Dolce and Gabbana Nintendo DS team up together.jpg

Bags to Riches is a company that has become the Netflix of Fifth Avenue in recent years, by making expensive designer handbags accessible to everyone through their monthly rental program. Just sign up, pick out the bag you want and it will arrive on your doorstep in two days. Then return it by the specified date in the postage prepaid return box. Simple as that.

Now it seems that Nintendo is eyeing Bags to Riches’ tech savvy group of fashion fanatics. In an effort to help them plant their portable Nintendo DS system into the world of fashion trends, they are partnering to give customers a free month trial with the gaming system.

On the surface this may seem like an odd alliance, but is it really? It’s no secret that female gamers are the rise as eMarketer, yet again, reveals with a study of female internet users who have visited online gaming sites from August 2007 to August 2008.

Female Internet Gaming Study by eMarketer

The question isn’t whether or not the fashion and gaming pair up makes sense, it’s whether or not it makes sense matching up a $1500 purse with a $150 device. As Brand Strategy Magazine Blog notes,

When these women pull out a Nintendo DS, surely it’ll give the impression that the handheld game is too expensive for normal consumers?

In the same regard, doesn’t carrying around an electronic typically associated with kids and teens cheapen the glamor of carrying a designer handbag a bit?


What do you think of this match up? Fresh or Foolish?