Italian designer Giorgio Armani's announcement that he is teaming up with South Korea's Samsung Electronics Co. to develop a line of high-end electronics underscores how top fashion houses are stretching the boundaries of the luxury-goods industry as they search out new products they can brand with their own imprint.
Under the new alliance, Mr. Armani will design electronics ranging from handsets to liquid crystal display televisions, manufactured by Samsung, and distribute them through his world-wide network of boutiques. Mr. Armani will unveil the alliance's first product -- a credit card-sized cell phone -- at his fashion show in Milan on Monday, the companies said in a joint-statement Sunday.
Mr. Armani, 73 years old, is the latest Italian designer to plunge into the cutthroat electronic goods industry. Fashion house Dolce & Gabbana has launched a gold-colored RAZR made by Motorola Inc., and Prada has designed a touch-screen cell phone for South Korea's LG Electronics, Inc.
However, Mr. Armani has been among the most aggressive of the fashion pack to extend his brand across new segments. In addition to fashion, the Armani empire now includes lines of chocolates, homewares, flowers, as well as an soon-to-be-opened hotel. Phones, Mr. Armani noted, are a logical next step for designers like himself.
"We make as much of a personal statement with the mobile phones that we carry or the televisions we have in our living rooms as we do with the shoes and bags we wear or the furnishings we chose to place in our homes," Mr. Armani said in the statement.
For Samsung, which lags behind rival cell-phone makers Motorola and Nokia Corp in sales, partnering with a fashion designer is seen as a means to distinguish its wares in an increasingly crowded cellphone market.
The companies did not say how much the phones would cost or which carrier would provide service for the phones. Giorgio Armani boutiques will begin carrying the cell phone in "major European markets" in November, the fashion house said in the statement, adding that it planned to distribute the phone outside of Europe next year.
Mr. Armani will also unveil a Samsung-produced LCD television as part of his home interiors line, Armani/Casa, in January
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