SUNGLASSES REPORT
“As long as sunglasses areas in duty free shops provide hand sanitiser and are properly staffed, the frames can be tried on and then disinfected immediately if they’re not purchased.”
Industry source
“At the same time, we believe that the experience of fitting sunglasses is very important and useful. For this reason, we at Marcolin Group, researched and tested different processes that would meet the CDC
guidelines and properly sanitise the eyewear without damaging any of the frames or lens material. “We proactively shared these
sanitising processes with our clients to apply in store and will continue to provide new retail solutions that will allow the retailer and consumer to safely and comfortably try on sunglasses.”
Reassuring the customer For Rodenstock, squaring the challenge posed by the potential lack of customer interaction with products in an instore environment
‘Revised protocols’ prepare Maui Jim for post-Covid world
Polarised eyewear specialist Maui Jim is pouring resource into online direct sales and refining the customer experience as the business works hard to soften the impacts of the coronavirus (Covid-19). “The challenge for Maui Jim will be
daunting,” admits Giles Marks, Senior Director, Global Travel Retail, who explains that the company is developing ‘innovative post-Covid-19 systems’ to better promote the advantages of its patented lens technology. “Maui Jim is committed to supporting
the sunglasses category, as we always have, with revised protocols to reassure all consumers our products are 100%
42 TRBUSINESS
safe to try and purchase,” says Marks. “We continue to invest and develop
online training, providing an interactive and educational tool for sales associates. We recognise this is a crucial resource to the success of our brand. “All companies and brands are now
working with far less resources. Retailers are dealing with the same challenges as all brands, in addition to the exposure of maintaining their retail business, and all the associated high costs.” The Peoria-headquartered firm
experienced record sales in January, but like most companies revenue quickly evaporated as the onset of Covid-19
JULY 2020
led to the collapse of global travel and closure of shops.
highly conducive to strong sales requires careful consideration. “As a company we are looking
at this and discussing the best way forward with our retail partners,” says Eckhardt-Koestler. “It’s true that trying on sunglasses
is definitely the best and preferred way to decide between styles, but virtual try-on platforms through screens and mirrors etc can be a good alternative too. “From what we can observe at the
moment, customers are still cautious in their shopping behaviour, which needs to be further monitored.” «
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