to influence and educate health care professionals and the public at large to adopt proper lens care in supporting safety for contact lens wearers. NEED FOR CHANGE The delegates stressed that revised guidelines should be reinforced with immediate effect for safe and effective contact lens wear in the 21st century. Global trends indicate a shift towards silicone hydrogel contact lenses which now represent 36% of all soft contact lenses prescribed worldwide and the rate continues to increase. These new lens materials present new challenges to lens care and maintenance, according to eye care practitioners. The compatibility between contact lenses and lens care solutions may Optometric Association (SOA), Society of Opticianry Practitioners (Singapore) and Singapore Contact Lens Society. Those screened with sight-threatening pathology and conditions such as cataract, macular degeneration and glaucoma were referred to their nearest polyclinics. “Singapore faces a rapidly ageing population and at-risk groups are needy elderly who don’t have the financial means and lack awareness of what’s needed to age healthily,” said Stan Isaacs, Chairman of Optometry
Proper lens care is critical in optimising the performance of contact lenses and avoiding ocular inflammation and other complications including the rare but serious problem of corneal infection. It was decided that rubbing and rinsing contact lenses with a multipurpose solution is a very important way of reducing chances of microbial invasion to the eye and ideally should be used both before and after lens disinfection and storage. The delegates also urged that eye care practitioners and the ophthalmic industry at large should reduce contamination by supplying a new case with every contact lens care pack, reinforcing the disposal of old cases, developing contamination resistant cases, encouraging the use of cases that are easy to clean and giving clear instructions for effective case hygiene and storage when the cases are not in use. “We emphasise on the role of the practitioner in ensuring that patients are properly informed. To do this they must understand the details of appropriate care systems suitable for the contact lenses they prescribe and take responsibility for instructing patients in their correct use,” stated the consensus that was signed by the delegates. ________________________________________
Giving Sight Singapore. “Also, most cannot afford an eye examination to ensure they have the gift of sight to help them through their ageing years,” he noted. Optometry Giving Sight, a collaboration between the World Council of Optometry, the International Centre for Eyecare Education and the International Agency for the Prevention of Blindness, was created in 2003. ................................................................................
VISIONPLUS (SOUTH EAST ASIA) - Everything Between You & Eye
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Ever ything between you and eye
TRIVIA
Vision Illusion Stare at this picture for a while. Some people swear they can see black dots appear in the blank spaces. We don’t believe them... Do you?!
Is it a rabbit or a duck? Help us decide!
Wouldn’t we love it if chocolates came in that size? This optical illusion is actually just a camera trick. Something you could even try at home.
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VISIONPLUS (SOUTH EAST ASIA) - Everything Between You & Eye