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Thursday / May 26.
HomemifashionAdventure into Sports Eyewear

Adventure into Sports Eyewear

Performance eyewear needs to be ultra-tough, flexible and comfortable. It needs to offer the extreme athlete optimal vision and protect from UVA/UVB rays. Lightweight, heat resistant and ergonomically designed to fit without slip… and it needs to look great too. Do you have the eyewear in stock you need to meet the needs of your most active market?

Gone are the days when eyewear for your sporty, most adventurous customers simply had to be functional. These days, what’s almost just as important is the look and feel of the frame a sportsperson slips onto their face before they head up a rock face, jump on their bike or take to the ocean on a 16-foot skiff.

It’s thanks to brands like Oakley, Bollé and Maui Jim that this is the case. They’ve spent millions on developing high tech, good looking sports eyewear, then sponsoring high profile athletes to wear it when they’re in competition, or on the street. Maui Jim recently re-signed its long standing partnership with the Australian sailing team. The renewed arrangement will see the team’s athletes continue to wear the latest Maui Jim premium polarised sunglasses both on and off the water as they compete at regattas around the world.

According to Richard Hoare, Vice President at Maui Jim Asia Pacific, Maui Jim’s patented colour infused PolarisedPlus2 lens provides the sailors with optically correct, distortion-free viewing, with greater contrast and clarity. This will assist the athletes in being able to read the wind and cut the harmful UVA, UVB and UVC rays. Australian 470 sailor and 2012 Gold medallist Mathew Belcher says his favourite Maui Jims are the Canoes, which are lightweight with a contoured wrap shape to enhance protection.

Australians spend around AU$20 billion on recreation each year…

Bollé has become the official partner of of Australia’s World Tour road cycling team, ‘GreenEDGE’. With new talents on the team such as Matthew Goss, Simon Gerrans, Michael Albasini, and Luke Durbridge, as well as the more experienced riders Baden Cooke and Stuart O’Grady, the athletes of ORICA GreenEDGE are sure to draw attention to the Bollé brand of eyewear.

With the likes of all these high profile athletes wearing – and promoting – the brand, the job of selling sports eyewear becomes a whole lot easier.

A Lucrative Market

Australians spend around AU$20 billion on recreation each year – that compares to $9.5 billion on gadgets; $5 billion on fashion; and $8 billion on medical expenses.1 It’s a lucrative market for sure – and one you’ve just got to be in if your customer base likes to get out and about.

If you haven’t already done so, it’s a good idea to take a good look at your customer base and research the general population in the area of your store. Read the local paper to find out what key sports are played in your area. Make a visit to the local gymnasium or community centre and review the posters and ads on display. Reach out to local sporting clubs. Chat to your customers about their sporting pursuits as you go about your screening procedures. And take a look at your local competition to ensure you don’t end up stocking the same product.

Once you’ve formed a clear idea of the sports and adventure activities you need to cater for, you’ll be able to build a collection of eyewear that will walk out your door. That collection will of course include sports frames and could extend to goggles for skiing or for swimming. Regardless, it’s important to consider anti-fog lenses that offer UVA and UVB protection, traction nose pads and temples and flexible frame materials to maximise comfort.

You might also consider choosing eyewear that comes with different colour lenses to suit different conditions, as well as spare lenses and nose pads, to ensure your customers are never left in the lurch if they happen to damage their glasses while they’re on an adventure.

Accesssories are also worth stocking – floating cases for eyewear used on the water, headbands that secure the glasses to the face – they are all part of providing that extra level of service for your most active and adventurous patients.

References

1. www.moneysmart.gov.au/managing-your-money/budgeting/spending/australian-spending-habits