Renaldo A. Meli, executive vice president and chief operating officer, Cliff Weil Inc.
www.cliffweil.com

More companies seem to be making Christian-themed sunglasses. Do you see a rise in their popularity? "Christian-themed sunglasses are becoming more popular, as are all Christian-themed accessories. As manufacturers realize how underserved the Christian market is in this category, more inspirational products are being produced. We developed our ‘Faithful' sunglass collection because we saw an opportunity to give Christian customers a stylish accessory they were missing and craving."

"Inspirational styles are becoming more daring, more adventurous. There has been a misconception that Christian styles need to be conservative and reserved. We're finding that Christian consumers want exciting styles and would like to see more trendy looks out in the marketplace. Manufacturers are slowly realizing this and are bringing fresh looks to the market."

Are there Christian-themed sunglasses for kids? "We know there is an unmet demand in the Christian market for children's sunglasses, so we are currently working on expanding our ‘Faithful' collection to include kids' styles. Branding isn't as important in kids' sunglasses, but quality is. You want to find styles that appeal to a kid but also fit in with mom's expectations of affordability, durability and safety."

What is the price range of Christian-themed sunglasses today? "Most inspirational sunglasses are staying in the under-$40 range, which is the most appropriate price range for the market."

Any thoughts on how Christian retailers can best incorporate sunglasses with other apparel lines? "Sunglasses can be an inexpensive way to make a style statement. Sunglasses are a great way for consumers to ‘complete the look,' so, for example, a display near the witness T-shirts makes for a great one-stop shop for consumers looking to outfit themselves in witness apparel and accessories."

How can Christian retailers promote the sales of sunglasses year-round? Consumers need sunglasses year-round to protect their eyes from damaging UV rays, and more consumers are becoming aware of this every day. Also, consumers love to accessorize, and the opportunity to witness with those accessories makes it that much more appealing. It's easy (and inexpensive) to accentuate your style with sunglasses all year long."

• Prev
• Next