GI Unveils Jason Wu ‘Create’ GE Camera Line

By Greg Tarr On Mar 12 2010 - 10:36am




ANAHEIM, CALIF. — General Imaging will use the 2010 PMA Show to unveil 10 GE-branded digital camera models across four series for the 2010 line, and will introduce a new style-oriented GE point-and-shoot camera series developed in collaboration with acclaimed fashion designer Jason Wu.

The fashion line, which will carry the sub-brand “Create by Jason Wu,” features a compact point-and-shoot camera designed around simplicity of use and visual appeal.

It will be offered in a choice of seven colors in a metal series, and three colors in a version with a leather tactile wrap accent. The look of the cameras was developed to make them appear to be accessories to a trendy outfit in addition to a sophisticated imaging device, the company said.

With Wu’s collaboration, which will extend to other series in the near future, the cameras are offered in an assortment of the hottest colors and shades in fashion. Metal Collection tactile versions with smooth surround grips will be available in yellow, gold, red, green, white, black and blue. Leather Collection models substitute the smooth grips for leather body wraps in white, gray and black.

The core chassis of all the Create cameras is aluminum.

Wu also designed coordinating wrist straps, leather carrying pouches, and an innovative package design that can be reduced or expanded to include a pouch and wristband accessory item for each SKU.

Developed for fashion-centric retail accounts, the three Create SKUs will ship in a sophisticated plain putty colored package, highlighting only the Create by Jason Wu logo, along the lines of an expensive bottle of perfume.

General Imaging will support the product with technical information through coordinated point-of-sale displays.

Paul Meyhoefer, General Imaging product planning and technical marketing VP, said the company hopes to break into fashion-centric retail channels including department stores such as Nieman Marcus or Nordstroms, which could highlight the camera’s in fashion accessories departments, in addition to its traditional CE and photo specialty retail partners.

As for features, the Jason Wu cameras were designed for one-touch point-and- shoot simplicity, eliminating many of the confusing buttons and icons found on other cameras. Each model features a 3x optical zoom lens, 2.7-inch LCD screen and 12-megapixel resolution. Memory is internal only, with capacities of 4GB and 8GB, depending on the SKU. Separate photo and video shutter buttons simplify use, while a built-in slide out USB connector eliminates the need to carry cables. The camera is powered by an internal lithium-ion battery that can be charged via the USB port or supplied plug-in adapter, and software is built-into the camera for automatic playback and backup.

The basic Y-1 version will carry a $179 suggested retail, and will feature 4GB of memory.

The step-up Y-2 SKU ($199) includes 4GB of internal memory, standard wrist strap and leather case. The top-of-the line Y-3 ($229) features 8GB of internal memory.

In the core GE line, the company will offer models in the Smart, Active, Power and Power Pro series, each featured to appeal to the needs of specific user audiences.

Advanced features are standard in all 2010 GE digital cameras including Pan- Capture Panorama for seamless, wideangle shots; auto scene detection for sharp, vibrant pictures in virtually any setting; blink, smile and face detection; image stabilization; and in-camera redeye removal.

Smart series models target users looking for simple-to-use, yet advanced automatic features and standard-definition video capture.

The C1033 (shipping April at a $79.99 suggested retail) will feature 10.1-megapixel resolution, 3x zoom, 2.4-inch LCD, and a choice of black, silver or red colors.

The C1233 (shipping in July at a price to be announced) will step up to 12.4 megapixels.

The recently introduced A1255 (April, $89.99) will feature 12.2 megapixels, 5x optical zoom lens and a 2.7-inch LCD.

The A1455 (April, $99.99) will step up to 14.1 megapixels.

The J1250 (shipping now at $119) features 12.2 megapixels, 5x optical zoom lens and a 2.7- inch LCD.

The J1450 (April, $129) will step up to 14.1 megapixels and a 3-inch LCD.

In the Active series, which targets all-weather use, the firm will introduce the G5WP (June, $179) with 12.2- megapixel resolution, 4x optical zoom and 2.7-inch LCD.

In the Power series, which targets customers looking for slightly more advanced features, the firm will show two recently introduced models, starting with the E1480W (April, $149), which will feature 14.1-megapixel resolution, an 8x optical zoom, 3-inch LCD, optical image stabilization, video up to 720/30p resolution and HDMI output.

The E1486TW (March, $179) steps up to include an 8x optical zoom lens starting at a 28mm wide angle and a 3-inch touchscreen LCD.

In the GE Power Pro series, the company will introduce a bridge camera between point-and-shoot and digital-SLR cameras. The X5 (May, $149) features a 14.1-megapixel CCD sensor, 15x zoom starting at 27mm, ISO3200 sensitivity and optical image stabilization.

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