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HP Targets Fashionistas with World's First Notebook Styled by Renowned Designer Vivienne Tam

  • The HP Vivienne Tam Special Edition represents the first time a computer company has partnered with a world-renowned fashion designer to create a notebook that offers all the style and power needed for a delightful technology experience
  • Fusing fashion and technology and dubbed as the world’s first-ever “Digital Clutch”, the peony-design notebook is poised to become the ultimate must-have tech accessory for fashionistas globally when it becomes available in early 2009
  • Shoppers at Vivienne Tam boutiques/ corners in select Asia Pacific countries will have the opportunity to interact with the notebook as part of HP’s new Alternate Experience Centers concept
  • A fully-integrated viral campaign will also start from mid October 2008 and will consist of interactive activities such as a virtual catwalk and a designer tour hosted by Vivienne Tam
 
 


HONG KONG, Asia Pacific, September 16, 2008 – HP today announced the world’s first notebook styled by world-renowned fashion designer – Vivienne Tam. Unveiled in Hong Kong at HP’s “Engage. Excite. Experience” regional press conference, the HP Vivienne Tam Special Edition notebook (also known as the “Digital Clutch”) is the ultimate convergence of fashion and technology and is positioned to become the must-have tech accessory for fashionistas around the globe.

 
             
 


Vivienne Tam storefront


Inside of Vivienne Tam store

 


The gleaming red notebook bursting with peony flowers is a unique blend of Asian and Western cultures, antiquity and modern style, technology and fashion. The peony design is meticulously carried inside the notebook, under the keypad. The notebook also features a complementary embroidered storage sleeve that helps keep the exterior protected while being carried as a clutch. [Advisory (日本語版)]

 

The collaboration between HP and Vivienne Tam will create HP Alternate Experience Centers within Vivienne Tam stores and corners in select Asia Pacific countries. In these stores, shoppers will have the opportunity to interact with the notebook showcased alongside Vivienne Tam’s latest seasonal collection. The HP Vivienne Tam Special Edition is expected to be available from HP in early 2009.

 

Contacts

For Enquiries

Stephanie Yoon
stephanie-wy.yoon@hp.com


Online Influencer Relations


Melvin Yuan
Waggener Edstrom for HP
myuan@
waggeneredstrom.com


Sales Enquiries


Links


Personal Again (APAC)

Personal Again (Worldwide)

APAC Newsroom


 
 
   
 


The Vivienne Tam virtual catwalk



 


In addition to working with Tam on the new notebook design and accessories, HP will also launch a fully-integrated virtual experience to help fashionistas around the globe find design inspiration online. HP has created a virtual catwalk, a designer tour hosted by Tam and a “design bot” gadget that inspires users to dress-up their computers with Tam-designed wallpaper, screensaver and icons - all of which will be available in Asia Pacific from mid October.

 


   
 
   
 


Fashion Meets Technology

 

Deepening the Engagement with Women

The HP-Vivienne Tam collaboration is part of HP’s ongoing efforts to engage more deeply with female consumers. HP recognizes that women today have a greater affinity for technology than before, and are increasingly playing a leading role in technology purchase decisions, whether for use in business, families or as individuals.
   
 
 


   
 


The Handbag is Not Enough

 


HP’s First Online Marketing Campaign for Women: The Handbag is Not Enough

In March 2008, HP launched its first online marketing campaign for women. The interactive website, piloted in Singapore and Hong Kong, takes visitors through a series of questions to determine the handbag that best suits their personality and lifestyle. Based on the results, visitors were also recommended HP offerings that can best help balance professional and personal demands.
   

 




Ajay Mohan
Vice President
Marketing
Personal Systems Group
HP Asia Pacific and Japan


 

Executive Quotes


“Partnering with Vivienne Tam to create the modern woman’s digital accessory is a natural evolution of HP’s belief that design is critical to today’s consumer. This HP Vivienne Tam Special Edition is the ultimate convergence of fashion and technology.”

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