Smiley and Eram launch products to celebrate joint anniversaries

By

Sandra Halliday

Published
Jun 1, 2017

Smiley has linked with upscale footwear retailer Eram, to create a limited edition collection of footwear and accessories to mark both brands’ anniversaries in 2017.

The deal will form a core part of Eram’s anniversary as the French brand, which has 400 stores in its domestic market, celebrates 90 years since Albert-René Biotteau launched the business in 1927. Smiley itself is only half that age having launched 45 years ago this year.

The collaboration features an exclusive collection built around the colour yellow that both brands share, as well as a co-created marketing activation. The marketing support will include bespoke shop windows, point of sale, lifestyle imagery, press days and gift-with-purchase products to reinforce the campaign at customer touch points.

Loufani said that he has been “really happy to work with such professional people who understand how to bring value to their clients by making everything they do absolutely unique. This is the way retail chains have to work in this tough competitive environment and everybody at Eram has perfectly understood that.”

 The footwear and accessories collecton for women and a unisex range for kids that will launch for back to school 2017 and help put a happy spring in the step of parents and kids after their Summer holidays.
The collection itself features allover Smiley patterns with bold statement print Smileys overlayed on a range of women’s sneaker styles and tote bags. These are complemented by black tights with allover print Smiley eyes and mouth, and by a beanie.

For kids the collection features classic sneaker styles with big Smiley icons on the shoes’ lips and a range of Smileys in different colours on the side of the shoes.