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As the young man’s attitude about eyewear has changed, so, too, have the merchandising and sales efforts among optical shops throughout the U.S. Indie boutiques, midsize chains and regional players alike have had to adapt to this market shift in order to facilitate its continuing growth and prominence, and they have told VM that today’s men are more interested in eyewear now than ever before. Businesses large and small are adapting to a new breed of male consumer who is not only concerned with the look and make of his frames, but is buying more frequently and willingly.