NEW YORK -- Many marketers will admit that exotic flavors and color trends are two of the largest driving forces behind consumer purchases of bath products. But Yardley, the 200-year-old English bath label, is out to change that by reinforcing the...
NEW YORK--Many marketers will admit that exotic flavors and color trends are two of the largest driving forces behind consumer purchases of bath products. But Yardley, the 200-year-old English bath label, is out to change that by reinforcing the power that branded, innovative products can have on purchasing decisions. Moreover, it's looking to spark some life into a sleepy category.Wella, Yardley's parent as of December 2001, has proven how even a global powerhouse can be nimble. In just six months the company acquired, staffed, developed, formulated and packaged a 69-item bath range to be distributed in the U.S.--although most would expect nothing less from the world's second largest professional hair color company and the sixth largest prestige fragrance firm.Yardley, which in the U.S. operates under the CosCos division as part of the Intercosmetics business group of Wella, generates a modest $15.6 million in sales in U.S. mass stores--excluding Wal-Mart, according to Information Resources Inc. The brand is poised to double that figure next year, according to sources, by way of new products, new formulations and by providing a whole new reason for consumers to pick up soap."Now people buy bath products to match their towels," said Stephanie Hayano, vice president, cosmetics and toiletries for CosCos, based in Hackensack, New Jersey. "We asked our R&D team to come up with new, innovative products and we chose the best of those items, products that can stand on their own, rather than taking one technology and applying it across a whole range."Yardley's bath business touches three category sectors.The specialty category, a sector that contributes 20 percent to Yardley's bath business, is where the brand looks to gain most of its growth. To reinvigorate this sleepy sector, save for some private label innovations--"Judy Wray did an excellent job for Rite Aid," Hayano praised--Yardley looks to establish a distinguished brand position with a sub-brand, Apothecare. Within Apothecare are products that fall under four families, Natural/Organic, Marine, Molton Metals and Ethereal. Some new products include Turn Up The Heat, a warming body scrub; Treat Me Bright, a pearlescence-infused body lotion; Wrapped In Pearls bath beads; and See Foam bath gel with blue algae. Prices for specialty products have jumped from $5 to between $7 and $9. Distribution of Yardley's specialty bath products, now at 30 sku's, is currently "limited;" the revamped products will command 12 feet of linear space in the specialty bath section of stores.Then there's the basic line, which is largely made up of bar soaps, lotions, and shower gels, that accounts for 65 percent of the brand's sales. Hayano opted to maintain the product mix within this range, but upgraded the "very generic looking" packaging with new graphics and logos, and unified them under a sub-brand, Secret Cottage, "simultaneously marrying it back to its English heritage," added Lisa Hershkowitz, Yardley's product manager. The distribution base for Secret Cottage will remain between 20,000 and 30,000 doors, but packaging changes--like the small tweak that now allows for a vertical display of bar soap rather than a horizontal display--will facilitate more product on shelves. Secret Cottage, now at 39 sku's, could take up as much as two to three linear feet in the commodity bath section of stores, up from one to two linear feet. Finally, there's Originals, Yardley's classic range, which makes up 15 percent of overall U.S. sales. Originals remains untouched by a makeover.Retailers will get their first peek at the new goods at this year's NACDS Marketplace, beginning Saturday, June 15, in San Diego. Yardley expects to launch the newly revamped brand in the second quarter of 2003. The company has set aside several million dollars for a media plan to support the launch and to sustain the brand throughout the year."
“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