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Published on March 6, 2008

The behaviour of local consumers on eyewear continues to change.

Younger buyers pay more attention to brand and design as a way of enhancing their personality or for use as a fashion accessory.

This has resulted in growth of 3-5 per cent in the market over the past year, despite a slowdown in the overall economy.

The local eyewear industry expects to grow by 5 per cent this year, with the total market for optical products and sunglasses forecast to be worth about Bt3 billion.

The luxury eyeglass sector will account for more than Bt700 million of sales.

The middle-market segment is expected to be worth about Bt1.5 billion, while the lower-end should account for Bt800 million.

Jamorn Rummani, Thai Optical Eyewear Distribution's managing director, said the company had first imported the Tom Ford brand three years ago to test the market.

The brand is sold exclusively at Better Vision optical outlets.

The products received a warm response as they are widely recognised by young local consumers, who prefer luxury and fashionable eyewear.

Tom Ford is now one of the leading brands at the top end of the market globally.

The trend has sparked a strong following in the Kingdom.

"This year we have decided to seriously penetrate the luxury market with the Tom Ford products," said Jamorn. "We are quite confident about the brand, which is widely recognised by fashion consumers everywhere."

In order to support the official Ford launch here, the firm has brought its latest collection featuring frames and sunglasses that are innovative and sophisticated.

The current trend calls for strong oversized shapes with rich surfaces and finishes, a signature of the Ford brand. To kick off the summer season here, the firm plans to introduce 34 sunglasses designs with prices ranging between Bt12,650 and Bt25,500.

Another 34 models of optical frames will be launched with prices starting from Bt12,150 to Bt20,000.

The company has a plan to distribute the brand through 37 optical outlets or selected points of sale, of which 25 are exclusive shops located in Bangkok and major areas such as Phuket and Samui.

The other 12 shops will be Better Vision or Hor Wan stores.

The firm expects to sell 2,000 Ford eyeglasses this year, which should bring in between Bt30 million and Bt36 million, Jamorn said.

The company also expects the brand to take a 5-per-cent share of the local eyewear market.

The Nation