NEW YORK — Izod, which is set to introduce a signature scent along with licensee Gemini Cosmetics Inc. next week, is aiming to make a big splash in fragrance.
The men's scent, called Izod, is rolling out now to Nordstrom, where it will be carried exclusively for 30 days before distribution is expanded to 1,500 stores, including Macy's Inc. locations, as well as Dillard's, Bon-Ton and Belk stores. It is to officially launch next Friday at the Seattle-based chain.
Executives at the $1 billion activewear brand, which is owned by Phillips-Van Heusen, noted the timing of the Izod fragrance launch coincides with the current growth of Izod globally. Additionally, a scent may serve to open new doors for Izod fashion — Nordstrom does not carry Izod apparel — and the fragrance targets a younger consumer base, the firm added.
The scent, which industry sources estimate could do upward of $50 million in first-year retail sales, was designed with men 18-to-35-years old in mind. It targets a slightly younger demographic than the fashion, which sees 25-to-45-year-olds as its core customer, according to executives.
"It's very consistent with the spirit of the brand," Michael Kelly, executive vice president of marketing for PVH, said of the scent. He noted that the brand's presence in Europe has just been augmented by a flagship in China, in addition to launches in other emerging markets like India and Central America. (PVH signed with Gemini for fragrances in January 2007 and the scent is slated to be launched internationally May 1.)
Kelly added that acquiring the naming rights to what was formerly the Continental Airlines Arena in the New Jersey Meadowlands last fall (now called the Izod Center) has helped the brand gain ground among younger consumers.
Frank Fazzinga 3rd, executive vice president of marketing for Gemini, noted the scent was inspired by "the energy of the clothing brand — it is full of color and excitement."
Executives cited a collaboration by Firmenich perfumers Raymond Matts and Annie Buzantian to come up with a blend of citrus and marine aromas that reflect the image of the apparel. Top notes include lime, tangerine, grapefruit, mint, cucumber and an air accord; there's a heart of cotton, cyclamen, lavender and juniper, and the scent dries down into notes of tobacco, saffron and incense. The rectilinear bottle was manufactured by Saint-Gobain Desjonqueres.The Izod scent, an eau de toilette, comes in 1.7 and 3.4-oz. versions for $45 and $58 respectively. Accompanying the fragrance is an aftershave splash, 3.4 oz. for $42, and a deodorant stick for $15. While executives were mum on details of further Izod scents, Kelly hinted that a women's scent could be up next.
Some 11 million scented impressions are lined up to support the new fragrance, including in print ads and in-store sampling. A print, co-op and radio advertising and promotional campaign, which might be worth about $25 million, according to estimates, is planned, featuring a partnership with New York's Z100 radio station. There will also be promotions during concerts at the Izod center.
The campaign has been tagged "Seek adventure," and a Web site, seekadventure.com, has been launched to tie together all aspects of the effort.
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