With MP3 players becoming a “must have” for anyone and everyone, and thumb drives becoming more common than the old floppy disk, its perhaps not surprising that Swarovski have joined forces with Philips to create the new “active crystal” range of USB drives and headphones with encrusted in crystals.
They may not be my personal taste but they certainly are creating a bit of a buzz amongst the younger girls in the fashion forums. With it becoming almost impossible to distinguish yourself with your MP3 player, the move appears to be shifting to making a personal fashion statement with your headphones. But at over $A250 a pair, is it a statement that many of these younger girls will be prepared to make? And what were they thinking with a 1GB USB drive when this size is commonly used as a giveaway and retails for under $20 whereas an Active Crystal one costs nearly $A300?
The “Active Crystals” range launched a few months ago is actually just the first in a series from a brand partnership between Philips and Swarovski. For Philips its an attempt to fill a gap they see in the market for lifestyle electronics. They believe that women aged 20-40 are interested in blending lifestyle design and functional technology that is not intrusive.
