CANNES, France — “The travel-retail environment is emerging more forcefully as a brand-building environment,” said Bill Brace, vice president of global marketing development and operations at P&G Prestige, during the most recent Tax Free World Association meeting here in October.
And the retail-tainment quotient has been rising in step.
Shiseido’s Beauté Prestige International staged a multibrand event with Gebr. Heinemann, for instance, with fragrances from Issey Miyake, Jean Paul Gaultier, Elie Saab and Narciso Rodriguez. Called A Scented Tour Around the World, the promotion took place in airports such as Frankfurt, Copenhagen and Istanbul.
Another creative airport promotion, with Aldeasa, was for BPI’s Pleats Please fragrance that involved dancers sporting Miyake’s colorful clothing.
Retail-tainment has been a priority for Guerlain, as well. In springtime, the LVMH Moët Hennessy Louis Vuitton-owned brand relaunched its women’s fragrance La Petite Robe Noire that’s backed by the animated advertising campaign created by Olivier Kuntzel and Florence Deygas. To further bring the project to life, some beauty advisers were clad in little black dresses (in keeping with the scent’s raison d’être) and dancing events took place, for example.
Guerlain will keep building on the fragrance project by launching in March an eau de toilette version of La Petite Robe Noire in markets that until now only had the eau de parfum iteration, which includes most countries save for Russia and Asia. And it will be vice versa for the edp. Altogether, there are to be three to four new advertisements for La Petite Robe Noire annually.
“The theme of next year is going to be a party in Paris,” said Laurent Boillot, Guerlain’s chief executive officer.
Meanwhile, Clarins Fragrance Group has begun testing a travel-retail exclusive product in Aélia, called Mugler Show, which was conceived for “an easy impulse buying approach,” according to Joël Palix, CFG’s president. “The initial results are quite good.”
He added, “I think one day travel retail will represent 20 to 25 percent of fragrance sales worldwide. Today, it’s 15, 16, 17 percent, according brands.”
As one of its travel-retail promotions, Procter & Gamble set out to create the Gucci universe in the Istanbul airport around a limited-edition Fiat 500 car designed by the fashion brand.
Murat Akyildiz, managing director of global distributor operations for global retail in Asia and Pacific for P&G Prestige, noted that in the channel there’s been an increase in investment backing refurbishments and boutiques designed to be more engaging for shoppers. He gave as an example “walk-through stores” conceived so passengers are obliged literally to pass through them.
“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