Looks like Smedley's going 'overground' - seems to have been a piece on their new London shop (the first Smedley shop) in almost every magazine last week, plus a particularly wanky advert in The Face (lots of models riding those fold-up pavement scooter things that surely must be out of fashion by now). They're now doing a more limited fashion line of tops (fashionale cuts, Smedley manufacturing) though this is no more than they used to do anyway (i.e. they've made stuff for various labels in the past, but now obviously want to get in on the act for themselves). Oh well, so long as they don't come up with a Smedley logo'd top and perfume TOO soon . . . the main danger in my mind is what happens to any firm that expands their operations when they're fashionable - what happens when the fashions over? And isn't advertising risking all that best-kept-secret word-of-mouth thing? ___________________________________________________________ T O P I C A The Email You Want. http://www.topica.com/t/16 Newsletters, Tips and Discussions on Your Favorite Topics
