CHICAGO — Between visits to Europe and New York, Kenneth Cole recently spent a few hours at Marshall Field’s State Street flagship here, promoting his new men’s and women’s fragrances.
During the event — attended by close to 1,000 people, and which, according to industry sources, racked up more than $12,500 in fragrance sales — Cole offered his take on spring fashions, the vision for his fragrance and his future plans for the business bearing his name.
On spring’s new looks: “There seems to be a return to femininity, which is really refreshing. People are feeling good about themselves and wanting to express that. Our own line is a little more girly with an urban edge, which we communicated through the accessories like the corset belt and square-faced watches.”
On launching men’s and women’s fragrances: “We can relate to the customer in a much more meaningful way and the marketing will help service the whole brand.”
On his goal for the scent: “I wanted it to be light, comfortable and refreshing, and not too overpowering.”
What’s next? “We’re introducing a children’s line under the Reaction label with boys first, then girls. And we’re looking into international opportunities. We’re opening some stores in London and looking to see where the product makes sense.”