Cellphone Accessories Enter Realm of Couture; Glitzy Garnishes Might Cost More Than the Phone Itself; A Market Worth $1.5 Billion
The craze surrounding Motorola Inc.'s sleek Razr phone, which industry analysts say has sold roughly 20 million units globally and carries three hues of pink in the U.S. market, demonstrated that consumers are willing to pay more for a phone that looks stylish. Yet increasingly people like Mrs. D'[AMATO] feel that a cellphone alone doesn't make enough of a fashion statement.
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T-Mobile has also teamed up with NYC Peach, the accessory boutique that decorated Paris Hilton's famously lost Sidekick with Swarovski AG lead crystals, and SkinIt Inc., a Golden, Colo., company that makes vinyl skins for mobile devices. NYC Peach charges $400 per device for studding crystals in different colors and patterns on cellphones and devices such as the Sidekick, BlackBerry and Treo. Its clients include Lindsay Lohan, Jessica Simpson, Beyonce and Sarah Jessica Parker.
Sprint introduced designer phone accessories to attract female customers. After conducting market research in 2004, the company found that female cellphone users are interested in phone cases just big enough to carry cash, key and a cellphone for quick errands and attractive enough to match their personal styles. "Average women don't want to carry their [phone] cases on their belts," says Kelly Whalen, a product manager at Sprint. The phone company contacted Ms. [Nicole Miller], the designer known for her "little black dress," and Dooney & Bourke to design stylish phone cases, some of which look more suitable to match evening dresses than business suits. The phone cases from the two brands are priced between $30 and $50.
