Anti blue light glasses are getting the favor of fashion retailers

When people are working at home, many brands and retailers are finding that sales of anti blue glasses are growing rapidly. Under the promotion of the epidemic situation, will this category develop vigorously? < / P > < p > London, UK – in recent years, a wave of emerging start-ups have made a commitment to design special spectacle lenses to protect the young generation from the “blue light” emitted by laptops, tablets and smartphones, and the concept of < / P > < p > was once considered very small. However, when the epidemic situation forced countries around the world to enter a state of blockade, more and more work meetings and social places were transferred from meeting rooms and bars to computer and mobile phone screens. Many glasses retailers and brands saw the rapid growth of sales demand for such products. < / P > < p > even though many parts of the world have begun to relax the blockade, there are still many companies planning to extend the telecommuting policy until 2021. It is still uncertain whether these anti blue lenses are effective. According to the brand, its products can reduce eye fatigue and improve sleep quality. A 2017 study by the school of optometry at the University of Houston found that blue light does affect sleep quality, and wearing anti blue light glasses before going to bed can improve sleep. However, in the same year, the British Academy of optometrists found that “there is no strong evidence” that these lenses can relieve eye fatigue or improve sleep quality, as confirmed by its clinical consultant, Dr Susan Blakeney. < / P > < p > online retailer revolve began selling the book club’s blue light glasses in 2018, and sales of these products more than doubled in the early days of the epidemic. < / P > < p > “everyone is very concerned about health, and we now spend a lot of time using computers for different zoom meetings,” says Lauren Yerkes, vice president of purchasing and sales at revolve. < / P > < p > as consumers shift their shopping expenses to new lifestyles triggered by the epidemic, blue light resistant glasses may provide a new development opportunity for the glasses industry. According to Euromonitor, the global sales of glasses in 2019 are estimated to be US $91.5 billion. However, due to the fact that many eyewear retailers and manufacturers still rely on physical stores, their sales during the epidemic period have dropped sharply. Euromonitor expects the global glasses sales to decline by 14% in 2020. < / P > < p > sunshades, the parent company of eyewear brands such as Le specs and Karen walker, launched the book club in 2017. Not long ago, the company’s factories began to produce blue light resistant lenses, and they are thinking about how to use this new technology. < / P > < p > sunshades also provides its brand of presbyopia glasses for department stores and chain pharmacies. Hamish tame, creative director of sunshades, said that the company decided to set up a product line for anti blue light glasses, which is “different from the presbyopia glasses consumers buy from pharmacies”. < / P > < p > wholesale retailers such as anthrophologie, Nordstrom, Saks and shoppop account for most of the company’s sales, but the epidemic has greatly promoted the development of its direct retail business. Between March and April, the company’s online sales rose 116 per cent year-on-year, which it said continued into May and June. < / P > < p > for Jimmy fair, which makes prescription glasses, sunglasses and anti blue glasses, anti blue lens products account for 15% of the total sales of the French brand. In April this year, although physical stores were closed due to the outbreak, the proportion rose to 25%. < / P > < p > however, the growth potential of blue light resistant glasses may be limited. The key selling point of this category may be technology, and it’s not easy to do it in a fashion and compelling way on social media. In addition, most consumers rarely realize what they need before they actually try to use the product. < / P > < p > in 2013, when the American brand Felix Gray was just established, it encountered these problems. David Roger, the founder of the brand, decided to be more creative in product promotion. He began working with offices around New York, working with companies such as LinkedIn, spotify and Barclays to give employees who sit in front of computer screens all day long the opportunity to try out Felix gray glasses for four months. At the end of the trial, users can choose to buy or return the glasses. According to Roger, the strategy works, and many users choose to buy glasses on the spot. “A lot of people even call or email us later and say,” I haven’t worn your glasses for a week and my eyes are drooping. Can I still order now? “He said. < / P > < p > tame points out that the book club’s marketing strategy is different from that of other sunshades brands. Le specs, for example, is driven in part by celebrity “consumers” like Lady Gaga, Gigi Hadid and Rihanna. “For us, the most effective way to get people to know about a product is through word of mouth, rather than trying to advertise on billboards or relying on celebrities,” it explains. < / P > < p > “given our current environment, I think we’re going to see this category continue for some time to come,” says revolve’s Yerkes. New product launch