German Car Forum

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Why has BMW entered the clothes market?

As known by many, Marlboro cowboy's clothes are very popular. But fewer people have heard that BMW has also expanded its brand from cars to clothes. The first exclusive BMW clothes store opened in Beijing Oriental Plaza, selling men and women formal clothes, sports and casual wears and clothes ornaments. The reason why BMW has entered the clothes market is that it wants to represent not only the most advanced car-making technologies and techniques but also an "unrestrained, graceful, fashionable, easy and relaxed" life style. BMW considers both cars and clothes as conveying its core values.

As for outer appearances, BMW aims to apply to its clothes the same style as its cars'. BMW clothes are brightly multi-hued whilst giving out an air of steadiness. They are also characterized by streamlined design, like that of BMW cars. BMW has enlarged its brand consumer groups by entering the clothes market. At the same time, it hopes to enhance the understanding of young customers for its brand so that these young people will become potential customers of BMW cars. For those who have just finished college, it is impossible to afford a BMW car, but they can afford a piece of BMW clothing through which they are able to experience the BMW lifestyle. In this way, the trust and faith in BMW are earlier cultivated. When young people make achievement in their careers and have enough money to buy expensive cars, they will first choose BMW. Therefore selling clothes is BMW's strategy to exploit potential markets and seize business opportunities to come.

The case of BWM tells us that the success in expansion of a brand depends on the compatibility of brand's core value. It is very common that high compatibility of a brand's core brand leads to success of another type of products, which seems to have no connection with the original product type under the same brand. The reason why Marlboro has succeeded in expanding the brand from cigarettes to cowboy clothes, jeans, caps and waistbands is that these clothes share some values with cigarettes, that is, valiancy, a sense of adventure and optimism. However Marlboro does not expand the brand to suits gentlemanliness characteristics, as these have little in common with its core values.

They really want my Visa to get close to meltdown!

anypics of some BMW suits? I am really interested in this!

Yeah it would be nice to see BMW suits. I would definitely get one, of course if the price tag permits.

I hope Bangle isn't the designer.

You don't like the Flame Surfacing ??

I'd love to buy BMW clothes, they have me hocked!

Silly. There's something supremely retarded about a premium car brand doing apparel just like celebrities doing thier own fragrance. Unfortunately, it works sometimes.

I'd love to see what the line looks like.

I bought my wife this sweater from the BMW couture line.
Most large BMW dealers have a kiosk setup in the building with BMW's clothing and jewelry items.
The stand-alone store mentioned in the article is what's new.

Does she come with the clothes?

I don't know, just like those Puma Ferrari shoes.

I mean, come on. how silly is it to walk in a designshirt with the BMW logo on it? I know BMW has always had a huge catalogue of 'lifestyle' stuff, but please don't push it too much. It feels so wannabe.

You think this is bad, Aston Martin sells handcuffs and lingerie (I believe they did, like a year or two ago around Christmas time), as if it would sell simply by having the association and or "Aston Martin" stamp. If BMW wants to sell clothes, they can do so, but it won't go much further beyond dealer shop brand apparel. People buy clothes they can afford that work for them, not because they match their car, sure someone will buy a hat or a jacket, but that's few and far between.

That jacket is nice. Though the only special on it is the BMW logo. Oh, and is there any website with a full catalogue and pictures of the BMW clothes James?

BTW, as Deutsch said, AM sell handcuffs (are they named this way? - i mean the buttons of a shirt but those near the hands). I have a pair with the BMW logo. Someone gave them to me as a gift. Never asked him where he got them.

Yeah Giannis- save yourself the trouble of navigating BMW's website and go to Google, type in "BMW couture", and it'll take you to the correct page.
There's also toys for kids (some very expensive) and the type of accessories
you might expect...key rings, watches, etc.
I think there is a seperate catalog-but I'm not 100% sure.
Someone was also talking about the quality of the clothing...I'd say the things I've gotten are premium quality for prices that you'd find in a department store.