Our role as a sunglasses wholesaler is to understand the needs of our customers. We meet those needs by providing the products they ultimately sell to their customers. As a retailer, your role is similar. You should be seeking to understand your customers' needs so that you can meet those needs. And again, many of your customers own multiple pairs of sunglasses.
4 Reasons for Multiple Pairs
Trying to figure out exactly how many pairs of sunglasses the average consumer owns is a tough task. There isn't a whole lot of data to work with. However, All About Vision surveyed readers a few years ago in hopes of gaining some insight. Their readers offered four reasons for owning multiple pairs:
1. Sun Protection
The first reason for owning sunglasses is pretty obvious: protecting the eyes against the sun. This reason does not necessarily explain why people own multiple pairs. However, we can extrapolate.
Different activities may call for different types of sunglasses. A consumer might want one pair at the beach but a different pair out on the golf course. A driver might appreciate a pair of wraparounds to fight sun glare during the winter while opting for a more traditional pair for summer driving.
2. Performance Enhancement
The second reason plays into the first: enhanced performance. Let us go back to the beach vs. golf course example. A pair of standard glasses with black lenses works extremely well to block the sun on the beach. But those same sunglasses could make it difficult to see clearly on the golf course. A person might prefer a blue or amber lens for a better golf game.
Performance enhancement is the main driver behind sports sunglasses. A number of unique features can be built into sunglasses to help athletes see more clearly. Certain frame styles are also more comfortable and forgiving to rough activities.
3. Style and Fashion
You probably guessed that some people buy multiple pairs of sunglasses because they are all about style and fashion. They want a pair for every outfit they own. And because their closets are full, they need lots of sunglasses to work with. We think that's great. Here at Olympic Eyewear, our bulk sunglasses for men, women, and children are available in all the latest styles and colors.
4. Keeping a Backup Pair
The fourth reason cited by readers was the need to have a backup pair. Most of us can relate. Sunglasses can be lost or broken at the most inopportune times. By keeping a backup pair on hand, a consumer reduces the risks of their eyes being left unprotected.
What It Means to You
So, what does all of this mean to you as a retailer? It means you have at least four marketing messages you can start taking advantage of right away. Market the idea of always having appropriate protection regardless of outdoor activities. Reach your customers with messages about performance and style. Remind them to keep a backup pair on hand.
One of the keys to successful marketing is understanding your audience. Now that you know why people invest in multiple pairs of sunglasses, you can start marketing in those directions. We plan to continue doing the same in our quest to sell more bulk sunglasses at wholesale prices.
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