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 case.

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 digicams.

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 convenience.

“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 styles.

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 company said.

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.