Long-term staying power is just as important in the eyewear industry as any other. As an industry player yourself, you know that there are some very strong brands that seem like they have been around forever. Then there are those lesser-known brands that have not been around as long but very well could be at some point. What is the key? How do they achieve that long-term staying power?
Let us be clear about the fact that long-term staying power is not limited only to eyewear brands themselves. It also applies to retailers, wholesalers, and distributors. The only difference among the various links in the supply chain is the target customer. But every participant in that supply chain is working toward long-term staying power.
The Best Eyewear/Sunglasses Brands Go On Forever
Full disclosure here: this post was inspired by a GQ article published earlier this year. That article put forth the premise that the "best sunglasses brands are always and forever in style." Though the article strayed from its original intent, the point was still well made. The strongest brands in eyewear are always stylish because they are so strong. And as long as brand loyalty remains, there will be customers ready to buy.
We have written at length in the past about how people who prefer more expensive brands are paying more for a name than anything else. If you purchase wholesale sunglasses from us, you know this to be true just by comparing quality. Our men's and women's designer sunglasses are every bit as good as more expensive brands. We do not offer lower quality just because our wholesale pricing is lower.
That being the case, what is the difference between our brands and others? The name. No doubt product quality and pricing do encourage people to buy. But once consumers settle on a favorite brand of sunglasses, they will stick with that brand. Why? Because the name represents the quality and pricing they want.
Loyalty Equals Staying Power
What we are trying to say here is that brand loyalty is that which produces long-term staying power. So whether you sell designer sunglasses or some other product, the key to your long-term survival is cultivating loyal customers. You want them to think of your business whenever they need your products.
Building brand loyalty starts with quality and pricing. In our industry, this means producing high-quality sunglasses that don't cost an arm and a leg. High quality and fair pricing get people in the door. It makes that initial sale. From there, building brand loyalty means giving customers a reason to come back time and again.
You do that with excellent customer service. You do it with customer appreciation programs, targeted marketing, promotions, etc. Even lifestyle branding can be quite effective in the designer sunglasses space. Sunglasses and lifestyle choices often go hand-in-hand.
Don't Give Reasons to Walk Away
It takes a lot of work to cultivate loyal customers that believe in your brand. Needless to say that brand loyalty isn't produced overnight. Given that it takes so much time and effort to achieve, the last thing you want to do is chase customers away. Don't give them any reason to go search for another brand.
Never, ever give your customers a reason to walk away from your brand. Always treat them well. Always treat them with respect. Always be transparent, honest, and fair. They will keep coming back for your product selection, quality, pricing, and customer service. And in the process, you will be cultivating long-term staying power. That is how you sell sunglasses.