Group Editor, Lenses and Technology
NEW YORK--Not long ago, prescription sunwear options were quite limited. You simply took glasses with clear lenses--often an older or second pair--to your dispenser and had them tinted gray or brown.
While some patients still opt for this approach, many want more than a just a fixed tint. Thanks to a cornucopia of new technology, patients can now select from a wide range of Rx-able frame and lens options to satisfy their optical and fashion needs. Rx sunwear suppliers report the most desirable features are lenses for sport or fashion wrap frames, interchangeable lens systems, polarized lenses and photochromic lenses. Other in-demand options are high-index lens materials and, increasingly, free-form or digitally surfaced lenses. Suppliers confirm Rx sunwear sales are on the rise, as more eyeglass wearers discover these exciting new options.
Suppliers Weigh In
“We’re up approximately 5 percent to 6 percent in dollars and 15 percent in units,” said Al Gleek, director of operations for Carl Zeiss Vision Sunlens. “Sales of single-vision polarized and progressives are generating the most dollars, with polarized lenses accounting for much of the unit growth. Most polarized lenses have AR backside coatings, increasing the revenue both at wholesale and retail,” he noted.
David Rips, president of Younger Optics, reported that Younger has experienced “high single-digit growth for standard polarized lenses and strong double-digit growth for Drivewear in both units and dollars. Our largest seller in terms of both units and dollars is our NuPolar line of polarizing lenses, particularly polycarbonate polarized lenses.”
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KBco’s EOS Wrap PAL is designed for oversized fashion and performance wrap frame prescriptions and is a part of its Wrap Solutions family. |
Gleek also cited interchangeable lenses and frames as a “hot and still evolving” market segment. Improvements in lens edging technology such as the Italian-made MEI multi-axis edger are making this possible, he said, adding that Zeiss was one of the first manufacturers in Italy to have the equipment.
“Wraps are still growing as more ECPs discover they now actually work in Rx and more and more consumers are demanding them for looks and performance,” Gleek observed. “With fashion frames, consumers want the same look as planos and want to be up to date and trendy. In lens technology for wraps, free-form will be coming in both single-vision and progressive.”
Zeiss is targeting the wrap market with its patented Spazio single-vision lenses, which are available within the Zeiss lab network. The company has also launched a national Rx sun program with the Columbia brand by L’Amy. The lenses, which can be ordered though any Zeiss lab, replicate Columbia sunwear in Rx in wrap frames.
Demand for sport wraps is strong, and is being equaled or surpassed by the demand for fashion wraps, confirmed Rindge Leaphart, Essilor of America’s general manager for polarized lenses. In response, Essilor has stepped up its efforts to promote its polarized offering, which is the broadest in the industry and includes single-vision, progressive and multi-focal designs in standard plastic, polycarbonate and high-index materials as well as in various colors.
“Polarized lenses are designed to solve the unique needs of wrap frames, such as Wrap Solutions from KBco,” explained Leaphart. “They are the fastest growing category in both single-vision and progressive. 1.67 polarized is also growing very quickly. We continue to see strong interest in polarized lenses that come in a variety of colors outside of gray and brown as well as in short-corridor designs.”
Transitions Optical is intensifying its push into the Rx sunwear market, which began a few years ago when the photochromic lens company partnered with Oakley and Younger to produce lenses that are “Activated by Transitions.” Transitions recently created a sunwear division and appointed longtime executive Grady Lenski to head it.
Lenski sees performance features as the key attraction for Rx sunglass wearers. “Dynamic lens technologies, which can improve performance during specific sports, hobbies or activities are an emerging trend and will only continue to expand,” said Lenski. We’ve seen tremendous success with special-purpose sunwear designed for specific tasks such as the Drivewear Activated by Transitions product, which was specifically designed to meet the unique visual needs we all have while driving,” he noted.
A key reason for Drivewear’s success is its broad appeal, according to Rips of Younger, which partnered with Transitions to develop the photochromic polarized lens. Every 3-O can see the need for a second pair [of glasses] for driving, and virtually every adult is a driver,” said Rips.
Diverse Demographics
“Traditionally, the Rx sunwear consumer tended to be younger, more likely female, and of a little higher economic means,” Rips pointed out. “While this is still true, new lenses, particularly Drivewear, are opening up new demographics in sunwear. The Drivewear purchaser tends to be more male, has a professional/managerial job position, and older. These new demographics opened up by Drivewear are exciting to the retailer since they allow them to reach an Rx sunwear customer that they were not able to reach before.”
Suppliers agree the Rx sunwear market is more diverse than ever. The demographic is broadening as more patients purchase Rx-able versions of their favorite plano styles as well as products geared specifically for the Rx wearer. “We believe the market spans a broad age and demographic range,” said Rudy Project’s Shapiro. “Our products can be worn by younger athletes as well as ‘weekend warriors’ well into their mid 60s. Many people think of us as a ‘bike’ company, but in reality our products are not limited to sports but really appeal to anyone who pursues an active lifestyle.”
Grady Lenski of Transitions said other segments of the Rx sunwear market are also expanding. “Boomers with their disposable income and Hispanics, who culturally emphasize fashion, are growing market segments overall, and are impacting the Rx sunwear market as well,” he noted.
Although sales of Rx sunwear are increasing and the market is expanding, suppliers’ margins are being squeezed by increases in material and shipping costs, and by unfavorable foreign exchange rates. “Since all of our products are made in Italy, the Euro has continued to put pressure on our margins,” said Shapiro. “We raised prices at the beginning of this year, but have resisted the temptation to raise them further as the Euro has steadily increased.”
Gleek said Zeiss has raised prices about 3 percent to 5 percent over last year, largely because of continuing increases in raw material costs. In addition, shipping costs are “soaring,” he said. “Twice this year our carrier has added fuel service charges. That’s not something you can immediately pass on to the ECP. This hurts the bottom line and it appears it will not get any better.” Manufacturing costs are also up due to energy increases and supply increases. Semi-finished lens costs are catching up quickly as well due to oil and energy increases, he added.
Despite these pressures, suppliers agree that the future of Rx sunwear looks bright. ■
