BEHIND THE LINES: Dragon

Steven Hemphill

• July 17 2009
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We recently had a chance to catch up with Dragon Eyewear Product Line Manager Hillary Balch to see how things are going since the company struck out on its own and get a sneak peak into what’s to come for next season’s looks, outlooks, and trends.

What trends will we see in next year’s line? (Technologies, tints, colors, lenses, styles, etc.)

The E.C.O. material (Environmentally Conscious Optics – sunglasses made from renewable materials) that we introduced this year in the Experience frame will definitely be a focus and [will] continue to expand in the line. A lot of emphasis has been put on lens colors as well – the crazier and brighter, the better. Frame color is still a huge focus, but has transitioned into more toned down hues – think subtle and refined. We’re really into transparent colors as well right now – they are really easy to wear and a progression from the neons of seasons past. Don’t get me wrong, we still love our brights. But it’s good to have something a little more subtle to wear too for those days that you just don’t want all of that attention.

What changes are you seeing on the business side of the optics game?

Internationally we’ve had steady growth, especially in territories like Europe and Australia. Retail is tough right now, everyone knows that, but we’re staying strong with the bread and butter pieces as well as progressive new releases. Accessories like sunglasses are a lot easier to purchase for consumers in a tough economy because they don’t carry the heavy price tag or commitment that a lot of other products do….plus, everyone needs a good pair of shades.

What have been your greatest successes for the 2009 sales season?

The Experience, Rob Machado’s signature frame, was a success as a whole. The project took on a life of it’s own and everyone was really focused on every aspect of it. Many a late night were spent on this project so it holds a special place in my heart. It’s also Dragon’s first signature sunglass style, and who better than Rob to be a part of it.

The E.C.O SKU, which was introduced in the Experience, is a huge step for not only Dragon but the sunglass industry as a whole. The Environmentally Conscious Optics initiative was inspired by Rob Machado and focuses on doing whatever we can at Dragon to make sunglasses as “green” as possible. The response from this has been amazing - we’re looking to expand this renewable material into other styles.

Not to mention the hotness that is our surf team. Dusty Payne, Rob, and Mick have all had stellar years so far.

What are your projections for next season?

Cool sunglasses and billions and billions of dollars.

The Calaca – Matte Lacquer $90 - Unisex frame. Keeping it clean and simple, the Calaca carries all the same attributes as its big bro, the Calavera but rolls in about 20% smaller. Grilamid frame material, 8×4 toric polycarbonate lens, and one hell of a bad ass.

Experience – Bali Focus MSRP $100 - Unisex frame. From surfer to environmentalist, the Rob Machado Experience continues, this time focusing on the creative side of Rob and his passion for photography. The Bali Focus photo was taken by Rob on one of his many surf trips to Indo, and we thought it was so good we put it on his frame.

What additions are you making for next year? What won’t we see as much of?

We’re definitely keeping the line fresh, as always. Sizing will come down a bit though, so you might not see a ton of oversized frames. We’re keeping it sexy.

Where are prices and margins heading for you?

MSRP has come down a little in light of the competitive landscape and the market conditions, so in turn some frames have gotten a little more basic and wearable. It’s necessary now more than ever to maintain margin, which we have managed to do.

What is the breakdown looking like for men’s and women’s styles?

Our women’s SKU’s are expanding in terms of more feminine colorways in frames like the GG, Fame, Wormser, and Experience. It’s no secret that women buy a lot of sunglasses - and shoes, trust me - so it’s important to give them options. Most of our frames are unisex, so we really focus on the colorways. The line has definitely blurred between men’s and women’s eyewear, it’s not as segregated as it used to be so there are a lot less rules and restrictions as to which style is for who. So if you’re a guy into pastel yellow sunglasses like the Fame, then now is your time. We won’t judge.

Is the number of SKU’s in your line expanding or contracting?

We’re keeping the line pretty tight in terms of SKU count, every season it’s fairly consistent in terms of how many SKU’s are added. It’s our number one goal to release fresh, high quality, and relevant eyewear every season. The trick is releasing new styles and SKU’s without diluting the brand or the product offering, which can happen sometimes when a lot of new product is released at once.