American-born, global retailer Sunglass Hut has initiated a new campaign across Australia, on the back of commissioned research that shows just how confident Australians are this year.
The new campaign, titled ‘Own Your Moment’, has a key message around personal expression.
The campaign includes an exclusive consumer activation at its Sydney flagship on George Street from November 7 to November 9, where shoppers can win instant prizes. This includes Sunglass Hut vouchers and a curated selection of dining, shopping and beauty experiences.
Alongside this, the brand is rolling out new seasonal styles from Ray-Ban, Oakley, Burberry, Prada, Versace, and other premium brands exclusively at Sunglass Hut.
Assets of the campaign will also feature across in-store displays and visual merchandising Australia-wide.
“At Sunglass Hut, we believe sunglasses are more than just an accessory,” Sunglass Hut’s AU/NZ A&I category management director Alex Kerr said. “They don’t just change how you see the world; they change how the world sees you. This transformation is central to the campaign, illustrating how something as simple as a pair of shades can boost confidence and inspire bold self-expression.”
The new campaign comes on the back of new research commissioned by the brand, which shows that nearly three-quarters of Australians (74 per cent) consider themselves confident, with just over half (55 per cent) feeling more confident than ever.
This research was commissioned by Banter and Sunglass Hut and was conducted by Lonergan Research in accordance with the ISO 20252 standard. Lonergan Research surveyed 1,000 Australians aged 18 or more. Surveys were distributed throughout Australia, including both capital cities and non-capital city areas.
Eight in ten Australians (80 per cent) say personal style plays a big role in how confident they feel, which rises to almost 90 per cent among Gen Z, followed by Millennials at 83 per cent.
Nearly 1 in 5 feel empowered and in control simply by wearing sunglasses, with 43 per cent of Aussies saying wearing sunglasses makes them feel stylish. Just under three-quarters (74 per cent) believe a good pair of sunglasses completes an outfit.
Meanwhile, round frames are a favourite for over 20 per cent of Australians when it comes to feeling confident when wearing them. This is followed by Rectangle and Aviator frames (16 per cent for both).
Only 17 per cent of Baby Boomers wear sunglasses regularly.
“This summer, we want Aussies to Own Their Moment - to feel empowered, stylish, and fully confident,” Kerr added. “With Sunglass Hut by your side, sunglasses become more than just protection from the sun; they become a statement, a mood-lifter and a way to express your best self wherever the day takes you.”
Sunglass Hut has just over 200 locations across Australia, including owned stores, outlets and concessions.