Samsung To Deliver ‘Armani’ Handset

Nokia to follow with Fila model?!

I’m not sure exactly what it is about sticking a designer label on a handset that attracts people in droves, but following on from LG’s success with its Prada phone Samsung is about to sign a deal with Armani…

Little is known about the device(s) it plans to create, but responding to speculation from Korean news source the Electronic Times a Samsung spokesperson this week told the Korean Herald: “The company is going to make a new category called ‘IT luxury products’ jointly with Armani. The Armani phone will be launched in Europe in October and we plan to expand the brand to other businesses as well.”

To be fair to Sammy, despite LG’s high profile link up with Prada, it was first with this whole fashion branding fad having already linked up with Bang & Olufsen (with disastrous results – above) and Jasper Morrison (with a better one) – whoever he is?

All of which has got me thinking: if LG identifies itself with Prada and Samsung appears keen to see itself as an extension of Armani what about the other brands? Personally I can see Sony Ericsson doing some mean business with Gucci, Motorola’s repetitiveness going well with Burberry, Nokia’s practicality hitting it off with Warehouse and Sagem finding common ground with Primark.

Korean Herald Story

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