MILAN — Italian fashion company Etro is adding to its 15-item fragrance portfolio.
Inspired by the phases of the moon, the fragrance Anice is being distributed in Italy and Europe this month and is due to hit American retail doors in the summer of 2005.
Luisella Tepatti, general manager of Etro’s fragrance and accessories division, said the fragrance is another chapter in Etro’s perfume book.
“We have eight single-note fragrances and six more composed bouquets,” said Tepatti. “We have been developing our taste with more modern concepts — Anice adds to our line a more composed and modern fragrance.”
The Etro perfume line was created 14 years ago, under the guidance of company president Gimmo Etro. The perfumes sell in Etro’s worldwide boutiques, Etro’s Milan perfume and accessories store and a further select 400 doors in Italy and nearly 200 doors in 20 other countries.
“We don’t want to be mass. We are a niche company and have a particular taste and way of looking at things which is not for everybody. We are very selective about who we distribute to, because we create what we love.“
Etro fragrances will sign a new distribution agreement in September for the U.S.
“We will do expansion in the U.S. step by step — we are in no hurry. By next spring-summer we should be in 50 more doors in the U.S.”
Currently, the fragrance division of Etro accounts for 5 percent of total turnover, a share the company is hoping to substantially increase by 2005. The company’s sales in 2002 were $197.3 million, or 165 million euros converted at current exchange rates.The company recorded a 7 percent growth for 2003 to $211.7 million, or 176.5 million euros.
Adding to that growth will be the new Anice. According to industry sources, Anice is expected to take in $2 million worth of sales worldwide in its first year of release.
“Anice is our version of freshness, it is inspired by the moon influencing the waves of the sea. The mood is feminine, but we never suggest a fragrance should be masculine or feminine,” said Tepatti.The fragrance, created by Roberté, has a target of customers in approximately the 25-year-old age group, which Tepatti described as an untapped market of “trendy, new customers who haven’t used our fragrances before.”
The scent is strongly perfumed with aniseed in the top and middle notes. Bergamot and rosewood are also featured as top notes, while middle notes include jasmine and fennel and bottom notes include vanilla, musk and amber.
A print advertisement that will accompany the launch features the fragrance’s frosted ridge glass bottle in the seaside surrounded by ice.
A 100-ml. eau de toilette will retail for $83, or 70 euros, a 250-ml. body gel and shampoo will retail for $42, or 35 euros, and a 250-ml. body lotion will sell for $47, or 40 euros. All prices are converted at current exchange rates.
— Stephanie Epiro
Burns Delivers Commencement
NEW YORK — “I have to tell you, of all the speaking venues that business executives face, commencement speeches are among the most challenging,” Robin Burns, president and chief executive officer of Intimate Beauty Corp., Victoria’s Secret Beauty and Aura Science, told a crowd of about 2,600 students at Fashion Institute of Technology, as well as their families and friends. “It’s as if we’re saying, ‘Don’t worry — whatever wisdom you haven’t gained these past years you’ll get right here in these next 10 minutes.’ Maybe that’s why they tend to ramble on so long.”
Burns delivered FIT’s 58th commencement address at Radio City Music Hall Monday morning. After telling the graduates that she wanted the speech to be enjoyable, she drew a round of laughter by quickly saying, “So in conclusion.”
Burns, who also is serving her second term on FIT’s board of trustees, told the graduates that she had “the best view in the house. I can see right into the future.” She went on to share that view and asked graduates to turn to both their right and left and take a look at the students seated beside them. “Beyond all of the formal training and learning, beyond the classwork and the internships, perhaps the most valuable and overlooked resource you will have gained from your time at FIT is one another.”She explained that “the network of people and relationships that have grown and learned with you here at FIT [will] represent your peers, your competitors and your leaders in the fashion industries. You’ll work together. You’ll call on one another. You’ll compete against one another.”
Burns also offered the graduates some advice: “Be ambitious, but be flexible, and have a long-term vision for your career.” There is not “just one career path, but a path that leads to another and another. It’s the combination that leads you to your greatest successes.”
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