The European Sunglass Association launched a consumer film on the need for quality sunglasses at its two-day Yearly Conference in Vienna earlier this month.
The meeting was attended by members from across the world, who were welcomed by president Rod Lane who said one of the major goals of the ESA was to support growth of quality sunglasses by increasing the awareness of consumers for UV protection of their eyes.
Recent research showed that 40 per cent of Europeans do not wear sunglasses and, while there is growth of volume in the market, consumers needed education on wearing good quality sunglasses.
ESA managing director Petra Eckhardt gave advice on how ESA members could implement the film in their own corporate marketing activities.
In another session at the event, Dr Jochen Schäfer, the legal counsel of the World Federation of the Sporting Goods Industry, spoke on how counterfeits were increasing the risks for nearly all products, including sunglasses. With inside information on how the counterfeiting business works and its connection to terrorism and the drugs mafia, he pointed out that the sunglass industry could learn from related industries on restricting counterfeits and saving on the millions lost.
Launching the consumer film, the ESA said it told a number of short stories on the need to protect the eyes of children through to adults against the glaring sun.
'The film is designed to be shown at the point of sale on a continual loop in opticians and department stores or on their websites, on ESA members' websites, at fairs, exhibitions, presentations, education and training courses at universities, technical schools and not least as an internal training tool for the entire sunglass supply chain.
'After having seen the film, the viewer is aware of the importance of eye protection. It is better not to wear any sunglasses than a bad pair of sunglasses,' said a spokesperson for the association.
The next ESA meeting will take place in Paris on October 26, before the Silmo exhibition.
Details on the ESA film from: office@esa-sunglasses.com