October 15, 2005

• That's just plain awful. 

  Get a load of this:  Mattel launches Barbie clothes for women
  
  Toy maker Mattel Inc, known
  for Barbie fashion dolls, is expanding the plastic icon's
  domain to include high-end designer clothing and accessories
  for adult women.
  

  The merchandise, which includes jeans, shirts, handbags and
  jewelry, is designed by well-known fashion designers and will
  sell under the name Barbie Luxe.

  Using Barbie as their "muse," designers like Anna Sui, Anya
  Hindmarch, Citizens of Humanity, Judith Leiber, Nickel, Not
  Rational, Paper Denim & Cloth, Stila and Tarina Tarantino have
  added Barbie-esque touches to their designs, such as pink
  stitching on jeans or a retro silhouette on a cameo pendant.

  "Our target market is the fashionista," said Richard
  Dickson, senior vice president of global consumer marketing and
  entertainment for Mattel Brands. "From teens through adults in
  their 20's and 30's. It's not Mattel's usual target audience."

  Weak sales of Barbie dolls, a lackluster retail
  environment, and strong competition have hurt Mattel recently.
  The company is working to raise Barbie's non-toy profile as
  well as tap a grown-up fan base as part of a long term plan to
  reinvigorate the toy brand.

  There will be a series of promotions to publicize the
  Barbie Luxe brand, including underground campaigns, launch
  parties and Fashion Week interviews.

  <snip>

  The items aren't cheap, with jeans priced at $176 and a 3/4
  sleeve hooded sweatshirt at $140, and this helps add to the
  cachet of the brand, which is designed to be "aspirational." . . . The toy maker
  also has a high-end line of collectible dolls -- geared for
  adults -- many decked out in outfits created by designers like
  Lilly Pulitzer, Cynthia Rowley, Versace and Kate Spade.

  Oy vey and likewise, aye carumba! 

  $176 jeans?  A $140 sweatshirt? 

  Are these people utterly insane? 

  • 9:14 pm
  • 3 Comments