By  on January 10, 2013

“Something old, something new, something borrowed, something blue,” mused Oscar de la Renta, sounding more like a father of the bride than a man about to launch his third fragrance brand in two years.

His new women’s scent, Something Blue, is clearly inspired by matrimony. But de la Renta has a bigger idea. “We wanted to take away a little bit from [Calvin Klein’s] Eternity,” he said with a grin.

Michele de Bourbon, senior vice president of sales and marketing of the fragrance division, added, “We wanted to go beyond bridal. We wanted it to be a lifestyle [fragrance].”

The fragrance, which will be launched at Saks Fifth Avenue on Thursday then rolled out to Bloomingdale’s, was designed for the specialty store market, with plans to keep it in upper-tier distribution in about 10 markets overseas. The fashion house does not break out sales projections, but industry sources calculate that the global first-year target is around $10 million retail, with a substantially higher total in the second year.

 

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