Sunglasses in Taiwan

PROSPECTS

Fashion is key in sunglasses, driven by celebrities and influencers

For many consumers in Taiwan, sunglasses are no longer used for their original purpose of protecting their eyes from harmful UV rays, but instead will be selected and worn for their stylish design, as a personal fashion accessory. With large numbers of Taiwanese wearing sunglass for beauty or aesthetic purposes, they are happy to buy non-prescription sunglasses, concentrating on the design, and will not care if the lenses in the sunglasses do not match their eye condition.

Travel and outdoor activities boosting demand for sunglasses

Sunglasses is considered an important product to take away on vacation for both beauty or fashion purposes as well as for protecting the eyes. Fast fashion brands such as H&M offer sunglass specially designed for use on vacation.

Internet retailing continues gaining share, but health and beauty specialist retailers still dominate

Online retailers continued to record strong growth in sunglasses in Taiwan, with this channel’s share of value sales almost doubling over the review period. Internet retailing boasts a wide offer and attractive prices, but also offers convenience to time-pressed consumers.

COMPETITIVE LANDSCAPE

Gucci continues growing to consolidate Kering’s lead in sunglasses

Since Kering took the decision to cancel its contract with Safilo in 2017 and bring the production of the leading Gucci sunglasses brand back in house it has been the leading player in sunglasses in Taiwan. With the Gucci brand recording further growth in 2018, Kering consolidated its lead at the head of the rankings in sunglasses.

Consumers easily swayed by fashion and influencers

Fashion trends can be heavily influential in the purchasing decisions to buy sunglasses. Many consumers are swayed by key opinion leaders, fashion magazines and social media, rather than being loyal to a particular brand.

Travel retail a threat to luxury brands

Tax-free shopping at airports and on planes is proving an increasing threat to luxury brands. Not only do the products sold in these locations undercut the prices charged in regular retail channels, but the cut-price sales of these products can also damage the image of a luxury brand – if a product is being sold at discounted prices, then it can call into question a product’s viability as a luxury product.

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