Sunglasses in Indonesia

PROSPECTS

Indonesia’s sunny climate and outdoor lifestyle support demand for sunglasses

Sunglasses sales in Indonesia continue to be fuelled by the growing popularity of travel, as well as the fact that an increasing number of consumers are engaging in outdoor activities both at home and abroad. In addition, rising concerns over global warming and the risk of UV rays are also fuelling awareness of the importance of sunglasses.

Widespread availability of counterfeit products limiting sales

Sunglasses in Indonesia are mostly purchased by young adults. High-end sunglasses tend to only be bought by medium and high income consumers.

Strong potential for prescription and fashion sunglasses

Over the years, sales of sunglasses have remained robust in Indonesia, with demand being indirectly impacted by lifestyle trends. Indonesian consumers tend to perceive sunglasses as cool fashionable items and a key accessory for travelling.

COMPETITIVE LANDSCAPE

Trusted by consumers and holder of a wide range of brand names, Luxottica Group remains in pole position

Luxottica Group continues to lead sunglasses in Indonesia due to its long standing presence and offering of brands in optical stores throughout the country. Consumers are already familiar with the company’s brands and their quality, with sales remaining robust during the review period.

Growing competition from local brands who collaborate with social media influencers to boost sales and raise their profile

Popular international brands such as Ray-Brand continue to dominate sunglasses in Indonesia. Indeed, the sales share of international brands continues to rise, with demand being boosted by high awareness among consumers and a reputation for quality.

Internet retailers continue to gain share as prices are generally lower and options plentiful

The internet retailing channel continues to grow in popularity for purchasing sunglasses among Indonesian consumers. Major optical shops in Indonesia such as Optik Seis continue to sell their products online.

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