With the arrival of summer, the eyewear market in Israel is experiencing notable changes and trends. Following a 20% decline in income during the pandemic, the optics market has rebounded, now totaling around 2 billion shekels annually. Among its segments, sunglasses account for approximately 850 million shekels per year, with leading chains holding significant market shares.
Recent times have seen various transformations in the sector: international chains entering Israel, parallel imports rising, technological advancements, mergers between companies, increased local brand production, and more.
A significant change is the 2022 partnership agreement between the Fox Group and the global Luxottica company, which controls about 30% of the market. This collaboration grants Fox Group exclusive rights to operate dozens of Sunglass Hut stores in Israel, potentially accelerating the industry's shift from independent stores to large networks.
To compete globally, optical chains and independent stores have adapted by embracing advanced technologies, acquiring more professional equipment, consolidating operations (such as Super-Pharm's acquisition of Errocaa year and a half ago), expanding parallel imports to offer attractive prices, renovating stores, and some even venturing into private label production to cater to local preferences and compete with relatively high prices of international brands.
As summer sets in and the feeling of summer fills the air, we consulted with major players in the eyewear market to understand the market fluctuations and upcoming trends in sunglasses. Luxottica Israel noted that sunglasses "have evolved over the years into complementary accessories for the perfect total look. Nowadays, glasses are purchased throughout the year, but there is no doubt that summer is the peak season for the sunglasses market. The new collections for Spring-Summer 2024 promote boldness, breaking conventions, and freeing from outdated stereotypes. The offerings are wide and diverse, constantly influenced by current trends from the global fashion scene."
Elinor Bor ben Zvi, Vice President of Marketing at Luxottica Israel, noted, "Trends are evident in over 30 of our eyewear brands. Sunglasses and prescription glasses can effortlessly enhance any look throughout the year. Today, more than ever, people feel the need to be part of a global community by adopting trends influenced by social media while maintaining a unique style and self-expression. This year, brands offer fresh interpretations of classic and iconic eyewear models, incorporating advanced technologies such as interchangeable frames, curved lenses, photochromic lenses, recycled materials, and more."
According to Luxottica Israel, here are the leading trends for Spring-Summer 2024:
Frame and Color: Thick frames as well as delicate frames will combine rectangular and cat-eye shapes suitable for both men and women, acknowledging that sharp angles complement a wide range of facial structures. Additionally, the purple color, reminiscent of autumn, makes an impressive entrance to the warm season with a wide range of shades.
Urban Sport, Runners, and Shields: International designers like Versace, Dolce & Gabbana, and Burberry have recognized a fashion potential in a trend emerging as a response to athletes' need for full eye coverage to prevent glare and dust entry during sports activities. Influencers like Madonna, Miley Cyrus, and Kim Kardashian, sporting eyewear of this style, influence young girls worldwide who adopt the trend. The new models are not only functional but also stylish, expressing a lifestyle, as seen in the "face-wrap" mask frame appearing in the new collections of Oliver Peoples (an exclusive collection with Roger Federer), Ferrari, and Dolce & Gabbana. Alongside urban sport models, slim and delicate runner models are offered—brands like Oakley, Ray-Ban, and Arnette offer a minimalist and functional style with precise shapes and maximum comfort.
Minimalism, Exaggeration, or Classic: This year, modern rimless models will dominate, providing a minimalist look using lightweight and luxurious materials. For instance, Prada offers a style of "rimless frames" with a focus on the lens. Alongside the minimalist look, aviator styles with a classic twist in new versions are presented. Alongside the "calm" styles, models serving as jewelry will also be showcased on eyewear shelves. These are sunglasses with prominent embellishments, utilizing metals and gemstones embedded on the front or sparkling on the frame.
Environmental Sustainability: Major fashion houses understand the importance of staying fashionable while considering the environment. In recent years, there has been increased use of green, recycled, and eco-friendly materials in the production process.
Mini me for Kids: Strong trends of 2024 from the adult world are also making their way into the children's world. This year, you can find aviator glasses, glasses in pastel shades, square-cat combinations, and frameless models, even for the little ones. Towards summer, an exclusive collection of Spider-Man sunglasses is planned by the eyewear brand Ray-Ban in a limited edition.
Einit company, an exclusive importer of prominent brands, also highlights other leading trends for Spring-Summer 2024:
Returning to the 70s: This year, more models of oversized frames in various shapes such as square, oval, and round will be seen. The prominence of the frame reminiscent of the 70s style complements a wide variety of facial shapes.
Diverse Transparency or Bold Colors: Continuing from last year, the trend of mineral acetate (a natural material favored by eyewear designers worldwide) allows for layers of color in different levels of transparency and shine. Alongside diverse transparency, bold colors are making a comeback.
Materials with Presence: The use of metals for eyewear frames is being pushed aside, making room for acetate and plastic that lead in bold and colorful frames compared to the minimalist thin metal frames.
Peach in Your Face
Gloria Babay, designer and trendologist at the optics chain, noted that Pantone's chosen color of the year is Peach Fuzz, a soft and delicate color with a warm and neutral characteristic. According to the company, it conveys a message of caring and sharing and stimulates the senses. The chosen color already shines in the beauty world, including fashion, accessories, and interior design. In the world of optics, it can be found in both optical glasses and sunglasses, suitable for summer and harmonizing with all skin tones and outfits.
Babay adds, "Alongside the announcement of the color of the year, major fashion houses have announced the opposite color - dark red. This aligns with the global trend of paradox in the design world, also evident in the sustainable world. As wars and natural disasters arise, there is a trend in the design world predicting a softer and sweeter future characterized by authentic design that stands out."
Brand Shouting: Another trend highlighted by Babay and adopted by international luxury brands is the original way of "shouting" the brand name. In the past, it was common to discreetly display the logo, but towards 2020, major fashion houses have a desire to highlight it, either through printed repetition on the lens or by prominently displaying the brand name in a distinctive font that no one will miss.
Stylish Masks and Sparkles: Dana Schneider, collection manager at ERROCA BY SUPER PHARM, highlights the potential fashion impact of sports' functional necessity. Brands like Versace, Linda Farrow, and Prada adopt this trend with crystal, gemstone, and diamond embellishments on frames.
ERROCA BY SUPER PHARM, too, embraces evolving trends. Schneider says, "The new collection blends prominent trends from the fashion world, offering styles suitable for every face and mood: oversized frames, unique geometric shapes, revamped aviators, and various red shades making a statement."
Carolina Lemke Berlin introduces contemporary updates from the ever-changing fashion scene: geometric games, CNC techniques, and deep attention to details. "These are just a part of the trend to present a wide range of options, making the perfect choice personal and ever-changing," they say. In addition to athlete-centric designs, the new Carolina Lemke Berlin collection features other trendy elements:
Three-Dimensional: The innovation brought by the D3 style layers and rough cuts allows the creation of complex and dominant structures. The angular design, made with CNC technology, turns the classic geometric base silent and timeless.
Single-Lens Focus: Carolina Lemke Berlin notes that sunglasses with single lenses are typically associated with a futuristic look but have become a must-have for the upcoming summer. ONEPIECE sunglasses appeal not only to the bold. Combinations of metal and plastic materials in frames, emphasizing details and polished finishes, create a rich look with a dominant presence.
Effortless Retro and Timeless Classic: The retro style returns from the nineties in updated versions, such as face-wrapping frames at 360 degrees and golden frames with dark lenses. Alongside all the trends, timeless black sunglasses maintain relevance, but this year they are offered with additions like mirrored lenses, making a comeback and presenting a past-present-future look.