NEW YORK -- Annick Goutal is carving a separate identity for each of its 16 scents.
Based on the success of a promotion last year for Gardenia Passion, the company has adopted a new marketing strategy that will focus on a different brand every year. Previously, the company had promoted the Goutal fragrance collection as a whole.
"When we first came to this country four years ago, we marketed the whole line together," said Laurice Rahme, president of the company. "But we have realized that each of our fragrances has such a different positioning that it is really necessary to build our company a brand at a time."
This year, the spotlight will be on Eau de Charlotte. Rahme said she chose Charlotte in the hopes of attracting a somewhat younger consumer to Goutal counters, as it has a light, fresh scent, comparatively lower price points and playful positioning. Rahme said she expects Charlotte to attract women aged 16 to 25.
Gardenia Passion tended to attract women over 35 because of its romantic image and heavier, sweeter scent, Rahme said. Charlotte will be promoted with $2 million in print advertising in magazines and scented bindings in store catalogs, as well as with special promotional items, a gift-with-purchase promotion and in-store events.
Rahme expects these strategies to quadruple Charlotte's wholesale volume to $4 million this year. She based the projections on the results of Gardenia Passion last year, when the brand more than doubled its sales to $8 million.
Rahme said the company will continue to back Gardenia Passion with $2 million in print advertising.
The second wave of the Charlotte print campaign broke this week in magazines including Gourmet, Allure and Harper's Bazaar. It will run through June. The initial campaign bowed in January in Victoria magazine.
On Monday, the company will kick off a special event in Saks Fifth Avenue's 45 doors, which will be decorated with Charlotte's key ingredient, mimosa, and other collateral materials.
The event will be advertised in the Sunday New York Times and will run in Saks stores for a week before rolling out to Charlotte's 40 other doors at Neiman Marcus and I. Magnin, Rahme said.During the promotion, the company will offer a $16 Charlotte Perfume-in-a-Soap as a gift with purchase.
Goutal has also created additional promotional items, such as a gift set that comes with a 0.5-oz. eau de toilette spray, travel-sized body lotion and a travel size of Eau d'Hadrien eau de toilette for $20.
Hadrien, a citrus scent with a unisex positioning, will be in the company spotlight next year.
"That set is really our bid for a younger woman," Rahme said. "That $20 price point is one of lowest we have ever offered."
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast