Summary: Building your business on generic, unbranded sunglasses is fine if that's what you prefer to do. But if you want to elevate your shop and your margins, you need to build store credibility. The best way to do that is to take advantage of the power of branding.
You know the rhythm of the wholesale market. It is part of your job as a retailer. You constantly hunt for the best margins while looking for ways to turn casual browsers into paying customers. You keep your shelves stocked with the latest styles that move. Like so many other retailers, you rely on buying unbranded bulk sunglasses at wholesale prices, prices that allow plenty of room for profit. And profit is a matter of high volume.
However, the retail environment is changing. Today's consumers are not just looking for cheap sunglasses they can throw in the glove box and forget about. They want real value. They want identity and brands they can trust. This represents a great opportunity for you.
If you want to elevate your business (and who doesn't?), consider turning your store into a destination rather than a convenience stop. Consider increasing your average transaction value through the power of branding. It starts with introducing branded OE sunglasses into your inventory. Branded products can completely transform your store's credibility.
Truth: Consumers Crave Names
Before inventory and logistics come your customers. What is their mindset? Why are they willing to pay a premium price for a name and a logo?
It is easy to think of branding as little more than a name stamped on the temple of a pair of sunglasses. But it's so much more than that. Branding is a psychological shortcut of sorts. When a customer sees a recognized brand name, that name triggers a few things:
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Assumptions of Quality – Your typical consumer assumes that branded sunglasses are well made, durable, and designed to offer complete UV protection. The brand has already done the hard work of proving itself. You reap the benefits of carrying that brand.
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Identity and Status – Because eyewear is worn on the face, it represents one of the most visible fashion statements a person can make. Customers appreciate name brands because a recognizable designer brand signals a personal style and status that everyone sees.
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Easier Purchase – Consumers might be hesitant to purchase unbranded items because they question quality. But a trusted brand eliminates any such hesitation. Recognized brands lead to faster purchasing decisions most of the time.
The truth is that consumers crave brands. They crave recognized names they can trust. So by adding branded OE sunglasses to your inventory, you can take advantage of the natural human tendency to prefer branded products over their non-branded counterparts.
Change the Perception of Your Store
Recognizing and leveraging consumer habits is only half of the equation. The other half is changing the perception of your store. Whether you operate a brick-and-mortar location or sell sunglasses exclusively online, think about the perceptions customers have of your operation. Are those perceptions favorable?
Think about the last time you visited a high-end boutique. What was it about the atmosphere or presentation that made you feel it was high-end? Your perceptions were probably less about lighting and flooring and more about the brands on display.
The items you choose to stock in your inventory define your store's identity. Shelves filled exclusively with generic, unbranded wholesale sunglasses tell customers that your store is little more than a discount hub. While there is nothing wrong with creating that sort of retail environment, it does limit your pricing power and transactional value. It might even limit your growth, depending on where your store is located.
Introducing branded OE sunglasses should elevate customer perceptions. They are no longer looking only at generic, unbranded items. They are looking at brands with recognized logos and names, brands that offer an elevated perception of quality and value.
Never Forget the Halo Effect
As you work to change the perception of your store, never forget the retail phenomenon known as the 'halo effect'. The halo effect is pretty simple to understand: a positive impression in one aspect of the in-store experience influences the perceptions of other experiences.
When a customer walks in and sees a beautifully curated display of designer sunglasses, their opinion of your entire operation improves. They stop seeing you as a low-cost reseller, seeing an authorized and trustworthy retailer instead. Their positive perception will spill over into your unbranded inventory as well. The customer assumes that because you are trusted to sell major brands, your generic products must be equally good.
Mix Your Inventory Strategically
Do not assume that elevating your store with branded OE sunglasses means you need to turn your back on unbranded products. It doesn't, and you shouldn't. Some of your customers still prefer less expensive, unbranded sunglasses. Don't turn them away by taking away what they want.
Instead, mix your inventory strategically. Offer a good selection of:
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Good Sunglasses – Good sunglasses are represented by your bulk wholesale inventory. They continue to drive volume while satisfying impulse buys and budget shoppers.
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Better Sunglasses – Better sunglasses are the mid-level, private-label products that happen to be trendy at the moment. They come in styles that capture whatever is current without the higher designer price tag.
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Best Sunglasses – Your best products are your branded OE sunglasses. They are the anchor pieces of your inventory, positioned at eye level and displayed in a way that speaks to high-value shoppers. They represent your top-tier profit margin.
As you build out your displays, give branded products room to breathe. Display them separately from your unbranded and private-label products so that high-end customers aren't distracted. Also be sure to train your sales team to focus on value rather than bottom-line price.
There is a lot more to this topic, including how to market brands and use them to boost both margins and customer loyalty. For now, it is enough to know that introducing branded OE sunglasses is the first step toward elevating your shop and building greater credibility. We are here to help with the latest styles and trends of branded sunglasses at wholesale prices that are always good for your margins.
FAQs
My unbranded sunglasses do just fine. Why should I invest in more expensive branded inventory?
While unbranded sunglasses drive volume, branded products increase average transaction value. They also boost store credibility among consumers willing to spend more.
Will stocking OE-branded sunglasses scare off budget-conscious customers?
Not necessarily. As long as you strategically mix inventory so that budget-conscious consumers still have choices, they will keep coming back.
Will recognizable brands protect my store from competition?
The biggest risk from your competition is price undercutting, a tactic common with unbranded items. Carrying brand-name products helps because they come with a perceived market value that isn't as susceptible to undercutting.
What is the halo effect in retail?
The halo effect is a phenomenon by which a customer's good perceptions of a product or in-store experience spread to other products and experiences.
Do designer brands increase customer retention?
Designer brands will increase customer retention if exceptional customer service and personal attention back them. To retain customers, you need to offer both quality brands and a memorable sales experience.
