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Philips, Swarovski to deliver 'fashionable' electronics

Posted: 26 Mar 2007 ?? ?Print Version ?Bookmark and Share

Keywords:Philips? Swarovski? fashion electronics? fashion lifestyle electronics? Active Crystals?

The term 'fashionable' takes on a different meaning as Philips and Swarovski trail blaze to create a new niche market for consumersone that integrates fashion, lifestyle and electronics.

Tapping their expertise, both companies have announced their first offerings of 'fashion electronics' under the Active Crystals brandsound accessories (headphones) and storage devices (flash drives). The products, targeted primarily for female consumers, will be launched by midyear. Other products will follow this year, said executives without elaborating.

Fashion plus functionality

With this venture in the fashion domain, Philips eyes to regain and increase its margins on consumer electronics after suffering blows from missed targets. The company hopes that this move to put a 'fashion-able' twist to electronic gadgets will increase its inroads in the women consumer electronics segment, and in turn raise their overall profit in CE apps.

A limited collection of products will be available for a June sneak preview at the Colette store in Paris. The full Philips and Swarovski Active Crystals range will be commercially available in Europe, North America and Asia in department stores/consumer electronics retail and in the Swarovski stores in August.

Specific product details, pricing and availability will be announced over the coming months. Meanwhile, Philips executives have indicated that the products will carry a modest price premium.

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