As football fever grips the world, a number of big name fashion brands are also tying their luxury products to the World Cup proceedings by introducing special lines for target consumers.

British brand Alfred Dunhill has developed a collection of football-inspired accessories, such as cufflinks and lighters, to appeal to sartorially sophisticated soccer supporters. The brand is attempting to offer the ultimate homage to one of the few sports that can truly lay claim to being an "international game". Dunhill hopes these new speciality products will rekindle the playful yet competitive spirit in every football fan throughout the world.

The company claims sales are not the primary consideration behind the introduction of the line, however.

"We would rather say it is Dunhill's brand tradition to serve our customers with opulently designed and meticulously engineered products that are also full of eccentric spirit and a sense of humour," says Tim King, managing director of Alfred Dunhill AP.

King notes that increasing numbers of luxury lovers with high brand awareness want to own products that express a sense of individuality. For sophisticated and refined consumers, this is preferable to blind adherence to the design dictates of a creative director working in a studio.

"They (many customers) enjoy these stunning and sophisticated 'toys'," King says.

He emphasizes that the introduction of World Cup products reflects the brand's spirit, which is to be a little bit different yet undeniably British at the same time.

Dunhill has also designed a football table, but these exclusive products are only made upon request. It takes about 16 weeks to finish one table, which cost 29,950 (US$52,758) each.

German brand Hugo Boss has also launched ready-to-wear products for the World Cup, as part of its long tradition of connecting itself with premiere sporting events such as Formula-1, tennis and boxing. Its special line for sports enthusiasts, Hugo Boss Green, complements the company's strategy of providing fashionable options for both work and play.

"We target football fans who want a bit of style and fashion customers who want to look sportier," says Stephanie Means, marketing director of Hugo Boss Hong Kong Ltd, adding that the company has made this special line a key priority.

"This line has been created according to international design standards, but we have special promotional packages with different countries' flags and logos on the products, such as caps and T-shirts."

(China Daily 05/22/2006 page4)