We conclude our investigation among the major suppliers of frames for sportive disciplines.
We have encountered a duplicate tendency: the request for extremely technical and innovative glasses, for example the last Carrera models for bike racing; on the other hand the request for products of sportive origin, but declined according the latest fashion trends:for this requirement we have the most recent sunglasses collection from Smith. Alfonso De Antoni, responsible for the sport division of the Safilo Group, describes the scenario for tecjhnical glasses: “In the short/medium period we expect that this tendency will become stronger - says De Antoni - the optical channel is very important expecially for technical glasses. Furthermore, especially in the mountains, opticians offer an important assortment of helmets and masks.”
Also De Rigo Vision, with the licensed Fila brand, believes in margins of development in this market segment. “The majority of customers that often buy sports glasses does not limit their use during their sport - says Francesco Morelli, commercial director of De Rigo Vision - it is fundamental posses the versatility to be used during free time as well.
“Our technical frames” reminds Morelli, “are distributed through the iptical channel, although we note a growth in the sports channel, especially in specific sectors like motorcycling, sailing, etc. - says Alessandro Chitotti, commercial director of Charmant Italy - The expectations for the Puma brand are very good. At the end of October we will launch a new collection of sunglasses dedicated to sport lovers who are also interested in fashion with a vintage style but characterized by innovative solutions for temples and frontals.
Today the technical eyewear market is full of sports brands while not being their core business: Puma, Nike, Adidas, Reebok, to name a few. The glasses give added vaue to the total look of the brand - explains Marco Di Bello, Briko’s PR and communication manager - The frames require fashion but must have a technical value to guarantee protection and security, with avveniristic meterials and lenses that enhance an even sharper vision. Also the shop must reflect these characteristics. “It is necessary to assist the customer before and after the sale, requiring a large know-how: that is why our Briko products are positioned for the sportive every day user, offering tested glasses developed by high-level athletes.”
On the success of the market the management of Bollé, sport brand of the Bushnell Group, which this year 120 years, appears more careful. “There is some stagnation on the sport product market, the market is not ready yet but we can see signals that raise hope for the medium term - says Marco Ribaldone, commercial responsible for Bollé Italia – On the other hand fashion cycles teach us that things return and we, with our 120 years of experience, are ready for it. Ever more sportives go to the optician, the ratio is 80/20% between the optical and the sportive channel. Bollé has always concentrated on the distribution through the optical sector, leaving the smaller percentage to the sales of ski masks to the sportive sector.
Which choices should an optician make to be prepared for the evolution suggested by his suppliers? “The optician has the technical know-how to correct and enhance the visual quality: we would like him to participate more in our tests and our research, for example in solar filters.
The communications responsible of Briko - which sells its products through the sportive channel, reminds that the brand tries to meet opticians with its testimonials in the various sport disciplines, to illustrate their technical requirements. “We concentrate therefore on communication and information to supply a technical know-how adequate for the trade and for the final customer”, confirms Di Bello.
By Angelo Magri, source b2eyesmagazine of 16 September 2007
