Sunglasses are a fashion statement that can make or break an outfit. The aesthetic appeal of sunglasses enhances the shape of your face and effectively frames your best features. It is also an armour that protects your eyes from ultraviolet exposure, which is why if you’re going to buy glasses, you might as well go for the product that offers 100% protection.
Many shoppers invest in luxurious brands to ensure the quality of both the aesthetic appeal and protection from UV exposure. However, luxurious brands don’t just ensure those two things; they also project an image of success, style and confidence. This is why luxurious brands demand a hefty price, which poses a challenge to wholesalers of sunglasses.
Utilise Effective Branding Schemes
The difference of a regular brand and a luxury brand is that luxury brands can sell itself. Eyewear companies spend fortunes on building their brand. When companies have successfully established their logo, consumers begin to recognise their products. Despite the high price, people will still buy them for their perceived quality and value. Some brands can raise the prices of their products because most sunglasses are manufactured by the same company. Luxottica, for example, creates sunglasses for various brands such as Prada, Dolce & Gabbana, Tiffany, Versace and Oakley, to name a few. Make use of the hard work that the companies poured into establishing their brands to your advantage when selling sunglasses.
Emphasise the Impact of First Impression
The first thing that potential customers consider when choosing a pair of sunglasses is how they look wearing them – or how they think they look. Emphasise the first impression that the customer will make on others. Advertisements of premium brands often portray a well-off and relaxed way of living. Display the advertisements showcasing the experiences that the customers aspire of having when they wear a luxurious pair of sunglasses.
Sell a Story that Sets the Brand Apart
Sunglasses have changing trend cycles. Some customers go with the trend but some would like to be set apart. Whether the pair was made by state-of-the-art technology or contains a rare material, establish that as a selling point to help the client distinguish that brand from others.
Selling luxury sunglasses may seem challenging. But if you know how to utilise what it already has, such as the brand, the experience, and its unique selling power, customers will realise that the price is immaterial compared to the quality they’re paying for.