By Allen Tsai | Tue Jan 19, 2010 6:47 am |
Italian luxury brand Versace plans to launch its own mobile phone, entering the growing new high-price segment for luxury handsets.
Designed with ModeLabs, a French phone maker that also makes handsets for luxury brand Christian Dior and watchmaker Tag Heuer, engineers visited artistic director Donatella Versace in Milan to craft the phone.The new Versace phone will feature high-end materials such as leather, come customized with specific colors and materials for individual customers and be supplied with software upgrades to keep up-to-date. "Before, brands couldn't imagine that a luxury telephone was possible," said Stephane Bohbot, ModeLabs' Chief Executive. "Now limited distribution and customized design have created a new interest for brands in telephones." For the past few years, fashion retailers have collaborated with handset makers to push into new areas to broaden its appeal beyond clothes. Rivals Giorgio Armani, Prada and Dolce & Gabbana have also released their own phones, but until a few of years ago, luxury handsets sold for well under $1,000. Versace said it will unveil the new phone to its VIP clients at a Paris couture event next week. Bohbot didn't release details but said the Versace phone will cost more than the Dior phone, which retails for $5,500, and reach boutique stores as well as high-end watch and jewelry stores in May.
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