Sunglasses in Mexico

PROSPECTS

Traditional perception of sunglasses as everyday essentials is boosted by growing awareness of health benefits

The sunglasses category sees continued healthy growth, favoured by the fact that many Mexicans consider sunglasses to be everyday essentials. They also demonstrate a preference for branded sunglasses to convey a certain level of social status.

Optical benefit from appealing to affluent consumers seeking high-end brand

2019 saw optical stores dominate distribution of sunglasses in value terms in Mexico. The channel’s relevance comes from the presence of many independent retailers, as well as important chains such as Devlyn or Ópticas Lux.

But internet sales surge as retailers implement competitive strategies

2019 saw internet retailing continue to gain value share in the distribution of sunglasses. The channel is set to see continued growth over the forecast period, as several retailers seek to become attractive shopping destinations for consumers seeking such products.

COMPETITIVE LANDSCAPE

Luxottica maintains lead through extensive advertising and promotional campaigns

Luxottica Mexico SA de CV managed to build on its existing lead in 2018, following a successful strategy of distributing highly recognised brands. Its marketing strategy includes continuously changing visual merchandising across the different channels in which its brands are distributed, so consumers can see point of sale advertising, and print adverts in specialised magazines for eye care professionals, as well as in fashion magazines targeting the final consumers.

Tangerine Distributions sees strong share gain as Moendi Distribución loses licenses

Tangerine Distributions SA de CV saw strong growth in 2018, gaining share through the acquisition of new licenses, achieved at the expense of Moendi Distribución SAPI de CV. It was commonplace over the review period for global brand owners to reassign distribution exclusivity to different players as a strategic move.

Everyday positioning requires players to regularly innovate in order to maintain interest

Companies offering leading brands of sunglasses continuously launch new models, typically offering autumn/winter and spring/summer collections. Manufacturers offer a wide variety of sunglasses for numerous applications, due to the widespread popularity of these products as essentials for everyday wear.

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