A number of national retailers, most notably Banana Republic, are already selling merchandise tied in to the Sony Pictures movie "Memoirs of a Geisha," which debuts this weekend. But what
differentiates this marketing effort from others between studios and mass retailers is that the merchandise does not blare the film's title; instead, it is subtle. So subtle, actually, that some
shoppers may not be aware of the movie tie-in at all. According to a piece in the
Los Angeles Times, Banana Republic, The Republic of Tea, and others have already begun selling products that
refer to "Geisha" but do not overtly promote it. The tea company, for example, will be selling teas in packaging that uses artwork from the film. Banana Republic created a limited-edition collection
that features kimono-style sleeves, similar (but not identical to) what is seen in the film. "Our brand is about being a modern fashion brand, said Chris Nicklo, vice president of brand management at
Banana Republic. "We think [our shoppers] will love the wardrobe" the company is offering as a 'Geisha' tie-in.
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