Costliest sunglass line from Oakley charging $4,000 each pair
Some one may think it is crazy that Oakley is going to announce plans for a line of $4,000 sunglasses under such an economic situation. It is a whole line, rather than a single pair. With $4,000, a customer can land a luxurious week in Europe, or get an Armani 100% cashmere overcoat or a diamond ring from Tiffany’s. A common doubt in the industry is that whether these $4,000 sunglasses can attract enough customers.
Before the availability of the ultra-premium Oakley Elite C Six, the company’s costliest line is the $600 Pit Boss. Another fact is that the new line is going to be the most expensive line in the sunglass industry, estimated by sporting goods gurus and sports marketing experts. Some of them are still wondering that what kind of benefits or quality will be offered by $4,000 sunglasses.
What’s more confusing to individuals in this field, the company does not expect to make profit on this luxurious line, according to Oakley CEO Colin Baden. On the other hand, the market of luxury products is estimated to be $20 billion, although it is spiraling downturn due to the current economic recession. Statistics from Bain & Co show that luxury-products industry has fell by 8% in 2009.
Stated by Baden, the firm launches the $4,000 sunglasses line only because it is brand-positive. He also says that Oakley just wants to flex its R&D muscle and thumb its nose at other expensive eyewear markers. It is Oakley being Oakley.
According to Oakley’s advanced product development chief named Neil Ferrier, special designed and crafted Oakley Elite C Six sunglasses will be worth its price. The frames are more flexible and comfortable for athletes because they are made of approximately 80 layers of costly carbon fiber, which is more commonly used in aerospace and motor sports industries. Neil Ferrier estimates that about 90 hours of machine time are needed for each pair of Oakley Elite C Six sunglasses.
Oakley will produce at most 200 pairs of Oakley Elite C Six sunglasses over the next year, which will be distributed by its retailers and designer sunglasses boutiques.