Burberry Body to Be Positioned as Iconic Scent

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  • http://forevervogue.com/burberry-bets-on-romance-with-new-mens-fragrance/ Burberry Bets on Romance with New Men’s Fragrance - FOREVERVOGUE

    […] Pointing to Burberry Body, done under ceo Angela Ahrendts in 2011 when Inter Parfums SA still had the license, the retailer said “they tried to make the brand more aspirational, like Coco Mademoiselle. But it was too subtle. It was not something that could resonate with the customer.” At the time, Inter Parfums chairman and ceo, said the objective was to create a single fragrance that is a Burberry fragrance leader in every market. The fashion house then had about 10 scent franchises that were successful in different parts in the world. The company has no current comment. The retailer, noted that Mr. Burberry presentation had not been made yet. “Eventually they will get it right. I think it is a great brand.” […]

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