In Italy it works that way...
Choose a name that looks trendy: here "Tendenza", the Italian word, means something on the edge of a trend, like "Discoteca di tendenza" = "Most trendy disco" (= a place full or metrosexuals and bi_ches throwing away their money), and that note of English is even more "trendy" in the eyes of some 22yo dumbass
Then put this stuff on some football player so that it's visible on the TV during the matches
Make it [censored]' expensive, because it will appear more desiderable.
BANG! You have loads of people buying crappy stuff.
Anyway, it's not an Italian company.
Read the crap they wrote in their site:
http://www.tendenceworld.com/index.php?option=com_content&view=article&id=4&Itemid=132
"Tendence is known today as the dynamic Swiss brand which doesn’t follow the trends but creates them."