Top Strategies for Retailing High-End Sunglasses

Selling upscale, designer sunglasses requires some finesse. Unlike affordable mass-market eyewear, luxury shades appeal to a niche market willing to pay premium prices, often $200+. According to the experts at Olympic Eyewear, if you want to effectively retail high-end sunglasses, you’ll need polished, customer-centric strategies. 

Curate a Collection

Carefully curate an extensive sunglass selection showcasing 15-25 designer brands like Oliver Peoples, Maui Jim, Persol and others priced $100+. Target mid-to-high income shoppers seeking quality over quantity. Arrange sunglasses creatively on displays by color story or style instead of brand. Mimic upscale boutiques by keeping the space clean, uncluttered, and well-lit with directional spotlighting on products. A meticulously merchandised, vignette-style environment signals you are a respectable retailer of luxury eyewear worth patronizing.

Hire Knowledgeable Staff

Employ patient staff well-versed in your sunglass brands, styles, and offerings. Extensively train them to engage customers in relaxed, meaningful discussions to properly assess style preferences and needs for a personalized experience. Teach advanced fitting techniques tailored to precise measurements of facial shapes, pupillary distance, and bridge width. Educate on lens technology such as polarization, gradients, reflections, and UV protection. Supply sales associates with brand narratives and release calendars so they stay informed. A highly knowledgeable staff provides the white-glove consultative selling experience high-end shoppers expect from a sunglass destination. Be sure to incentivize upselling pricier pairs through commissions. Expertise drives bigger sales.

Offer Enhanced Services

Entice designer sunglass shoppers with specialty services like professional-quality cleaners and anti-reflective lens wipes tailored to delicate frames versus drugstore varieties. Provide adjustments, repairs and replacement parts like nose pads or missing screws. Include sleek cases and pouches with purchases for protected portability. Make customized accessories available like monogramming services or chain attachments. Offer frame engraving or custom laser etching for personalization. Services that protect investments provide incentive for return business. Don’t be afraid to charge small fees that still undercut optics stores. Value-added services signify you respect fine eyewear pieces.

Share Brand Histories

Link past and present through captivating stories around heritage brands and vintage styles. Train staff to share design inspirations and founders’ biographies during customer engagements. Curate in-store displays showcasing old advertisements and archival styles next to current collections. Post designer narratives and historical timelines on social channels and via in-store collateral. Connecting clientele with a brand ethos makes high-end sunglasses more alluring. Foster an emotional attachment between patrons and sunglass products through compelling backstories.

Offer Try-Ons

The sunglass buying experience, especially in designer echelons, relies heavily on experimentation. Affluent shoppers want to meticulously assess comfort, weight, vision quality and style before investing in luxury eyewear. Curate try-on galleries with enlarged mirrors letting customers freely sample different looks. Provide guidance if desired, but mainly let them explore independently. Trying on 5-7 pairs narrows options yet still provides adequate variety. Support trial and error for the best fit.

Incentivize Referrals

Affluent consumers hold sway and influence wider social circles as early adopters. Reward wealthy clients for referrals with referral cards giving 10-15% off their next pair for every new customer sent your way. Or offer progressive store credit towards their next high-end sunglass purchase. Word-of-mouth marketing from trendsetting devotees drives consistent sales in the luxury bracket. Make VIPs feel valued for spreading brand awareness.

Conclusion

Delivering five-star service and consultative knowledge entices affluent sunglass shoppers to buy from you, not global online giants. Curate wanted brands in a refined setting. Share evocative stories. Make designer sunglasses feel personalized through customization options and enhanced care offerings, so clients connect with products. When high-end patrons feel invested in your inventory, you increase repeat purchases in the premium eyewear market. Follow these proven tips to retail luxury shades successfully.