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Reigning over a burgeoning empire comprised of 30 fashion categories from outerwear to jewelry, Vince Camuto is expanding his turf, with sales projected at $1 billion by 2015. Jeff Gennette, president of Macy’s Inc., has been quoted as saying that Vince Camuto has the potential of becoming the next big Macy’s power brand, according to Donald Loftus, president of Parlux Ltd.
This story first appeared in the June 6, 2014 issue of WWD. Subscribe Today.
On the heels of the launch of its latest men’s pillar, Vince Camuto is continuing to develop his women’s fragrance stable with a scent called Amore, which is inspired by the modern woman falling in love.
“Fragrance is very important to Vince,” said Loftus, who noted the Vince Camuto fragrance business is up 50 percent year to date. “It’s [successful] because it’s at the front door of the store.”
Perfumer Laurent Le Guernec of International Flavors & Fragrances developed the juice, which fuses clementine ice, cassis bud, bergamot and passion fruit atop a heart of wild muguet, blush orchids, fresh freesia and floating lotus, and a base of sandalwood, cashmere accord, crystallized amber and musk. The oriental floral will be priced at $78 for a 3.4-oz. eau de parfum. Additionally, the packaging, created by Henry de Monclin, is a tribute to Camuto’s garden and the colors of love and passion.
“It’s about love,” said Camuto. “It captures a moment in time when one soul links to another.”
Currently in 62 countries, Camuto is not only eyeing growth in markets like the Middle East, Asia, Europe and Central and South America, but is looking to broaden its men’s offerings in lifestyle and home goods such as tabletop decor. According to executives, Camuto will bring at least 100 new stand-alone stores to China in the next five to six years.
“China is a growth vehicle,” said Loftus. “Vince Camuto leads with fashion and accessories and we follow that [with fragrance].”
In addition to fall and holiday editions of glossy consumer publications, Amore’s print advertising, shot by Timothy Hogan, will be promoted in key malls around the country. Beyond those, Amore will have a digital campaign including a social media presence.
Amore, which will be sold in 2,500 U.S. doors and 1,000 globally in June, is expected by industry sources to generate $10 million to $12 million in its first year at retail.