Eyewear Marketing Trend Report 2015

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Over the last several months, we put together a list of Eyewear Companies both Wholesale, webclouds 2Retail and Online. While these are far from all the eyewear companies in the world or all the online companies, our study is enough to evaluate where the eyewear/eyecare market is moving in 2015 and beyond.

With this first year data, we looked at 1100 Eyewear companies that wholesale and retail eyeglasses and sunglasses. Our eyewear companies listed are comprised of Vision Expo attendees, members of The Vision Council, google search and a posts we have done.

Our sampling comprised of:

  • 3.5% is the number of countries represented (36 Countries)
  • 42.9% of the companies are non-USA countries. Although many have an office in the USA.
  • 56.9% of all listed companies are from the USA.
  • 17% of all companies are in California
  • 12% of all companies are in New York
  • 5.7% of all companies are in  Florida
  • 3.9% of all companies are in Canada
  • 5.9% of all companies are in the UK
  • 6.2% of all companies are in France
  • 8.8% of all companies are in Italy

Trade Show Attendance

  • 42.1% of the Companies have attended a Vision Expo at least once over the last 2 years.
  • 15.3 % of all Companies listed are a current members of The Vision Council

Distribution

  • 80.3% of all companies wholesale only (to the best of our knowledge)
  • 41% of the wholesale eyewear companies have an e-commerce presence or have a brick and mortar location.
  • 8% of wholesale companies have an brick and mortar location.
  • 2% of all eyewear companies are owned by an eyecare professional. (Optician, Optometrist, Ophthalmologist) Meaning that the ECP is starting to bring in their own products and or starting up an e-commerce site.
  • 3 of the online companies do lenses only.

Marketing

  • 8.3% of all companies have a Stated Corporate Give Back Program including e-tailers.
  • 11.8% Claim ‘Eco Friendly’ as part of their marketing.
  • 1.8% of all companies use and or promote 3D Eyewear
  • 1.4% of all companies use or promote BeSpoke, custom or changeable eyewear
  • 1.6% of all companies are exclusive to Kids
  • 7.2% of all companies offer wood, skate deck eyewear
  • 98% of all online companies market is Sun and sports eyewear.

Crowdsourcing (Indiegogo and Kickstarter) Of the 116 companies evaluated in the last 2 years:

Trends:
  • The top Eyewear companies in brick and mortar locations and e-tail eyewear are owned by Luxottica (Lenscrafters ,Pearle, Sunglass Hut,1-800 Contacts)  and Essilor (Coastal Contacts, Fabris Lane, Costa, Corrine McCormack, FGX) The trend will continue as online companies will be sold and or merged.
  • Online Companies such as Mister Spex and Glasses USA and Warby Parker will continue to gather investment funding.
  • Independent (Indie) eyewear business companies are growing their presence in the USA. Much of the growth can be attributed to European eyewear companies coming into the American market, Crowdsourced products making some impact, availability of Asian products. Consumer awareness of sunglasses and eye health.
  • Traditional ‘wholesalers’ have opened up USA Flagship Stores with e-commerce. The trend tends to be stronger the ‘luxury’ sector. (Anne et Valentin, Barton Perreira, Cutler and Gross, Alexander Daas, Illesteva, Dita, Jins, Luxottica) This trend will most likely continue as companies continue to build their brand.
  • Traditional ‘wholesaler’ will look to developing e-commerce site.
  • Traditional ‘e-commerce’ are moving to Brick and Mortar Stores and pop up stores. (Warby Parker, Jimmy Fairly, Crap Eyewear, Toms, Monocle Order, 9Five, )
  • Social Responsibility or Eco Friendly products appear to be increasing as global awareness increases and the consumer is responding with their dollars.
  • Crowdsourced Eyewear is making a minor impact. 10% of the listed companies are from Crowdsourcing.
  • e-commerce is getting tougher. Over 30% of the last list of online companies are not in business anymore or have not updated their website. In addition we are seeing the growth on of Boutique or Artisan eyewear.
 Other:
  • We estimate this is about 5% of the total eyewear market.
  • The information gathered are from Vision Expo’s (2014 and 2015) The Vision Council Membership, Google Search and posts we have done. Not included are exhibitors at Optrafair, Silmo, Mido and other trade shows, which do not have a presence in the USA yet.
  • Not included are most eyewear companies in Europe, Asia, South and Central America, Australia, Russia, Africa.
  • Not included: Most Accessory companies, Low Vision, Smart Glasses, Safety, Novelty, low end sunglasses.
  • Definition of wholesale/retail/online: We determined if a company showed at Vision Expo (wholesale) and their website showed a Webshop or retail pricing and had a shopping cart (retail and online). That company wholesaled product and retailed.
  • If a company was an ‘Online’ eyewear retailer and had a dealer log-in or a dealer request form, they also were listed as a wholesale retail.
  • Majors Included: Macy’s, Neiman Marcus, Nordstroms, Amazon, Zappos, Gilt, Shopify, Sunglass Hut Luxottica), Ilori (Luxottica) Soltisce (Safilo). Not included are sporting goods stores and other majors.
 To view the listing of Eyewear Companies click here. To view the listing of Online Companies click here. If any of the information is incorrect, please accept our apologies, we will correct it if you send us an email cathy@theopticalvisionsite.com
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