Sunglasses is the eyewear category most affected by the recessive economic context, as these products are less essential. Unlike in the Europe or the US, for example, there is no control over the quality of sunglasses in Argentina.
In a tough economic environment, retailers are trying to diversify their product ranges to stimulate sales. Similarly, more brands from other categories have started to expand into sunglasses to increase their offer and generate sales.
Exacerbated by the difficult economic situation, there has been an increase in the number of street vendors offering sunglasses in major cities and on the beaches of the Argentinian coast. In many cases, the offer consists of counterfeit products of major international brands at very low prices, but of doubtful quality.
Luxottica’s Ray-Ban remained the clear leading brand in 2018. The brand is the popular choice in original and counterfeit versions.
The online sale of sunglasses continues to face opposition from optical associations in Argentina. Nonetheless, Más Visión, a key optical shop chain owned by the international GrandVision group, started to sell sunglasses online in 2018.
Rusty and Vulk, two local economy brands, continued to record the highest retail value sales increases and grow their share in 2018. Both brands benefit from the perception of good price-quality ratios and a range of models that appeal to consumers.
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This industry report originates from Passport, our sunglasses market research database.