VonZipper 2018 Sunglasses Preview

Retail Buyers Guide: Sunglasses 2018

Brand: VonZipper
Interviewee: Pedro Fernandes – European General Manager

LOMAX

MARKET

What are the current big trends with boardsport sunglasses retailers need for 2018?
We really feel that our market is evolving and prepared to take risks in terms of frames, the combos and new features will make their way, but also in terms of lenses, with new technologies and colours. Retro Modern with a fashion touch is a reality and we will see for sure, new crazy stuff on the action sports market.

On the other hand, we will see purer technological developments, especially on lenses that deliver more performance and permit the expansion to other markets like Golf and Fishing.

What are your main price points for next season?
Our price points will be around 100€ and 140€ for the best sellers.

How are you segmenting your sunglasses collection?
In terms of lenses, we will continue to boost and expand our new patented technology called “Wild Life Lenses” which will create an all-new visual experience by selectively absorbing light in the area where the eye is more sensitive, creating an energy boost as well as a higher comfort in terms of comfort and clarity.

Regarding Frames: Sports, Fashion and Women will be our main targets in terms of segmentation.

MARKETING

What are your main stories in terms of styles and materials for 2018?
Wildlife lenses will continue to be our focus in terms of technological revolution while frames will be built between nylon grilamid and high-quality acetate.

Regarding stories, retrofashion will lead the trend with models like Hitsville.

HITSVILLE

What makes this product category important to your brand?
Retro fashion models have shown to be the best in class for some years and we will continue to build our heritage around them.

What are your talking points with POS? Anything special you’re doing to sell help retailers sell/present your product (packaging/displays)?
Despite some very aggressive margin benefits for our partners we’ve built a special POS trade marketing pack for 2018 to help retailers to develop this category and recruit new consumers.

TECH / ECO

What are the main features customers demand from boardsports sunglasses?
Margin and POS that help shops to develop this category are on top of our priorities.

Which technical features are you the most proud of?
Wildlife Polarized lenses for sure.

What is the trend in terms of frame materials?
Acetate is more and more leading the way due to high-quality frames associated with retrofashion designs that we also explore through nylon grilamid frames. Blacks and Torts still rule the preferences of the consumers, however, more and more combos of metal and acetate/nylon grilamid are part of the brand success in the last years, that’s why we will continue to boost those kinds of frames, by launching new colors on models like PLIMPTON and new models like Hitsville.

ALT

How about lenses?
We still see a good balance between Grey/Vintage Greys and Chromes towards the main models.

For 2019 we expect to bring some new colours, either in terms of Chromes, like the Blues and the Pinks, but also playing with gradients that are clearly a market trend.

We will continue to boost and expand our new patented technology called “WildLife Lenses” which will create an all-new visual experience by selectively absorbing light in the area where the eye is more sensitive, creating an energy boost as well as a higher comfort in terms of comfort and clarity.

BEST SELLERS

Please name and describe your 3 highlight pieces and items that retailers should definitely order.
ALT
100% uv protection
Base 4 spherical lens
Impact resistant polycarbonate lens
Nylon grilamid temples
Stainless steel optical hinges
Made in Italy

HITSVILLE
100% UV protection
Base 6 spherical lens
Impact resistant polycarbonate lens
Nylon grilamid / metal combo frame
Optical quality alloy temples and nose bridges
Stainless steel optical hinges

LOMAX
100% UV protection
Base 6 spherical lens
Rgns system – moulded rubber nose pads and temples
Impact resistant polycarbonate lens
Nylon grilamid frame
Stainless steel optical hinges
Made in Italy