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www.IndependentRetailer.com COVER STORY Sunglasses
Fashion Forecast continued from page 64
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ing its previous 900 plus skus, the company plans to contin- ue with 600 of its best selling styles, and add 200 plus new styles to this year’s line. “Our goal is to update our inventory so that our customers can do the same, and offer the most up to date trends in the sunglass market,” says Ron Bryan, sales and marketing director. Pacifi c Link, however, does
plan on continuing its own sports sunglass line, Element 8. Updating offers every month, the company still fi nds that sport glasses continue to be a big part of the business. No matter the style, “the wholesale price aver- ages about $24 a dozen, with discounts offered for quanti- ties,” Bryan says. Even with an update in inventory, the pricing structure will remain roughly the same. “We will continue to offer discounts to fi rst time customers, and as always, pricing will be customized for every retailer pur- chasing from us,” Bryan adds. Pacifi c Link’s business model is simple. “We sell to anybody who buys wholesale sunglasses. It could be jobbers, convenience stores, department stores, or ki- osks in the mall,” notes Bryan. Pacifi c Link knows that cus-
tomers need information about the variety it offers, especially regarding new products. To that end, Pacifi c Link’s web- site,
www.sunglassespacifi
clink.com,
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February 2012 65
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