Sunglasses in Turkey

PROSPECTS

Higher taxes on Chinese imports lead to greater domestic production

Import duties were applied to imports of sunglasses from China early in the review period and this remained the case in 2019, as an anti-dumping measure. High duties were first applied to combat the increasing quantities of Chinese imports being presented as domestic products, albeit at significantly lower prices than genuine Turkish-made products.

Optical stores continue to dominate distribution

Optical stores remain by far the most popular distribution channel for sunglasses in Turkey in 2019 and large chained retailers are expected to maintain their high growth in sales and dominate the distribution of sunglasses over the forecast period.

Shoppers begin to upgrade their sunglasses in 2019

Consumer behaviour changed in 2018 as shoppers compromised on new purchases or more expensive brands and lines and either switched to more affordable options or stuck with their existing sunglasses due to the uncertainties in the domestic economy.

COMPETITIVE LANDSCAPE

Luxottica Gözlük continues to lead sunglasses

Luxottica Gözlük End continued to lead sunglasses in 2018. The company benefits from its popular brands, which include Ray Ban, Emporio Armani, Prada and Burberry.

Haute couture comes to sunglasses

Safilo Gözlük Safilo introduced its Atelier concept, a studio/workshop, in Turkey due to increased demand for specialist production. Elie Saab is the first brand produced under this haute couture concept.

Fast fashion continues to make an impact

Fast fashion continued to have an impact on sunglasses in 2018 and into 2019, with Koton, H&M and Mango all offering popular options. Many Turkish women are often attracted to make impulse purchases of sunglasses when shopping for new fashion items, even if they do not need them.

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