brand extensions

Amazon Eyes Brick-and-Mortar Bookstores. But Will They Deliver?

Posted by Mark J. Miller on February 7, 2012 03:51 PM

Most retailers are trying to find a way to get more consumers to go online. The reasons are simple: less overhead, fewer employees with health insurance, and a much higher profit margin.

But Amazon isn’t like other retailers. The word on the street in its home base of Seattle is that Amazon is thinking about opening its first-ever brick-and-mortar location, according to the Good E-Reader blog. “Amazon sources close to the situation” tell the site that the company is aiming to open the store in the next few months. 

“This project is a test to gauge the market and see if a chain of stores would be profitable,” Good E-Reader reports. “They intend on going with the small boutique route with the main emphasis on books from their growing line of Amazon Exclusives and selling their e-readers and tablets.” At least they'll have a well-honed delivery system.Continue reading...

brand extensions

Fujifilm’s Picture-Perfect Brand Extension: Anti-Aging Skin Cream

Posted by Sheila Shayon on January 25, 2012 12:01 PM

You may not have heard of Astalift, but you will soon. The line of skin creams, which promises to reduce the appearance of wrinkles, is expanding from Asia to Europe. Its claims may not be unique, but the brand behind it is: Fujifilm.

Cosmetics, specifically anti-aging creams made from the same antioxidation technology used in preventing photos from fading, are the backbone of a brand extension which has kept Fujifilm alive in Asia, where Astalift has been available in Japan and China for the past couple of years, in a rapidly changing world where its core product, photography and film, shifted 180 degrees, leaving one major brand, the newly bankrupt Kodak, in its digital dust.

Applying its patented chemicals in new ways, with Astalift Fujifilm claims that Pico-Collagen penetrates the skin through cell gaps, working from the inside-out to restore suppleness and elasticity, and has built its Fujifilm Beauty brand around that claim, first in Asia and now coming to Europe. Using collagen in cosmetics is relatively new, but its use in preventing photographic images fading is tried and true.Continue reading...

brand extensions

Say Yes to the Dress: Smith & Wesson is Now a Lifestyle Brand

Posted by Abe Sauer on January 17, 2012 03:11 PM

Just in time to outfit your local militia for the coming Mayan end of the world in 2012 is the Wild Things Tactical Smith & Wesson Collection.

A new brand licensing deal, Wild Things Tactical aims to help the iconic gunmaker extend "its iconic status as a rugged truly original American brand to a line of apparel for both gun enthusiasts and a wide range of consumers." That's right: Smith & Wesson is now a lifestyle brand.

It's the latest brand extension from a firearm brand that's turned itself around in the last half decade.Continue reading...

brand extensions

Angry Birds Get Their Own Playground

Posted by Mark J. Miller on December 14, 2011 10:01 AM

When a game designed for mobile phones has gotten more than a half a billion downloads in less than two years of existence, it’s apparently time to bring it into reality.

That must be what the creators of the Angry Birds game are thinking, anyway. Rovio, which is planning to go public in the next few years, will debut two Angry Birds playgrounds in its homeland of Finland next year, according to Reuters, that will have “animal spring riders, swings, sandpits and a range of climbing towers with slides, and a unique Angry Birds arcade game.”

The company has signed a global deal with playground equipment manufacturer Lappset to create “equipment inspired by the game's characters" for playgrounds that will be called Angry Birds Magic Places. "The playgrounds fit perfectly into the Angry Birds world and our way of thinking," Rovio marketing chief Peter Vesterbacka said in a statement.Continue reading...

brand extensions

Keds Extends Brand to Clothing with Opening Ceremony

Posted by Mark J. Miller on December 6, 2011 10:59 AM

When Keds sneakers were launched back in 1916, the world was in the midst of World War I. The American footwear company has been through plenty of cultural and financial ups and downs since then and it has finally, 95 years into its existence, it is branching out and trying something new: apparel.

Keds began selling its first apparel collection exclusively at New York's indie fashion retailer, Opening Ceremony. The collection, which has about 85 sportswear designs for men and women, launched in OC stores and online on Black Friday, as Women’s Wear Daily notes.

“The Keds brand was founded about the same time that American sportswear was created, so the introduction of apparel is a natural fit for us in many ways,” said Kristin Kohler Burrows, Keds brand president, according to Fibre2Fashion. “We drew inspiration for this initial collection from American style icons who have worn Keds over the past 100 years," icons such as Marilyn Monroe, Jackie Onassis, Paul Newman, Humphrey Bogart, and Natalie Portman.Continue reading...

brand extensions

Sensory Branding: Luxury Auto-Makers Woo with Smell and Sound

Posted by Mark J. Miller on December 5, 2011 05:05 PM

Looking for stocking stuffers for the luxury auto buff who has everything?

BMW recently partnered with Austrian natural cosmetics brand Susanne Kaufmann as part of its BMW i future-forward R&D initiative, and one of the first products they’ve come up with is the Purif-i hand sanitizer and moisturizer, which is made entirely of herbal extracts. Only 14 euros (almost US$19) will get you 75mls of the stuff.

“The unique collaboration between a natural cosmetics manufacturer and the BMW i mobility brand is an example of how nature and technology can work together and effectively enhance each other,” said Uwe Dreher, BMW i’s marketing manager, about the brand extension, according to Wired.

The sanitizer comes on the heels of rival Mercedes-Benz releasing its own perfume in September. Bentley, meanwhile, today released its new sound — described as "stirring and thunderous" — as part of the brand's rejuvenation in 2012. Listen below.Continue reading...

brand extensions

Cabela's Videogame Brand Extension Goes Virtual

Posted by Abe Sauer on December 5, 2011 12:30 PM

One of the more sensical and impressive brand extensions of the last year has been video game maker Activision's release of outdoor adventure titles under the marquee of American hunting and fishing outfitter Cabela's. The outdoor gear retailer turned out to be such a natural for a videogame brand extension that the pair followed up their Cabela's Dangerous Hunts 2011 video game with more titles for 2012.Continue reading...

brand extensions

American Apparel Puckers Up

Posted by Mark J. Miller on November 21, 2011 10:05 AM

American Apparel apparently isn’t happy enough to just stick with clothing. The manufacturer, wholesaler, and retailer of its own clothing lines has vastly expanded beyond cotton t-shirts. Expanding its make-up line, AA recently introduced nail polish and has now followed it up with its own collection of lip gloss.

With its acting president just quitting, the 22-year-old company is doing what it can these days to boost sales. It reported earlier this month a $7.2 million loss in the third quarter that ended Sept. 30, according to the Los Angeles Times. While that’s not good news, at least it wasn’t the $9.5 million lost in the same quarter in 2010.

Hoping to prove that when the going gets tough women pump up the lip color, AA's lip gloss will come in nine recession-busting colors, Apparel News reports, including the red-hued “Legalize LA” and pink-toned “Pantytime.”

“These are colors for everyone,” said Marsha Brady, the creatively-named creative director for American Apparel, according to Apparel News. “Over the last few months of color trials, employees were eager to see them and try them on, so we got to see how they performed on many different complexions. We’re really happy with how pretty and natural they look on everyone.”

The brand's controversy-seeking CEO and founder Dov Charney is, as you might imagine, pumped about the new line of lip gloss.Continue reading...

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