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Details on Industry Insight.
The folks at VonZipper have launched a new fashion-forward, lower-priced sunglass line aimed at the open rack sunglass market.
The line, called Dot Dash, debuted in Billabong’s fleet of retail stores with a strong response from shoppers. Now, VonZipper is rolling out the line to wholesale accounts.
VonZipper National Sales Manager Curt Fry answered some questions for us about the new project.
We believe that there is an opportunity in our market channel to present a higher quality, stylish and on-trend rack sunglass line.
The current offering in the market is very limited and with better product, presentation and higher margins to the retailer, Dot Dash was born.
Very different, from design, quality and of course, price points. From start to finish it is designed to be a rack sunglass and is made at completely separate factories from VonZipper. The only thing it shares with VZ is the high service-oriented rep force to support the retailer and belonging to the impressive Billabong family of brands.
Price points range from $19.00 to $32.50 for non polar frames and $29.50 to $37.50 retail for frames with polarized lenses.
Our target customer is the person looking for a contemporary pair or two of shades at an inexpensive price - fast fashion if you will for your head.
We have learned that some people even buy them as back up shades to their premium frames like VZ.
The line has done EXTREMELY well at all Billabong company retail doors.
It is selling very well with all retailers who have brought the line in. Retailers keep commenting on how excited they are about the quality and styling they see with Dot Dash and of course, about the elevated margin they get on the product, too.
Absolutely, in an often overlooked category, retailers are finding that eyewear is no different than any other category and that you need to offer differentiation at different price points to maximize sales. With a wink and a nudge, Dot Dash does just that!