Dior Phone
References: online.wsj
Not to be outdone by Prada, Giorgio Armani or Dolce & Gabbana who recently had their own branded phones, Christian Dior unveiled a line of fashion mobile phones targeting the brand-obsessed consumers with prices starting at $5,000.
Besides the standard cellphone features (touchscreen, camera, multimedia) the Dior phone comes with a unique miniature sidekick, about the size of a USB key, which clips to the outside of a bag for easier access. The tiny companion device, which is dubbed My Dior, communicates with the main phone so that you can pick up or make calls with My Dior, and use the main phone for more complicated functions. It almost sounds like a fashionable bluetooth set that won't make you look funny.
The decision to branch into phones was driven by demand in new luxury markets such as China and Russia, Dior Chief Executive Sidney Toledano said in an interview, “What really convinced us was seeing the attention people in emerging markets pay to buying a phone, by selecting the color and design. In the same way that we have developed our watch and jewelry lines, we want to increase sales with the phone.â€
The $5,000+ price is notably much higher than Dolce & Gabbana or Giorgio Armani's phone which cost around $600, but Dior expects to sell at least 10,000 units a year at the beginning and projects annual sales of €200 million in the longer term. The phones will be made by a small French manufacturer, ModeLabs Group.
Besides the standard cellphone features (touchscreen, camera, multimedia) the Dior phone comes with a unique miniature sidekick, about the size of a USB key, which clips to the outside of a bag for easier access. The tiny companion device, which is dubbed My Dior, communicates with the main phone so that you can pick up or make calls with My Dior, and use the main phone for more complicated functions. It almost sounds like a fashionable bluetooth set that won't make you look funny.
The decision to branch into phones was driven by demand in new luxury markets such as China and Russia, Dior Chief Executive Sidney Toledano said in an interview, “What really convinced us was seeing the attention people in emerging markets pay to buying a phone, by selecting the color and design. In the same way that we have developed our watch and jewelry lines, we want to increase sales with the phone.â€
The $5,000+ price is notably much higher than Dolce & Gabbana or Giorgio Armani's phone which cost around $600, but Dior expects to sell at least 10,000 units a year at the beginning and projects annual sales of €200 million in the longer term. The phones will be made by a small French manufacturer, ModeLabs Group.
Trend Themes
1. Luxury Fashion Phones - Fashion brands are releasing their own line of mobile phones which showcases disruptive innovation in merging fashion and technology in one product.
2. Miniature Sidekicks for Mobile Phones - The introduction of miniature sidekicks for mobile phones that offer added functionality and convenience presents disruptive innovation for the mobile accessories industry.
3. Emerging Markets for Luxury Mobile Phones - The rise in demand for luxury mobile phones in emerging markets such as China and Russia presents disruptive innovation opportunities for fashion and tech companies to expand their reach and target new consumer segments.
Industry Implications
1. Luxury Fashion - Fashion brands can explore the potential of releasing more technology-focused products, such as mobile phones, to target tech-savvy consumers and expand their reach in the tech industry.
2. Mobile Accessories - Mobile accessories manufacturers can take inspiration from Dior's miniature sidekick and explore how they can innovate their products to offer more added benefits and convenience to mobile phone users.
3. Technology - Technology companies can explore new markets for luxury mobile phones and focus on developing products that appeal to brand-obsessed consumers looking for the latest and most fashionable technology products.
5.1
Score
Popularity
Activity
Freshness
