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?
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