With 2015 coming to a close, 2016 will be an exciting year of innovation in the sunglasses industry. Sunglasses is a huge industry. Including frames, sunglasses, and contact lenses, the total industry is worth roughly $90 billion, and is projected to hit $140 billion by 2020. Of this market, sunglasses represent 40% of the total purchases.For the sunglasses industry, branding has been critical for success. A sunglasses company’s ability to effectively market itself and articulate its value proposition to its prospective customers is critical for its sales. Branding is often the determining factor and difference between a company’s success or failure. For company’s that brand effectively, they can achieve success and even dominance in the industry. While branding is important for the public relations, marketing and sales for most companies, for the sunglasses industry it is especially impactful. Here are three things to know about branding in the sunglasses industry.