02/04/2021
This is an excellent analogy to explain the pricing differences within the optical industry.
We recently received a three star review from a person who believes we "charge a lot" for prescription eyewear and that people should "do their research" before choosing to buy from us. On this second point, we couldn't agree more.
The first point is more complicated, and illustrates the common confusion between price and value. Price is what you pay; value is what you receive. Understanding this distinction is critical when researching eyewear or any other important purchase.
For those interested in learning why our eyewear costs more than the two-for-one offers advertised on tv and online, and why we believe ours is still the better value, we've posted the full review and our response below.
Three Star Review:
I went today for my first ever eye appointment due to having double vision. The staff was friendly, but I was told that my glasses were going to be just under $800. Not knowing how much glasses typically cost, I called my mom about the pricing and she was in shock. She immediately told me to leave and being that she has worn glasses since her 20's, I believed her and didn't purchase glasses. After inputting my subscription into multiple websites to find a pair that do what I need, I'm ending today with two new pairs of glasses (with my Prism lenses) for $60 total, after shipping. Again, I think the staff is friendly, but I do think they charge a lot and had I not had my mom to tell me otherwise, I would've paid that much. Not saying don't go here, but do your research on pricing before choosing to buy from them or not. I'm sure the quality is great, but at the end of the day, glasses shouldn't cost $800 unless they match my Louis Vuitton purse, which they didn't.
Our Response:
Thanks for your feedback, (Jane Doe). We appreciate your compliment of our staff - we're really proud of them! We're sorry we didn't meet your expectations for eyewear prices, but we'd like to use the Louis Vuitton purse you mentioned in your review to try to explain our eyewear pricing.
When comparing prices, one has to compare apples to apples, as they say. In this case, we'll start by comparing purses to purses. Louis Vuitton purses are handcrafted from the highest quality leathers and hardware in the world. The brand is synonymous with quality, exclusivity, and high fashion. As a result, Louis Vuitton purses generally cost between $1,200 and $6,000, while some limited editions cost considerably more.
If one doesn't want to pay that much for a purse, she can go online and buy two purses for $60 total, including shipping. These purses won't be rare, handmade, or the highest quality available, but they will still hold a wallet, keys, phone, and other essentials just as well as a Louis Vuitton.
You might say that the Louis Vuitton boutique "charges a lot" for a purse, and you'd be right. But when you buy from them, you're getting a Louis Vuitton purse. When you buy a $30 purse online, you're paying less, but you're also getting less.
In between the cheapest online purse and the most expensive designer handbag, there is a full range of purses with prices that generally correspond to the quality of the materials, design, and craftsmanship, and exclusivity of the brand. There's a purse that fits everyone's style, needs, and budget.
Likewise, there's a full range of eyewear frames from cheap, mass-produced, low quality frames to expensive, handcrafted, heirloom quality frames made by luxury brands. There's something for everyone at every price point.
Prescription lenses are the other component of eyewear that affect price, and that's where the purse analogy starts to break down.
Even the cheapest purses hold their contents as well as the expensive handcrafted ones. The same can't be said for prescription lenses - there is a direct correlation between the price of prescription lenses and the clarity of vision they produce. It's the difference between your grandparents' old television and the image produced by the new Ultra-High-Defintion screens most of us have in our homes and even on our mobile phones.
Discount prescription lenses are made with substantially lower quality materials, outdated lens technology, and general substandard finishing (and frequently all three). The difference in quality is even more apparent in progressive lenses, strong prescriptions, and complicated prescriptions, such as those involving prism.
According to a recent study, half of all eyewear sold online fails to match the prescription or meet national impact resistance safety standards.
At Mertins Eye & Optical, we have the ability to buy the cheap frames and lenses offered by online discounters and chains, but we believe our patients deserve better. We believe you deserve quality, style, value, and high-definition vision.
All of our prescription lenses are manufactured to our exact specifications in the United States by one of the top rated optical labs in the world. This allows us to stand behind every pair we make. We offer complete pairs of glasses starting at $200.
We're equally proud of our luxury and handcrafted eyewear, which brings us back to purses. For those who love Louis Vuitton and Hermès bags, you'll love our exclusive collection of eyewear from AHLEM, Barton Perreira, Garrett Leight, KREWE, Leisure Society, MOSCOT, and MYKITA.
We know we can't be all things to all people. Instead, we have chosen to focus on providing state-of the-art eye care, high quality eyewear, true value, and unparalleled customer service.
Thanks again for your feedback, compliments, and opportunity to respond to your questions about our eyewear pricing!
