Its summer time and the sunglasses are selling like hot cakes among consumers. Brands are going high on the promotional activities as consumers move to the nearest retail outlet or log on to eyewear e-retail portals to grab the best sunglasses.
The buzz among consumers is to team up their clothing well with their accessories, even if they have to purchase multiple options and shell out little more money. Keeping the trend on, the brands are offering sunglasses with multiple colour options and what more, consumers are game for buying more than one pair of sunglasses.
Brands have introduced neon colours in sunglasses, a trend which is doing rounds in the international fashion circuit.
“But these colours cater to only people who those who love to buy a lot of sunglasses and want to keep them in sync with their wardrobe or accessories. While the classic colours and designs still sell well with consumers those who buy once in a season,” says Ronak Sheth, Director, Eternity Lifestyles.
“It’s more about colours this season as compared to shapes. People are experimenting with colours, in fact, we have recently launched sunglasses in five shapes and each shape has 10 colours. This way our collection has50 variants,” says Peyush Bansal, Founder and CEO, Lenskart.com.
· Hottest selling brands: Ray-Ban, Chrome Hearts & Fastrack
· Hottest selling shape: Wayfarer (men) & Aviators and Cat Eye (Women)
· Hottest selling colours: Neon blue and green
· Who is buying: More men
“As opposed to general perception, more men buy sunglasses than women. Women contribute to only 25 per cent of Fastrack sale as of now. We hope to take that up in the coming years,” says Arpita Khadria, Brand Manager, Fastrack (Eyewear).
· Neon – Blue, green, yellow
· Shades of brown
|Sporty wrap, Aviators, Gradient||Rs 1,000- Rs 2,000|
|Rs 1,000 – Rs 5,000Eternity Lifestyles||iC!Berlin, Cartier, Mont Blanc, Chrome Hearts, Rudy Project, Gold & wood, Judith leiber, Dsquared2, John Galliano , Opium (in-house)||
·Neon - Blue, green & yellow
|Aviators, Wayfarer, Sporty, Cat Eye||Rs 1,000 – Rs 5,000|
|LensKart.com||RayBan, MTV, Puma, Speedo, IDEE, Vincent Chase (in-house) and others||
|Aviators, Cat Eye, Wayfarer & Sporty wrap||Rs 15,000 onwards|
|Maui Jim India||Mau Jim India||
· Coral green
|Aviators, Cat Eye & Wayfarer|
To create product visibility among consumers, brands are working on various promotional activities. Eternity Lifestyle has been working closely with malls including, Inorbit and organising various activities. Moreover, Sheth adds, “Though we are not offering discounts but we are giving free merchandises on purchases. The merchandise has been chosen keeping in mind the things that would go with sunglasses, so it includes umbrellas, watches and bags.”
While Fastrack is doing a lot of ATL and BTL activities, Lenskart is promoting the products on Facebook.
Sales & Retail
So we asked the players, how the sales will fare this season and everyone sees an average of 20-30 per cent growth rate this year as compared to last year.
“On an average, we are selling about one lakh pieces monthly through our network of over 3,500 multi brand outlets in the country, 100 Fastrack stores, 320 World of Titan stores, 250 Titan Eye Plus stores and 300 large format departmental stores around the country,” says Khadria.
While Sheth, not divulging the number of pieces sold, says, “We are seeing an 18-20 per cent growth this year as compared to last year and moreover, of our total revenues of the year, 60 per cent come from this season.” Eternity Lifestyles also plans to diversify its in-house brand, ‘Opium’ to categories including bags and other accessories.
As an e-commerce player, Bansal concludes, “We were pretty new last year, so we expect 10 times growth since then, as we are selling about 500 pieces every month.” With this, Lenskart.com will add a new brand to its kitty which will be Power.
Scorching summer heat and glaring sunshine calls for good pair of sunglasses. A trendy colour adds to the zing and blue is the colour this season.