Trend to Leather

When the Niki Jodi brand was launched, six years ago, the bags were made from nylon, polyester, canvas and PU. In 2005 the brand began using soft leather. It's in their use of colour though that Niki Jodi are distinctive. More precisely they use particular colours to attract certain buyers. Research has found that different colours produce different reactions in people. Red is passionate and dramatic; Pink is sweet and delicate; Orange is energetic and stimulating; Yellow is cheerful and sunny; Green induces peace; Blue soothes; Purple is regal; Brown is Dependable; Black is mysterious and sophisticated, while Gray is conservative and comfortable. Colour, therefore, can be used to appeal to people of different gender, age and races. "The magic force of colour enables the creation of better looks and feelings, and at the same time energizes the ones who use and behold them", the company say. Colour is a central element and the foundation of Niki Jodi designs so it comes as no surprise to learn that Niki Jodi's founder applies a rich array of colours in his designs. This richness marks the lively and attractive characteristics of Niki Jodi, and of its users. It's a brand that helps to add an intimate touch to life with its magic wand of vibrant colours.

Niki Jodi Colour Scheme   Yellow: The background is inspired by the horizon - different colour layers that appear during sunset above the horizon line where the sea meets the sky are toned from a burnt yellow color. The bright yellow on top induces a feelings of cheerfulness, while towards the bottom, where the yellow meets the brown, it evokes a mood of calm and serenity, grounding the entire concept. Pink/Purple: The background to this series is derived from photographs of flowers, and toned to a combination of pinks and purples. The flowers tie in with the overall theme of nature, and the colours create feelings of both sweetness and regality. Blue: The monogram series is placed upon a blue background derived from images of skies and clouds. The use of blue generates a soothing feeling, supported by the quality of dreaminess created from the sky and cloud theme. Orange: This series contains a figurative trees and plains theme, but is toned to a bright and burnt orange mix to retain the surrealistic colour theme of the entire catalogue. The peaceful backdrop of nature contrasts with the bright colors to stir up energetic and stimulating reactions. Green: This series uses a backdrop based on mountains and lush greenery. It is graphically stylised to incorporate a wide range of greens with touches of blue and yellow to evoke a sense of peace.

Not surprisingly Niki Jodi have a wide appeal aimed primarily at the 23 to 36-year-old market. They sell worldwide but the main markets presently are Hong Kong, China, Taiwan, Japan and Singapore. Niki Jodi will exhibit in Fashion Avenue at Fashion Access Spring 2008. For more, go to: <www.nikijodi.hk>