Why are sunglasses so expensive in Europe and America?

The sun's ultraviolet rays can damage the eyes and skin, and sunglasses are vital protection. To some extent, they are a health product that helps prevent cataracts and macular degeneration, but also a fashion accessory.

However, the price of sunglasses in European and American countries is generally hundreds or even thousands of dollars. Why is the price so expensive?

Sunglasses are made of glass or plastic, specifically acrylic, polycarbonate, CR-39 or polyurethane. The frame is made of plastic, nylon or metal. These materials will become lighter, more flexible and more scratch resistant, but none of them involve revolutionary processing methods or materials, or require billions of dollars in research and development costs.

The cost of making sunglasses is much cheaper than what the price tag says. Sunglasses, which cost hundreds of dollars, cost just over 120 yuan, and are often made in China.

In fact, the sunglasses industry in Europe and America is actually a monopoly industry: it is mainly controlled by an Italian company named rosaortica. Haven't you heard the name? But you must have heard about their brand, because this company controls everything about luxury goods. They have the sunglasses of Armani, bobari, Chanel, Gucci, dujiabanna, Migao Kos, miumiao, Oakley, Oliver pipas, sun, Prada, Ralph Lauren, ray ban, Tiffany, Versace and other brands.

It's not over! Rosaortica has 9000 retail stores around the world. If you go to the mall, you must run into the company's brand sunglasses store. The giant also dominates the myopia Market: all "bright view", pearl vision, Sears optics, and target optics stores have rosaortica group branded frames.

In addition, rosaortica group also owns eye Med vision care, the second largest vision insurance company in the United States. In 2018, it was merged with France's Evian, one of the world's largest manufacturers of glasses and contact lenses. This behemoth is now called "isillosa otica.". If you have sunglasses, or nearsighted glasses, you probably already own the company.

Leonardo de vicher, founder of rosaortica group, is a godfather. People in the industry try to avoid mentioning his name. "To be honest, he was guided by fear," said a former rosaortica executive Even his daughter admitted in a biography that she was afraid of him.

Rosa ortica's price hike on sunglasses is crazy, reaching 1000% or more. In 2019, the founder of bright view told the media: "you can buy amazing good frames for $4 to $8, the quality is up to the level of WarBy Park, and the designer level frames can be bought for $15, just like Prada glasses. The price of really expensive glasses is ridiculous. It's a complete fraud. "

Of course, the designer's work is original design, which may be composed of luxury materials, or even elaborately made. But everyone knows that what customers really pay is the designer's name and logo. So do sunglasses.

From the perspective of sunglasses pricing, just like watches, the demand for sunglasses of luxury brands will increase with the price rise. Why is that? Because people want and expect to pay a lot of money for this kind of goods! And rosaortica is probably happy to cater to this demand.

As we all know, sunglasses are a fashion. A good tool for every real Hollywood actor to show his charm is an excellent pair of sunglasses. Between fashion and health, what can you do without sunglasses?

Oddly enough, antitrust agencies in Europe and the United States seem to turn a blind eye to sunglasses giants. European and U.S. Federal Trade Commission gave a green light to the merger of ISIL and rosaortica. "This has never happened in the seven centuries of eyewear industry," the guardian exclaimed at the time

In fact, there are some cheap sunglasses brands in the European and American markets. Brands like goodr and knockaround cost a fraction of the price of luxury sunglasses. In addition, WarBy park has also achieved success in many product lines with moderate prices in the past decade. However, it is extremely difficult to play with monopolists, and it is not easy to compete in price and value when so many people in Europe and the United States regard sunglasses as a kind of luxury.

As long as a company monopolizes the sunglasses industry in Europe and America, it can set its own price. "It's all worth the money that people are prepared for," rosaortica's chief executive said on the 2012 show 60 minutes

He was right, but in the worst way. Consumers in Europe and the United States can buy Sunglasses anywhere, but if you want to buy Sunglasses that people think are good, you have to pay the price Rosa ortica told you. 

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