Sunglasses in Germany

PROSPECTS

Perception of sunglasses as a fashion accessory ensures steady demand

Significant numbers of consumers buying sunglasses in Germany are mainly driven by fashion reasons, as people, especially youngsters, perceive sunglasses as a fashionable accessory rather than an item that protects their eyes from harmful UV light. For fashion brands such as Ray-Ban, Calvin Klein or Diesel, consumers wear these sunglasses brands as a reflection of their personality and to make a fashion statement.

Bolder designs alongside subtle colours

In 2019, various models of sunglasses with extravagant frames appeared on the market. The range is very differentiated – customers can choose from transparent, bolder or hexagonal and octagonal glasses.

Customisation and convenience are key factors

In 2019, sunglasses continued to witness trends in the areas of novelties and customisation. This seemed to be related to digital and new technologies that help boost sunglasses sales by offering try-on features and the possibility of ordering multiple pairs online to try at home.

COMPETITIVE LANDSCAPE

Luxottica leads sunglasses with the Ray-Ban brand

Sunglasses in Germany has two clear leaders. One of them is the international player Luxottica and the other is domestic company Fielmann.

Foreign brands dominate

While local German optical shop chain Fielmann’s eponymous line was the leading brand in sunglasses in 2018, it is the exception rather than the rule, because the rest of the competitive landscape is crowded with foreign brands, most of them fashion labels, from mainstream brands like Esprit to luxury brands like Louis Vuitton. The companies Marchon and Marcolin were doing particularly well at the end of the review period, including 2018.

Kering and Balenciaga agree on partnership

Kering Eyewear and Balenciaga have announced a partnership for the development, production and worldwide distribution of Balenciaga sunglasses and prescription eyewear. The first Balenciaga Eyewear collection was launched with the spring 2019 collection, available through a highly selective distribution network.

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