With the launch of the newest women's fragrance, Guess by Marciano — the third women's scent in the Guess portfolio — the company is limiting its distribution and raising the price point in an attempt to make the brand appear more upmarket and exclusive.
"We're establishing a new distribution network, creating an upmarket brand more so than the present [Guess] brands have in the fragrance category," said Neil Katz, chairman and chief executive officer of Parlux Fragrances Inc. "This is an effort to raise the prestige and keep the integrity of being a fashion brand.
Guess by Marciano will be launched in conjunction with Parlux Fragrances, which has been the licensee partner for more than three years. Some of Parlux Fragrances' other licensing partnerships include Paris Hilton, Jessica Simpson and Nicole Miller, with the latter two scheduled to launch fragrances this fall.
Launching officially next month in 2,000 high-end department stores and freestanding Guess stores, Guess by Marciano is a complex oriental blend of spicy and fruity notes. Created by Barbara Zoebelein from Drom Fragrances, the women's fragrance is composed of top notes including star fruit, grapefruit, curacao orange and cardamom; middle notes of peony, pink honeysuckle and jasmine, and bottom notes of raw wood, vanilla and dulce de leche enhanced with musk.
"The formula is more complex to reflect the new attitude of Guess," said Katz, adding that the packaging is also more upmarket. "We're trying to keep up the pace with the Guess consumers and their expectations."
Industry sources estimate the scent will bring in about $30 million in the U.S. in first-year retail sales, with a total of $55 million generated globally. Advertising and promotional support will be about $8 million.
According to Kathleen Galvin, Parlux Fragrances' vice president of marketing, the fragrance plays off the idea of a fishnet motif and a more "edgy" woman.
Available in 90 markets, Guess by Marciano will retail for $49 for a 1.7-oz. bottle and $65 for a 3.4-oz. bottle. Ancillaries, including a body butter and body lotion, also will be available. The fragrance will be followed with a signature Guess men's scent. It is scheduled to launch this fall.The launch of the women's Guess by Marciano coincides with the fashion initiative to create a new store concept, said Galvin.
"Guess is moving forward with the brand in a new direction — a bit more upscale," said Galvin. "The stores are being redesigned, moving away from the white, blond wood and chrome to a richer look with darker interiors in black, gray and red. This is all integral to creating a more consistent image for the brand worldwide."
Guess by Marciano will be supported by a print ad campaign that will start breaking in about half-a-dozen April books. Sampling and in-store events will also be part of the promotions.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews