The eyewear industry is currently valued at nearly lb130 billion globally, and the popular international retailer Sunglass Hut is quickly becoming among the most notable.
Globally, its sales have even been estimated to be worth up to lb229 million annually. This has undeniably played a huge part in helping to increase its mother company EssilorLuxottica’s yearly revenue. According to recent reports, EssilorLuxottica’s eyewear sales saw a sizeable 9.4% increase after a single quarter.
But just how has Sunglass Hut done this amid a highly competitive market? One of the main reasons is through exclusive eyewear promotions that position the retailer as the go-to resource for discerning and fashion-forward consumers.
Credit: @sunglasshut on Instagram
Sunglass Hut: a champion for elite style
Since the brand was established in 1995, Sunglass Hut has wisely invested in fostering partnerships with many of eyewear’s most celebrated names. These include elite fashion houses like Cartier, Prada, Versace, and many more. Banking on these long-time relationships, the sunglasses sold on Sunglass Hut now include specially curated selections that are only available via the respected retailer. Currently, the newest of these include Ray-Ban’s Mega Baloramas and Dolce&Gabbana’s Griffes, with the former even tagged as a Sunglass Hut exclusive. Shoppers online can even find a dedicated category showcasing other Sunglass Hut exclusives from past seasons. These include models from other elite brands like Costa, Oakley, Swarovski, and Michael Kors.
On top of these brand-exclusive collections, another way that Sunglass Hut cements its role as a fashion leader is by working closely with Fashion Week. At one point, Sunglass Hut’s sponsorship even helped support London Fashion Week for three years. In this capacity, the retailer was able to work closely with the British Fashion Council to help mentor budding young designers. Today, Sunglass Hut regularly collaborates with Fashion Week influencers. Together, they create collections that highlight the newest eyewear releases featured on the runways of Milan, London, and New York. This effectively allows consumers to “shop the runway.”
Photo by The Design Lady on Unsplash
Bridging the gaps in high fashion accessibility
Sunglass Hut’s legacy is also marked by its efforts to make these exclusive products more accessible. Previously, shopping for designer items was difficult, given that they were only sold in select stores at marked-up prices.
Sunglass Hut breaks down these barriers by making eyewear easier to find and purchase for the general public. In addition to its online platforms, Sunglass Hut stores in brick-and-mortar establishments are strategically located in more inclusive areas. For instance, a new Sunglass Hut branch was opened last year in the city centre in Highcross. According to press releases, this store will finally be able to help serve fashion-conscious locals. Prior to this, shoppers had to be content with limited shopping options, especially regarding designer labels. Depending on the season, the retailer is also known to hold promotions where prices are significantly discounted.
It goes without saying that Sunglass Hut has built its success on stocking world-class brands and the respective campaigns to make exclusive fashion more welcoming and available.
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