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Sunglasses are not just about the logo

Sunglasses, sunnies, shades   whatever you call them, they've long been an important part of a brand's commercial (read: wealth creation) offering. But over modern times, it seems that most significant trends in eyewear is usually to tie in with what's seen for the catwalk.

"Eyewear collections are becoming more and more closely tied to the willing to wear collections, expressing through colours, shapes or embellishment the main seasonal themes showcased during fashion shows," says Alessandro Beccarini, the viewers international website director of Luxottica, which manufactures for brands for Ray Ban outlet example Prada, Miu Miu, Dolce Gabbana and Ray ban sunglasses. "Because eyewear is shown in magazines, advertising and stores along with the rest of the collection, it contributes to building and spreading the brand's seasonal message."

Traditionally, one of the most lucrative solutions to build a brand is to branch out into accessories: be it handbags, shoes or sunglasses, necessities such as more affordable pieces that complete a successful business. Interestingly, the youthful and fun loving brand House of Holland made a decision to launch an eyewear range this year, two years before setting up a handbag range for autumn/winter 2014. "It was obviously a strategic decision, as the eyewear is under licence," Henry Holland says. "The technical and manufacturing knowledge to create eyewear is one thing we needed somebody to facilitate, and also that meant the lowest initial investment from our side. We were still quite small when we Ray Ban outlet store launched eyewear but it felt just like a Ray Ban outlet store great time to flourish into an accessories category for people."

Worn by Beyonc, Rihanna and Lady Gaga, Holland's frames are produced under licence by Sunshades Eyewear. In fact, almost all sunglasses   be they stamped which has a designer or optical manufacturer   are produced under licence by the small number of powerhouse firms: Luxottica, Safilo and Marcolin include the market leaders, but they're seeing increasing competition.

Located in Australia, Sunshades Eyewear also manufactures for brands including Karen Walker and Preen, as well as chief executive, Rodney Grunseit, has noticed a shift in eyewear trends: "We are seeing growth in unique and exciting designs. Celebrities and fashion leaders shall no longer be wearing fashion branded eyewear just to be linked to the brand name, but are searching out looks which make people take note. The sales of brands in your portfolio that this   like House of Holland and Karen Walker   are growing the fastest with the current economic eyewear market. We refer to this as Cheap Ray Ban UK our 'fearless' approach to design, which drives the market in terms of fashion brands."

Grunseit recognises a heightened pace within the trend turnover in what he calls "avant garde designs", but, interestingly, this really is balanced out by more general trends keeping pace having a one  to three year span: "Cat's eyes have just about peaked after three to four years; we're even noticing Wayfarer types slow now."

While Holland's designs are particularly bold ("We were never going to be a simple black frame type of range"), there are still a lot of classic branded frames, for individuals who don't want to create a design statement. "Not necessarily all sunglasses are located as a fashion purchase Ray Ban Wayfarer 90% off to become changed each season," Beccarini says. "Unique styles   what we should call talking pieces   can be linked to fashion, but simple to wear iconic styles are something which can last."

The modern Zealand based designer Karen Walker shows her eyewear included in her The big apple Fashion Week show as it launched in 2006: "Eyewear can be an intrinsic portion of our look and also of our business   everything carry out is linked together through our innate brand values: fun, optimism, strength, a sense humour." Rather than linking indelibly to some specific collection,Walker instead creates designs which are based on classic shapes using a cool, contemporary twist. "I think people like this our eyewear designs are subverted classics; we don't try to do edgy with regard to edgy," she says.

Within the eyewear market for nearly a decade, Walker has noticed a modification of the eyewear market in the decade that she has been in the industry that point: "A lot of big brands are putting more energy into designing eyewear rather than just licensing their names out for generic eyewear looks, where there are also additional independent brands now." Indeed, the "independent" sector has experienced an immediate rise due to the increased demand for sunglasses which might be something special: the Seventies' success story Linda Farrow was relaunched in 2003, because of a discovery of vintage frames. This success generated the brand manufacturing original designs under its very own label before collaborating with designers, such as Dries Van Noten.

Because of so many brands staking an incident, it seems that sunglasses ought to be a saturated market, but new brands, like Jack Spade, which launched eyewear recently, continue to be introduced. A contributing the answer to success could be the price tag that puts most sunglasses in a more attainable level   one that ready to wear, handbags as well as shoes are increasingly taken from. Price sensitivity is vital   Jack Spade's marketing director, Dan Lakhman, planned to "offer customers an outstanding collection that's incredibly affordable", but a majority of high end brands have experienced their sales stagnate or slump "if their designs don't justify the higher prices they once did", based on Grunseit.

Another factor Ray Ban sunglasses outlet is the power of the licensees. A week ago, first quarter financial results reported by Luxottica saw send out net profit at 157m (129m), while certainly one of its main rivals, Safilo, reported netting income of 16.5m for the same period. It appears, then, that regardless of the weather, the forecast for the sunglasses market remains bright.

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