NEW YORK — Will fragrance be a player in the dating game? French Connection U.K. is betting on it with the launch of its men’s and women’s fragrances, due out in fall 2003.
Both the advertising visual and the promotional T-shirt prominently display the phrase: “Scent to bed.”
To further accentuate the fragrance’s sexy, irreverent positioning, the team at Zirh International — the brand’s fragrance licensee —?created “the FCUK room,” a mock bar, at its headquarters to give retailers a feel for the brand. The room features pickup lines on the walls and mock FCUK bottled drinks are displayed on a lighted bar. The intent: a relaxed atmosphere to present the brand, explained Brian Robinson, president of Zirh International Corp., a division of Shiseido. The fragrances will launch in September and target 18- to 30-year-olds.
And Robinson is feeling confident about the fragrances’ chances, even in a challenging market —?he hopes that both will crack the top 10 at counter. “The timing is right, based on the target market for FCUK being a growth sector — Generation Y — and Zirh building a credible reputation in the marketplace,” said Robinson. “FCUK is a very hot brand that is growing exponentially worldwide, and we intend to capitalize on that growth with the fall launch.”
French Connection, the trendy fashion brand, distributes its women’s and men’s clothing, shoes and accessories in more than 80 countries, and Andrea Hyde, president of its U.S. arm, French Connection Holdings Inc., believes the scent will add a new dimension to the business. “This dynamic new initiative will take the French Connection global image to the next level,” said Hyde. “The provocative positioning of our fragrance will target the sexy and fashionable customer who has been otherwise forgotten in the current fragrance marketplace.”
Created by Givaudan Roure, FCUK for Her, has top notes of bergamot, muguet and water iris; middle notes of peony, jasmine, violet and barringtonia flower, and bottom notes of golden amber, musk and cedarwood. The eau de toilette is available in a 1.7-oz. for $39 and a 3.4-oz. for $49. The ancillary selection includes a body lotion with shimmer and a body wash soufflé, each 6.7 ounces and retailing for $24.50 and $22.50 respectively, and a 3-oz. fragrance shimmer stick for $24.50.FCUK for Him, created by Fragrance Resources, has top notes of basil, rosemary, lavender and sangria; the middle notes are hemp, New Mexican black sage, tea leaves and green peppercorns and a dry-down composed of CO2 vanilla, ebony wood, patchouli and black suede. The men’s eau de toilette is available in two sizes, 1.7 oz. for $38 and 3.4 oz. for $48. Ancillaries include a 4.2-oz. aftershave gel, $22.50; a 6.7-oz hair and body shampoo, $18.50; a 5.1-oz. deodorant spray, $14.50, and a 2.6-oz. deodorant stick, $14.50. The entire collection of fragrance bottles and ancillaries were designed by Fabien Baron.
Industry sources estimate that the fragrances could ring up as much as $25 million at retail in the U.S. and worldwide retail sales of $60 million. FCUK men’s and women’s fragrances will launch in 1,000 doors in the U.S., as well as 100 French Connection stores and 8,500 international doors. There are plans to roll out to about 40 countries within two years.
While executives declined to comment, industry sources estimate advertising spend could amount to as much as $8 million. The ad campaign will break in September magazines that target 16- to 30-year-olds and sampling will consist of 25 million scented impressions, as well as 5 million vial-on-card and deluxe samples. A variety of guerrilla marketing techniques will also take place on college campuses through fraternities or live concerts. Robinson emphasized that there will be “an extremely interactive Web site” that is a communication tool to drive consumers into stores with contests such as “Best Pickup Lines” and MP3 downloads.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)