This week, we take a look at why so many brands are expanding into eyewear. TL,DR: It’s cheap, profitable and good for branding.This week, the 8-year-old Canadian luggage brand Monos announced a surprising expansion: It will start selling eyewear.
Monos’ new collection, called Mira, after the Spanish word for “look,” is the company’s debut eyewear collection, designed in-house and composed of six different models. The idea is that sunglasses are a travel necessity and a natural addition to the brand’s luggage and hospitality focus.
Monos isn’t alone in expanding into eyewear. The last few weeks have seen a plethora of new eyewear launches. Some of them are full category expansions. For example, Wrangler, the denim brand, launched its first eyewear collection last week, priced at $25-$30. Others are collaborations, such as one between streetwear brand No Problemo and eyewear company Le Specs, which launched last week — styles are priced at around $140.
At a time when consumers’ wallets are tight, sunglasses and other eyewear are often a more affordable entry point to a brand’s world. The cost, both to produce and to purchase, is relatively low, making it a lower barrier for entry for consumers and a lower commitment for the brands.
