Tips on Building a Winning Sunwear Portfolio

Monday, May 22 2023 | 08 h 41 min | Optik Magazine

By Valerie Leroux

In Canada, spectacle lenses accounted for more than 40% of sales in 2022 while sunglasses represented 15% of revenues. While everyone may now be well-versed in the art of fitting prescription eyewear, it might be time to consider diversifying with sunwear.

Adding sunglasses to your inventory not only expands your offerings but also allows you to cater to a wider range of customers, differentiating yourself further from the competition. Here are some tips based on the latest market trends to help you implement sunwear into your portfolio:

1.   Offer a Wide Selection

As an eye care professional, it is important to remember that protecting the eyes from harmful UV rays is just as important as correcting vision.

By offering a large range of sunwear options, you can provide your patients with stylish and protective eyewear that compliments their lifestyle needs. Not only will your patients appreciate the added convenience of purchasing sunwear in your practice, but they will also be more likely to trust your expertise in providing them with a comprehensive eye care service.

Additionally, selling sunwear can increase revenue for your practice as it provides an opportunity for you to upsell to patients. With a range of options available, you can cater to various budgets and preferences, ensuring that each patient leaves with a sunwear option that meets their specific needs.

On top of a variety of lens types available, offering sunglasses customization options such as  special lens coatings, or fashion lens tints allows customers to create a personalized pair of sunwear for a unique experience.

With so many options to choose from, it can be hard to predict best sellers. IMAGINEM eyewear trend spotter, Kiki Locatelli (Milan), forecasts that light-coloured mirror coatings and “Shield Sunwear” will be seen as a fashion trend in 2024.

Why is catering sunwear to kids important?

It is important for sunwear to cater to kids because children are more susceptible to the harmful effects of UV radiation than adults, and it is the opportunity to encourage healthy sun protection habits from a young age.

By offering a range of colourful and fun options for children, eye care professionals can help parents ensure that their child’s eyes are protected while they enjoy outdoor activities.

Some brands like Ray-Ban or Versace have launched their junior sunwear range. Ray-Ban^® Kids offers baby sunglasses for children aged 0 to 6, which are made of light nylon and rubber for new-born safety and comfort. Versace Children’s eyewear campaign started in 2022, provides colourful options as part of a fun ‘mini-me makeover’.

2.   Cross-promote with Other Products

Cross-promoting sunwear with other products including prescription glasses or contact lenses can help increase sales and differentiate from the competition. In particular, it makes sense to offer discounts or package deals for customers who purchase multiple products.

Contact lens patients who use daily disposables are the most compliant^, making them the most frequent visitors. This means they give your optical team more opportunities to propose other optical items to them, including non-prescription sunwear. For this strategy to work, it is important to inform staff about how to discuss these alternatives with your patients. They should understand the significance of wearing sunglasses for UV protection. A collaborative effort of promoting and selling these goods enhances optical revenue while delivering clear and pleasant vision for daily disposable wearers.

Finally, to reinforce the habit of promoting eyewear to these patients, you should track the percentage of contact lenses or prescription glasses wearers who buy sunwear. Set explicit goals to increase this proportion and make it a fun competition among employees to challenge them to meet these targets.

3.   Use Online Marketing

Many people are unaware of the benefits of wearing sunglasses beyond just a fashion accessory. This represents an opportunity to educate customers on the importance of UV protection, how sunwear can help prevent eye damage and reduce the risk of eye diseases. Eyewear providers like LensCrafters already understood this by launching a campaign called “Your Eyes First” in 2022, encompassing the importance of eye health with both clear and sun lenses.

More than 25% of sales are projected to come from the online channel in 2025. Make the most of online marketing tools and social media to promote your sunwear products and offer exclusive online deals to encourage online purchases.

Diversifying your eyewear portfolio with sunwear is a smart business move that can help you attract new customers and increase revenue. By implementing strategies such as stocking a variety of styles and lens options, using cross-promotion and online marketing tools, you can create a well-rounded selection of sunwear that meets the specific needs of your clients and create a loyal customer base.  

Read Valérie’s article in the May-June issue of Optik magazine!