As we approach the summer season, Roc Eyewear has decided to take a different tack in marketing itself to the fashion-conscious. It is hooking up with name models and swimwear companies to boost its branding, as Ragtrader reports.
His Roc, her Roc, Roc for all – that is how Roc Eyewear sells itself in this most competitive of accessories markets. Every fashion giant, from Gucci to Dior to Dolce & Gabbana, produces branded eyewear, and, counterfeit rip-offs notwithstanding, do a roaring trade at the upper end of the market.
The king of designer sunglasses is of course Ray-Ban and its legendary Aviator and Wayfarer styles, for which people are willing – literally – to kill.
Roc Eyewear is certainly not aiming to compete on this level, but the Sydney company does a nice little trade in fashion-friendly eyewear aimed at as broad a demographic as possible.
Established by George Wu 13 years ago, Roc is aimed at the affordable market, with price points ranging from $50 up to $130. The company produces a children’s range, men’s and women’s ranges and one for the specialist market that has taken to polarisation in a big way.
Formerly the preserve of anglers and sailors, polarised sunglasses have become big business in recent years, particularly for the beach-going public. Polarity allows more light to enter the eyes but blocks out the bad guys, the UVA and UVB rays that cause so much damage and can lead to cataracts and macular degeneration.
“That is a huge market,” Roc spokeswoman Hayley Bonham says. “It is a specialist area that is really growing.”
Roc also creates fashion-forward ranges, adjusting styles two or three times a year. While it caters for a wide demographic and its product is middle-market, Roc is gearing up to market itself in a different way this year, hooking up with swimwear companies and well-known models to publicise its high-summer range.
Bonham says the company is in discussions with several swimwear labels with the idea of collaborating on a collection for the coming season, and is also targeting high-profile models who have made a name for themselves overseas for another collaboration.
“We are in the process of getting five of Australia’s most well-noted models to get them involved in the design process and then we’ll name the glasses after them,” she says. “There are a lot of young girls out there who familiarise themselves with these models. It will be a step up from where Roc has been before but we are definitely looking at targeting that more fashion-forward market with this range.
“Roc’s styles try to match everything that is happening on the catwalk, so the styles are fashion-conscious but at a price point that people can afford.”