Johannesburg, 29 Jun 2012
In July 2008, hip hop legend Dr Dre released his brand of headphones, Beats by Dr Dre, consisting of Beats Studio, a circum-aural headphone, Beats Tour, an in-ear headphone, Beats Solo and Solo HD, a supra-aural headphone, Beats Spin, Heartbeats by Lady Gaga, as well as an in-ear headphone. This highly sought-after range of products has been available exclusively at selected retailers in South Africa.
Specialist distributor Phoenix Software has added the Beats brand to its retail portfolio of IT and audio accessories, and will be using its extensive experience and relationships in the sector to grow the brand. “Beats has redefined the lowly headphone, offering a sleek, attractive design together with great sound quality,” explains Simon Campbell-Young, CEO of Phoenix Software. “Beats has transformed headphones into a fashion accessory, a lifestyle choice, rather than as a piece of audio equipment.”
This is one of the reasons the brand has shown steady growth in the high-end market, and Phoenix Software will continue to build on its success by increasing the availability of the products and expanding the network of retail outlets carrying the Beats range. The company will be leveraging its proficiency in the retail sector to grow the footprint of the brand, as well as increase consumer awareness of Beats.
In addition to a focus on marketing, Phoenix Software will employ its experienced merchandising teams to ensure this premium brand's visibility in stores reflects its positioning in the market, and the company will provide its retailers with the high quality of service and support they have come to expect from the company. “We understand the needs of the market, as well as the requirements of our retailers, and we feel that Beats by Dr Dre is a powerful addition to the select offering provided by South Africa's premium IT and audio retailers. The support we provide in terms of marketing and logistics, in addition to the day-to-day assistance we offer our partners in the retail sector, will ensure that the growth Beats has seen will only increase,” Campbell-Young says.
He points out that the quality of sound produced by these designer headphones is what makes them such a must-have item. “There's a decent amount of padding on the headband and earpads, making the Beats products comfortable to wear for long periods of time. The sliding size-adjustment for the headband on the headphones has a solid, mechanical feel to it, and locks into place securely. The articulated swivel arrangement which fixes the earcups to the headband gives a reasonable degree of freedom, so you can move the Beats headphones around on your head a fair bit and still have a good fit.”
These products fill a unique niche, providing great sound while looking fantastic. “You wouldn't watch 'Avatar' on a small screen with a blurry picture, and yet people often consume music like that - with low quality earphones. Dr Dre Beats takes that off the table, offering the best quality audio while looking super-cool,” Campbell-Young concludes.
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