2010 Sunglasses Trend Report The Future’s So Brig
Friday, June 25th, 2010In rough economic times, especially as the temperature’s spike, it’s often much easier to convince customers they need to upgrade their scene to a new pair of shades than to ust about anything else. With an average sales price of nearly 94 dollars and margins averaging close to 46 percent according to ActionWatch, having a gucci sunglass case stocked with the hottest styles is essential.
We tapped the minds of top sunglass manufacturers from across the industry to find out how they’re planning on setting the style for eyewear trends in 2010 to keep you ahead of the curve.
Anarchy & Angel – Scott Sorensen, Director Quantum Sun/Lifestyle Brands
Next year’s lines will see lots more lens tints and a continuation of fun color frames. You will also see a strong trend back to basics and classics. People are realizing that they have been wearing clown shoes for last few years and will continue to go back to classic shapes and styles.
Consumers are looking for value and want a great reliable product for it. We are developing new product at the $45 and $55 dollar prices. Our mission is to offer a great quality product at reasonable price. Margins for retailers will still be keystone.
Anon – Brent Lantz, Director of Sales
All I can say is sex sells, so we are going for it! We’ve been working on a very special collection of product. Be looking out for it early Spring 2010!
Retailers are definitely working to keep their inventory as tight as possible, so from our side we just need to make sure we service them as best as possible. This means making sure we re-fill the cases with product that moves on a regular basis as well as rotating the stock in their case to keep the inventory fresh.
Arnette – Joe Freitag, Arnette Brand Manager
No matter what the trends are, Arnette continues to dedicate itself to progressive design, maximum functionality, and unparalleled quality, focusing on timeless styling with a clear design story. Trends will always shift to favor certain looks, but the backbone of our line clearly represents the brand’s point of view and design aesthetic. That being said, throwback styles like the Agent and Alter Ego play an important role, and you’ll see medium/large frames with all-around classic and clean design like the Snap and Defy as the driving force of the line. The consumer is more educated on the benefits of polarized lenses than ever before, so you’ll continue to see multiple polarized offerings across the line.
Ashbury – Lance Michael Hakker, Brand Director
We have 2 pro cheap gucci sunglasses coming out next year as well as a collab with Kr3w. The Kr3w collab will be matte black with chrome lenses and black studs on the Daytripper. Lizard King’s colorway will be on the Daytripper as well. Lizard is down for the greenroom, so his Daytripper will come in green. We’re also making our version of the loc, you know, that quentessential gangster shade. We’re only doing this one in black, and that is Bryan Herman’s pro model.
Body Glove – Sarah Lalau, Public Relations
Next year you will see product that is very lifestyle driven for Body Glove, [with] lots of easy to wear designs and great shapes. You will see more of our Vapor series of great products and more of our floating products as well.
People will always need eye protection and I think we will continue to see a trend of consumers buying affordable, great chanel sunglasses.
Brigada – Jim Greco, designer/owner
We will be experimenting with different colored frames and different tints on the lenses, and more collaborations with other people as well as other brands. It is going to be and exciting year!
New team rider Jamie Thomas will release his signature model sunglasses. Also, Johnny Fratto will be collaborating with Brigada to release his own signature shades. Fratto has been featured in ‘Mob Candy’ magazine, and is a personality on the Howard Stern radio show.
Fox Eyewear – Rob Ramlose, Fox Eyewear Brand Manager
Fox Eyewear is an eclectic collection that combines classic designs with comfortable fit. The Fox Eyewear line solidifies our devotion to producing exclusive designs without compromising comfort. With unique styles and the highest level of clarity, polarization, impact resistance and UV protection that HDO Technology? has to offer, retailers and consumers take notice to Fox Eyewear more every season.
Hobie Polarized – Chuck Bonnici, Director of Sales
Technology is a differentiating factor in polarized sunglasses. The Hobie? Polarized HydroClean? Plus lens technology uses hydrophobic, anti-reflective and oleophobic lens coatings to create a lens that sheds water, is easy to clean and eliminates bounce back glare. This combined with Hobie’s proven polarizing film results in the best polarized lens on the market today.
IS Eyewear – Karl Fuhre, Brand Manager
The whole retro influence is still hanging in there. Classic frame styles, bright color ways and multi flash lenses continue to be popular. Generally we’re not seeing technology affecting the consumer’s decision-making process with the exception of the must have IS Eyewear Party Harness. From what we’re seeing people are willing to wear flashier attention grabbing styles and are using sunglasses as more of a style accessory than a cyborg enhancement kit. Not to say I won’t one day be rocking a pair of chanel sunglasses with binocular capabilities or some type of iPhone adapted sunglass Xray app…
Kaenon – Steve Rosenberg, President
Kaenon is already the industry leader and the benchmark for Polarized lens technology, and we will continue to create further awareness to the benefits of superior lens clarity and acuity that is offered by Kaenon Polarized.
As for styles, we see a move towards more moderate frame sizing, still inspired by retro periods, but with a more modest finishing approach (in logos and garish treatments). ?Fit and functionality will continue to become more of a theme as consumers seek to purchase fewer pairs and demand a longer lifespan (value for their investment) ? both in style and durability.
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