Sunglasses are becoming increasingly popular as a fashion accessory. Beyond UV protection, they are now often used to enhance personal style. Consumers aged 18-34 represent the largest demographic for sunglasses worldwide. This age group is more willing to spend part of their income on lifestyle products like sunglasses.
According to statistics, the average revenue in the sunglasses market is projected to reach $20.82 billion by 2022, with a significant portion coming from the United States, accounting for $4.343 billion. From 2022 to 2025, the global sunglasses market is expected to grow at an annual rate of 8.90%.
Before 2012, the American sunglasses market had two distinct price categories: generic brands under $10 and premium brands over $150. There was a gap in the market for sunglasses priced between $30 and $60. This gap was filled by Sunski, which emerged to provide affordable, high-quality sunglasses.
01.Crowdfunding for User Acquisition
Sunski was founded by Tom and Michael in July 2012. The inspiration for the brand came from a 2009 surfing trip in Australia, where they bought some retro 80s sunglasses.
Their passion for vintage sunglasses and outdoor activities led them to create Sunski. Each pair of their sunglasses features polarized lenses to reduce glare, allowing users to better enjoy their time outdoors. Additionally, their product design emphasizes sustainability. Every Sunski frame is made from a recycled resin called Super Light, and all packaging is recycled and plastic-free.
Sunski is also a member of 1% for the Planet, proudly displaying the logo at the bottom of their independent website. They donate 1% of their annual sales to environmental non-profit organizations.
Their core brand values, including “environmental responsibility,” are consistently reflected on their homepage, throughout their website, and in paid advertisements. Their message, “every pair gives back,” reminds users that each purchase contributes to environmental protection. By integrating these values into their marketing, they aim to connect with like-minded customers and enhance their overall brand image.
In the early stages, they primarily used crowdfunding to gain loyal customers. Tom, one of the founders, mentioned that the greatest benefit of crowdfunding is not the money but the loyal customers who provide valuable feedback on their products.
In July 2012, Sunski launched a crowdfunding campaign on Kickstarter with an initial goal of $9,800. They reached their goal within two days, raised $30,000 in two weeks, and ultimately secured $157,000, making it the third-largest fundraising campaign in the fashion category at the time. In addition to Kickstarter, they also used Indiegogo.
A year after its founding, Sunski’s distribution model took shape. One-third of their sales were direct-to-consumer through their independent website, one-third were through U.S. retailers, and one-third through international distributors.
Reportedly, Sunski’s revenue ranged between $25 million and $50 million in 2021 and 2022.
02.Effective Website Marketing Techniques
I explored their independent website and discovered through the page source code that it is built using Shopify. The overall website design has its unique marketing style, which left a lasting impression on me as a new visitor. Here are some notable features and user experiences from a visitor’s perspective that might be useful:
1. “Virtual Try-On” Feature: Try Before You Buy
Upon opening the website, the “Virtual Try-On” button is prominently displayed, both in the homepage navigation bar and as a floating button at the bottom. This virtual tool allows users to try on all the sunglasses styles using their phone or webcam.
Clicking “Start Try-On” requires permission to use the device’s camera. Once a photo is taken and uploaded, users can virtually try on any sunglasses. This “try before you buy” feature helps consumers find the perfect product and experience different styles, increasing user retention and browsing time. I spent nearly 5 minutes using this feature. According to SimilarWeb, Sunski’s average user visit time is 3 minutes and 44 seconds, with users browsing almost 7 pages per visit and a bounce rate of 39.7%.
2. Lifetime Warranty: Enhancing User Trust
The homepage prominently displays a “Lifetime Warranty” message, indicating the high quality of their products. This reassurance helps new users unfamiliar with the brand feel confident in their purchase, knowing that any non-man-made damage can be claimed under warranty. This effectively reduces user concerns and strengthens trust in the brand.
3. SunClub for Enhanced User Loyalty
Members of the SunClub can purchase limited-edition sunglasses, hats, and other exclusive products, with the remaining quantity clearly marked. This scarcity and exclusivity encourage member purchases.
Members also enjoy benefits like lifetime free warranty and lens replacement kits, acknowledging that retaining existing customers is more cost-effective than acquiring new ones.
