Price Insights on Outdoor Sports Sunglasses: UK January 2018

- 30 Minutes read

Detailed insights on the sector

This report focuses on the sunglasses for outdoor sports industry in the United Kingdom market and includes data about the price change through best-selling products in the following categories: snow for women and men, hiking for women and men.

The analysis takes into account the actual retail prices in the market for the products tracked across online retailers with an identical product offer. Such retail prices have been benchmarked against the list prices in GBP (£) stated by brands in order to find out what the existing price dispersion for those products is within the market.


Price dispersion in brands analysed

The following graph shows the existing price dispersion in each of the brands included in this report. It should be noticed that these figures have been calculated from the set of products selected for this price analysis.

Price analysis of products by categories

Below, we show the results obtained for the selected products in this industry. Details on the following points have been displayed for each one of the items: category, subcategory, brand, number of retailers tracked in each case, comments on the price evolution during the period of analysis, as well as a visual representation of the existing price dispersion between the list price and the minimum retail price found, as well as between list price and the maximum retail price.

Snow Category

Women
Poc Retina Zeiss Julia Mancuso Edition
Brand
Poc
Retailers monitored
6
Further comments on the analysis
Three retailers maintained a stable price. Whilet on retailer decreased its price by a minor amount in mid-Janaury, an other retailer did so by a significant amount. The last retailer executed several minor price changes throughout the study.
-43.84
+0.51
£99.60 MIN PRICE
£143.44 LIST PRICE
£143.95 MAX PRICE
Women
Salomon Ivy Photo
Brand
Salomon
Retailers monitored
5
Further comments on the analysis
Two retailers established a fixed price throughout the campaign. One retailer executed a minor temporary decrease in mid-January. The fourth retailer decreased its price by a small amount in early January. The last retailer increased temporarily its price by an important amount during early January.
-26.92
+16.12
£106.95 MIN PRICE
£133.87 LIST PRICE
£149.99 MAX PRICE
Women
Giro Moxie Yellow and Bright Pink
Brand
Giro
Retailers monitored
5
Further comments on the analysis
Two retailers maintained a stable price. One retailer decreased its price progressively through two decreases. One retailer increased its price by a tiny amount in early January. The last retailer decreased, increased and decreased its price consecutively, all by the same amount and during early January.
-6.50
+16.50
£49.95 MIN PRICE
£56.45 LIST PRICE
£72.95 MAX PRICE
Women
Scott Dana Bronze Chrome
Brand
Scott
Retailers monitored
5
Further comments on the analysis
Three retailers established a stable pricing strategy. Two retailers increased their price in early January, one did so by a tiny amount and one by an extreme amount.
-18.80
+7.92
£79.99 MIN PRICE
£98.79 LIST PRICE
£106.71 MAX PRICE
Men
Atomic Savor M Photochromic
Brand
Atomic
Retailers Monitored
6
Further comments on the analysis
Three retailers conserved a stable price. One retailer increased its price by a very small amount, and decreased it later on in mid-January by an important amount. The fifth retailer decreased its price twice, by a significant amount in early January and by a small amount in mid-January. The last retailer increased its price by a significant amount in early January, and decreased it shortly after by a small amount.
-26.49
+10.05
£63.45 MIN PRICE
£89.94 LIST PRICE
£99.99 MAX PRICE
Men
Julbo Aerospace Polarized
Brand
Julbo
Retailers Monitored
6
Further comments on the analysis
Only one retailer maintained a stable price. Two retailers increased their price, one in early January by a small amount, one in mid-January by an immense amount. Whilst one retailer decreased its price progressively in early January, another retailer decreased its price by an important amount in early January. The last retailer decreased its price twice on a temporary basis during early January.
-38.34
+5.08
£140.47 MIN PRICE
£178.81 LIST PRICE
£183.89 MAX PRICE
Men
Salomon AKSIUM 16/17
Brand
Salomon
Retailers monitored
5
Further comments on the analysis
As only one retailer had this product in stock, we will only provide analysis about this retailer: he decreased its price in early January by an important amount.
-12.88
-12.88
£31.95 MIN PRICE
MAX PRICE
£44.83 LIST PRICE
Men
Atomic Revent Q ML 16/17 Black
Brand
Atomic
Retailers monitored
5
Further comments on the analysis
Only one retailer maintained a stable price. Another retailer executed several minor price changes throughout the year. Two retailers executed an extreme temporary price change during mid-January, one was a decrease and one an increase.
-49.54
-0.35
£119.95 MIN PRICE
£169.14 MAX PRICE
£169.49 LIST PRICE

