Know-How Exchange : Branding

Where are they made?
Does the origin have a role to play in the name?
Are they made in france for instance?, then you could play on the French fashion thing.

However a name is what you make it. Adidas came from the name of the company founder, Adi Dassler.

Your age groups cover a lot of ground and it's difficult to find a sunglass brand that covers all of your age groups, think of Oakley, Foster Grant, Prada, Gucci, Revo, Ray Ban, Persol etc etc each aimed at different markets (some overlap).
Do you adopt borrowed value from current trends?
(which may lock you into long term disaster).

I would suggest a little more thought needs to go into your project than Edgy, fashionable & innovative. What is your Edgy difference to all other brands? What is your fashionable edge? What is your innovative edge? (do your glasses reflect the harmful rays of the sun better than others? do they self clean?)

You get my point?

A brand in Australia was almost indestructable and it was made in France, the indestructable feature was not considered the key selling point, it was where they were made, they called them Le Specs, they sold in huge numbers.
I hope this helps

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For several years I ran a national/international public relations program for a well-known (but small) specialty eyewear manufacturer and obtained both national and international coverage. I worked in tandem with the individual who was handling their distribution/cobranding deals and marketing..

Unless you have millions and tens of millions of dollars - your market introduction objectives - target markets, demographics and price point are too broad and too vague.

You won't even make a dent in print advertising unless you have those millions to spend on it, and the real key is distribution - which you did not mention.

Not to rain on your parade, but you might want to investigate these areas more thoroughly (advertising budgets and distribution network costs), do a reality check and perhaps scale back your objectives before you launch. An under-funded product launch could be a disaster.

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