Executive Summary

Jul 2019
PROSPECTS
Non-branded and private label sunglasses appeal to lower-income consumers

Sunglasses continued to record stable but unimpressive retail volume growth in 2019, with actual sales almost stagnant. The dichotomy of the South African economy means that only a low proportion of affluent consumers can afford to purchase high-end branded sunglasses such as Ray-Ban and Oakley in addition to luxury brands such as Gucci and Prada, supported by celebrity endorsements.

Variety of trends appeal to fashion-conscious consumers

Similar to spectacles, different fashion trends influence sunglasses, with retrospective styles such as Ray-Ban’s iconic Aviator and Wayfarer models, cat eye, thin-wired, double bridges, vintage round, oval and square, in addition to tiny sunglasses that are inspired by the 1990s, all in high demand in South Africa at the end of the review period. These trends are heavily celebrity driven with models such as Bella and Gigi Hadid, Rihanna, Beyoncé and Kanye West sporting these looks on their Instagram pages as well as generally in the media, with easily influenced younger affluent consumers keen to replicate their style.

Parental concern about safety compliance offers players the chance to expand their portfolios

Although sunglasses are seen as part of discretionary spending in South Africa, despite the country’s hot and sunny weather, parents’ concerns over their children’s welfare is more of a priority. While many consumers of all income groups are likely to make sure their children are well protected from the sun via clothing choice or making them wear hats, an increasing number of mid- to high-income consumers are likely to address the issue by purchasing more specific accessories such as sunglasses for their children.

COMPETITIVE LANDSCAPE
Luxottica retains leadership amidst ongoing merger with Essilor

Luxottica continued to lead sunglasses in in South Africa in 2018, maintaining share through offering classic high-end brands such as Ray-Ban and popular sports-related brand Oakley. However, second-ranked Safilo lost share to smaller players under others in addition to affordable brands from mixed retailers such as Woolworth.

Brand ownership changes could disrupt Safilo’s improved performance

Despite losing overall value share in 2018, Safilo recorded a recovery in value sales terms following a decline in 2017, with a change in global brand owner for the Gucci brand with Kering taking over from Safilo Group SpA. Kering has established in-house eyewear manufacturing capabilities in order to gain greater control over distribution and profit margins for its portfolio.

New licensing deal for DKNY with Marchon

G-III Apparel Group and Marchon Eyewear have signed a long-term licence agreement to manufacture and distribute DKNY and Donna Karan New York sunglasses and spectacles, moving ownership from Luxottica Group. Marchon and DKNY were previously in partnership between 1999 and 2004, but the new agreement is set to increase the global reach and showcase the uniqueness of DKNY’s designs, with the brand continuing to perform well in South Africa at the end of the review period.

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Sunglasses in South Africa

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sunglasses industry in South Africa with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sunglasses industry in South Africa, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sunglasses in South Africa market research report includes:
  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as: 
  • Do spectacle frames create more sales than spectacle lenses in South Africa?
  • Which type of spectacles do we spend more on – men’s, women’s or children’s?
  • How are independent opticians coping with the emergence of health and beauty multiples?
Why buy this report?
  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our sunglasses market research database.

Sunglasses in South Africa - Category analysis

HEADLINES

PROSPECTS

Non-branded and private label sunglasses appeal to lower-income consumers
Variety of trends appeal to fashion-conscious consumers
Parental concern about safety compliance offers players the chance to expand their portfolios

COMPETITIVE LANDSCAPE

Luxottica retains leadership amidst ongoing merger with Essilor
Brand ownership changes could disrupt Safilo’s improved performance
New licensing deal for DKNY with Marchon

CATEGORY DATA

Table 1 Sales of Sunglasses: Volume 2014-2019
Table 2 Sales of Sunglasses: Value 2014-2019
Table 3 Sales of Sunglasses: % Volume Growth 2014-2019
Table 4 Sales of Sunglasses: % Value Growth 2014-2019
Table 5 NBO Company Shares of Sunglasses: % Value 2014-2018
Table 6 LBN Brand Shares of Sunglasses: % Value 2015-2018
Table 7 Distribution of Sunglasses by Format: % Value 2014-2019
Table 8 Forecast Sales of Sunglasses: Volume 2019-2024
Table 9 Forecast Sales of Sunglasses: Value 2019-2024
Table 10 Forecast Sales of Sunglasses: % Volume Growth 2019-2024
Table 11 Forecast Sales of Sunglasses: % Value Growth 2019-2024

Eyewear in South Africa - Industry Overview

EXECUTIVE SUMMARY

Slowing growth for eyewear amidst economic instability
Fashion trends influence demand amongst affluent and younger consumers
EssilorLuxottica presents difficult competition for eyewear players
Optical shops retains dominance but internet retailing appeals to younger consumers
Positive growth set to continue as fashion trends and greater consumer awareness support demand for frames and lenses

MARKET DATA

Table 12 Sales of Eyewear by Category: Volume 2014-2019
Table 13 Sales of Eyewear by Category: Value 2014-2019
Table 14 Sales of Eyewear by Category: % Volume Growth 2014-2019
Table 15 Sales of Eyewear by Category: % Value Growth 2014-2019
Table 16 NBO Company Shares of Eyewear: % Value 2014-2018
Table 17 LBN Brand Shares of Eyewear: % Value 2015-2018
Table 18 Distribution of Eyewear by Format: % Value 2014-2019
Table 19 Forecast Sales of Eyewear by Category: Volume 2019-2024
Table 20 Forecast Sales of Eyewear by Category: Value 2019-2024
Table 21 Forecast Sales of Eyewear by Category: % Volume Growth 2019-2024
Table 22 Forecast Sales of Eyewear by Category: % Value Growth 2019-2024

DEFINITIONS

SOURCES

Summary 1 Research Sources

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