Fiat 500 by Gucci at Saks Fifth Avenue
With sleigh bells ringing it's lovely weather for a Fiat 500 and you. That's at least the impression that Saks Fifth Avenue made on November 21 when Gucci promoted the Fiat 500.
There were carols by the New York University Madrigal Singers and pirouettes by students from the Jacqueline Kennedy Onassis School at American Ballet Theatre. However, the figure behind the plate glass at the corner of 50th Street and Fifth Avenue was just a cardboard cut-out of the car's front end with working headlights.
The 500 by Gucci comes fitted with their Italian couture house's badges and trademark red and green stripes. Yet the price is right for models beginning at $24,000 or $28,000 for the cloth-top cabrio model when sales begin before year-end. Yet Fiat's main issue is that few are old enough to remember the brand Fiat after a thirty year absence from the American market.
Fiat's recent marketing change has employed actress and pop singer Jennifer Lopez. She recently performed at the American Music Awards last Sunday with a Fiat 500C onstage. Lopez has rejected, thus far, efforts to have a massive European style television marketing campaign.
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