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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.