Table of Contents
Issues in the Market
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- Key themes
- Definitions
- Standards
- Terminology
- Price bands
- Advertising data
- Abbreviations
Insights and Opportunities
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- Customer apathy towards UV protection
- Fashionable sunglasses put women drivers at risk
- Customisation of fashion sunglasses
Fast Forward Trends
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- Techno World
- What's it about?
- What we've seen
- Implications
- Market touch points/implications
- Hire Hire
- What's it about?
- What we've seen
- Market touchpoints/implications
Market in Brief
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- Market performance
- The main players
- Sporting innovation
- Retail outlets
- Educate to accumulate
- Outlook
Internal Market Environment
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- Key points
- Accessorising rules
- Throwaway culture
- The new ‘it’ item
- Luxury brand aspiration
- I’d do anything…
- Image vs quality
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- Figure 1: Attitudes towards designer labels, by age and gender, 2007
- Keeping up appearances
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- Figure 2: Attitudes towards appearance, 2003-07
- Healthy lifestyle continues to increase
- Skin is in
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- Figure 3: UK retail value sales of sun protection for skin products, by SPF factor, 2001-06
- Optical health deteriorates with sun exposure
- Room to improve
- In need of a tipping point
Broader Market Environment
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- Key points
- Credit crunch affecting luxury market?
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- Figure 4: Trends in PDI and consumer expenditure, 2003-13
- The resilience of luxury accessories
- Ageing population poses a challenge
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- Figure 5: Structure of the UK population, by gender and age, 2003-13
- Social mobility to favour mid- to high end
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- Figure 6: Forecast adult population trends, by socio-economic group, 2003-13
- Sunshine hours affect sales
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- Figure 7: Number of hours of sunshine in the UK, 2003-08*
- The ultimate holiday accessory
Competitive Context
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- Key points
- Counterfeit market threatens brands and designer labels
- Opticians trade on expertise for sunglasses
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- Figure 8: Glasses/contact lense owners, 2003-07
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- Figure 9: UK market for prescription sunglasses, 2002-08
- Specialist goggles cannibalise traditional sunglasses
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Design and style
- At the top end
- The best of the best
- Oakley leads innovation
- Extend to fit
- The virtual mirror
- When HD meets 3D
- Bollé on the ball
- Beyond the toy market
- New entrants
Market Size and Forecast
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- Key points
- Sales performance clouded by gloom
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- Figure 10: UK market size of the sunglasses market, excluding prescription, by value, 2003-13
- Aggressive discounting tactics
- Designs on designer
- Keeping it fresh
- Wider ranges with retailers’ brands
- Technological innovations
- Beijing Olympics – a sporting showcase
- Future trends
- Modest growth predicted
- Challenging times ahead
- On the brighter side
Segment Performance
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- Key points
- Entry market loses out as consumers trade up
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- Figure 11: Estimated UK retail sales of standard and premium sunglasses, by volume and value, 2006-08
- Entry market vulnerable to fluctuations
- Mid-market grows share
- Here come the boys
- Luxury resilience
- The backlash on bling
- Cutting-edge technology sustaining value
Market Share
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- Key points
- Catering for the masses pays off
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- Figure 12: Manufacturers’ shares in value, 2005-07
- Luxottica acquires a different demographic through Oakley
- Ray-Ban bucks the trend
- Safilo and Luxottica compete for the same brand-led customer
- Other players lose out
Companies and Products
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- Why license?
- Luxottica
- Oakley (Luxottica)
- Safilo
- Fabris Lane
- De Rigo
- Marchon
- Others
- Mondottica
- Blue Gem
- Maui Jim
Brand Communication and Promotion
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- Key points
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- Figure 13: Main monitored media advertising spend on non-prescription sunglasses by the top 20 advertisers, 2003-08
- Designer giants jostle for position
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- Figure 14: Main monitored media advertising spend on non-prescription sunglasses, by the main advertisers, 2003-08
- Adspend by media type
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- Figure 15: Main monitored media advertising spend on non-prescription sunglasses by the top 20 advertisers, by channel, 2003-08
- Design umbrella
- Marketing themes
Channels to Market
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- Key points
- Knowledge is market share
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- Figure 16: Total UK market for sunglasses, by type of outlet, 2004-08
- Fashion and department stores capitalise on the middle market gap
- Supermarkets small but growing fast
- Online – the youth channel
- Too good to be true
The Consumer – Purchasing Influences
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- Key points
- What’s important when buying?
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- Figure 17: Important factors when choosing sunglasses, 2006 and 2008
- Families take on board fear
- Youth and beauty
- The subtleties between price and promotion
- A classless society?
- Danger to driving
The Consumer – Spend Analysis
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- Figure 18: Amount consumers are willing to spend on sunglasses, July 2008
- Women buy cheap
- Putting money where their mouth is
- Image drives men
- The non-buyer
- Spend and expectation
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- Figure 19: Most important reasons to buy for different categories of spenders, July 2008
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The Consumer – Attitudes
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- Key points
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- Figure 20: Attitudes towards sunglasses, July 2008
- Men buy brands on the internet
- Internet vs opticians
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- Figure 21: Preferences in where sunglasses are purchased, by gender, age, socio-economic group and household size, July 2008
- Can staid sustain a youth-led market?
- Fair weather friends
- Thinking about UV
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- Figure 22: Attitudes towards UV protection in sunglasses, July 2008
- UV Savvy most likely to be medium spenders
The Consumer – Identifying Targets
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- Spendalots (11%)
- Practicals (25%)
- Price Driven (45%)
- The Disengaged (19%)
Appendix – Broader Market Environment
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- Figure 25: Total sunglasses market, at current prices, 2002-12
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Appendix – Competitive Context
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- Figure 26: UK market for optical goods* and services, at current and constant 2008 prices, 2003-13
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Appendix – Companies and Brands
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- Figure 27: Luxottica proportion of advertising spend, 2006-08
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Appendix – The Consumer – Purchasing Influences
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- Figure 28: Important factors when choosing sunglasses, by detailed demographics, July 2008
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- Figure 29: Important factors when choosing sunglasses, by detailed demographics, July 2008
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- Figure 30: Attitudes towards sunglasses, by detailed demographics, July 2008
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- Figure 31: Attitudes towards sunglasses, by detailed demographics, July 2008
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- Figure 32: Amount consumers are willing to spend on sunglasses, by detailed demographics, July 2008
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- Figure 33: Consumers willing to pay over £50 for sunglasses, by detailed demographics, July 2008
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Appendix – Consumer – Spend Analysis
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- Figure 34: Netted results of sunglasses spending, by detailed demographics, July 2008
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- Figure 35: UV Savvy, by detailed demographics, July 2008
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- Figure 36: Consumers willing to pay over £50 for sunglasses, July 2008
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- Figure 37: Amount consumers are willing to pay for sunglasses, July 2008
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- Figure 38: Consumers willing to pay over £50 for sunglasses, by detailed demographics, July 2008
- Different price categories have a lot in common
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- Figure 39: Important factors in purchasing sunglasses, by price willing to pay (table 1), July 2008
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- Figure 40: Attitudes towards sunglasses, by price willing to pay (table 1), July 2008
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- Figure 41: Spider diagram of how spending affects attitudes towards sunglasses, July 2008
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- Figure 42: Amount consumers are willing to spend on sunglasses, by what people consider to be the most important when buying sunglasses, July 2008
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- Figure 43: How spending affects attitudes towards sunglasses, July 2008
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