When it comes to fashion, the cell phone leaves most other consumer electronic devices in the dust. From the moment Nokia introduced changeable face plates in 1998, people have been personalizing their cell phones with ring tones and wallpapers, dangly jewel charms or furry animal covers.
Cell phones are a fashion accessory and not just a cell phone. In addition to their practicality, these cell phones have become an essential part of fashion. This may be why, along with the amazing growth of the phones themselves, sales of accessories used to decorate cell phones have also blossomed; there are now over 1,000 such products on the market. Executives and industry analysts say it has become more important than ever to understand the psyche of consumers and why they pick one cell phone over another. That’s because LG, Motorola, Nokia and others are in a fierce battle to please finicky customers as new entrants like Apple, with its popular iPhone, seek to upend the traditional cell phone business.
What’s happening with cell phones is parallel to the evolution of the wristwatch. Once upon a time, having a watch on one’s wrist was a luxury that only the wealthy could afford. As quality improved and prices sank, the wristwatch became commonplace. With dependability a given, other features-such as designer logos and styles-became the new emblems of status, and manufacturers developed a huge array of watches to meet differing tastes and budgets.
The cell phone “is not just a functional thing,” says Sabine Eisenreich, an Escada spokeswoman. “It’s become an accessory, like shoes, bags, belts or jewelry.”
Though not new in the U.S.-Phat Farm’s pink Motorola flip cell phone has been a fashion bauble for nearly two years-the trend toward bling rings has gathered steam in the U.S. in the last 12 to 18 months. But with fashion and other types of self-expression influencing cell phone development, that commodity perception is changing.
Hence cell phones have become a fashion statement along with being a necessity to mankind.