Retail Buyers Guide: Sunglasses 2023 Retail Buyer‘s Guide
Brand: Aphex
Interviewee: Tom Howells
What are the current trends in sunglasses for board sports?
We’ve just released a couple of retro cycling inspired models – and they’re going great. Full range of vision, a great alternative to goggles on sunny days for sure. This kind of cross-season concept is doing really well, and it helps that the 90s is back strong in fashion too.
How are you segmenting your sunglasses?
Our range is segmented into performance and casual models – but we’re a sports brand, and even our “most” casual model will still stand you in good stead if you’re looking to use them on your board, bike or hike. It’s all super light materials, and high performance lenses.
Where do you expect your biggest growth in 2023?
We’ve introduced a good amount of models this year, so we’re expecting growth throughout! We’re attacking the sunglasses market strongly, as a good complement to our surging growth in goggles. 2023/24 shows the progression of Aphex from a goggle brand, to a fully fledged eyewear solution. It’s going to be a gamechanger!
What frame shapes and colours are most popular from your offering and why?
The performance models have really hit big in presales. As an alternative to goggles on sunny days, as well as being able to wear them on your mountain bike or road bike in the warmer months. It also helps that the wraparound aesthetic is having something of a semi-ironic renaissance!
What lens technologies are you currently working with?
Polarized & photochromatic lenses are the thing. We work so hard to keep quality high, always improving our QC and ensuring crystal clear vision for our customers. This is the #1 focus for our new products – protection is the name of the game, as well as improving chromatic contrast in flat or low light conditions.
Which lens colours and tints are you offering this year?
We’ve chosen a range of reflective colours that pick up the colour hits of the frames, either as a tonal complement – or as a contrast. Black always does well though! For our Category 1 lenses, the rose tinted lens is a new addition.
What are the main materials used in your 2023 sunglasses offering?
Our entire collection is created with bio-based frames – consumers are becoming way more aware of their impact on the environment. We’re using this as a building block for our brand from here onwards.
Anything new in terms of sustainability?
Yes, Arkema bio-based plastics throughout the range, and reducing waste through great initiatives live carton packaging. We are always looking to improve, or reduce our impact on the environment. Commitment to this means continuous effort – but we truly believe in the project.
How are you helping retailers sell this category?
We love supporting our retailers with POP, custom made graphics for their showrooms and stores, as well as any other marketing collateral that they need. This has been shown to be a huge success in the retailers that have taken us up on the offer – and we’re keen to get more on board this season.
What’s your situation regarding stock and deliveries?
Things have normalized a little in the global supply chain, so we’re mostly back to a pre-COVID level of ‘normal’ for this. Everything has switched back to being smooth again!
Read Article online at Boardsport Source
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