Carphone Warehouse aims to make tech fashionable with Kate Moss tie

Carphone Warehouse has struck a deal with fashion model Kate Moss to create technology-focused accessories in an attempt to target the £210m mobile accessories market.

KAteMoss-Person-2013_460
Retailer strikes partnership with Kate Moss to tap into £210m mobile accessories market.

The smartphone and tablet range for women, dubbed “Fashion Tech”, launches this summer. It will be updated to reflect seasonal fashion trends with Moss creating the summer collection.

It aims to establish the brand as a destination for stylish smartphone accessories after research it commissioned found that women are now adopting smartphones at a faster rate than men. In the last 12 months, female smartphone ownership has jumped 52 per cent in the UK, compared to a 37 per cent increase among men, according to the retailer.

Julian Diment, marketing director at Carphone Warehouse, says the accessory range “blur the lines between fashion and technology” in a bid to offer smartphone users “something different” to what is currently available. It is hoped the move can expand the company’s footprint in the UK mobile accessories market, which it claims is worth more than £210m .

Diment adds:  “We looked at the accessory ranges available today, and found that consumers were crying out for something different. Consumers see their technology as another way of expressing themselves and a natural extension of their own personal style.”

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