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Sunglasses - UK - November 2012

“Heightened awareness of the importance of wearing high-factor sunscreen to protect the skin has seen usage in the UK climb. However, the same high-profile media attention has not been devoted to eye safety in the sun. There is an opportunity for sunglasses brands to lead media campaigns to raise public understanding of UV radiation and its damaging effects on long-term vision. Targeting this message at under-25s – who prioritise cosmetic considerations above health concerns – could encourage young consumers to trade up to superior-quality versions.”

– Emma Clifford, Fashion and Clothing Analyst

Some questions answered in this report include:

  • Is the polarisation seen within the fashion arena also apparent within the sunglasses market?
  • What do shoppers look for when choosing sunglasses?
  • What does 2012 hold for the sunglasses market?
  • How can retailers increase awareness of the importance of UV eye protection?
  • How is technology impacting the sunglasses market?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: UK forecast sales of plano sunglasses, 2007-17
            • Market factors
              • Ageing population poses a challenge
                • Figure 2: Trends and projections in the age structure of the UK adult population, 2007-17
              • ABs to boost market but Es will subdue value growth
                • Sales rocket when the sun shines
                  • Figure 3: Number of hours of sunshine in the UK, 2003-11
                • Holidays are a key driver of sales
                  • The consumer
                    • Opticians and high street retailers lead the market
                      • Figure 4: Outlets/brands from which sunglasses have been bought for self, by gender, May 2012
                    • Specialist and designer brands have an upmarket following
                      • Entry-level sunglasses dominate sales volumes
                        • Figure 5: Amount prepared to spend on a pair of sunglasses for self, by gender and socio-economic group, May 2012
                      • Holidays are the major stimulus for purchasing
                        • Figure 6: Reasons that have prompted purchase of sunglasses, by gender, May 2012
                      • Under-25s are impulsive shoppers
                        • Male 25-34s buy for sport
                          • Looking and feeling good is vital
                            • Figure 7: Important factors when buying sunglasses, by demographics, by gender, May 2012
                          • Under-25s display apathy towards UV protection
                            • Men want high-quality sunglasses
                              • There is room to raise awareness of the importance of UV eye protection
                                • Figure 8: Consumer attitudes towards sunglasses, May 2012
                              • Sunglasses are a key fashion accessory for young adults
                                • The major barrier preventing people shopping online
                                  • A third like to shop around
                                    • What we think
                                    • Issues in the Market

                                        • Is the polarisation seen within the fashion arena also apparent within the sunglasses market?
                                          • What do shoppers look for when choosing sunglasses?
                                            • What did 2012 hold for the sunglasses market?
                                              • How can retailers increase awareness of the importance of UV eye protection?
                                                • How is technology impacting the way people shop for sunglasses?
                                                • Trend Application

                                                    • Trend: Simple Balance for Health
                                                      • Trend: Experience Is All
                                                        • 2015 trend: Brand Intervention
                                                        • Internal Market Environment

                                                          • Key points
                                                            • Young men have an affinity for designer labels
                                                              • Figure 9: Agreement with “A ‘designer’ label improves a person’s image”, by gender and age group, 2011
                                                            • Under-25s are most style-aware
                                                              • Figure 10: Agreement with “It is important for me to look well dressed”, “I have a very good sense of style”, “I like to keep up with the latest fashions” and “I like to stand out in a crowd”, by gender and age group, 2011
                                                            • Three quarters of people own sunglasses
                                                              • Figure 11: Sunglasses owned and bought in the last 12 months, 2008-11
                                                            • Under-35s are core purchasers
                                                              • Figure 12: Sunglasses bought in the last 12 months, by gender, age and socio-economic group, 2011
                                                          • Broader Market Environment

                                                            • Key points
                                                              • Ageing population poses a challenge
                                                                • Figure 13: Trends and projections in the age structure of the UK adult population, 2007-17
                                                              • ABs to boost market but Es will subdue value growth
                                                                • Figure 14: Forecast growth of the UK population, by socio-economic group, 2007-12 and 2012-17
                                                              • Sales boom when the sun shines
                                                                • Figure 15: Number of hours of sunshine in the UK, 2003-11
                                                              • Holidays are a key driver of sales
                                                                • Figure 16: Domestic vs overseas holidays, by volume, 2006-11
                                                              • GDP returns to negative growth
                                                                • Figure 17: GDP quarterly percentage change, Q1 2004-Q1 2012
                                                                • Figure 18: Consumer expenditure and savings, at constant 2012 prices, 2007-17
                                                              • Consumer confidence edges up in May
                                                                • Figure 19: Trends in consumer confidence, January 2009-May 2012
                                                            • Strengths and Weaknesses in the Market

                                                              • Strengths
                                                                • Weaknesses
                                                                • Who’s Innovating?

