In a design column this week, I discuss the relaunch and the trendy new package redesign of the Today Sponge, made famous on an episode of Seinfeld. You can read it here. (If you want to see the fancy pictures, including prototype designs that weren't used and the original packaging, you'll have to buy the magazine.)
Two things are interesting about this launch:
1. This is the third company that has owned the brand. It's been through Wyeth, Allendale and is now at Synova. The first two had only middling success with it. Wyeth got sales up to $25 million but chose to eject the business rather than keep it when their factory ran into a problem. Allendale wrung $2 million in sales from the Sponge after it had been off the market for many years.
2. Every exec I've ever spoken to about the Sponge has raved about what high awareness it has among women, thanks mainly to Seinfeld.
What is the link between these two factors?
A cynic might suggest that the Seinfeld ep has actually hurt, not helped, the brand, because the entire show revolves around the notion that the Sponge is being taken off the market. As Synova evp-sales/marketing Joann Armitage told me, "Our biggest challenge is making sure people understand that it is in fact on the shelf again," said.
Understanding that challenge might be the key for Synova. Because, as the previous two companies found out, simply being famous isn't enough to beat the Seinfeld curse.
I have a suggestion for Synova: Commission look-alike Seinfeld actors and do a new episode on YouTube all about how the sponge is back.
Now Elaine doesn't have to worry whether this guy or that is sponge-worthy. They ALL are!
Posted by: John Mack | July 09, 2007 at 05:11 PM
More people are buying high-end Mulberry handbags again as economic uncertainty wanes and consumer confidence grows.
But that doesn’t mean everyone’s buying a new one each season; consumers are still shopping conservatively and trying to make their handbags last.
Here’s how to get a designer bag for less — and take proper care of it so it lasts.
•Bang for your buck:
If you’re hard on your belongings, or you measure longevity in decades instead of years, it may make the most sense for you to go right to the source and spend a little more up front. From Louis Vuitton to Coach Inc., specialty retailers always carry a variety of their own latest Mulberry bags.
Even better, some makers will repair their wares at little or no charge. Michael Kors will repair a defect for free within the first year; Kate Spade will make free repairs for manufacturer defects within two years. And Coach Inc. will make any needed repairs for a $20 shipping and handling charge for as long as you own one of its Cheap Mulberry bags (and many other Coach products, according to the company’s website). Beauty and fashion expert Rebekah George advises knowing repair policies before you buy and holding onto receipts, just in case you ever have a problem.
But if you want to save up front there are lots of options.
•Shopping alternatives:
Whichever bag you covet, start with a Web search. At sites like Overstock, eBags and Bluefly, you’ll find discounts starting at roughly 10 percent. Also try auction sites like eBay.com or propertyroom.com, which sells police property. Just be on the lookout for counterfeits, which are usually made from cheaper materials and with less sturdy hardware.
Outlet stores are another option. Kate Spade, Dooney & Bourke and Coach all have them. In December, at least one lucky outlet shopper found a Kate Spade tote with a regular asking price of $375 selling for $120 at an outlet. But outlets usually don’t have the newest styles or reliable quantities of anything popular. And you may have to deal with long checkout lines.
Off-price stores like T.J. Maxx are another good bet. That chain’s website recently showed a Dooney & Bourke medium-sized jacquard fabric tote bag selling for $69, down from $195. But you may have to hit multiple locations or be ready to pounce on new stock as soon as it arrives if you have a specific item in mind.
It’s also worth checking consignment shops that are now online, including Double Take in Short Hills, N.J., which was offering a Burberry quilt satchel, normally $675, for $200. And there are always knockoffs from street sellers, and chains like Target offer bags “inspired by” popular styles, including satchel and hobo handbags for less than $20.
•Proper care:
The best way to make your new Mulberry bayswater last is to treat it well. Each week, empty it and shake it out upside down, then clean the lining with a lint roller, suggests George.
Periodically clean the outside with a specialized solution, whether your bag is made of leather, suede or cloth. Check with the manufacturer for cleaning products it makes or recommends. For minor marks, a baby wipe might even work, while the largest stains demand a trip to a professional cleaner, says accessory and style expert Pamela Pekerman.
