14 DAY TRIAL // Mobile phones in Japan are more than devices you use to make phone calls, they have become somewhat of a fashion accessory. This is the main reason why Sony Ericsson has teamed up with Japan's popular apparel companies to promote its latest mobile phones.
"We want to make the mobile phones to be fashion items in the true sense of the term by holding it users can be cool and stylish," said Hirokazu Ishikzuka, head of Sony Ericsson mobile communications Japan.For 30-year-old Kyoko Koide, the new phones would help her and other women be simultaneously in sync with fashion and technology. "For women, mobile phones are very much a part of fashion and we bring mobile phones everyday, anywhere. So I think it is a great idea," she said.
Japan is among the world's biggest fashion markets, with 88 billion U.S. dollars spent on apparel in 2003, government figures show. The mobile phone manufacturer partnered up with popular Japanese apparel companies including Alba Rosa Japan, HbG and Jollyu Boutique.
The event called 'Beauty Renaissance Collection' showcased models strutting down the stairs while 'wearing' Sony Ericsson's latest fashionable handsets. The main attraction of the night was the So703i mobile phone that came with a jewelry pannel designed after Tinker Bell from Walt Disney's Peter Pan.
It was presented by Japanese model Moe Oshiriki and features a jewelry panel including 6 diamonds, 1 emerald, 1 sapphire and 1 ruby.
Obviously, the price of the phone couldn't be low. Customers will be able to get one for 3 million yen ($25,100) and if that seems a bit much, there's also a Swarovski crystal version available, just as good looking, for $112. The phones will start selling in March.