Changes are ahead for Abercrombie & Fitch, given its new licensee Inter Parfums Inc. and the exit of its chief executive officer, Mike Jeffries.
This story first appeared in the January 9, 2015 issue of WWD. Subscribe Today.
But before A&F unveils its first fragrance under Inter Parfums, which is slated for 2016, the company is launching two spring scents with its in-house development team called 8 Fleur de Rouge and Blushed.
“As we look at our female business, we saw an opportunity to be more feminine with our [fragrance] assortment,” said Nicole Infante, merchandise manager of personal care and fragrance at A&F.
Blushed, which is a new pillar for the brand, is described as a “sparkling floral fruity” scent blending mandarin, rose petals, jasmine and vanilla bean.
Characterized as a spicy chypre, 8 Fleur de Rouge is a new flanker and a much bolder scent for the teen line given its notes of black pepper, jasmine sambac and black amber.
A&F Blushed is priced at $48 for 1.7 oz., while 8 Fleur de Rouge comes in a 1-oz. size for $34 and 1.7 oz. for $44. Both will be sold online Saturday and in-store on the week of Feb. 8.
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Industry sources estimate that Blushed and 8 Fleur de Rouge could do $4 million at retail in its first year.
Meanwhile, Hollister is also launching a flirty floral fragrance called Hayden. Inspired by the girl who lives the SoCal lifestyle, this fuses pomegranate, lotus blossom, Turkish rose oil and sandalwood.
However, Hayden, at $29.95 for 1.7 oz., has a lower price point in comparison to previous Hollister core scents.
“We’re on a course of growing this business for all of our brands and we’ll stay that course,” said Infante. “[Inter Parfums will] give a fresh perspective to the business and that will provide us with an opportunity to be in new locations [like the] duty-free and specialty channels. As a future strategy of ours, we want to offer more tiered pricing within our assortment,” said Infante. “This isn’t a lesser value to the customer, [but] we want to be more competitive with the teen market.”
Although Infante wouldn’t discuss financials, industry sources estimate Hollister Hayden, which is due to launch online Jan. 16 and in store on Feb. 8, could do $2 million at retail.