•Proper loading:
Don’t overstuff your bag because that stresses the straps. Keeping your Mulberry alexa also helps prevent small items and the lining from getting stuck in a zipper. Try not to carry scissors or pens, and keep makeup in a separate pouch inside your purse.
Posted by: Mulberry Bags | April 18, 2011 at 02:27 AM
More people are buying high-end Mulberry handbags again as economic uncertainty wanes and consumer confidence grows.
But that doesn’t mean everyone’s buying a new one each season; consumers are still shopping conservatively and trying to make their handbags last.
Here’s how to get a designer bag for less — and take proper care of it so it lasts.
•Bang for your buck:
If you’re hard on your belongings, or you measure longevity in decades instead of years, it may make the most sense for you to go right to the source and spend a little more up front. From Louis Vuitton to Coach Inc., specialty retailers always carry a variety of their own latest Mulberry bags.
Even better, some makers will repair their wares at little or no charge. Michael Kors will repair a defect for free within the first year; Kate Spade will make free repairs for manufacturer defects within two years. And Coach Inc. will make any needed repairs for a $20 shipping and handling charge for as long as you own one of its Cheap Mulberry bags (and many other Coach products, according to the company’s website). Beauty and fashion expert Rebekah George advises knowing repair policies before you buy and holding onto receipts, just in case you ever have a problem.
But if you want to save up front there are lots of options.
•Shopping alternatives:
Whichever bag you covet, start with a Web search. At sites like Overstock, eBags and Bluefly, you’ll find discounts starting at roughly 10 percent. Also try auction sites like eBay.com or propertyroom.com, which sells police property. Just be on the lookout for counterfeits, which are usually made from cheaper materials and with less sturdy hardware.
Outlet stores are another option. Kate Spade, Dooney & Bourke and Coach all have them. In December, at least one lucky outlet shopper found a Kate Spade tote with a regular asking price of $375 selling for $120 at an outlet. But outlets usually don’t have the newest styles or reliable quantities of anything popular. And you may have to deal with long checkout lines.
Off-price stores like T.J. Maxx are another good bet. That chain’s website recently showed a Dooney & Bourke medium-sized jacquard fabric tote bag selling for $69, down from $195. But you may have to hit multiple locations or be ready to pounce on new stock as soon as it arrives if you have a specific item in mind.
It’s also worth checking consignment shops that are now online, including Double Take in Short Hills, N.J., which was offering a Burberry quilt satchel, normally $675, for $200. And there are always knockoffs from street sellers, and chains like Target offer bags “inspired by” popular styles, including satchel and hobo handbags for less than $20.
•Proper care:
The best way to make your new Mulberry bayswater last is to treat it well. Each week, empty it and shake it out upside down, then clean the lining with a lint roller, suggests George.
Periodically clean the outside with a specialized solution, whether your bag is made of leather, suede or cloth. Check with the manufacturer for cleaning products it makes or recommends. For minor marks, a baby wipe might even work, while the largest stains demand a trip to a professional cleaner, says accessory and style expert Pamela Pekerman.
•Proper loading:
Don’t overstuff your bag because that stresses the straps. Keeping your Mulberry alexa also helps prevent small items and the lining from getting stuck in a zipper. Try not to carry scissors or pens, and keep makeup in a separate pouch inside your purse.
Posted by: Mulberry Bags | April 18, 2011 at 02:27 AM
including satchel and hobo handbags for less than $20. mulberry handbag, mulberry bag, mulberry wallets, mulberry daria, mulberry mitzy, mulberry hobo, mulberry outlet, mulberry handbags, mulberry bags, mulberry shop, mulberry factory, mulberry alexa, mulberry bayswater, mulberry purses, mulberry outlet store, mulberry outlets, mulberry factory shop, alexa mulberry handbag, alexa bag, alexa handbag, mulberry alexa bags
Posted by: mulberry handbag | July 11, 2011 at 03:58 AM