                                                                  • Key points
                                                                    • Technological Innovations
                                                                      • Augmented reality
                                                                        • Online and in-store innovations
                                                                          • Celebrity endorsement
                                                                            • Branching out into sunglasses
                                                                            • Market Size and Forecast

                                                                              • Key points
                                                                                • Four years of growth from 2008-11
                                                                                  • Figure 20: UK sales of plano sunglasses, at current and constant prices, 2007-17
                                                                                • Segmentation
                                                                                  • Figure 21: Segmentation of the UK market for sunglasses, premium and other, 2009 and 2011
                                                                                • Strong growth for premium sunglasses
                                                                                  • Other sunglasses
                                                                                    • Massive volumes at low prices
                                                                                      • The future
                                                                                        • Figure 22: UK forecast sales of plano sunglasses, 2007-17
                                                                                      • Factors used in the forecast
                                                                                      • Companies and Products

                                                                                        • Luxottica
                                                                                            • Figure 23: Financial performance for Luxottica UK LTD, 2010 and 2011
                                                                                          • Safilo
                                                                                              • Figure 24: Key financials for Safilo, 2007-11
                                                                                              • Figure 25: Share of sales for Safilo, by product, 2011
                                                                                              • Figure 26: Share of sales for Safilo, by area, 2011
                                                                                            • Fabris Lane
                                                                                                • Figure 27: Key financials for Fabris Lane, 2009 and 2010
                                                                                                • Figure 28: Share of sales for Fabris Lane, by region, 2011
                                                                                              • De Rigo
                                                                                                  • Figure 29: Key financials for De Rigo, 2009 and 2010
                                                                                                  • Figure 30: Key financials for De Rigo, by region, 2009 and 2010
                                                                                                • Marchon
                                                                                                  • Others
                                                                                                    • Mondottica
                                                                                                      • Blue Gem
                                                                                                        • Maui Jim
                                                                                                        • Brand Communication and Promotion

                                                                                                          • Key points
                                                                                                            • Adspend has slumped
                                                                                                              • Figure 31: Main monitored media advertising spend on non-prescription sunglasses by the top 20 advertisers, 2007-11
                                                                                                            • Luxottica’s Dolce & Gabbana is the leader in adspend
                                                                                                              • Figure 32: Main monitored media advertising spend on non-prescriptive sunglasses, by the main advertisers and media type, 2007-11
                                                                                                            • Press advertising holds supremacy
                                                                                                              • Figure 33: Main monitored media advertising spend on non-prescriptive sunglasses by the top 20 advertisers, by channel, 2007-11
                                                                                                              • Figure 34: Main monitored media advertising spend on non-prescriptive sunglasses by the top 20 advertisers, by channel, percentage of total, 2007-11
                                                                                                          • Channels to Market

                                                                                                            • Key points
                                                                                                              • Figure 35: UK value sales of sunglasses by type of outlet, 2011
                                                                                                            • The high street dominates the market
                                                                                                              • Opticians account for 17% of the market
                                                                                                              • The Consumer – Where Sunglasses are Bought

                                                                                                                • Key points
                                                                                                                    • Figure 36: Outlets/brands from which sunglasses have been bought for self, by gender, May 2012
                                                                                                                  • One in seven buy from opticians
                                                                                                                    • Fashion outlets attract young women
                                                                                                                      • Value retailers draw in a young, fashionable crowd
                                                                                                                        • Specialist and designer brands have an upmarket following
                                                                                                                          • Supermarkets are popular among parents
                                                                                                                            • One in 20 buy sunglasses from pure play operators
                                                                                                                            • The Consumer – Amount Prepared to Spend on a Pair of Sunglasses

                                                                                                                              • Key points
                                                                                                                                  • Figure 37: Amount prepared to spend on a pair of sunglasses for self, May 2012
                                                                                                                                  • Figure 38: Amount prepared to spend on a pair of sunglasses for self, by gender and socio-economic group, May 2012
                                                                                                                                • Women opt for value
                                                                                                                                  • ABs and 25-34s are the biggest spenders
                                                                                                                                    • Over-55s and Es are most likely to be non-buyers
                                                                                                                                    • The Consumer – Reasons for Buying Sunglasses

