What is it about your business that differentiates it from the competition? Whatever that is, along with the value proposition you offer customers, is essentially your brand. Now, have you ever thought of applying your brand to the sunglasses you sell? It is possible thanks to something known as the private label option.
'Private label' and 'white label' are terms used by manufacturers to describe the non-branded products they produce for retailers. The retailers buy these products in bulk before branding them with their own name and logo.
Here at Olympic Eyewear, we prefer the term 'no logo' sunglasses. Our no logo collection features designs, styles, and colors similar to our branded products. The only actual difference is that they are free of any branding from our end. You purchase them in bulk and then brand them with your own label.
A Compelling Opportunity for Entrepreneurs
We see private label sunglasses as a compelling opportunity for entrepreneurs looking to do something different. Whether you sell sunglasses and accessories exclusively or as part of a broader inventory of consumer products, adding your own brand to the mix could help you stand out against the competition. How many other retailers do it?
Of course, turning no logo sunglasses into your own private label will take some time and effort. It is not something that will explode overnight. But establishing your own brand could help you carve out a nice little niche that leads to steady sales regardless of season.
Redefining Your Market Might Help
The fact that you are already succeeding means you understand the importance of identifying and knowing your target audience. Private label sunglasses require taking that one step further. You're probably going to want to redefine your market to create a narrower focus for your private label – at least at first.
We're betting that your current market comprises middle-class consumers who appreciate style and quality but don't want to spend the equivalent of a week's pay on a pair of sunglasses. They would prefer to spend less whenever possible.
You could narrow that market and focus on just men or women with your private label. You would then buy bulk sunglasses from us in accordance with what your male or female customer base normally prefers. Market to them with the goal of creating a core group loyal to your private label.
You'll Need to Stay Ahead of Trends
Keeping your private label going will require some extra attention. Be sure you are willing to give it that attention, or you could actually do harm to your brand. One of the things you'll need to do is stay ahead of the trends. You will want your private label to lead rather than follow.
Staying ahead of the trends is something we need to do as a supplier of wholesale designer sunglasses. We need to anticipate what retail customers are going to want at least one season in advance. This gives us enough lead time to make sure our retailers are properly stocked.
Taking the same proactive approach would be a good idea for your private label. If you can stay ahead of what's coming down the pike, you'll be able to keep a good inventory of no logo sunglasses ready to be branded and put on your display racks when the time comes.
Something to Think About
Turning no logo sunglasses into your own private label will not necessarily be an easy task. But it is something to think about. Establishing your own brand could truly set you apart from the competition. It could mean big things for your business.
