When it comes to sunglasses, there is a fear among sports retailers – and quite rightly so.
Past experience with eyewear brands is a key factor here and as such this experience has even caused some retailers to stop stocking eyewear altogether. But this is simply missed sales.
It has been found that many retailers have taken eyewear lines imposed on them as an additional sale from brands or they have taken a premium product with a hefty price tag. Both do not sell. Eyewear is largely overlooked by retailers and, as a result, many get it wrong, causing the misconception that it doesn’t work in the retail space. Well, it does work and when it does it makes money, but you need to have the right brand behind you.
As we all know, the industry is adapting and changing all the time, just like the consumer. Consumers are more savvy and intelligent when buying than ever before and it’s important for both brands and retailers to recognise and respond to this change in behaviour.
If there is one thing to come out of the recession, it is that it has taught consumers about value for money. When it comes to eyewear, consumers know what they are looking for – functionality, quality and price are the big players here. And with eyewear becoming an essential purchase rather than an additional sale, consumers are seeking the best eyewear for their money.
With summer around the corner, eye protection is going to be at the forefront of consumers’ minds in the coming months, so it’s time to start planning. Putting some thought into who provides your eyewear will not only generate sales, but could also save you from sitting on stock and potentially losing out.
A company that’s an expert in eyewear is Sunwise. The British company is leading the way in innovation and design, while ensuring its product ranges and price points are fit for any sports retailer. The growth of the brand has been reflected in its 2015 range, as it releases innovative products yet to be seen within the eyewear industry – note the Chromafusion 2.0 range.
A huge benefit to the retailer is that this is a UK-based brand with a hands-on approach to customer service. Retailers take comfort in the fact Sunwise is a reputable brand with an ever-growing fan base that has quality products at affordable prices. Sunwise within the retail space sells and it sells well.
For more information on the Sunwise® brand call 01865 714 620 or email info@tgsports.co.uk
