DoCoMo goes girly with Samantha Thavasa handsets

Written by: Rebecca Milner on June 15, 2008 at 11:22 pm | In LIFESTYLE / FASHION, MARKETING IDEAS |

While many Softbank users were certainly pleased with Apple’s highly anticipated decision to release the iPhone on their chosen carrier, there are also a number of users who will be disappointed to learn that the Samantha Thavasa New York limited edition “Pink Diamond” phone will be released exclusively on Docomo.

Samantha Thavasa is a hugely popular domestic accessories brand (don’t let the western name and “New York” fool you) aimed at young women that has been hawked by some of the most famous international celebrities, from Paris Hilton to Victoria Beckham to Penelope Cruz. Even socialite Tinsley Mortimer has a line. The “New York” brand is supposedly the more edgy and urban of the line-up.

Apple may be a global name, but among young female shoppers it has nothing on Samantha’s 130 points of sale across the country. Meanwhile CEO Kazumasa Terada is a business world legend in Japan for creating the Samantha empire, which now includes 10 brands, from nothing in 1994.

The Samantha Thavasa NY phone, in addition to being pink, has a heart motif that extends to the buttons, alert lights, and even the original Samantha Thavasa phone strap.

The wall paper, which is programed to change monthly, also features original Samantha Thavasa designs.

The “pink diamond” is part of Docomo’s N906 Foma series, which features One Seg television capability, a 3.2 mega pixel camera, and plenty of bandwidth for, naturally, shopping for the latest Samantha Thavasa products online.

Available from June 13, this shiny little thing sets back fashionable 20-somethings a cool ¥59,430 ($600).

Tags: Docomo, Fashion, Mobile, Samantha Thavasa
Category: LIFESTYLE / FASHION, MARKETING IDEAS
Other categories: DIGITAL LIFE, PRODUCT INNOVATIONS