March 10th, 2009

Roberto Cavalli has used Milan Fashion week to launch his own branded credit card.  Aimed firmly at the high-spending fashionistas,  the card is designed to allow users to access high fashion; literally at their fingertips.  It ties in exclusivity of offers such as fashion show attendance, 24 hour concierge service and hotel upgrades.  Developed by Corpcom (Trium Group), the credit card is building up awarness online only.

Countless articles have been documenting the marketing’s world’s ineffectiveness to offer products and messaging that target the female market (broad term that this is) and a cross-sell betwen fashion and credit could produce some interesting results; of course you can’t escape the questions the credit nature of the product throws up, but an interesting endeavour nonetheless.  Launching in Italy initially, the venture will roll out to the rest of Europe, for more info click on the links below.

Source: Marketing Week

More Info: Roberto Cavalli

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