LUCKY BRAND PLOTS SCENT DUO
Byline: Alev Aktar
NEW YORK — Lucky Brand Dungarees, the Los Angeles-based denim line, is the latest in a long line of American and European jeans manufacturers to introduce fragrance.
The company will launch Lucky Brand fragrance for men and Lucky Brand fragrance for women in September at all Nordstrom stores, the 185-door The Buckle apparel chain (where the scent duo will be the only fragrance brand carried) and at Lucky Brand Stores in Los Angeles and Santa Barbara.
The company is targeting sales of at least $1 million at wholesale through yearend, according to Gene Montesano, co-owner of Lucky Brand Dungarees.
The Lucky scent duo follows introductions from denim labels such as Diesel, CK Calvin Klein Jeans, Gianni Versace, Jordache and Gap. Guess also introduced signature scents that have been discontinued.
Instead of licensing out the beauty business, the privately held Lucky created a new division, Lucky Brand Fragrance, and then made beauty veteran Ron Chavers a partner in the venture. Chavers has been named president in charge of production, sales and distribution of the products.
Lucky Brand is owned by Gene Montesano and Barry Perlman and markets denim, sportswear, beachwear, underwear and accessories for men and women. Lucky is one of the most expensive American denim labels, with jeans going for $68 to $75. Last year, the company generated a wholesale volume of about $50 million, according to Montesano.
Both scents were developed by perfumers at Givaudan Roure. The men’s is a fresh, green, woody-spicy blend, while the women’s entry is a floral bouquet.
The packaging was also developed in-house and is a reflection of Lucky’s retro Americana style. The glass bottles have red labels emblazoned with the company’s signature four-leaf clover. They are housed in metal cans lined in cardboard. “They look like they could be found in a general store,” noted Montesano.
According to Montesano, the scents are targeted to consumers aged 16 to 50, the same target audience as his jeans customers.
The fragrance will be backed with print advertising in national magazines that show the product and bear the tag line “Lucky Brand Makes Perfect Scents.” There also will be scented billing enclosures for Nordstrom cardholders and scented postcards.
While Montesano declined to identify a promotional budget, industry sources estimate the company will invest less than half of projected sales during the launch period.
The men’s and women’s fragrances have the same prices, ranging from $10 for a 5-oz. soap in either line to $60 for a 3.4-oz. women’s eau de parfum or a 3.4-oz. men’s eau de toilette. Ancillary products include body lotion, $35 for 8 oz.; shower gel, $22 for 8 oz.; aftershave moisturizer, $32 for 8 oz., and shaving cream, $15 for 8 oz.
The line will be rounded out later this year with scented candles.