Body Glove a hit

Funky lifestyle Body Glove aimed at young professionals

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By  Rhys Jones Published  October 4, 2004

US office products company, Fellowes, is targeting its funky lifestyle Body Glove brand of products to hip young professionals in the Middle East region. The Body Glove range of products, which include designer driven protective wear for mobile phones, MP3 players and digital cameras, as well as some of the coolest mobile Bluetooth headsets, are aimed strictly at the “young, mobile, connected, always on the go, X-treme generation,” according to the company’s marketing blurb. Bernd Mazzurana, Fellowes general manager and director of European export, said the brand image of the Body Glove range is a perfect fit for the hip, active, fun-seeking and highly style-conscious youth market in the region. “This is an ideal territory for us to build this brand. Dubai is clearly the trendsetter in the region. It’s technically very highly developed, I would say even more so than in Europe.” He added that the Middle East consumer also picks up new technology much quicker than Western European consumers, who often take longer. “Here, people go for it right away. It’s a multinational society in Dubai and the consumers here have a very high awareness of and attraction to high quality brands.”

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