Coty Inc. today will unveil a new fragrance bay at Lord & Taylor’s Fifth Avenue flagship in Manhattan, with an eye to unite at retail the prestige scents that Coty owns and distributes in U.S. specialty stores.
The concept is a first for Coty in the U.S., said Bob Taylor, senior vice president of specialty stores for Coty Prestige North America, who added that he has lofty expectations for the project. “We are looking to double our fragrance business at Lord & Taylor in the first six months of operation,” he said.
The fragrance brands of Calvin Klein, Sarah Jessica Parker, Vera Wang, Marc Jacobs, Nina Ricci, Carolina Herrera and Prada will be part of the new program. In the U.S., Coty distributes the latter three, which are owned by Puig. “There will be a major in-case look for each of the brands, and each will include the brand’s images, logos and photos of national ad campaigns,” explained Taylor, who added that the bay measures 60 linear feet. “It puts our specialty store brands together and separates it from the helter-skelter of the fragrance bar, which will allow easier shopping for the consumer. We will have six fragrance consultants in uniform, who have been trained on each of the brands we’re selling at this designer fragrance island. The consultants can intersell the various brands, and will be able to educate the consumer on each brand. We’ll also be doing a lot of promotions designed to draw traffic — we’ll do dramming on a weekly basis and will have lots of ongoing activity. We want to make the bay an event headquarters.”
Lord & Taylor was chosen as the first door both due to its strong partnership with Coty and the space availability that Coty needed to recognize its vision, said Taylor.
“We’re a leader in the fragrance industry and wanted to put together an island which brings our brands together,” said Taylor. “It’s a concept that works well in color and treatment, and it’s the right thing to do in fragrance.”
Taylor said that he is in discussions to expand the concept to additional specialty store doors, with others to open as early as June. Coty Prestige is in about 400 specialty store doors in the U.S. Many of the brands are also merchandised in department stores.
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“We will customize things as necessary, but it is my objective to roll this out to as many of our specialty store doors as possible,” said Taylor. “One of the most important things you can offer is great customer service, and I think that bringing all of our brands together will be a lot less confusing for the customer.”