Bolle's latest golf-specific sunglasses

Bolle is a French company that opened for business in 1888 and added sunglasses to its line of products in 1956, but is a relative newcomer to golf-specific eyewear.Its new Photo V3 Golf lenses marks the second generation of golf-specific sunglasses. The difference between it and the first generation is that the tint of the lenses was engineered specifically for golf and "really highlights the greens very well," company spokesman Jim Katz said, enhancing a golfer's abilitiy to see subtle their subtle contours.Moreover the photochromic properties allow the lenses to change with the light, from bright to shady areas, to maximize visibility in any light condition.The nine golf models range in price from $99.99 to $149.99. The Bounty Photo V3 shown above is priced at $139.99.Overall, the value of the sunglasses market has tumbled over the last five years, declining by 24%, from ￡152 million in 2006 to ￡115 million in 2011. This negative growth has been fuelled by a drop in average selling price of sunglasses, as consumers rein in their discretionary spend in the current economic climate.However, Mintel estimates that the market has grown by 3% in 2011 and that it will start to recover in 2012 to reach ￡140 million in 2016, almost returning to values seen in the pre-recessionary climes of 2007.
And looking to the future, increasing consumer interest in health related issues may translate into business opportunities for the industry. Mintel's research reveals that more than six in ten (62%) consumers, rising to two-thirds of under-25s (65%), are motivated to purchase new sunglasses before going on a holiday.However, while the majority is concerned about the health benefits of wearing sunglasses (53%), this falls to only four in ten (41%) among the under-25s."There is scope for sunglasses – as with sunscreen – to be pitched as a health essential for everyday life rather than just a holiday must-have, with more information about the damage that the sun can have on people's eyes in the long term and the impact of wearing sunglasses with inadequate UV protection," Sender concludes.UNODC warns: "Buying a counterfeit handbag or pair of jeans might not be regarded as an illegal transaction – simply a cheaper way to wear the latest fashion goods. However, often little thought is given to how the money may ultimately end up in the hands of organised crime groups."Criminal organisations are often involved beyond just producing and moving counterfeit goods, with many also trafficking drugs, firearms and people" it says."If your favourite designer brand is clearly not made by your favourite designer, stay away. Remember – while these purchases may save you money in the short term, the longer-term losses are far more costly."