Category: general

You’ve probably seen the reports like this one, Liz Claiborne continues to sell brands.
The company sold fragrance licenses to Elizabeth Arden and its European brand Mexx to a joint venture led by the Gores Group. The company also terminated its licensing agreements with Donna Karan International.
The most important sale is the one of the namesake brand to J.C. Penney.

Now the company has to rebrand itself with a new corporate name.
It still owns the brands Juicy Couture, Lucky Brand and Kate Spade.
And this is a herculean task.
Mars failed renaming itself to Masterfoods and went back after a few years. Was or is Altria a success? Not really, since reporters still have to mention Philip Morris.
And both companies had millions to spend on communication, which the company formerly known as Liz Claiborne cannot do.

The next generation will decide.

Wie WuV berichtet, kooperiert die Luxus-Uhren-Marke Chopard mit Disney. 

Die “Happy Mickey”-Kollektion umfasst Schmuck und Uhren. Die Zusammenarbeit mit Disney soll die “Leidenschaft für die Filmkunst” ausdrücken und zugleich der Micky-Maus ein Denkmal setzen. Chopard findet die Verbindung ganz logisch, “stehen sie doch beide für Tradition, Lebensfreude und Fröhlichkeit”.

Man mag uns puristisch nennen, uns schrecken solche Co-Branding Aktionen ab. Gibt es etwas peinlicheres als Männer mit Mickey Maus-Socken oder -Krawatten? Will ein Chopard Kunde damit identifiziert werden?

Alfred Dunhill gehört mit über 220 Geschäften weltweit zu den etablierten, männlichen Luxusmarken. Die Marke gehört zur Richemont Gruppe.

Die Marke wird in Amerika und Europa öfter als angestaubt empfunden, als alt English. Zudem dominieren die Zigaretten oft das Markenbild.

Im Mittleren Osten und Asien ist das Empfinden anders. Unter dem Kürzel “Alfie’s” und via Lizenz eröffnet Alfred Dunhill in 2012 in Dubai das dritte Restaurant mit Lounge. Es gibt bereits Alfie’s in Shanghai und Hongkong.

Gibt es in Europa einen Markt für Gentlemen Clubs?

Alfred Dunhill is a men’s luxury brand, by some considered a bit old, and part of the Richemont group. In Europe the cigarettes are dominating the brand image.

Dunhill now announced the opening of “Alfie’s” restaurant and lounge in Jumeirah Emirates Towers in Dubai.
   
Alfie’s will open in January 2012, alongside the new dunhill store.

Alfie’s Dubai will be the third Alfie’s after openings in Shanghai and Hong Kong.

It is always risky to judge brand collaborations from the outside. Thus, we are careful and usually refrain from doing so.

In a somewhat unlikely combination of brands, Chopard announced the launch of a “Happy Mickey” collection. The luxury watchmaker will offer watches and jewelry under a Disney license of Mickey Mouse.

Disney has quite a history of trying to upgrade its brands, remember Donaldson?
One might call us purists or even snobs, but men in Mickey Mouse socks or ties are among the most ludicrous appearances.

And this is in our humble opinion not the best of associations for a luxury brand like Chopard. Even if the justification is “a passion for movies” and a “commitment to fun and entertainment”.