Buyers' Forum
Double the Fun
Joanne Schell, Senior Editor, Frames

As this is my first Buyer's Forum, I'd like to tell you a little bit about myself. When I began my journalism career--working as an editor in the marketing and real estate industries--I never pictured myself living in the suburbs with a husband and twin boys. But my four-year-olds, Ben and Jake, have given me a unique insight into this month's topic--the kids' market.

Here's a brief glimpse into life with the twins. A few days ago, they managed to break our computer by knocking the monitor off its shelf. We got off lucky with no injuries--unlike last week when Jake scraped a leg after climbing the utility shelves, or when I had to call the paramedics because Ben got his leg stuck in a chair.

And I'm not the only mom looking for these kinds of products. All of the parents I know are constantly searching for kid-friendly places selling kid-friendly products--including dispensaries and the eyewear that is sold there.

Catering to these kids and their parents is smart business. Back-to-school shopping season is approaching, and families will spend between $400 and $500 on products, according to a National Retail Federation-sponsored survey by Market Facts, Inc. Tweens will spend some of their own money--$147--which is 11 percent more than kids in any other age group. And, as this and upcoming issues show, frame companies are taking advantage of these numbers. This trend was evident at MIDO where the increase in kids' lines reflects a growing general interest in children's eyewear and producing safer and more durable eyewear for kids.

Addressing this market by providing a kid-friendly atmosphere where parents can bring their children to choose eyewear is key. Having frames that are safe, sturdy, and stylish is no less important.

Changing your window or prominent displays to focus on fresh fall frames for the youth market will invite parents and children in for a new-school-year look. As I've learned in other retail categories, if one consumer--in this case a mom--is happy with your service and selection, she's sure to tell all her friends. News of business--good and bad--spreads like wildfire.