Consumers’ low purchasing power as a result of their low disposable incomes continued to negatively affect retail value sales of sunglasses at the end of the review period. The majority of Russians tried to economise in 2019, including through less frequent replacement of sunglasses or by choosing cheaper options.
Sunglasses in Russia is characterised by high levels of seasonality. Sunglasses are usually worn during the warmer part of the year, particularly at the end of spring, during the summer and at the beginning of autumn.
Changing fashion trends support sales in sunglasses as more consumers view products in this category as an accessory to differentiate their styles and complete a desired look. This is especially prevalent among millennials and young consumers who are the most influenced by changing fashion trends.
Sunglasses remained highly fragmented in Russia at the end of the review period. Such fragmentation is attributed to a strong presence of cheap sunglasses without a brand name or even by brand imitations brought in from Asian countries, and China in particular.
The top five players in sunglasses were international players in 2018. Safilo CIS OOO ranked first in 2018, followed by Luxottica Group SpA, Seldico OOO, Gucci Rus OOO and De Rigo SpA.
Optical shops remained the main distribution channel for sunglasses in Russia at the end of the review period, with opticians offering a wide range of sunglasses at different price segments. However, internet retailing recorded the fastest value growth, offering wider product availability to consumers, who are increasingly on the lookout for the latest fashion trends.
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This industry report originates from Passport, our sunglasses market research database.