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.
“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