Should These Sunglasses be in Your Next Collection?
Celebrities – they define what’s popular and what’s not. With fashion month behind us, we’ve been graced with an abundance of street style looks that are now being replicated by both the fashion and non-fashion conscious. Many of these trends are now accentuated with a distinct pair of sunglasses aptly known as the Matrix.
Named after the movie, these sunglasses are easily identifiable as they bore a resemblance to what Keanu Reeves and his cohorts wore in the movie bar some added fashion flare.
From right: Kendall Jenner, Gigi Hadid, Keanu Reeves and Rihanna.
But first, what exactly are Matrix-style sunglasses? On Omnilytics, they are categorised and recognised by their angular shape.
So, is the average consumer truly interested in these type of sunglasses that offer less coverage and more style? Or could this trend be just a fad amongst a specific consumer profile?
We analysed the performance of square-shaped eyewear on our dashboard to see how the Matrix sunglasses performed on high street brands – Charles & Keith and ASOS.
Charles and Keith
For accessory, bag and shoe label Charles & Keith, eyewear sellout represented 78.3% of total sales, of which eyewear made up 4% of total SKUs available.
Out of all their collections, square-shaped eyewear performed extraordinarily well at Charles & Keith with a sellout rate of 90.5% as shown below.
Best Selling Eyewear at Charles & Keith
However, once again, an analysis of the SKUs on offer showed no Matrix-style sunglasses in the top 12 bestsellers for the brand.
In fact, this style was not even offered by Charles & Keith as part of their stocked eyewear collection.
From this we can infer that the Matrix-style sunglasses did not resonate with Charles & Keith’s consumer profile of the “stylish urbanite” – that of a young to mid-aged adult who values fashion but places more importance on exclusivity over current trends.
For ultra-fast fashion retailer Asos, eyewear represented 1% of total SKUs available – a very small proportion to Asos’ mass product offerings. Yet eyewear was still able to garner a sellout rate of 66.8%.
Of that 66.8%, square-shaped eyewear had a 61.2% sellout rate, which was quite high, indicating a popular frame shape amongst Asos consumers.
Best Selling Eyewear at ASOS
An in-depth look at the best-selling square-shaped eyewear for ASOS, showed that Matrix-style sunglasses were amongst the top 12. Notably it was the third best-selling eyewear for ASOS.
This indicated that ASOS’ consumer demographic included those who were interested in Matrix-style sunglasses. As their consumer profile mainly consists of teenagers to young adults who are fashion conscious and tend to adopt new styles sported by celebrities, this explains why this particular style was stocked and doing so well as part of the square-shaped eyewear collection.
The Key Takeaway
With the use of retail data, it seemed that while Matrix-style sunglasses were all the rage amongst celebrities, they didn’t appeal to the average mass consumer. This fad only appealed to those who are young, fashion conscious, and responds well to rapidly changing trends.
Want to know how you can use retail intelligence to decide on your product assortment ? Drop us an email at email@example.com and we’ll be in touch!
You might also like
Newly Revamped Support Centre: What We Upgraded
Having access to the right tool and maximising its full potential does not always go hand in hand, but that is the goal here at Omnilytics. Your success is important to us, as we believe that data insights could propel retail businesses while minimising risk at every stage. With this in mind, we doubled down […]
What Our Customers Are Saying About Us
Omnilytics strives to continuously bolster our customers’ decision-making with actionable insights delivered in the most efficient manner. The response we’ve received from brands and retailers have been instrumental to continuously develop and innovate our technology based on – what our customers love and want more of. With this in mind, we invite our customers to […]
5 Tips for Tackling the Holiday Sales Season
The significance of the holiday sales season in the midst of a pandemic is not lost on retailers. With cases rising each day, a new round of lockdowns has been imposed across pockets of Europe, Asia and Australia. Despite worries of reduced spending, the recent success of Single’s Day and Amazon’s Prime Day proved consumer […]
Why the Future of Fashion is Sustainability
Sustainability has always been on the top of fashion’s laundry list. One of the most polluting industries in the world, fashion emits more waste than the flight and shipping industries combined. Beyond its environmental effects, the industry has also been accused of multiple ethical malpractices in its workforce, often sourcing from third-world countries where thousands […]
11.11 Sale 2020 (SEA): How Top E-tailers Maximised Sales
Singles’ Day 2020 was a resounding success despite Covid-19 and a bleak economic outlook in Southeast Asia. This year’s Singles’ Day sale or regionally better known as 11.11, surpassed last year’s numbers in record time as consumers latched onto discounts offered by marketplaces such as Lazada, Shopee and more. What is Singles’ Day? Singles’ Day […]
Year-End Sales Tactics to Push Sell-Through
As we edge closer to December, fashion brands and retailers are anticipating another major retail event – the year-end sales. Aside from Black Friday and Single’s Day, the year-end sales are a long-standing promotional tactic used by retailers to clear remaining inventory of the season or a final push to hit sales targets for the […]