With travel restrictions existing globally to contain the spread of the pandemic, Singaporeans have been advised to defer all travel abroad until further notice. With the outlook for travel strongly unlikely to return to normal within 2021, footfall in eyewear retailers will remain limited due to the reduction in tourist numbers.
Players with a mixed portfolio of eyewear products are shifting their focus and resources towards other eyewear categories, such as spectacles and contact lenses, that are deemed more essential and less seasonal. At the same time, they are investing relatively less on sunglasses given the limited category prospects in the coming years.
Store closures during the pandemic has propelled sunglasses players to tap into virtual engagement strategies to connect with consumers. For example, luxury brand Michael Kors utilised Facebook’s Augmented Reality (AR) advertisements to allow consumers to virtually try on sunglasses and make an immediate online purchase.
Over the recent review period, there has been an increasing number of cross-industry partnerships between electronics, technology, and eyewear players to create smart eyewear products. Popular sunglasses brand Gentle Monster is one of these, having collaborated with consumer electronics giant Huawei to launch a new generation of their collection during October 2020.
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Understand the latest market trends and future growth opportunities for the Sunglasses industry in Singapore with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Sunglasses research and analysis database.
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