How to Start a Sunglasses Line

Part 1 - How to start a Sunglasses Line business - Background

A sunglass line is usually a luxury line of eyewear for upper-crust buyers. Sunglasses generated close to $3.6 billion in revenue in 2016, making this an attractive career for many. The owner is generally responsible for designing and marketing their sunglasses on their own. They may either produce the sunglasses on their own, or work with a manufacturer to complete the job. Sunglasses may be sold either online or in a brick-and-mortar store. Owners will also usually work with distributors to have their goods sold in other retail stores.

Our guide is in 3 parts:

• Part 1 - How to start a Sunglasses Line business - Background
• Part 2 - Our planner tool to see if this idea is the right fit for you
• Part 3 - Action plan to get started

What are the costs involved in opening a sunglasses line?

Your personal costs will be dependent on your location and the materials you choose to use. Higher end materials, such as acetate or plating, will inherently cost more to use in your production line. When it comes to your website, you’ll likely want to invest in a professional design if you hope to attract those with higher incomes. A basic DIY website may run you only a few hundred dollars a year (or less), but it may not be as welcoming for your customers.

What are the ongoing expenses for a sunglasses line?

Sunglass line owners can prepare their budgets based on the following:

• Raw material costs

• Retail space costs

• Salaries for employees

• Production space

• Manufacturer rates

Who is the target market?

Usually the people who buy designer sunglasses are those who are devoted to fashion and have a good deal of disposable income. Those who want the cheaper sunglasses are likely to buy knock-off luxury brands at kiosks, or to shop at major retailers such as Wal-Mart or Target.

How does a sunglasses line make money?

Sunglass lines make money by charging a profit margin on each pair sold. The more popular and rare a particular product is, the higher the profit margin can go.

How much can you charge customers?

The top sunglasses can be sold for $400,000 or more, though the average line sells for between $100 and $300.

How much profit can a sunglasses line make?

Sunglasses famously have some of the best profit margins a business owner could hope for. Luxottica famously makes about $.52 of profit for every dollar spent on their sunglasses — and that’s including all of their marketing and royalty expenses. If you operated at roughly the same profit margin, you’d only need to sell 1,000 pairs at $150 to make $75,000 in profit.

How can you make your business more profitable?

Sunglass line owners may also consider designing their own clothing or other high-end accessories to supplement their line. Be aware though that making your own clothing requires state or local licenses.

Day-to-Day and Growth

What happens during a typical day at a sunglasses line?

A sunglass line owner may have the following daily responsibilities:

• Designing eyewear

• Production of sunglasses

• Creating/maintaining relationships with distributors

• Researching new methods of production

• Marketing the line

• Updating website

What are some skills and experiences that will help you build a successful sunglasses line?

You do not need to be an eyewear designer in order to start a sunglass line, though you should understand the process of how a sketch of an idea turns into a packaged product. Successful people may have a design background in clothing or even in furniture. The key is to understand the supply chain so that you can maximize your profits.

What is the growth potential for a sunglasses line?

The world of fashion is a fairly competitive one, though there is always a need for quality designers offering a viable product in their industry. The public is open to embracing a new brand if they can market themselves correctly and prove themselves to be trendy enough.

What are some insider tips for jump starting a sunglasses line?

A smart sunglass designer understands how different faces benefit from different designs. They’ll study facial features, head shapes, and color contrast to get a solid idea of who benefits from what. Even the cheapest pair of sunglasses offers protection from the burning sun above, which manes people are usually buying designer shades to complete an outfit or to complement their overall look.

A small pair of sunglasses may be right for a conservative work outfit, while a larger pair will look right paired with a bathing suit. The differences between brands are measured in millimeters, so designers need to have a high degree of accuracy. To face their competition, concentrate on how to make your eyewear interesting enough to stand out but not so unusual that it turns the public off.

A sunglass line will take a lot of precision to get off the ground. Each manufacturer will have their own take on the production process, and it’s imperative to understand the nuances between each type. You also need to find the right distributors for your sunglass line. A lone store will only be able to be so successful, so either diversify by going online or by having your shades sold in high-end department stores or fashion boutiques.

Finally, be careful about entering this industry. Designer sunglasses lost some of its luster due to the popularity of prescription pairs, and it’s also had the market cornered for many years. Most designer brands are actually owned by the same umbrella brand (Luxottica). This domination can be difficult to find a foothold for an up-and-comer. The good news is that it also creates a bit of a vacuum in terms of the variety on offer. Look for ways to connect with your audience, whether it’s by promoting social change or challenging the standards of your business today.

How and when to build a team

Most sunglass line designers can operate on their own until they have a large enough client base to sustain themselves. Once they outgrow a one-man operation, a designer will need either associate designers to keep up with new demand, or retail employees if they have their own stores.

Part 2 - Is a Sunglasses Line business the right fit for you?

Part 3 - Action plan to launch your Sunglasses Line business in 90 days