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Dior Brings Luxury to the Cell Phone

Sidney Toledano, Christian Dior's chief executive officer, fielded plenty of calls in recent years from cell phone makers eager to partner with the French...

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Toledano said he expects the mini My Dior phone, which functions like a Bluetooth, will be a key attraction. Dior has an exclusive on the feature, conceived by ModeLabs, for more than a year. "It's a real breakthrough," he said.

Dior plans to sell the phones within its watch departments, starting in France on June 16, and has developed point-of-sale fixtures and display units for specialty retailers. An advertising campaign is being readied for the holiday selling period, and Dior is plotting a series of events and celebrity tie-ins to promote the phone.

A battalion of fashion firms lately has unveiled cell phone ventures, including Giorgio Armani, Levi's, Ted Baker and Tag Heuer, following Prada and Dolce & Gabbana, each of which have sold around 500,000 units of their signature cells.

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