Price Dispersion between Min Price and List Price

Price Dispersion between List Price and Max Price

Hiking Category

Women
Alpina Draff anthracite
Brand
Alpina
Retailers monitored
5
Further comments on the analysis
Three retailers maintained a stable price. One retailer executed two small price changes: a in early January and an increase it in mid-January. The last retailer changed its price several times by small amounts: diminished its price in early January, and a few days later increased its price temporarily and finally an increase in mid-January.
-5.02
-0.27
£17.45 MIN PRICE
£22.20 MAX PRICE
£22.47 LIST PRICE
Women
Alpina Tri Scray red and orange
Brand
Alpina
Retailers monitored
5
Further comments on the analysis
Four retailers established a fixed price. The fifth retailer decreased its price temporarily by a tiny amount in early January, and raised it in mid-January.
-13.87
+0.43
£47.95 MIN PRICE
£61.82 LIST PRICE
£62.25 MAX PRICE
Women
Alpina Tri Scray blue and black
Brand
Alpina
Retailers monitored
5
Further comments on the Analysis
Three retailers conserved their original price. The fourth retailer highly increased its price in early January on a temporary basis, and effectuated another important increase in mid-January. The last retailer also increased its price temporarily by a small amount in early January, and executed several minor price changes thereafter.
-16.79
+0.51
£44.95 MIN PRICE
£61.74 LIST PRICE
£62.25 MAX PRICE
Women
Cebe Jorasses M black and pink
Brand
Cebe
Retailers monitored
5
Further comments on the analysis
Again, four retailers preserved their initial price. The last retailer executed constant minor price changes throughout the study.
-23.95
+8.05
£38.95 MIN PRICE
£62.90 LIST PRICE
£70.95 MAX PRICE
Men
Cebe Jorasses L black and red
Brand
Cebe
Retailers monitored
7
Further comments on the analysis
Five retailers maintained a stable price. The sixth retailer executed a serie of minor price changes until mid-January when a small increase was executed and held onto. The last retailer increased its price by a very small amount in early January, and then decreased it immensely in mid-January.
-32.01
-9.95
£38.94 MIN PRICE
£61.00 MAX PRICE
£70.95 LIST PRICE
Men
Alpina Fenno orange
Brand
Alpina
Retailers monitored
5
Further comments on the analysis
Three retailers established a stable pricing strategy. The last two retailers effectuated the exact same pricing strategy, only temporary decreases, two in early January and one in mid-January.
-7.86
+2.09
£22.95 MIN PRICE
£30.81 LIST PRICE
£32.90 MAX PRICE
Men
Alpina Twist Three 2.0 VL black matt and red
Brand
Alpina
Retailers monitored
5
Further comments on the analysis
Three retailers maintained a stable price. Again, the other two retailers executed the same pricing strategy: two small increases in early Januaryfollowed by a temporary small decrease in mid-January and finally two consecutive decreases in mid-January.
-23.98
-0.18
£38.45 MIN PRICE
£62.25 MAX PRICE
£62.43 LIST PRICE

Price Dispersion between Min Price and List Price

Price Dispersion between List Price and Max Price

Conclusion

To conclude, there is no real regularity observed between the retailers’ pricing strategies, apart from those retailers who maintained stable prices. From the analysis of 15 products, it can be seen that retailers’ prices are 24% below the list price. In the category of snow women, it can be observed that the products analyzed are 14% below the list price, and in snow men retailer sell 20% below list price. Furthermore, in hiking women prices offered by retailers are 31% below the list price, and in hiking men that number lies 32% below list price.