Latest partnership is with upscale French footwear retailer Eram.
The Smiley Company is continuing to notch up the limited edition collaborations during its anniversary year.
The latest partnership to be inked is with upscale French footwear retailer Eram for a limited collection of footwear and accessories which aims to celebrate both brands’ anniversaries in 2017.
The exclusive co-creation has been tinted yellow to showcase both brands’ identities – also tying in with Eram’s 90th anniversary.
The collection features all over Smiley patterns with bold statement print icons overlayed on a range of women’s sneaker styles and tote bags. These are complemented by black tights with all over print Smiley eyes and mouth and a beanie.
For kids, the collection features classic sneaker styles with big Smiley icons on the shoe lips and a range of the icons in different colours on the side of the shoe.
The launch is being backed by an extensive marketing and PR campaign including bespoke windows, POS, lifestyle imagery, press days and gift with purchase products to reinforce the campaign at consumer touch points.
Smiley ceo Nicolas Loufrani said: “Eram is celebrating its 90th anniversary and what best to co-celebrate with the happiest brand in the world.
“Both brands share yellow as their common happy colour and this is the occasion to come up with a very exciting collection created by their incredible design team and a fantastic marketing activation co-created between the teams at Eram and Smiley.”
Nicolas continued: “We are really happy to work with such professional people who understand how to bring value to their clients by making everything they do absolutely unique. This is the way retail chains have to work in this tough competitive environment and everybody at Eram has perfectly understood that.”
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