Under a six-year licensing deal Polaroid Eyewear will manufacture and supply BMW branded premium ranges of sunglasses glasses frames that will be distributed by its subsidiary company StyleMark AG in China.
The venture is targeting drivers in China and aims to translate the car-marque’s high-technology and design features into sunglasses featuring the BMW logo on the arms.
It is also developing a range of frames that can be fitted with prescription lenses.
Polaroid Eyewear says that China has been identified as a target market because it is expected to become one of the most important global markets for luxury goods in the next five years. The licensing agreement could be extended to Russia and India after the initial China launch.
Chris Knight, Polaroid Eyewear sales and marketing director for EMEA/Asia, says: “The interesting thing from a marketing point of view is that it is an example of a brand category that works really well in developing markets but not necessarily so well in very developed markets, so car brands on fashion items or accessories tend to be at best mediocre performers in western Europe and the US.
“In developing markets people are more likely to brand themselves or associate themselves with a very aspirational brand.”
BMW has also licensed its Mini brand and will launch a range of Mini-branded premium sunglasses in 2012.