There’s a new girl in the Coach fragrance family — and she’s helping to usher the brand’s scent portfolio into a new era of its distribution strategy this summer.
Poppy, a women’s fragrance that will launch in July, is inspired by the youthful and exuberant Coach fashion and accessories line of the same name, launched in 2009 — and is the first of Coach’s fragrances to be launched directly into department and specialty store distribution.
Since 2007, Coach’s fragrances have been launched and merchandised within Coach’s freestanding stores only. Earlier this spring, BeautyBank — the Estée Lauder Cos. division that produces Coach’s scents — took the eponymous first women’s scent into about 1,400 department and specialty stores, including selected Bloomingdale’s, Nordstrom, Macy’s and Sephora doors in the U.S.; Poppy continues the charge.
“The Coach fragrance brand has tremendous resonance with consumers,” said Veronique Gabai-Pinsky, global brand president for Aramis and Designer Fragrances, BeautyBank and IdeaBank at the Estée Lauder Cos. Inc. “We are seeing very strong results with our rollout so far and believe that Poppy will also continue that success. It was very clever to let the Coach fragrance portfolio incubate in its own environment before going into wider distribution; it allowed the scents to put down solid roots. But we’re ready to reach out now.”
Walker MacWilliam, senior vice president of design for Coach, notes that Poppy’s DNA lends itself well to a wide range of consumers. “Poppy [as an apparel and accessories line] is a more emotional line [than traditional Coach] and reaches a much broader consumer base than we ever imagined,” he said, noting that the free-spirited vibe translated well to both the fragrance bottle — a clear glass orb with a cap of Coach-style graffiti — and the outside box, which echoes the Coach graffiti in red and white.
Poppy, a fruity floral concocted by International Flavors and Fragrances in cooperation with Karyn Khoury, senior vice president of corporate fragrance development at the Estée Lauder Cos., and Coach’s president and executive creative director Reed Krakoff, has top notes of bright cucumber flower petals, juicy mandarin and bright baby freesia buds; a heart of petally jasmine, pink water lily, Southern gardenia and crème brûlée accord, and a drydown of cedarwood, bleached sandalwood, lush vanilla and whipped marshmallow.
The collection will include a 1.7-oz. eau de parfum, priced at $60; a purse spray, $38, and a 5-oz. body lotion, $35.
Two advertising visuals have been shot by Krakoff and will break in August fashion, beauty and lifestyle magazines, with the bulk of the advertising scented, noted Carol Russo, senior vice president and general manager of sales and marketing for North America for Aramis and Designer Fragrances. In-store efforts will include visuals, deluxe samples, buttons and, in selected doors, photo booths, where customers can mug for the camera, noted Julie Howard, senior vice president, global marketing and brand development for BeautyBank. Upward of 100 million scented impressions are planned.
“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