4. Affiliate Program: Expanding Promotion Channels
By joining Sunski’s affiliate program, affiliates can earn commission through banner ads or text links, with an 8% commission on each transaction. The Average Order Value (AOV) exceeds $65, with special bonus commissions available. This program targets bloggers and social media influencers to promote the brand and products on their websites/blogs and social platforms like Facebook.
5. 20% Student Discount: Targeting Young Audiences
Students can register with StudentBeans and verify their student status to enjoy a 20% discount on Sunski products. This effectively targets younger audiences. Currently, the website’s main visitors are aged 25-34 (32.59%), followed by those aged 35-44 (20.55%), with 18-24-year-olds making up 19.69%. Since 18-34-year-olds are the largest group of sunglasses buyers, Sunski can further increase the proportion of 18-24-year-olds on the site.
6. Engaging FAQ Video Answers
Most websites have a FAQ section, typically using simple text answers. Sunski differentiates itself by presenting answers through videos. Topics like return policies, lifetime warranties, and lens replacements are explained in 1-2 minute videos, often set to music and rhythm, making them entertaining. These videos can be featured on their website and shared on platforms like YouTube, increasing brand exposure. This creative approach personalizes information delivery, setting them apart from other sites.
7. Email Marketing Strategy
Sunski revamped their email marketing strategy in 2018 for a more personalized experience. When I added items to my cart but didn’t complete the purchase, I received an email 15 minutes later. The email featured an attractive image to capture attention and prevent it from being ignored as spam. It highlighted that the items in my cart were limited and would disappear in an hour, creating a sense of urgency to encourage purchase. Clicking “shop sale” redirected me directly to the cart, optimizing the purchase path and reducing drop-offs.
8. Using Packaging as a Marketing Tool
Sunski’s product packaging is recyclable and plastic-free, with noticeable brand logos that reinforce brand identity. The packaging includes multiple cards thanking the user for their purchase and encouraging them to leave reviews and share their products online with hashtags #sunski and @sunski to receive discount codes.
9. Rich User Reviews
55% of online shoppers consider reviews crucial for purchase decisions, and 77% read reviews before buying. Sunski prompts users to leave reviews a week after receiving their order, offering a star rating system and a comment box. Users are encouraged to upload pictures, as images are more persuasive than text. After submitting their review, they receive a 20% discount coupon for sharing on social media.
From the moment users visit the website to completing a purchase, Sunski’s marketing design is meticulous. They attract users, retain them with various benefits, and use email marketing to recover potential drop-offs. Post-purchase, they guide users to leave reviews and share on social media. Every detail is optimized to create a seamless and effective marketing experience.
03.High Organic Traffic Drives Repeat Purchases
Currently, Sunski’s website traffic is primarily composed of three sources: keyword search ads (44.58%), direct visits (32%), and social platforms (19.17%).
The higher the volume of direct visits and branded keyword searches, the greater the brand’s recognition. Sunski’s traffic over the past three months has reached 465,000, with an average monthly traffic of around 150,000. There are 265 related keywords, with 60.9% being brand-related. Organic search traffic accounts for 60.80%.
There are only seven paid keywords, with over 90% being brand-related, keeping the cost per click below $2. Monthly costs for keyword paid ads range between $1,000 and $1,500.
Facebook contributes 69.66% of their social traffic, with 20,000 followers. They identify VIP customers on Facebook based on spending, repurchase frequency, and order amounts. Ads are targeted specifically to these lists of high-value customers.
Instagram is another vital social channel for them, with 93,000 followers and over 100,000 posts tagged with #sunski. The content shared often features users enjoying Sunski products outdoors, adding authenticity and reducing the gap between the brand and its customers.
Analyzing Sunski’s case shows that effective website marketing should focus on details. The higher the organic traffic for an independent website, the healthier its ecosystem. More organic traffic means higher user recognition, leading to more repeat purchases. Once users visit the website, retaining them becomes a crucial focus for independent site owners.
By integrating these comprehensive and user-centric strategies, Sunski has successfully created a sustainable and engaging marketing approach, driving both traffic and sales.
