SUNGLASSES REPORT
“With more strategically planned placements of the sunglasses category, we create better visibility and incremental growth. Additional footprint doesn’t mean more of the same, but can be used for a variety of innovative concepts, tailored to consumer needs and desires.”
Francis Gros, Head of Global Channels, Luxottica Group
dress up different outfits. In the end this customer will spend the same budget on buying four pairs of mid-priced sunglasses as if they had purchased only one pair of premium sunglasses.” Harwood Lincoln is convinced that
when retail buyers wake up to this fact they can then begin to ensure that they stock brands which cover all price points. She believes that where this has happened in the past, sunglasses sales have increased and customer satisfaction improved. Stuart McGuire, CEO, Scorpio
in travel retail and certainly doesn’t believe that this category has reached its peak. “According to Vision 2020 [a
category-wide initiative linked with the well-known ‘Sunglasses Awards’ which takes place in Cannes every year], the outlook for sunglasses in travel retail is excellent. The category is expected to reach 4% of total travel retail sales in 2020. “While the category as a whole
may not have shown significant growth in the last year or so, we’re confident that the long-term prognosis remains extremely bright, especially if retailers offer the right portfolio mix. “It’s a broad category from
low-price fashion styles to luxury designer, but we see the most potential in the mid-price sector and believe there is – in some cases – too much emphasis on the premium luxury segment. “There are many customers
who would prefer to purchase multiple pairs of sunglasses to
Worldwide believes that growth of the sunglasses category, like many others in duty free, is naturally going to ebb and flow, but this doesn’t change the fact that sunglasses it now regarded as ‘a vital part of the fashion and accessories market’. “With the target market in
travel retail now incorporating millennials, there is a great opportunity to introduce new and exciting sunglasses brands into the category,” he says. He believes the answer to kick-
starting growth again lies in the introduction of new brands, at least for a trial period, rather than relying too heavily on labels from ‘the large fashion houses’. “Times are changing. Consumers
are experimenting with smaller, independent brands that do not have the financial backing behind them like the large fashion houses. For the category to move forward, smaller brands must be given a chance in the travel retail channel.” Interestingly, Scorpio has just
started working with the Safilo Group, so will be focusing on building these new brands in travel retail in the coming months. “All of the brands we work with offer fashionable styles and designs,
Nina Pan, Worldwide Head of Duty Free & Travel Retail at Marcolin S.p.A.
but at accessible price points, which to us is really important,” adds McGuire, agreeing with Swiss Eyewear Group’s Harwood Lincoln. Although price points are clearly
important in travel retail – especially as value is a huge motivating factor for travellers purchasing in the sunglasses category [see p41 for exclusive data from m1nd-set] – others believe the right marketing strategy, via digital platforms is just as important. “It is also important to boost
sales through effective marketing activities: in this perspective, the digital platforms are key in engaging the target end-consumer,” says Nina Pan, Worldwide Head of Duty Free & Travel Retail at Marcolin S.p.A. “Sunglasses’ market share is still
increasing in emerging markets and fast growing channels. We strongly believe that the category will deliver strong growth in 2017 thanks to continuous innovation in quality, product and design.”
Positive trend on cruises For Marcolin, 2017 has been a good year so far as it has been able to successfully renew its key licenses, launch the first complete eyewear ‘Moncler Lunettes’ collection and signed a joint venture in the Middle East with the Rivoli Group. “Our business is up in every
Breo's Sundown frame in bottle green, distributed by Scorpio Worldwide. 44 TRBUSINESS
region: APAC is outperforming [the competition], EMEA and Americas are steadily growing and we are also seeing a positive trend from the cruiseline channel. In travel retail, we are seeing a gradual, improving trend in key countries such as Russia, Brazil and South Korea.” Luxottica says its seen the best
JULY 2017
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