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Oakley Sunglasses 2024 Preview

Retail Buyers Guide:  Sunglasses S/S 2024 Retail Buyer‘s Guide
Brand:  Oakley
Interviewee: Marketing

How was the sunglasses market overall in 2023?
The premium sunglass market has continued to experience growth globally

What new trends have you seen for sunglasses in board sports for 2024?
Sport performance and sport culture-influenced sunglass styles are continuing to be popular both on and off the field of play.

What segment of your offering is selling best in 2024 so far?
Oakley’s Sport Performance and Performance Lifestyle sunglasses are both continuing their sales momentum across the board.

Have you introduced any frame shapes and colours in your 2024 offer?
New dual lens and shield frame styles and frames inspired by seasonal colors have been introduced in the first half of 2024 across both our sport and lifestyle offerings.

Which lens technologies from your 2024 offer are most in demand?
Prizm Lens Technology is our core lens technology which is engineered to enhance color and contrast to see detail is available across our sun and sun RX offering for use across a variety of sports environments and everyday activities.

Have you introduced any new lens colours and tints in your 2024 offering?
Oakley is continuing to offer Prizm Polarized, Polarized and photochromic lenses within our new Sport Performance and Performance Lifestyle releases and collections.

Any noteworthy sustainable practices in your production and shipping processes this year?
We are continuing to produce more of our best-selling styles and colors in BiO-Matter™ frame material which was added to our materials in early 2022.  BiO-Matter is a frame material made from bio-materials having at least 56% bio-based carbon content. This percentage indicates how much of the material mixture is obtained from castor oil sources versus petrochemical or fossil sources.

What are your marketing stories? (coming from local team)
How are you supporting retailers to sell this category? Campaign and product stories will be rolled out to retailers along with training materials and staff training for support.

Key Products:

Heliostat updates Oakley®’s pioneering high wrap frame design. Rooted in the brand’s tried and true high wrap design history, Heliostat spotlights elevated design features for the modern-day, including a sleeker silhouette made of O Matter™ frame material. A 3-point fit with internal Unobtainium® earsocks and molded-in nosepads make Heliostat a classic eyewear choice with contemporary restyling.



Latch Panel:
Embrace a fusion of street and sport style with Latch Panel. The full rim, shield lens design levels up the Latch hinge, a game changing solution for on-the-go eyewear storage and gives it another role on the team. When you’re ready to focus, or just want to block out glare, slide on the removeable side shields to block out distractions.

Latch Panel

Latch Panel

Oakley® Sylas is a classic frame with reliable features. Feel secure in this style that goes above and beyond the standard with upgraded features for all-day wear, including a hat compatible design, lightweight frame and Prizm™ Lens Technology.



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