The optics market in Israel, which was significantly affected by the global corona crisis and suffered a drop of over 20% in revenue, has since recorded an impressive recovery, shows an increase in sales volume every year and currently generates about NIS 2 billion a year, of which the sunglasses market generates about NIS 850 million a year, while the chains The carriers hold about half of the market.
In the last year (2023), the industry faces changes and challenges such as: international chains that have arrived in Israel, increasing the volume of parallel imports, technological changes, mergers between companies, production of local brands and more.
One of the most notable changes in the industry is the partnership between the Fox Group and the global company Luxautica which controls a respectable market share (about 30%) of the market, and specializes in the design, production and distribution of leading brands Vogue, Persol, RayBan, Oakley, Prada, Chanel and Giorgio Armani .
As part of the partnership, Fox Group received the exclusive franchise to open and operate dozens of Sunglass Hut stores in Israel. This move may further accelerate the transition of the sector from private stores in front of the main streets of the cities to large chains that operate dozens and hundreds of branches in the largest shopping centers, including Optica Halperin, Opticana, Carolina Lemka Super-Pharm and Iroka, alongside the aforementioned international chain Sunglass Hut.
In order to compete with the international chain that made a massive foothold in the local market, the optical chains and independent stores in the field began to make adjustments and took steps that would help them keep their heads above water. Some have adopted advanced technologies, some have equipped themselves with more advanced professional equipment, some have merged activities (such as the Super-Pharm group that purchased the Iroka chain), some have increased the volume of parallel imports in order to offer attractive prices, some have renewed and renovated the stores, and some have even started private label production, In order to appeal to the taste of the local audience and offer attractive prices that will face the high price of the international brands.
A complementary fashion accessory for a perfect total look
Towards the summer of 2024, with daylight saving time coming into effect today (29.3), we asked the major companies in the optics market about market fluctuations, demand and trends that will dominate the sunglasses sector this year.
Exotica Israel stated: "Over the years, sunglasses have become a complementary accessory to a perfect total look. Today, unlike in the past, glasses are purchased all year round", but there is no doubt that summer is literally the hottest season of the sunglasses market. The statement that stands behind the new collections for spring-summer 2024 promotes boldness, breaking conventions and liberation from outdated stigmas. The offer is wider and more diverse than ever and is influenced by current trends from the global fashion scene.
Elinor Bor Ben-Zvi, Luxautica Israel VP of Marketing: "The expression of trends can be seen in over 30 of our eyewear brands. Sunglasses, as well as eyeglasses, can easily upgrade any look throughout all seasons. Today, more than ever, people have the need to be part of a global community by adopting trends under the influence of social media, but at the same time maintain a unique style and self-expression." Referring to the new collection for spring-summer 2024, she adds: "The brands are offering new interpretations this year For the classic and iconic eyeglass models, combined with advanced technologies including color-changing frames, convex lenses, darkening lenses, recycled materials and more."
Is purple the new black?
According to the company Lexotica Israel, these are the trends that will lead in the spring-summer 2024 season:
Frame and color - thick frames as well as delicate frames will combine the rectangular shape with the feline shape that is suitable for both women and men, with the understanding that the sharp angles compliment a wide variety of facial structures. At the same time, the purple color, which is characterized as winter, makes an impressive entry into the summer season with a wide variety of shades.
Urban sports, racing and masks - international super designers such as Versace, Dolce Gabbana and Burberry have discovered fashion potential in a trend that began as a response to the need of athletes to completely close the eye to prevent glare and the entry of dust while maintaining stability during sports activities. Influencers such as Madonna, Miley Cyrus and Kim Kardashian, who wear glasses of this style, with developments dripping with glam, influence young girls who adopt the trend all over the world. The new models prove that they are not only functional, but also designed and chic that express a lifestyle, as is done by the mask frame that "wraps" the face that appears in the new collections of Oliver Peoples (an exclusive collection with the tennis player Roger Federer), Ferrari and Dolce Gabbana.
Alongside the urban sports models, racing models are offered in a narrower and more delicate version - the sports and lifestyle brands Oakley, Ray-Ban and Arnett offer a minimal and functional style with precise shapes and maximum comfort.
Minimalism, excessive or classic?
This year will be dominated by modern models without a frame (Rimless) that will give a minimalist look using light and luxurious materials. The Prada brand, for example, offers a style of "frameless frames" when the focus is on the lens. On the side of the minimalist look, the aviator style is also present, present and iconic with a game around the classic style in new versions.
Next to the "relaxed" styles will be displayed on the glasses shelves with models that are jewelry, these are sunglasses with prominent decorations, use of metals and stones embedded in the front or glitters on the frame.
Sustainability/environmental quality - the big fashion houses understand that it is possible to remain fashionable but also consider the environment and in recent years there has been an increased use of green, recycled and more ecological raw materials in the production process.
