Mercedes-Benz names TWC-L'Amy to launch its luggage and handbag line
The event marks a new episode in the battle of car manufacturers in the field of brand licensing. Mercedes-Benz and its lifestyle brand, Mercedes-Benz Style, began a relaunch of the line, awarding the license to French accessory specialist TWC-L’Amy. The German brand’s new range of leather goods and luggage for men is a response to its competitors’ Ferrari and Porsche Design, who are currently conducting an upmarket repositioning of their brand extension licenses.
The luggage and handbag collection from Mercedes-Benz by TWC-L'Amy
Presented at the Who's Next Fair in early July, the dominant theme of the new Mercedes-Benz line naturally invokes the automobile design of the same name. Handbags, wallets and luggage rely on a palette of minimalist color from gray to black, but are also innovative through their matte black resin finish, echoing a current trend in automobile design. Materials used in the season's handbags, saddle bags and small leather goods recall leather car seat upholstery and interiors.
TWC-L'Amy will introduce the line at specialized retail shops and the Mercedes-Benz lifestyle shop in early 2013, with price points between 80 and 290 euros for leather goods and 290 to 450 euros for luggage. The two lines together include about a hundred items. This is the third license recently launched by Mercedes-Benz, following eyewear and furniture at the last Milan Furniture Fair.
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