Sunglasses in Argentina

PROSPECTS

Lack of safety standards result in sales of unsafe sunglasses

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.

Wider availability of sunglasses in apparel retailers makes them an essential accessory

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.

Fake and low-quality sunglasses lure cash-strapped consumers

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.

COMPETITIVE LANDSCAPE

Ray-Ban remains the popular choice

Luxottica’s Ray-Ban remained the clear leading brand in 2018. The brand is the popular choice in original and counterfeit versions.

Steady emergence of online sales, but optical associations put up a strong fight

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.

Good price-quality ratio offered by local economy brands secure their foothold

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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