Fact or fiction: Caseline looks classier, but waiting for salespeople to unlock cases and hand over frames one by one can intimidate or inhibit sales. FACT OR FICTION: Open-sell towers, while allowing unlimited self-serve try-ons, look too messy, too "mass" and encourage theft. Discuss... A debate is currently swirling around how to merchandise sunglasses, particularly high-ticket designer items. To combat consumers' "just looking" mantra, some retailers—most notably specialty chains or stores猦ave liberated higher-end frames from locked cases, and are reaping the monetary rewards. At department stores, however, the industry notes a newer rebound to a closed-sell caseline approach, mainly in response to the shift toward costly designer brands. The trick, experts agree, is never to mix high-end and moderate sunglasses in the same open-sell environment, as it confuses consumers and dilutes expensive items' luxury message.
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