SUMMER 2023: the soaring value of sunnies

August 14, 2023 Jai Breitnauer

The roaring Twenties are back and characterised not by swing music and Champagne, but summer travel and sexy accessories. Jai Breitnauer takes stock of the latest eyewear trends as we head into summer.

 

Post-pandemic recovery is in full-swing for the global sunglasses market. People are ramping up their holiday plans after the World Health Organisation’s May 2023 announcement that the pandemic is officially over. With travel restrictions almost relaxed to pre-pandemic levels and consumer confidence at its highest since 2019, holidays are on everyone’s mind. This is reflected by the upturn in the market, with the travel industry’s global value almost back to pre-pandemic levels, and exceeding previous records in places like Asia-Pacific!

 

This buoyant mood is translating to the eyecare world too, with new predictions by Market Watch forecasting it will almost double in value within the next five years to US$52.61bn by 2028, compared with an estimated US$29.33bn in 2023. So this is the year to get your sunglasses sales strategy right and invest in this growth area.

 

Prescription sunglasses, particularly, are having a renewed boom in popularity, according to the organisation Reports and Data. In 2022, it valued the global market at US$18.1bn but is now predicting it to reach US$30.4bn by 2032. The driving factors are said to be increased public awareness about the need for UV protection and the rising incidence of conditions such as cataracts and glaucoma. Additionally, the rising incidence of myopia in young people is driving not only the demand for prescription sunglasses but the market for fashion-forward prescription frame designs too.

 

On the lens side, resin-lens sunglasses have the biggest market share worldwide at 85%, according to Market Watch. Lightweight, thin and more impact resistant than other materials, they represent a good investment for consumers looking for a hardwearing product with multiple applications.

 

As the market for eco-conscious adventure travel grows, young consumers will also be looking for sunglasses to support their interest in active and sports travel for the summer and winter months. The value of the ‘splurge-cation’ market means consumers may be willing to spend a little more to get the right product for their once-in-a-lifetime holiday. So what’s looking hot this summer?

 

Utility chic

 

This style is aimed at younger people looking for a one-size-fits-all-activities pair, or middle-aged and older people wanting to invest in a good sporty set of sunnies for their new post-pandemic paddleboarding/mountain biking/skiing hobby. Playing heavily on Matrix-esque, late ‘90s to turn-of-the-millennium styles, racer sunnies with mirrored lenses and sleek wraparound frames are one of this year’s in-demand looks.

Oakley Whisker

 

 

Oversized statement

 

Ten years ago it seemed sunglasses couldn’t be big enough as Jackie-O fever gripped Western civilisation. Then frames suddenly went small again. Well, now, big is officially back – and I mean REALLY BIG! Kim Kardashian and Victoria Beckham are leading the charge here, bringing this statement style right back up to date.

 Ray Ban Jackie OHH

 

 

It’s hip to be square

 

Square statement frames are definitely ‘the thing’ for women in 2023. They’re sophisticated yet versatile, available in timeless muted tones or bold acetate colours. Square frames suit most face shapes and work well with both narrow and wide-bone structures. Dressed up or dressed down, sporty or sleek, professional or party, square is the way to go for that customer who wants a one-size-fits-all solution to their prescription sunglasses conundrum.

 Gucci

 

 

White up to date

 

 Natalie by Gigi Hadid

 

 

Is that a young myopic in your waiting area? Prepare the white acetate frames! This youthful look might hark back to ‘60s chic with a cat-eye shape, or ‘bling’ it right up to date with some gold embellishments, but it’s the colour that is key – modern, playful and bang on trend. If it’s working for Gigi Hadid, it’s working for your customers.

 Dior

 

 

Active future

 

Sports-meets-sci-fi was a runway hit this year, with futuristic shapes combined with sports classics. Metal or metallic moulded frames, unusual shapes and cut-outs like hourglass frames, teamed with aerodynamic tinted lenses, gives off strong Blade Runner-meets-Lance Armstrong vibes.

 

 Balenciaga

 

 

 

Embellish me, baby

 

2023 will not be known for subtlety. While you will always be able to sell classic cat-eye and aviators, expect more demand for the surreal and out-there frames this season. Twisted metal, multicoloured acetate and rivet-to-rivet diamanté will find their people this year.

Jimmy Fairly’s The Pia

 

 

Blokezone in Godsown

 

Most pairs of sunnies can and will be worn by men, women and everyone inbetween. But for the discerning male consumer who likes his sunnies packed in pin-stripe and smelling of musk, here are the top three bloke-frame styles for the months ahead.

 

Aviators

 

These are never going to die. Some man, somewhere, will always want to look like Maverick in Top Gun. This year’s classic aviator upgrade fits well with the futurism trend, with quite a few brands going for an almost steampunk look.

Omega

 

 

Geometrics

 

Nothing says ‘manly’ like a thin metal, geometric frame with a light brown-tinted resin lens. Recently sported by both Robert Downey Jr and Leo (you know you’re famous when you don’t need a surname), this is a hot, professional trend for men over 40.

 

 Burberry

Granny chic

 

As worn recently by the likes of George Clooney and Brad Pitt, these chunky but translucent acetate frames in muted, earthy tones are going down well not just with the middle-aged golf set, but also the surfer crowd. Unisex, uniform and unilad, you won’t regret stocking this style.

 Paul Smith Fleet

 

 

 

Freelance writer Jai Breitnauer divides her time between New Zealand and the UK. She lives with her husband and two children in Bristol and is a regular contributor to NZ Optics.