When the summer sun makes its appearance, sunglasses arrive on all faces. Today more fashion accessory than sunscreen, lunettes1 are essential. But why choose? Promise Consulting study reveals what are the habits and preferences of the French, and, surprise, the average budget for the last pair bought is slightly higher in men than in women: respectively € 107 for € 104. 38% of men spent between 0 and 50 € for their last pair, and 22% over 150 €. Women, on the contrary, 43% have allocated between 0 and 50 € for their sunglasses, and 20% over 150 €.
The Ray-ban2 brand unanimously in both populations, despite the relatively high price: from 80 euros for conventional glasses up 230 euros depending on the model and glasses (polarized or not). Trusted by 57% of men and 36% women, the Italian brand's first ranking of all ages. However other trademarks are the top 10 women in the world of fashion. "Reputation effect is observed: Dior3, Chanel, Yves Saint Laurent, Prada … These are brands that invest in many sectors, including jewelry, eyeglasses and their benefit," says Valérie Jourdan, CEO Promise Consulting payday loans. Women and prefer Gucci, Prada and Dolce Gabbana. The men in them are more focused "masculinity, sport, virilité4," she adds. As their favorite brands are they, Police, Vuarnet (only French brand podium), followed by Hugo Boss.
As evidenced by the winner of the ranking, the timeless Ray-Ban, the trend is towards a rather vintage5 style. The style of the selected model is as important as UV protection. In fact, the shape and design they are a challenge for brands glasses. A little more than half of men (52%) prefer the form "Aviator" model ordered in 1933 by the U.S. Air Force for its Ray-Ban fighter pilots, and focused during the Second World War. For its part, the form "Pantos" was elected by women, who are 47% say it is their preferred form, in response to Audrey Hepburn, Marilyn Monroe and other muses who helped to raise awareness of these models.