100% Optical will launch Eyewear Week from 7–13 January in a bid to save the High Street and raise the profile of spectacles and sunglasses.
The initiative is designed to generate public awareness of eyewear trends and designs, as well as increase footfall into opticians.
100% Optical event director, Nathan Garnett, explained that the High Street is under threat but 100% Optical believes practitioners can be a part of its rebirth.
“This initiative will highlight and celebrate the massive variety of eyewear that is available to customers. We want to encourage people to visit optical practices to try on frames and to explore buying frames to accessorise with different outfits and seasons. Let’s banish the idea of a self-limiting ‘spare pair’ of specs only from now on,” he added.
Practitioners are being encouraged to get involved in the campaign at their practice and on social media by using the hashtag, #EyewearWeek.
The 100% Optical website features campaign materials, including posters to display in practice, website banners and postcards for social media posts.
During the week, a shop window competition will take place, which asks practices to post pictures of their displays on social media with prizes available for the best designs.
Educational blogs exploring a day in the life of a practitoner, eyewear style tips and consumer behavioural insights will also be posted on the 100% Optical website during Eyewear Week.
100% Optical takes place at ExCeL London on 12–14 January and will feature “the largest collection of eyewear” exhibitors in the UK and a fashion catwalk, as well an education programme that includes eyewear and dispensing CET sessions.