100% Optical launch Eyewear Week

100% Optical is launching a brand new Eyewear Week running from 7 – 13 January to help save the high street and raise the profile of the most important fashion accessory there is.

Kicking-off the countdown to the show which takes place in the eyewear capital on 12-14 January at ExCel London, the goal is to help the optical industry generate public awareness around the hottest eyewear trends and designs, and to uncover and influence eyewear shopping habits.

Eyewear week will drive footfall into opticians to increase sales and generate publicity for the most important fashion accessory their customers own.

Worryingly one in ten British eyewear shoppers now purchase sunglasses and spectacles online, according to market research company GfK, which surveyed 6,000 consumers. It also revealed that price, quality, brand and celebrity ambassadors were among the top drivers behind buying decisions.

100% Optical believe that buying a new pair of frames is a pleasurable experience, and nothing can beat the personal customer service of an optician to assist in that process.

The initiative is supported by the Association of Optometrists (AOP) who believe Eyewear Week will help showcase what’s on offer on the high street and influence buying trends.

100% Optical is the place where optical fashionistas, stylists and stockists go to browse and uncover new eyewear trends and latest styles modelled on the vibrant catwalk. It is renowned for offering:

• The LARGEST collection of eyewear anywhere in the UK allowing you to cater for the all budget and price points of your customers.
• The BIGGEST brands in the world and huge selection of international independent brands on show.
• A rundown of what’s hot on the CATWALK with its infamous FASHION SHOWS.

100% Optical event director, Nathan Garnett said: “The high street is under threat, but 100% Optical believe that opticians can not only survive the challenging environment, but can also be part of its rebirth. To celebrate the optician’s role on the high street we are launching Eyewear Week to coincide with 100% Optical.

“This initiative will highlight and celebrate the massive variety of eyewear available to customers. We want to encourage people to come into your practice to try on frames and to explore buying frames to accessorise different outfits and seasons. Let’s banish the idea of a self-limiting ‘spare pair’ of specs only from now on.”

How to get involved

A social media selfie campaign will go live during Eyewear Week calling for people to wear their favourite specs and share selfies using #eyewearweek and #loveeyewear. A wall of the best selfies will be displayed at 100% Optical to inspire and celebrate some of our favourite eyewear.

Independent opticians can support Eyewear Week by running awareness campaigns in their branches and through social media using #EyewearWeek. Visit www.100percentoptical.com to access campaign materials including posters to display in practice, social postcards to crusade on twitter and facebook, and website banners to help generate a buzz amongst customers.

A shop window competition will go live during the week and opticians are invited to post pictures of their displays via the campaign hashtag #EyewearWeek with prizes for the best designs.

An abundance of brand new content will be available via the 100% Optical website during the week, including educational blogs about ‘a day in the life of an optician’, eyewear style tips and consumer behavioural insights. There will also be a round-up of the latest eyewear designs and news from established brands and up-and-coming eyewear designers about unique designs and materials.

To find out more about getting involved with Eyewear Week and for free registrations to 100% Optical visit www.100percentoptical.com and follow on social media @100optical #100optical.