There are billions (you read that correctly) of sunglasses sold each year, but there are only four types of sunglasses shoppers. Knowing what kind of consumer you are can help you make the correct choice for price and quality, and understanding what motivates other consumers can open you up to new possibilities that were unknown until now.
In This Article
The Four Types of Sunglass Shoppers
Eye Protectors
Anyone who buys sunglasses is concerned about their eye health. They want to eliminate harmful UVA/UVB rays and lower the sunlight level to be comfortable. They may even want polarized lenses to remove annoying reflected light.
This category of sunglasses shoppers refers to those who are only concerned about eye protection. They do not care much about the quality of the frames or lenses above the basic function of the sunglasses. Style does not matter as long as the frames do not look hideous. And price will always be kept as low as possible.
This is by far the largest category.
Style Lovers
Style Lovers know they need sunglasses for protection, but their main concern when making a purchase is what looks good on them. This often has as much to do with branding as it does with frame shapes.
These shoppers do not care much about the quality of the lenses or frames, at least in comparison with the looks and status of the frames, though they may assume the pairs they are buying are high quality due to the often steep price. Designer brands target this category. Style Shoppers are likelier to spend larger sums on sunglasses and have multiple pairs for different colors and looks.
The price can be high or low here, as some shoppers will find styles they like for cheaper and some will opt for pricier options. It is not that Style Lovers are low information consumers per se, they simply only care about aesthetics and protection. Since aesthetics are subjective, as long as they are happy with their purchase they are spending well enough.
This is why Ray Ban is such a successful brand. They make styles like the aviator, wayfarer, clubmaster, and round that look great on most people, often with good quality. Past that consideration, most shoppers do not even realize there is more they can get that would be a significant improvement, often for around the same price.
This is the second biggest category.
View Enthusiasts
View Enthusiasts are a growing category as more consumers learn about the phenomenal ability of premium quality lenses to enhance the wearer's view by boosting colors, adding contrast, and maximizing clarity.
Historically, many of these consumers focused on sports and outdoor activities that precluded this category from overlapping much with the Style Lovers, as the frames were more functional and less fashionable. That is changing as more brands add fashionable frames to their catalogs while keeping their premium lenses and frame construction.
The prices for this category are often the same or cheaper than the designer pairs sold to Style Lovers, even with the additional quality. This is mostly because the style category is so large as to dominate the market and set the prices, with brands that View Enthusiasts patron trying to get a slice of that market.
The best is when View Enthusaints and Style Lovers overlap. Brands like Maui Jim and Serengeti, long-time sporty brands, have been adding many gorgeous styles to their lineups, all with their fantastic quality of frame and lenses.
At Sunglass Science we only deal with this category as we focus on different premium lenses.
Art Collectors
Art collectors are a niche in the sunglasses world who buy pairs that are unique, rare, and generally expensive.
Unlike Style Lovers who are primarily concerned with how the sunglasses will look on them when wearing them, Art Collectors are driven by the beauty and prestige of the sunglasses themselves. Art Collectors will still only buy frames that they can reasonably pull off themselves.
Since the lenses do not contribute much to the fine craftsmanship of these exlusive sunglasses, they are often stocked with unremarkable, lower quality offerings, that can be swapped out for custom lenses by their new owners.
There are three motivations for Art Collectors:
They are motivated by the craftsmanship and beauty of the frames. Brands that use intricate detailing, rare and precious materials, and advanced or creative engineering have an allure to collectors much in the same way luxury watches and vintage cars do.
Many people are drawn to high-end sunglasses for the prestige and exclusivity they offer. The craftsmanship, rare materials, and unique designs of these luxury brands can be highly appealing, symbolizing a sense of style and success. For some, owning such sunglasses is a way to enjoy the finer things in life and express their personal taste and achievements.
Some Art Collectors believe their purchase is also a smart investment, with the possibility that they can sell limited edition pairs for a profit sometime in the future. Often, this is an additional consideration for those motivated by beauty or exclusivity.
What All Four Types of Sunglass Shoppers Should Know
Most of these different groups can learn to appreciate aspects from others and try to incorporate them into their own considerations.
For example, Style Lovers can appreciate how some sunglasses can be collection pieces that stand out as attention grabbers by themselves, much like how celebrities wear certain rare sunglasses to public events.
Eye Protectors, Style Lovers, and Art Collectors can all appreciate the Lens Enthusiasts. Everyone has gone to beautiful places on sunny days and seen mountains and oceans and breathtaking views that are far better than what they experience in their daily lives. Some scenes are significantly better than others. Premium color-enhancing lenses make any view, anywhere, better. Everyone becomes a view enthusiast once they try on a premium lens. The difference is undeniable.
That is something anyone can appreciate and I would highly recommend considering when you buy your next pair of sunglasses.
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