                                                                                                                                      • Key points
                                                                                                                                          • Figure 39: Reasons that would prompt purchase of sunglasses, by gender, May 2012
                                                                                                                                        • Holidays provide the biggest stimulus for purchasing
                                                                                                                                          • Older shoppers tend to buy for replacement
                                                                                                                                            • Under-35s gravitate towards sales
                                                                                                                                              • Under-25s buy on impulse due to aesthetic appeal
                                                                                                                                                • Figure 40: Consumers who buy sunglasses on impulse or as a treat, consumers who buy sunglasses because they are attracted to the style or design, and consumers who buy new sunglasses for a new look, by demographics, May 2012
                                                                                                                                              • Gifting
                                                                                                                                                • Male 25-34s buy for sport
                                                                                                                                                • The Consumer – Important Factors When Buying Sunglasses

                                                                                                                                                  • Key points
                                                                                                                                                      • Figure 41: Important factors when buying sunglasses, by gender, May 2012
                                                                                                                                                    • Aesthetics and comfort are all-important
                                                                                                                                                      • Figure 42: Consumers who look for a pair that looks good on them, comfort/fit and UV protection when choosing sunglasses, by gender and age, May 2012
                                                                                                                                                    • Under-25s display apathy towards UV protection
                                                                                                                                                      • Men care more about quality
                                                                                                                                                        • Scope to heighten awareness of anti-glare benefits whilst driving
                                                                                                                                                        • The Consumer – Attitudes Towards Sunglasses

                                                                                                                                                          • Key points
                                                                                                                                                              • Figure 43: Consumer attitudes towards sunglasses, May 2012
                                                                                                                                                            • Scope to raise awareness of the importance of UV eye protection
                                                                                                                                                              • Four in ten would not buy online
                                                                                                                                                                • Style is key for fashion-driven under-25s
                                                                                                                                                                  • Figure 44: Consumers who say wearing stylish sunglasses makes them feel fashionable and those who say style is more important than brand, by demographics, May 2012
                                                                                                                                                                • Is it worth spending a lot on sunglasses?
                                                                                                                                                                  • Figure 45: Consumers who think it is worth spending more to get better-quality sunglasses, those who don’t think it is worth spending a lot as they are easily lost or stolen, and those who don’t think it is worth spending a lot as they are easily damaged, by demographics, May 2012
                                                                                                                                                                • A third like to shop around
                                                                                                                                                                  • Young men are attracted to the prestige of premium brands
                                                                                                                                                                  • Appendix – Internal Market Environment

                                                                                                                                                                      • Figure 46: Agreement with selected lifestyle statements on personal appearance, by detailed demographics, 2011
                                                                                                                                                                      • Figure 47: Sunglasses owned and bought in the last 12 months, by detailed demographics, 2011
                                                                                                                                                                  • Appendix – The Consumer – Where Sunglasses are Bought

                                                                                                                                                                      • Figure 48: Most popular outlets used to buy sunglasses in the last 12 months, by demographics, May 2012
                                                                                                                                                                      • Figure 49: Next most popular outlets used to buy sunglasses in the last 12 months, by demographics, May 2012
                                                                                                                                                                      • Figure 50: Outlets used to buy sunglasses in the last 12 months, by amount of money prepared to spend on a pair of sunglasses for self, May 2012
                                                                                                                                                                  • Appendix – The Consumer – Amount Prepared to Spend on a Pair of Sunglasses

                                                                                                                                                                      • Figure 51: Amount of money prepared to spend on a pair of sunglasses for self, by demographics, May 2012
                                                                                                                                                                  • Appendix – The Consumer – Reasons for Buying Sunglasses

                                                                                                                                                                      • Figure 52: Most popular reasons that would prompt purchase of sunglasses, by demographics, May 2012
                                                                                                                                                                      • Figure 53: Next most popular reasons that would prompt purchase of sunglasses, by demographics, May 2012
                                                                                                                                                                      • Figure 54: Other reasons that would prompt purchase of sunglasses, by demographics, May 2012
                                                                                                                                                                      • Figure 55: Reasons that have prompted sunglass purchase, by most popular outlets used to buy sunglasses in the last 12 months, May 2012
                                                                                                                                                                      • Figure 56: Reasons that have prompted sunglass purchase, by next most popular outlets used to buy sunglasses in the last 12 months, May 2012
                                                                                                                                                                  • Appendix – The Consumer – Important Factors when Buying Sunglasses

