The Associated Press reports on the Northern Tier lighter manufacturer's efforts to attach its cachet to clothing, pens and other products.
"It has to be something that feels like Zippo," (CEO Gregory) Booth said of the travel bags, backpacks, watches, sunglasses, jeans and leisure shirts, wallets, pens, liquor flasks, outdoor hand warmers, playing cards and even a fragrance. Manufactured by Italian perfumer Mavive, it comes in a lighter-shaped canister (and, yes, a lid that clicks).
Marketing experts said all that makes sense provided that Zippo's new products stay true to the brand - and that the company learns quickly that selling jeans, or any other product, comes with a whole menu of unique business complexities.
Original source: Associated PressRead the full story here.