Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: WEDNESDAY, August 2, 1995 TAG: 9508020015
SECTION: EXTRA PAGE: 3 EDITION: METRO
SOURCE: STACY JONES STAFF WRITER
DATELINE: LENGTH: Medium
Not if you're talking about sunglasses.
An informal survey of optical retail stores indicated that big-city folk are not the only ones who indulge in costly designer frames. Ray-Ban, Oakley and Serengeti shades got top honors here as well.
Typical was Galeski Optical in Salem, where licensed optician Dale Tinley said Ray-Ban, Oakley and Fila sunglasses are among his best sellers. He attributed their popularity to advertising, and said buyers typically fall into one of two groups: trendoids and quality-seekers.
``It depends on age,'' he explained. ``Younger people buy for looks, older people buy for comfort.''
At Merricks Optical in downtown Roanoke, the most popular brands were Safilo, Silhouette and Tura, which average around $120. But optician assistant Laura Walker said that's more a reflection of the store's relatively small size than a true reflection of consumer preferences.
``We can't buy in bulk like the bigger stores, so if we buy Ray-Bans we have to sell them more expensively than the competition,'' she said. ``If we could sell them, Serengeti and Ray-Ban would probably be the best sellers because they are nice, quality lenses.''
Retailers said the glasses, which average $150-$200, are a wise purchase despite the expense.
``The quality is superior to something at 7-11,'' said Matt Langridge, store manager at Sunglass Source in Valley View Mall.
Langridge believes people want designer frames because they're technologically superior, not just because they're fashionable.
``Sure, a few people just don't care and just want something someone else has,'' he said. ``But most people are knowledgeable.
``They need a justification beyond the appeal to spend $100 or so on sunglasses.''
by CNB