Consumer behaviour is changing as a result of the economic downturn– but how? I’ve observed how it’s affecting the eyewear sector.

Before the downturn hit, this is what eyewear consumers were doing:

1. Flashing money
Eager to flash the cash, consumers bought frames that looked expensive.

2. Standing out
Consumers bought flashy, expressive frames.

3. Changing styles
Consumers bought expressive and expensive frames because they could afford to buy new frames if they grew tired of a certain look.

And this is what eyewear consumers are doing now:

1. Choose sides
Brands that are neither cheap nor expensive are suffering as the middle ground disappears. So choose sides.

2. Stand out – intelligently
Consumers don’t want bling – but intelligent details and technical solutions that add value to their choice of frame.

3. Think longevity
Your consumers want design that lasts longer. Prepare for a return to rounder, friendlier shapes and less expressive colours.

As always – in recession either classic products or true innovation will prosper. Nobody wants more of the same.

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