Minimal for children - the strong trends of 2024 from the world of adults also reach the world of children. This year you will find aviator glasses, glasses in oval shades, the combination of square-cat shapes and models without a frame, also for the little people. Towards the summer, a unique collection of the Ray-Ban glasses brand with Spider-Man in a limited edition is planned to arrive.
Metal aside
Einit Ltd., the exclusive importer of the leading brands: Off White, Palm, Tommy Hilfiger, Moschino, Silhouette Tom Ford and more, is adding more top trends for the spring-summer 2024 season:
Returning to the 70s - this year more models of glasses are seen Have oversized frames in various shapes: square, octagonal, hexagonal and more.
The prominence of the frame, in a style that returns to us from the 70s, will compliment a wide variety of face shapes.
Varied transparency or intense colors? A trend that continues from last year is the mineral acetate, (a natural material loved by the designers of the glasses in the world), which makes it possible to produce layers of color with different levels of transparency and shine. Next to the varied transparency, the bright colors that are gaining momentum are returning to the star.
Materials with presence - according to the Einit company, the use of metals for the eyeglass frames has been pushed aside and gives way to acetate and plastic, which return to lead in striking and colorful frames compared to the minimalism of the thin metal frames.
Peach flatters the face?
We also spoke with Gloria Babai, a designer and trendologist in the Opticana network, who added her experience and noted that the color of the year chosen by the global color company Pantone is Peach Fuzz, a soft and delicate color with a warm and neutral characteristic that, according to the company, conveys a message of caring and sharing and stimulates the senses.
The chosen color It already stars in the worlds of beauty, including fashion, accessories and interior design. In the world of optics, it can be found in both optical glasses and sunglasses. The color is suitable for summer and blends in harmoniously with any skin tone and with any outfit." Babai adds that "alongside the announcement of the color of the year, the major fashion houses announced the opposite color - dark red. This connects to the global trend of the "year of the paradox" in the world of design, which is also expressed in the world that exists. When alongside wars and natural disasters, a trend was born in the world of design that anticipates and anticipates the future Softer and sweeter and characterized by an authentic design that also stands out."
Shouting the brand name - another trend introduced by Bai and adopted by international luxury shows is an original way to "shout" the brand name.
In the past, it was customary to keep the logo modest, but in the run-up to 2020, the big fashion houses felt a desire to make it stand out, whether by repeating the print on the lens or by displaying the brand name on the front in an extreme way that no one would miss.
Masks and sparkles - Babai adds about the mask trend that The super designers discovered a fashionable potential in the functional need of the athletes and today you can see models of sunglasses in mask style, also from the brands: Versace, Lanvin Salvador Ferragamo, Karl Lagerfeld, Dolce Gabbana, Balenciaga, Prada and Burberry. The same goes for the jewelry trend adopted by houses Fashion like: Swarovski, Gucci, and Linda Farrow with a combination of crystals, stones and diamonds on the frames.
Retro and one lens
Even on the ERROCA BY SUPER-PHARM chain, the trends do not miss a beat.
Dana Schneider manages the chain's collection: "The new collection combines prominent trends drawn from the world of fashion and includes styles that will suit any facial structure and any mood: large frames, special geometric shapes, aviator frames in a refreshing comeback and shades of red that are a statement, a symbol of passion, strength and confidence. Summer We will see classic models and iconic models inspired by leading trends such as: an embossed logo symbol, transparent acetates and shades such as light green, light blue and peach and a combination of shades and colors in the frame, the most prominent among them being the combination of black and white. This year will star retro frames that represent nostalgia with a modern touch and of course racer and ski frames adopted on by the global celebs".
Finally, it is impossible to ignore the growing chain of stores CAROLINA LEMKE BERLIN which presents in the summer collection the latest innovations from the changing fashion arenas such as: geometric games, CNC techniques and a deep attention to details, "all these are just part of the trend to present a wide range of options that make the perfect choice equally personal and variable ". In addition to models designed for athletes, special geometric frames and the oversized size of the frame in the style of the 70s, the new collection of Carolina Levka Berlin is characterized by other fashion trends:
3D - the innovation that the D3 style brings to the world presents games of layers and rough cuts that allow creation of complex and dominant structures.The angular design made with CNC technology has made the basic geometric silhouette quiet and timeless.
Only one lens - according to the experts at Carolina Lemka Berlin, single-lens sunglasses are often associated with a futuristic look but have become a must-have item for this summer.
The ONEPIECE glasses - appeal not only to the brave. Combinations of metallic and plastic materials in the frames, with an emphasis on ornate details and finishes create a rich look with a dominant presence.
Effortless retro and timeless classic - the retro style returns to us from the nineties and lands in updated versions such as frames that wrap the face in 360 degrees and golden frames combined with dark lenses. Next to all the trends stand firm, the black, classic, timeless sunglasses that do not lose relevance but this year are offered with additions such as silver mirror lenses that make a comeback and present a look that combines past-present-future.