NEW YORK -- After seeing her bath and body line surpass sales expectations, Donna Karan is planning to keep up the momentum this spring by adding four more products.
"The bath line has been doing over 30 percent of our fragrance volume," said Jane Terker, president of the Donna Karan Beauty Co. The industry standard is for a bath or extension line to account for around 15 percent.
"With the additions, we could bring it up to 40 percent," Terker added. "We think the bath line is standing alone and is actually bringing some people to the fragrance."
The bath line was launched in September and was unusual for having its own fragrance, rather than being imbued with the Karan signature scent. It was introduced with five items: soap, body cream, body powder, body cleanser and body lotion.
In April, the company will add these products: a 2.5-oz. antiperspirant and deodorant, priced at $15; a 6.7-oz. shampoo and conditioner, $20; a mesh travel bag with miniature-sized items from the line, $100, and a 1.7-oz. Bath and Body Mist, $45. The last is a light version of the bath line fragrance.
Terker said she expected fragrance volume to double this year, as it rolls out from less than 200 doors to 300.
She would not discuss dollar amounts, but sources estimate the fragrance did $20 million at retail in 1993. According to projections, the bath line could generate over $15 million in sales this year.
A print advertising campaign for the bath line, which first ran in fashion magazines in August and doesn't show any products, will continue to run this year.
As with the existing fragrance and bath items, the additions will be sold in the accessories and hosiery areas of department stores, as well as at the fragrance counter.
"The idea is to stress the image of the company as a whole," said Terker.
To that end, the company has put together in book form a retrospective of Karan's various ad campaigns. The $25 book and an accompanying exhibition are currently being shown at department stores, and money generated by book sales will be given to the American Red Cross."We'd like to make a donation in the six-figure range," said Terker.
For its next men’s wear collection, @roberto_cavalli will show as a special guest at #PittiUomo, running from June 12-15. The brand, which has Florence in its roots, will relaunch its men’s wear collection, which will be presented separately from women’s wear for the first time since Paul Surridge was appointed creative director in May. #wwdnews #wwdfashion (📷: @aitorrosasphoto)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech at the @sxsw conference for @createcultivate, the online platform and conference series for women. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.