When it comes to frames, the optical industry exists as an extension of the fashion world. For those who can exploit it, the fashion aspect of dispensing represents an opportunity to bring revenue and, yes, fun to your dispensing practice.

The Bottom Line

Fashion has become an integral part of the eyewear scene, and an important part of dispensing is coming to understand and then meeting the patient’s fashion wants. This is a two-step process: that of learning and teaching. By communicating in “fashion-speak” at the very beginning of a patient interaction, the dispenser ensures the patient understands that frames are being tried with a look in mind rather than at random. Patients may need to be educated to the value of the many frames that don’t carry major consumer brand names.
 

Laurie Pierce, LDO, ABOM, is a professor of opticianry at Hillsborough Community College, Tampa, FL, and a board member of Professional Opticians of Florida. She was assisted in the preparation of this manuscript by Refractive Eyecare assistant editor Uzy Igweatu.