Now, I just want it to be clear that I’m not a big cell phone enthusiast, but seeing as how I’ve been looking to purchase a new cell phone lately; my attention was caught by this new line of “luxury” cell phones.
Dior, a French clothing retailer that is responsible for a lot of high end fashion for both men and women, is apparently set to enter the phone market in a very big way. Following the blueprint of other fashion heavy weights such as Prada and Dolce & Gabbana, who have already released their own cell phone models, Dior is just about ready to do the same. Teaming up with Modelabs, who will manufacture the phones, Dior isn’t going to get outdone by its predecessors as they are planning to sell the cell phone for a whopping $5,000 per unit, while Prada and Dolce & Gabbana only sold their versions for $600.
Instead of targeting a wider market, Dior’s cell phone is going to be a very niche product line, which will be consistent with its clothing and other accessories, as they too are targeted towards wealthier luxury buyers. So, although Prada and Dolce & Gabbana are a competitive force in the fashion world, Dior appears to be looking past their line of phones and setting their sights on competing with Nokia Vertu’s luxury line of mobile phones, which also start at $5,000. Dior appears to be very optimistic in their attempt to become a force in the cell phone market as they are estimating to sell at least 10,000 units a year.
My personal take on this is that it is quite interesting, especially for me, because like I said I am a potential cell phone buyer. But, after taking into account the actual price of the phones, the whole idea of a “luxury cell phone” seems to not matter since most people cannot afford them, including myself. Not to mention that the phones look girly, so I really wouldn’t have any interest in purchasing one even if I could afford it. But, from a general marketing standpoint I have to respect what Dior is trying to do on a competitive level and from a product-line expansion point of view. I also believe that it is commendable that they are staying true to their high-end reputation while at the same time crossing the boundaries of the traditional fashion items, which hopefully will increase sales. I am now interested in seeing how well these cell phones do, or if they even do well at all. Either way, for those who are interested, look forward to being able to purchase them very soon.