PARIS — Escada Beaute continues with its couture creations.
This story first appeared in the October 4, 2002 issue of WWD. Subscribe Today.
In late October, it will launch its sixth limited-edition, numbered “couture” fragrance, called Escada Collection, worldwide. Like the previous five, its bottle was designed to look as though it’s swathed in a piece of material from an Escada dress in the winter fashion line.
Between 50,000 and 70,000 of the blue bottles studded with Swarovski crystals in a snowflake pattern will be sold.
In the U.S., it will be carried in very tight distribution of 350 doors, rather than the Escada beauty brand’s full run of 650, according to Nicholas Munafo, senior vice president of marketing, public relations and training at Cosmopolitan Cosmetics in New York, the cosmetics and fragrance division of Wella AG, Escada Beaute’s owner.
“It’s one of our best-trending lines,” he said, adding that between February and the fourth week of September, Escada Collection’s sales were up 25 percent year-on-year. For 2002 over 2001, he expects the fragrance’s volume will spike 15 percent.
While company executives did not discuss numbers, industry sources estimate that Escada Collection, the bright oriental signed by Quest’s Francoise Caron, could ring up $6.9 million in retail sales globally.
Escada Collection generates about 15 percent of Escada Beaute’s U.S. business. Elsewhere, it rings up 5 percent to 10 percent of overall Escada Beaute sales, said Juliette Rapinat-Freudiger, president of the firm.
Escada Collection’s strongest markets are the U.S., followed by the Middle East plus Central and Northern Europe, she said.
Escada Collection’s 50-ml. limited-edition eau de parfum spray will retail for $97.90. There will also be a permanent edition of the scent, a 50-ml. eau de parfum spray, priced at $59.50, and ancillaries.
All dollar prices are converted from the euro at current exchange rates and are for France.
In the U.S., in-store events will include a display of several gowns from past Escada fashion collections in select stores, such as Saks Fifth Avenue and Nordstrom. There will also be holiday Escada Collection coffrets and mini candles.