Sunwear: That Championship Season
Summer is coming to a close, but sunwear enthusiasm—and sales—can stay golden by playing on the lifestyle trends that pique the public's interest
By Amy Spiezio
Fund raising and fun drive sun sales. From top, ClearVision's BCBGMaxAzria style Faith benefits Susan G. Komen, luxe Chrome Hearts style Moore from OSA, and Nike Impel style from Marchon
Coming along once every four years, the Summer Olympic Games bring out the athlete in many a couch potato.
Although average eyewear consumers may not be interested in going for the gold themselves, they may very well be inspired by the Games or by other events and trends to opt for sunwear that makes them look like sports stars.
OLYMPIC MESSAGES
According to the International Olympic Committee, Beijing 2008 will host 1,000 cameras broadcasting more than 5,000 hours of coverage to 220 countries/territories around the world, reaching an estimated world-wide potential audience of four billion viewers.
In the United States, NBC is expected to broadcast over 3,600 hours of coverage, more hours of coverage of the Beijing Games than the combined total of every previous Summer Olympic Games televised in the country. That means athletes in eyewear ranging from sporty looks for biking and running to the latest in shooting glasses and swimming goggles will take the center stage in many homes.
Above, Olympic-ready Polo model PH4025 from Luxottica. Below, luxurious Gucci style GG 3017-s from Safilo
While companies such as Ralph Lauren have paid big dollars for licensing rights to use the Olympic logo, all sorts of sportswear and sunwear can profit from the sporting spirit that will pervade the consumer consciousness.
SPORTS ON THE ROAD
But the 16-day Olympiad isn't the only potential sunwear purchase inspiration coming from the sports world. Although Lance Armstrong may not ride in the Tour de France anymore, U.S. cycling enthusiasts still refresh their interest in the sport after watching the contest.
In addition, events in which weekend warriors can participate can have an even greater impact on day-to-day sales. According to the Sporting Goods Manufacturers' Association, the purchases of runners' sporting apparel has grown by 25 percent since 2006.
Be ready to tap into these potential buyers not only by stocking the appropriate gear, but also by being aware of what's going on in your area that may help drive your sales efforts.
| Look Good, Feel Good, Do Good |
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| Throughout the year, folks can be found hitting the road to raise funds for good causes. Events such as the Susan G. Komen Walk for the Cure appeal to those ready to move to build grassroots support for organizations. But increasingly, consumer philanthropy is a powerful force for good. Rather than putting in sweat equity, people are giving their credit cards and checkbooks a workout by purchasing products that fill a need not only for day-to-day use, but also for the benefit of nonprofits. Tapping into the increasing interest on the part of buyers to spend their money with companies that practice corporate goodwill, some firms are making more formal efforts to invest in fund-raising efforts. Last year, Barneys 2007 holiday catalog matched its products to a variety of good causes and portions of purchases went to a variety of worthy nonprofits, making purchasing pay in an entirely new way. In the world of optical, some frame suppliers produce specific models that benefit causes from drug abuse prevention to women's health issues by directing a portion of the proceeds from sales to the good cause in question. Another route to go is to select a specific local cause. Whether sponsoring a local sports team, providing optical goods and services for a charity auction, or volunteering as a representative group at a philanthropic function, working for these benefits helps a worthy effort while building relationships with the community and within the dispensing team. |
Think sports events don't drive the economy?
Think again.
In a recent study regarding the National Football League's selection of Indianapolis as the host city of the 2012 Super Bowl, Ball State University's Bureau of Business Research suggests that the Indianapolis region stands to receive a $365 million economic boost from the event. Just who benefits from the boom is decided by those who are ready to seize the opportunity.
TAKING A SHOT
Another market at which to take aim is hunting and fishing enthusiasts. The U.S. Fish and Wildlife Service reports that the nation is host to 14 million hunters—about one in every 15 Americans over the age of 16—who shell out about $22.1 billion for their gear and goods.
Whether or not those staffing your practice are looking to hook the big one or mount a deer head on the wall, they should be ready to meet the needs of these active spenders. The products that will interest this buying group includes polarized sunwear in tints suitable for many depths and types of water, as well as eyewear with tinted lenses that are suitable for shooting in the fields, woods, or shooting range.
Strong sporty looks. Shown above: Under Armour style Equilibrium and shown right, professional angler Jeremy Starks in Wiley-X sports sunwear
ADVENTURES IN LUXURY
Still, not everyone is an athlete. But those whose main exposure to the sun is the dash from luxury sedan to shop or office or once a year on the greens at a Pro-Am golf event are another strong sunwear contender.
While a recent white paper on the economic downturn by Pam Danziger, president of Unity Marketing, reports that 23 percent of the highest echelon of spenders intends to spend less, this may not be bad news for optical.
In a market plagued by downslide, luxury sunwear can hold strong. High-end buyers tend to be brand loyal, and while they may not be willing to spend $5,000 on a new purse, they may be very willing to spend $500 on a new pair of a favored designer's sunwear.
Another factor in favor of luxury sunwear sales in the U.S. is the still-weak dollar in the global economy. Those who may have spent their money abroad are stretching their budgets by buying locally, where the exchange rate is not a factor.
According to the report, luxury retailers should take advantage of this time: "Luxury retailers, especially the most upscale boutiques, may see sales rise early in the year as luxury consumers decide to pick up the latest fashions early in the season." EB
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