Eyewear brand founder Garrett Leight: A recession is ‘a great time’ to start a business
Nov 15, 2023
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Eyewear brand founder Garrett Leight discusses the success of his brand, collaborations with other brands, and opening nine stores. He shares plans for a website refresh and marketing strategies. The podcast also covers challenges of selling eyewear online, unisex designs, current trends in frames, and navigating economic ups and downs.
Garrett Leit California Optical plans to expand its collection to include more women's designs and explore international markets, particularly in Asia.
During recessions, launching a new business can be a strategic move, as innovative ideas can emerge and resonate with consumers seeking something fresh.
Deep dives
Garrett Leit California Optical: A 13-year-old Eyewear Brand with a Youthful Perspective
Garrett Leit California Optical is a 13-year-old eyewear brand founded by Garrett Leit. The brand stands out in the market with its unique approach and youth-oriented perspective. Despite being considered a luxury brand, they aim to be approachable and offer high-quality products. The brand incorporates the spirit of California into its name, reflecting its laid-back and casual vibe. With nine stores across North America, including locations in New York, LA, San Francisco, Austin, and Toronto, they cater to a diverse customer base. While the brand has a strong wholesale presence, they also focus on direct-to-consumer sales through their online platform. The brand is known for its classic frames, with a focus on timeless styles that offer lasting value to customers. Looking ahead, Garrett Leit California Optical plans to expand its collection to include more women's designs and explore international markets, particularly in Asia. They also have exciting collaborations planned and are gearing up for their 15-year anniversary celebration in 2025.
Navigating the Challenges of Selling Eyewear Online
Selling eyewear online presents unique challenges due to the nature of the product. Garrett Leit California Optical acknowledges the difficulty of selling eyewear without the opportunity for customers to try them on in person. While they don't currently offer a home try-on program or online prescription ordering, they are considering reintroducing a virtual try-on option. Their focus is on providing detailed product descriptions and clear information about frame materials and features. They strive to strike a balance between providing enough information for customers to make an informed decision and avoiding overwhelming them with technical details. Building trust with customers and offering exceptional customer service is key, and Garrett Leit California Optical believes that in-store shopping still offers the best experience for customers when it comes to prescription eyewear.
The Impact of Influencers and Celebrity Endorsements
Garrett Leit California Optical has gained recognition and popularity through the endorsements of notable influencers and celebrities. Celebrities like Elton John, Brad Pitt, Lady Gaga, and Jeff Bezos have been spotted wearing their frames, generating significant brand awareness. While these endorsements have undoubtedly contributed to increased sales, the brand acknowledges that the endorsements are often driven by the celebrities' personal preferences rather than contractual agreements. Collaborations with other brands, such as their partnership with Rimowa, have also garnered attention and expanded their customer base. Looking ahead, Garrett Leit California Optical plans to explore collaborations further and work with influencers to educate new audiences about their forever classic frames.
Lessons Learned from Navigating Economic Ups and Downs
Garrett Leit California Optical has experienced the challenges of operating during economic downturns, including the 2008 recession and the recent COVID-19 pandemic. While the pandemic posed significant difficulties for the eyewear industry, the brand quickly adapted to the changing landscape. During recessions, launching a new business can be a strategic move, as innovative ideas can emerge and resonate with consumers seeking something fresh. However, the brand recognizes that eyewear may not experience the same growth as health and beauty categories during such periods. Despite the challenges, Garrett Leit California Optical remains a reliable and trusted brand, which has been key to sustaining their business. They continue to focus on expanding their retail presence, both domestically and internationally, while nurturing their wholesale relationships and investing in digital marketing efforts.
Garrett Leight grew up in the eyewear industry. The founder of the Venice Beach-based eyewear brand Garrett Leight California Optical is also the son of Larry Leight, founder of eyewear brand Oliver Peoples. So it’s no surprise that his namesake brand has seen significant success. For example, it sells 65% direct, but it also sells in top luxury retailers including Bergdorf Goodman and Dover Street Market. What’s more, it’s collaborated with brands from JJJJound to Rimowa and opened nine stores. Its brand fans include Brad Pitt and Elton John.
Now approaching his brand’s 15th year in business, Leight still sees plenty of opportunities for growth and evolution. On the latest episode of the Glossy Podcast, Leight discusses the brand’s website refresh, set for January, as well as its next marketing play, focused on turning best-sellers into classics.
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