When most people think of sunglasses, they think of sunshine, and no doubt sunglasses are a necessary accessory for many people during the summer.
Sunglasses can help protect the eyes from the sun’s harmful rays and make the wearer look cool at the same time.
However, sunglasses are not just for sunny days anymore! There are many other reasons why people need to buy sunglasses.
So, who is the target market for sunglasses, and what motivates them to buy a pair of shades?
In this article, we will segment the target market for sunglasses and try and understand how people make purchase decisions when it comes to sunglasses.
Target Market for Sunglasses: A Classification of Sunglasses
To study the target market for sunglasses we need to first make an effort to classify the different types of sunglasses that are available on the market. Now, there exist thousands of types of sunglasses spread across hundreds of brands.
So to classify sunglasses while still retaining our sanity, we need to first define a set of variables around which we will perform the classification.
The most important variables used in the classification of sunglasses are:
- Design
- For Men, Women, Children
- Price
- Brand
- For an activity
- Type of lens
- Country of Manufacture
Let’s look closely at each of these variables.
1. Design
One of the most important factors that distinguish a pair of sunglasses from another is the design. Sunglasses come in all shapes, sizes and colors and because sunglasses alter the way a person looks, the design of sunglasses is a very important factor that any buyer takes into account before purchasing a pair of shades.
2. For Men, Women, Children
Men and Women have different tastes and are attracted to different styles of sunglasses. Men tend to prefer sportier and more masculine designs while women usually prefer sunglasses with a softer, more feminine design. In addition, children also have their own tastes when it comes to sunglasses, with many preferring cartoon-themed or brightly colored shades.
Unisex sunglasses are those that can be worn by either men or women. Many shops carry unisex sunglasses as they can immediately double the target market that they can sell these sunglasses to.
3. Price
Sunglasses are available at every imaginable price point. Cheap sunglasses can cost as low as $1 while expensive diamond-encrusted sunglasses can cost hundreds of thousands of dollars.
Price is definitely a factor that people take into consideration when purchasing sunglasses. However, because sunglasses are such a personal item, people are often willing to spend more on a pair of shades that they really like as opposed to buying a cheap pair of sunglasses that they will not be happy with.
4. Brand
There are hundreds of brands of sunglasses available on the market. Some examples of brands of sunglasses include Ray-Ban, Oakley, Tommy Hilfiger, Fossil, Calvin Klein and Emporium Armani.
People often have a preference for a particular brand of sunglasses. This may be because they like the style of that particular brand or because they have had a good experience with that brand in the past.
People who are loyal to a particular brand are more likely to purchase sunglasses from that brand again in the future.
5. For an activity
Sunglasses can be purchased for a specific purpose or activity. For example, many people who play tennis purchase sport-specific sunglasses that have been designed to stay on their heads while they are playing.
Other activities for which people purchase sunglasses include driving, fishing, skiing, cycling, sailing and climbing. People engaged in these activities often purchase sunglasses that have been specifically designed for the purpose.
This is how sunglasses brands are able to use needs-based segmentation to target those with a need to purchase sunglasses made for a specific activity.
6. Type of lens
The type of lens is another important factor to consider when classifying sunglasses. The three most common types of lenses are:
- Glass: Glass lenses are the most traditional type of lens and are usually used for prescription sunglasses.
- Plastic: Plastic lenses are the most common type of sunglass lens. They are shatterproof, lightweight and impact resistant.
- Polycarbonate: Polycarbonate lenses are the strongest type of lens and are often used for sports sunglasses as they are shatterproof and impact resistant.
Further, lenses can be tinted, mirrored or polarized.
7. Country of Manufacture
A final point of classification is the country of manufacture. Of course, sunglasses can be manufactured in any country in the world, however, some countries are more well-known for manufacturing high-quality sunglasses than others.
For example, Italy and France are known for their designer sunglasses while other countries are more known for their cheaper knock-offs.
For many people, the country of manufacture is synonymous with quality and so sunglasses manufactured in certain countries enjoy a price premium.
Target Market for Sunglasses: Motivations for purchase
To truly understand the target market for sunglasses, we must look underneath the hood and understand consumers’ motivations for buying a particular type of sunglasses instead of another.
Here are some of the main reasons why people by sunglasses:
- Protection from the sun’s glare
- As a fashion statement
- To hide an injury
- To hide their eyes
- To protect the eye after surgery
Let’s dig deeper into each of these.
1. Protection from the sun’s glare
One of the main reasons people buy sunglasses is to be able to see clearly on a bright sunny day. Before going on a drive, many people will put on a pair of sunglasses to cut down the glare from the sun.
Or just before going to the beach, people will put on sunglasses (or buy one at the beach) to be able to see without squinting their eyes.
And of course, protecting their eyes from the sun’s harmful UV rays is a key motivation for purchasing sunglasses.
This segment of the target market for sunglasses will be equally interested in sunscreen for the same reason.
2. As a fashion statement
Sunglasses have always been popular as a fashion accessory. Celebrities and everyday people alike often use sunglasses to make a style statement.
People will buy a particular type of sunglasses because they like the way it looks or because it is trendy at the moment.
Wearing the latest style of sunglasses can make someone feel more confident and stylish. For some people, buying new sunglasses is like buying a new outfit – it can completely change the way they look and feel.
3. To hide an injury
Sometimes people will use sunglasses to hide an injury. For example, if they have a black eye, they might put on a pair of sunglasses to avoid having to explain what happened.
Or if they have a cut on their face, they might put on sunglasses to cover up the injury.
4. To hide their eyes
As the saying goes, “the eyes are a window to the soul”. And that is enough for some people to wear sunglasses to cover up their eyes!
There could be many reasons for this. Some people may be conscious about how their eyes look. Or others may be trying to hide their emotions. It isn’t uncommon to see people wear sunglasses at funerals to avoid showing their tears and red eyes.
People even resort to wearing sunglasses while playing certain games. For instance, some poker players feel that by hiding their eyes, they are less likely to give away the strength of their hand.
Those in law enforcement or the military also find it advantageous to wear sunglasses so that no one can track the movement of their eyes. This may explain why we always see secret service agents with sunglasses.
5. To protect the eye after surgery
Some people buy sunglasses after they have had surgery on their eyes. This is because sunglasses can help to protect the eyes from the sun’s UV rays and from wind and dust.
For instance, after cataract surgery or Lasik surgery, it is usually recommended that people wear sunglasses to help protect their eyes.
Summary
Sunglasses can be classified based on for whom they are made – men, women or children. They can be further classified based on the design, price, brand, type of lens and country of manufacture. Additionally, sunglass manufacturers make special sunglasses for different types of activities, like different sports.
When a consumer selects a pair of sunglasses to purchase, their decision is affected by many factors. Most people purchase sunglasses for the most obvious reason – to protect their eyes from the sun’s glare. But some may buy them for other reasons including to hide an injury or to hide their eyes or to protect their eyes after surgery. And since a pair of sunglasses alters the way we look, many people will buy and wear sunglasses to make a fashion statement.
If you’re planning to enter the market for sunglasses, either as a manufacturer or a reseller, make sure you understand your target market for sunglasses – who are you catering to, and what are their drivers for buying a pair of sunglasses? Without this insight, you may end up making or carrying sunglasses that do not appeal to your target audience.
