Sunglasses in Ukraine

PROSPECTS

The improving economic situation is beneficial for sales of sunglasses

For many people in Ukraine, sunglasses are not prime necessity products. They are typically more associated with fashion, rather than eye protection from harmful sun beams.

Sunglasses still require the development of “the culture of correct usage”

In Ukraine, sunglasses are primarily purchased as items allowing consumers to complete their image or style, with less attention paid to the quality of the sunglasses and their effectiveness in protecting the eyes from UV rays. This creates fertile ground for strong consumer demand for unbranded Chinese sunglasses or brand imitations widely sold at outdoor markets and street kiosks.

COMPETITIVE LANDSCAPE

Sunglasses undergoes slow concentration

Sunglasses is historically a fragmented category in Ukraine due to the significant presence of no-name sunglasses and brand imitations, usually widely supplied from Asian countries. Such products are popular due to their affordability, which results in a large share for players grouped under “others”.

Potential for private label in sunglasses

At the end of the review period Luxoptika TOV and its chain of Luxoptika optical shops provided a good example of the successful development of a private label assortment of sunglasses, with its Casta ranges in particular. The company developed an effective promotional campaign as it met the current expectations of its core consumer group, young Ukrainians.

Fashion brands feel confident in sunglasses in Ukraine

In view of the strong consumer perception of sunglasses as fashion items, international fashion brands fare well in Ukraine. Among highly popular ones are Gucci, Prada, Dolce & Gabbana, Reserved and Louis Vuitton.

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