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Vor einigen Wochen führte Roberto Cavalli in den USA einen Luxus Wodka für $70 die Flasche ein. Auch wenn Wodka seit einiger Zeit groß in Mode ist, erscheint die Markendehnung etwas weit hergeholt. Auch fragt man sich, wo genau die Verbindung von Italien und Wodka liegt.

Nun kooperiert derselbe Roberto Cavalli mit H&M und entwickelt eine Kollektion für den vertikalen Massenanbieter wie vor ihm Karl Lagerfeld und Stella McCartney.

Es ist zwar bekannt, dass H&M nur Mini-Auflagen dieser Kollektionen in die Läden bringt und es sich mehr um PR als echte Mode handelt. Karl Lagerfeld war mehr als enttäuscht über die wenigen Royalties.
Aber der Lizenznehmer des Wodkas wird über den PR Stunt wenig erfreut sein, erschwert es ihm doch die Argumentation von ultra-premium sehr.

Levi’s announced here the launch of cellphones:

In tune with its young consumers, the Levi’s brand is adding a fashionable, steel mobile phone to its range of lifestyle accessories. The Levi’s phone embraces mobile technology and enables young people to connect, enjoy music, exchange images and videos whilst on the go.

The functional essence of the Levi’s brand’s design philosophy is perfectly captured by the phone’s compact design and sturdy riveted steel casing. A unique detachable chain provides a clever design solution that allows users to fasten their phone to their jeans or bags.

“Technology is at the heart of today’s youth culture and mobile phones are the ultimate accessory. Adding a mobile phone to our collection is a natural progression for Levi’s, a brand that is driven to meet the desires of young people”, says You Nguyen, Senior Vice President of Levi’s Product.

The Levi’s phone is manufactured and sold under license.
It will be available in selected stores throughout Europe as of September 2007.

We don’t know, what makes the chain unique, it doesn’t look unique. Or what might be unique about a fastening solution for a cell phone at all. But the cell phone market seems overly crowded with successful brands already.

Just a few weeks after launching his “ultra-premium” vodka, Roberto Cavalli signed with H&M to design a line.

How is that supposed to work?
Going ultra-premium here and going mass market there?

But then, the cooperation with well known designers and personalities anyway presents little more then a lot of media attention, mainly for H&M. According to some sources Karl Lagerfeld was not amused, when he saw the small amount of royalties from the relatively few pieces H&M had produced and sold.

Going from fashion to lifestyle.

Designers don’t merely dress their customers any more. They furnish their homes, outfit their children and pets and they formulate the shade of lipstick they wear.

Calvin Klein and Ralph Lauren were pioneers in the lifestyle trend in the 80ies.
Today, nearly every well known designer has her or his name on sunglasses, handbags and perfume.

Now the Italian designer Roberto Cavalli is testing the limits on line extensions.
His newest product is Roberto Cavalli Vodka, an ultra-premium vodka that retails for $70 a bottle. The connection between vodka and clothing appears tenuous, and vodka’s ties to Italy are even more of a stretch.

WWD reports here about the results of Piper Jaffray’s biannual “Taking Stock With Teens” study.
Teenagers nationwide were asked which apparel and footwear brands reigned supreme in terms of how trendy they were.
In addition, the study found teens continue to spend a significant amount of money on apparel, footwear and accessories

The trendiest brands with Teens are:

1. NIKE
2. PUMA
3. POLO RALPH LAUREN
4. STEVE MADDEN
5. GUESS
6. ADIDAS
7. NINE WEST
8. QUIKSILVER
9. ROXY
10. VOLCOM
11. FOSSIL
12. REEBOK