VITTADINI TO LAUNCH 1ST SCENT AT BLOOMINGDALE’S

Byline: P.B.

NEW YORK — Adrienne Vittadini’s first signature fragrance will be introduced Feb. 5 with a marketing campaign tailored to cash in on the designer’s fashion clout.
The women’s scent, called AV, will be launched on Feb. 5 at Bloomingdale’s, one of the designer’s three top accounts, along with Saks Fifth Avenue and Neiman Marcus.
Bloomingdale’s will have a 45-to-60-day exclusive, according to Byron Donics, chairman of the Khepra Beauty Group, the worldwide licensee for Vittadini’s fragrance. The line will be rolled out to no more than 350 doors. Accounts will include Neiman’s, Nordstrom, Rich’s, Burdines, Filene’s, Dayton’s, Hudson’s and Marshall Field’s, Kaufmann’s and The Parisian.
“We tried to marry up with stores with Vittadini fashion and accessory businesses,” Donics said. “The consumer understands the point of view.”
Donics added that cross-merchandising will be a strong element of the marketing plan. At Bloomingdale’s, for instance, there will be outposts and visual statements throughout the store. As one merchandising touch, special scented pieces, which will be widely disseminated throughout the stores, also will be inserted into boxes of Vittadini shoes.
Price points of the five-item line range from $30 for 6.8-oz. body lotion and $38 for a 1.7-oz. eau de toilette spray to $90 for a 1/3-oz. perfume. The pricing reflects the bridge positioning of Vittadini’s fashion. Zegras said the fragrance prices are below those of Cartier, Boucheron and Calvin Klein’s Eternity.
In the fall, the company will launch a $35 purse spray, as well as a bath and body collection.
The launch stores will have exclusives in their home turf throughout the spring, Donics said. In return, Donics said he expects stores to support the brand.
In the fall, the door count will be expanded but to no more than 750, according to Peter Zegras, Khepra president. Donics and Zegras declined to make sales projections or break out budgets.
The fragrance will also be launched in Canada and Mexico and an international rollout is being planned.
Industry sources estimate that the fragrance line could achieve a wholesale volume of $5 million for spring, with a national magazine advertising campaign costing an estimated $2 million for 1995.
In addition to fashion and beauty books such as Elle, Allure, Vogue, Harper’s Bazaar, Vanity Fair and Glamour, the scent will be advertised in store catalogs. Scented strips will be liberally used, along with heavy sampling.
About 25 million scented impressions will be made through national advertising, Donics estimated, and another 15 million impressions will be made at retail, including direct mail.
Vittadini said the fragrance was inspired by memories of Capri with its abundance of flowers and citrusy accents.
“I wanted an undertone that was classic and a fragrance that was feminine but not too floral,” she said, adding that it has an “airy, transparent quality.”
Donics described the finished scent, which was developed by Givaudan Roure, as a “transparent floral with a warm background” that also contains an unusually light sheer musk.
The fragrance was consumer tested in December and it scored well above average, Zegras said.
The bottle, designed by Pierre Dinand, has a contemporary, oblong shape.
“I love organic shapes,” Vittadini said. “I wanted something sensual, like a stone in the hand.”

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