See a clipping of the feature from the Northside November 2010 issue, or read it on NorthsideSF.com by clicking on the feature below.

S.F. OPTICS FEELS THE FORCE

Peter Mayhew (left), who played Chewbacca the Wookie in the Star Wars’ films, stopped in at San Francisco Optics on Chestnut Street for new glasses from owner Alex Feldman.

Read the article below, or go directly to Vision Monday’s online edition here.

Social Media Helps San Francisco Optics Promote Busy Trunk Show Schedule

November 17, 2010 2:03 PM

Alex Feldman

SAN FRANCISCO—Among the retailers VM spoke to, San Francisco Optics had the busiest trunk show schedule by far. “Anything that we choose to carry in the store is a brand that we want to do the trunk show with,” said Alex Feldman, CEO and owner. “If it’s in the store, we love and believe in it and would like to feature it in an event.”

His optical boutique, located in the Marina District since 1979, averages one trunk show a week in the spring and fall. According to Feldman, San Francisco Optics is booked 30 percent to 50 percent of weekends throughout the year. Since the shop started promoting trunk shows 15 years ago, they found that weekends work better. “We plan for Saturday because people are free then and we are in a high traffic area. Noon to 5:00 p.m. is ideal for getting the window shoppers in,” Feldman said.

By holding the shows on the weekend, Feldman said he is also able to recognize the sales increase in frames from a featured brand the following week. “If the trunk show is on a Saturday, we’ll sell more and the majority of the stuff sold will be of that particular

At a trunk show for Robert Marc, San Francisco Optics staff was on hand to help visitors with questions regarding the frames collection.

line. He attributes the uptick in sales to the boutique’s opticians. “Usually the psychological effect it has on our opticians is to make them excited about that line so they’ll automatically go to those brands first when they’re styling our customers.”

Adding that the impact also comes from the brand or supplier company itself, Feldman said, “We want the sales reps to get involved and be our key information holder for anything we haven’t learned yet. The more they help, the more successful we’ll be.” Past events have included Robert Marc, SALT., Oliver Peoples, Barton Perreira and a recent German-themed cocktail party with designers from Mykita.

To help market the frequent events, San Francisco Optics relies heavily on both new media and traditional advertising. “We’ve been doing social media marketing for about two or three years and the website for much longer. Since Twitter and Facebook came out, we’ve used them a lot too,” Feldman said. An e-mail list and address database for blasts and postcard mailers also help the company keep in touch with existing customers.

Because each trunk show is different, varying with the brand and season, Feldman explained the need for a variety of promotion strategies: “Results vary. When we do a trunk show for a name that is more popular, then social media gets better results because it catches the general attention of the public. “But if it’s more of a private line that eyewear connoisseurs know about, it’s not as effective.” For this reason, Feldman continues to take out ads in the community paper. This season, he paid for five—one for each show San Francisco Optics would be hosting.

“We’re very good at developing a taste for our clients with particular lines,” Feldman said of the busy schedule. “We have people who come to every Robert Marc show because they love that line. It’s an event that our clientele look forward to.”

San Francisco Optics has been on the corner of Chestnut Street in the Marina District since it opened in 1979.	The interior of San Francisco Optics before a trunk show. Merchandising material for Gucci frames, provided by Safilo, is placed throughout the store.

— Delia Paunescu, Assistant Editor

Limited Edition Alexander Daas Sunglasses
Anyone who walks a dog every day needs a pair of great-fitting, quality sunglasses, preferably ones with polarized lenses to shield eyes from glare and harmful rays. After years of seeing why customers returned other brands and what people were looking for when they bought glasses at his Chestnut Street store, San Francisco Optics, Alex Feldman decided it was time to put all that knowledge into his own line of high-end eyewear. After three years of development, a limited edition has launched just in time for the holidays (with more sunglasses as well as ophthalmic frames to follow). They fit like a glove, and even the polarized lenses are chic rather than the typical sporty style.
San Francisco Optics, 2248 Chestnut Street (near Pierce), 415-922-7500, www.alexanderdaas.com

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That’s right… check out the April 2010 issue of Cosmopolitan, which shows off pop star sensation Lady Gaga on the cover. Inside, in the ‘Fashion and Beauty Now’ section, is the ‘Country Star’ photo shoot in which we styled Cory Monteith into a pair Ray-Ban Wayfarers.

This frame available for purchase here.
Prices include shipping in the United States and applicable taxes.

The editors of 944 Magazine came to us, knowing our reputation for being the top stylists in fashion eyewear, to find out what the 2010 sunglass trends are. And we were more than happy to let them know and provide a few examples such as frames from Orgreen, Gold & Wood, Oliver Peoples, Ray-Ban, and Mykita.

Check us out in the March 2010 issues of 944 Magazine: San Francisco and 944 Magazine: Las Vegas, where we show you some of our favorite shades…

Lady Gaga does it again and again – scantily clad in sparkly getups. Accompanying her almost at all times are glamorous whimsical frames. 2010′s eyewear trend release a breathe of fresh air. Color, shape, and oomph scream “wear me.”

The Orgreen sunglasses are totally Gaga-licious … large, with sharp angles, and a cat-eye uplift. The Danish designer takes titanium eyewear to the next level with edgy designs and many vibrant fashion forward colors and finishes.

Oliver Peoples has entered the world of suspended metal – hand-laid wire encased in two layers of plastic and remaining visible, resulting in a floating metal wire that appears suspended. You’ll look like a celebrity hiding from the paparazzi in these sunglasses.

Mykita, the handmade German collection, is taking their designs to the next level, entering the world of colorful plastics! Their chic women’s sunglasses are sexy.

For the luxurious type, Gold & Wood’s buffalo and precious metal sunglasses define class.

Or go with the simple and classic Wayfarer from Ray-Ban. Yet again, another rebirth with the newest dual-sided colorful designs displaying adventurous backsides.

As each season changes it’s your chance to step outside of the box and try a new look.
It’s Spring baby, and it’s on!

These frames are available to purchase here in the colors as seen in the editorial.
You may call or email to request other options, etc.
Prices include shipping in the United States and applicable taxes.

Frame Selection

Orgreen Bonnie $589.00 Gold & Wood H05P.4C $699.00 Oliver Peoples Llana $375.00 Ray Ban Wayfarer $159.00 Mykita Emanuelle $455.00