For the next eighteen months, Ron thoroughly researched the eyewear industry, familiarizing himself with the dominant brands in the industry and even small to mid-size brands. It was clear early on that the industry giants were well-established with huge advertising budgets with countless selection of styles for consumers to choose from.
In the face of those dynamics, Ron uncovered a niche that was not being addressed by the major brands. He decided that EyeDope would be more than just another “dope” sunglass brand. While he understood that sunglass customers want to look cool and fashionable in their sunglasses, his instinct told him that that was just one part of the equation.
Just as important as looking good, customers want to “feel good “ about their lives. Toward that end, Ron’s vision for EyeDope is for the brand to engage with their customers and the world-at-large to promote and showcase all things positive, beautiful, transforming, and uplifting with the hashtag - #dopemoment.
Ron doesn’t consider EyeDope to be in the sunglass business. Sunglasses are the product. But he considers EyeDope to be in the self-esteem business. Helping their customers not only feel good about how they look, but more importantly, feel good about their life in general.
PROMOTING FASHION & POSITIVITY