At the end of the review period, consumers continued to seek out the latest trends in sunglasses. Popular trends included flat-tops, futuristic structures, oversized frames, retro round, and large cats’ eyes designs.
E-commerce had a limited but expanding share of sales of sunglasses prior to COVID-19, with optical shops holding the dominant channel share. As consumers become increasingly aware of the importance of eye health and the potential dangers of over-exposure to the sun’s rays, many have moved away from unbranded or even counterfeit products which were widely available in street markets.
Apparel and footwear specialist retailers such as Koton, Defacto, H&M, LC Waikiki, and Inditex which mainly serve other categories, have begun to invest heavily in sunglasses collections. Prior to COVID-19 and the subsequent lockdown, the competitive prices of these outlets encouraged many Turkish women towards impulse purchases.
Sunglasses is expected to continue to record ongoing steady volume growth over the forecast period, driven by population growth and gradual improvements in the economy. As purchasing power improves, more Turks will begin to wear iconic, international brands of sunglasses, such as Ray-Ban, Police, and Carrera, with fashion trends driving many in their purchasing decisions.
The renewed emphasis of health and wellbeing during the COVID-19 pandemic is encouraging more consumers to turn to optical shops to access qualified advice and ensure they are purchasing high quality products. Whilst fast fashion retailers have recently been investing in sunglasses, the trend is towards well-designed, higher-priced sunglasses, rather than cheap, albeit fashionable ones.
Whilst the share of e-commerce is set to continue growing, driven by the increasing number of internet users, wide product variety, and special discounts offered by online platforms, in-store retailing channels will continue to play the main role in sales of sunglasses over the forecast period. Optical stores will remain by far the most popular distribution channel for sunglasses in Turkey with large, chained retailers expected to maintain their high dominance in distribution.
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Understand the latest market trends and future growth opportunities for the Sunglasses industry in Turkey 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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