6.2 Ontwerpgrepen - Universiteit Twente

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[4.32] Pierre Cardin – ‘International
Cigarette’ – 1982, Cardin leende zijn naam
aan talloze producten, met veel succes:
‘When the modestly Swiss tobacco
company F.J.Burrus made a bid for export
sales in 1982, it opted for a licensing deal
with Cardin, rather than spending the
huge sums needed to create a new world
brand. […] During 1987 the company sold
ten million packs of ‘Cardin’ cigarettes,
producing the man himself an income of
$225,000 a year.’ (Sudjic 1989: p.61).