Sunglasses in Romania

PROSPECTS

Changing fashion trends remain a major influence over sales of sunglasses

Continuously changing fashion trends are a major driver of sales in sunglasses as many consumers seek to change their sunglasses as soon as they are perceived to be out of style. This is because sunglasses are increasingly being worn for cosmetic reasons, rather than merely to protect one’s vision from bright light.

Technological advancement underlines sunglasses’ core function as eye protection

Romanians are starting to invest more in their sunglasses and this is for reasons of practicality as much as for reasons of style and fashion. Consumers are changing their sunglasses more often to ensure that they are up-to-date with latest advances in lens technology and that they have the last word in eye protection.

Luxury brands set to be the big winners

Consumer demand for luxury sunglasses is growing in Romania and this trend is likely to remain in effect throughout the forecast period. According to sources from Kering Romania, consumers tend not to pay that much attention to price when purchasing luxury sunglasses.

COMPETITIVE LANDSCAPE

Luxottica remains the leader in sunglasses

Luxottica Romania retained its outright lead in sunglasses in 2018, maintaining an impressive lead over its closest rivals Safilo, FF Group and De Rigo due to its numerous advantages. Luxottica offers an extensive portfolio including very popular brands Ray-Ban, Oakley, Ralph Lauren, Prada, Dolce & Gabbana, Burberry, Armani and DKNY, among others.

Safilo gains value share to pull ahead of FF Group and secure second position

Safilo Group SpA generated strong sales growth in 2018 as it underlined its status as the second leading player in sunglasses in Romania. The company offers the Safilo, Gucci and Dior brands, all of which benefit from a strong distribution presence throughout the country.

Social media to become an increasingly important aspect of sunglasses marketing

Social media continues to become a more important influence on the purchasing habits of Romanian consumers, to the point that it is increasingly dictating consumption trends. For instance, Lensa.

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