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FEATURE
whwytriright 24 Sunglasses Forecast
and the ups and downs of economic markets. Th e big question
SAX OPTICAL
127 Myrtle Ave., Stamford, CT 06902
is whether consumers will purchase fashionable brand name
Toll Free: 800-223-5127
eyewear in the midst of an economic crisis, as seemingly Tel.: 203-348-3645 Fax: 800-626-6933
more pressing demands are at hand,” the report continues.
Email: sales@saxoptical.com
Website: www.saxoptical.com
“Eyewear stores across the United States had already seen the
eff ects of the economic downturn, with many stores reporting which specializes in polarized sunglasses, told trade publication,
signifi cant drop off s in store traffi c at the end of 2008. And by Trans World Business. “With us, you’ll see low profi le integrated
the end of fi rst quarter 2009, some underperforming stores hinges, small gripper details in the bridge and temple tips, full
had been closed and manufacturing plants were idled.” coverage, subtle venting, and other performance features that
Th ough the total eyewear market in the U.S. grew at start to cater to the very active customer that needs performance
an annual rate of eight percent between 2004 and 2008, in their eyewear, in addition to just looking good.”
growth in 2008 slowed to four percent, and indications are “Retailers are defi nitely working to keep their inven-
that fi gures for 2009 will reveal an even smaller increase. tory as tight as possible, so from our side we just need to
Such information didn’t come as a surprise to Fashion Elite’s make sure we service them as best as possible,” Brent Lantz,
David Song, who a year ago said his company would not director of sales at sunwear designer Anon, said. “Th is means
be introducing any new marketing or sales initiatives until making sure we refi ll the cases with product that moves on
att ending the annual International Vision Expo East trade a regular basis, as well as rotating the stock in their case to
show in New York City last March. Within a few months, keep the inventory fresh.” “2009 was actually prett y good
Fashion Elite got out of the sunglasses business, turning its for us,” remarks Todd Stotesberry at Connecticut based Sax
att ention instead to luggage. “To anyone looking to us for Optical (www.saxoptical.com). “It was certainly bett er than
sunglasses (a market Fashion Elite was in for ten years), we 2008. Business is up about 20 percent, due to diversifi cation of
say, ‘Th anks for your interest, but we’ve moved out of that our product line.” Although Sax Optical’s website is currently
area,’” Song declares. Similarly, California based Sunfree under construction, the company has tried to stay in touch
International, closed up shop sometime in 2009, its website with existing and potential customers by opening a Twitt er
taken down and its phone disconnected. account (htt p://twitt er.com/SAXOPTICAL). Th e company
Th ose who have continued to weather the economic hopes to have its website up and running soon.
storm, however, see (if you’ll pardon the expression) sunny Diversifi cation has been one of the keys to success for
days ahead. Retro designs (think classic aviators and RayBans) Miami Wholesale Sunglasses (www.miamiwholesalesunglasses.
are more popular than ever, while the large-ish “bug-eyed” com), according to sales manager, Tucker Bowyer. “We’ve been
frames favored in years past by celebrities like Nicole Richie doing well with our D&G brand, as well as our Locs and X-Loop,
have mostly faded back into Jackie O-blivion. Th ough classic which have been our most popular,” he reports. “Overall sales
black and tortoise shell frames will probably never drop from were up a litt le bit in 2009 from ’08, and we hope it’ll pick up
sight, this year, designers and sellers are expecting vibrant more this year.” X-Loop Sunglasses is Miami’s exclusive brand
colors in frames, and to an extent, on lenses, to be big hits. of sports sunglasses, made of high quality plastics and metals,
“Th e vibrancy of the top fi ve colors for women, versus with many styles off ering impact-resistant polycarbonate lenses.
the neutrals we see toward the bott om of the ranking, show Priced at $24 to $34.50 per dozen (depending on style), most
that designers are choosing optimism for the season,” Women’s are available in two to fi ve colors.
Wear Daily quoted Leatrice Eiseman, executive director of Dolce & Gabbana is the company’s exclusive brand of
the Pantone Color Institute, in a recent report. “It’s a cautious fashion sunwear. Starting at $24 per dozen and going up to
optimism, however, because no one can ignore the elephant
still in the room: the recession. As the recession continues,
MIAMI WHOLESALE SUNGLASSES
3860 Curtis Blvd., Cocoa, FL 32927
consumer purchases trend toward needs versus wants, so our
Toll Free: 888-672-4322 Tel.: 970-672-4321
line will extend toward performance features in 2010,” Tom
Email: www.miamiwholesalesunglasses.com/
contact-us.aspx
Kabbash, founder and designer at Pleasure Ground Eyewear,
Website: www.miamiwholesalesunglasses.com
Continued On 28 whwytriright
26 February 2010
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