                                                                                                                                                                      • Figure 57: Most popular factors when buying sunglasses, by demographics, May 2012
                                                                                                                                                                      • Figure 58: Next most popular factors when buying sunglasses, by demographics, May 2012
                                                                                                                                                                  • Appendix – The Consumer – Attitudes Towards Sunglasses

                                                                                                                                                                      • Figure 59: Most popular consumer attitudes towards sunglasses, by demographics, May 2012
                                                                                                                                                                      • Figure 60: Next most popular consumer attitudes towards sunglasses, by demographics, May 2012

                                                                                                                                                                  Companies Covered

                                                                                                                                                                  • Alexander McQueen
                                                                                                                                                                  • Alliance Boots
                                                                                                                                                                  • Anna Sui
                                                                                                                                                                  • Balenciaga
                                                                                                                                                                  • Ben Sherman
                                                                                                                                                                  • Bulgari S.p.A. [Bvlgari]
                                                                                                                                                                  • Burberry Group Plc
                                                                                                                                                                  • Calvin Klein, Inc.
                                                                                                                                                                  • Carolina Herrera New York
                                                                                                                                                                  • Chanel Ltd (UK)
                                                                                                                                                                  • Chopard & Cie SA
                                                                                                                                                                  • Christian Dior
                                                                                                                                                                  • Christian Lacroix
                                                                                                                                                                  • Coach, Inc.
                                                                                                                                                                  • Converse, Inc
                                                                                                                                                                  • D&A Eyewear Ltd
                                                                                                                                                                  • De Rigo
                                                                                                                                                                  • Dolce & Gabbana
                                                                                                                                                                  • Donna Karan Company Stores Ltd
                                                                                                                                                                  • Donna Karan International Inc.
                                                                                                                                                                  • Emilio Pucci
                                                                                                                                                                  • Ermenegildo Zegna Ltd
                                                                                                                                                                  • Escada
                                                                                                                                                                  • Fabris Lane
                                                                                                                                                                  • Facebook, Inc.
                                                                                                                                                                  • Fat Face Ltd
                                                                                                                                                                  • Fendi SRL
                                                                                                                                                                  • Fila USA, Inc
                                                                                                                                                                  • French Connection (Retail)
                                                                                                                                                                  • Gianni Versace S.p.A.
                                                                                                                                                                  • Giorgio Armani S.p.A.
                                                                                                                                                                  • Givenchy
                                                                                                                                                                  • Gucci Group N.V.
                                                                                                                                                                  • Hackett Group
                                                                                                                                                                  • Hugo Boss
                                                                                                                                                                  • Jack Wills Ltd
                                                                                                                                                                  • Jaeger Company's Shops Ltd
                                                                                                                                                                  • Jigsaw
                                                                                                                                                                  • Karen Millen
                                                                                                                                                                  • kate spade LLC
                                                                                                                                                                  • Lacoste
                                                                                                                                                                  • Loewe
                                                                                                                                                                  • Luxottica Retail
                                                                                                                                                                  • Marchon Eyewear Inc.
                                                                                                                                                                  • Marks & Spencer
                                                                                                                                                                  • Maui Jim UK Limited
                                                                                                                                                                  • Mondottica
                                                                                                                                                                  • Nautica Enterprises Inc.
                                                                                                                                                                  • Next Group
                                                                                                                                                                  • Nike
                                                                                                                                                                  • Nine West UK
                                                                                                                                                                  • Oakley, Inc.
                                                                                                                                                                  • Paul Smith Ltd
                                                                                                                                                                  • Polo Ralph Lauren Corporation
                                                                                                                                                                  • Prada (I Pellettieri d'Italia S.p.A.)
                                                                                                                                                                  • Radley
                                                                                                                                                                  • Ralph Lauren Ltd
                                                                                                                                                                  • Safilo UK Ltd.
                                                                                                                                                                  • Salvatore Ferragamo
                                                                                                                                                                  • Stella McCartney
                                                                                                                                                                  • Sunglass Hut
                                                                                                                                                                  • SuperGroup Plc (Retail)
                                                                                                                                                                  • Ted Baker
                                                                                                                                                                  • Tiffany & Co.
                                                                                                                                                                  • Topshop old
                                                                                                                                                                  • Valentino
                                                                                                                                                                  • Victoria Beckham
                                                                                                                                                                  • Yves Saint Laurent

                                                                                                                                                                  Sunglasses - UK - November 2012

                                                                                                                                                                  £1,995.00 (Excl.Tax)