Camera Makers Turn To Fashion To Accessorize Latest Camera Lines
By Greg Tarr On Apr 5 2010 - 4:01am
NEW YORK — Looking for
enhanced profit margin opportunities
and the ability to
spruce up their high-tech product
portfolios with a little fashion
pizzazz, camera makers are
starting to turn to accessories to
catch consumers’ eyes.
Take camera giant Canon
USA for example: The company
said this month that it has
teamed up with fashion label
LeSportsac to offer an exclusively
designed PowerShot camera
Then Olympus used a
showcase at the recent PMA Show in
Anaheim to display a line of Harley
Davidson-branded leather carrying
cases and accessories for its point-andshoot
This follows the previously reported
launch of the Jason Wu “Create” designer
camera and accessories line for the GE
camera brand. The company is looking
to expand its distribution for the cameras
to fashion departments in addition
to the camera counter at leading department,
photo and electronics stores.
Canon’s new case was said to have been
designed to provide consumers with a
convenient and fashionable way for PowerShot
users to tote their camera and free
up their hands.
LeSportsac has been producing function
and chic bags and accessories for
36 years. The company sought to play
off the box and circle design of Canon’s
PowerShot cameras by designing a new
carrying case that features an exclusive
“square dance” pattern that evokes that
iconic design element, Canon said.
The case features long straps that offer
the consumer the option to wear the case
across the body or over the shoulder, as
well as a swivel snap hook strap that converts
to a convenient wristlet.
In addition, the new case features
two zippered main compartments
to store a Canon
PowerShot Digital camera and
accompanying accessories. An
open-front pocket is added for
“We are consistently looking
for ways to keep the user experience
stylish, but functional,
and this exclusive case will
help us do just that,” said Yuichi
Ishizuka, Canon USA consumer
imaging group executive VP.
Canon is selling the LeSportsac
camera case for Canon Power-
Shot digital cameras only on Canon Shop
Direct online store at a $38 retail price.
Olympus took a somewhat harder approach
when it had its accessory vendors
produce limited-edition black leather
accessory cases sporting silver studs,
buckles, chains and the iconic Harley-
Davidson motorcycle brand in four distinct
Unlike Canon, the Olympus Harley
case lineup is directed for use with a wide
rage of portable electronics items from
cameras, to PDAs, GPS devices, MP3
players and cellphones.
Olympus will sell the Harley case line
into its traditional sales channels as well
as to Harley dealerships at dealer shows
that occur twice a year when Harley introduces
its new bikes and licensed products,
the company said.
Olympus entered into a traditional licensing
agreement with Harley-Davidson
to use the motor cycle brand to underscore
its Tough camera line. Olympus
originated the Tough segment in 2006
with cameras that are shock-proof, freezeproof,
waterproof and crush-proof.
“Harley is a natural fi t to expand our
Tough portfolio into accessories,” the
Cases will carry a $29.99 suggested retail
when they hit shelves this month.
They can be used with Olympus’ entire
spring/summer point-and-shoot camera
line (excluding the ultra-zooms) as well as
cellphones, PDAs and GPS devices.