Fashion brand makes jump into perfumes
Toronto-based Riviera Concepts to develop a signature fragrance for
its Badgley Mischka brand. The move marks the company's first
venture into fragrances, and if successful it could lead to a
complete line of cosmetic and personal care products, writes
Simon Pitman.
Candie's, which also licenses the Bongo and Candie's brands for various apparel and fashion lines, says the new scent will launch in 2006, followed by several additional launches that will potentially include a men's fragrance, a bridal fragrance and a host of ancillary products including creams, lotions, soaps, bath products and scented candles. The signature fragrance will be targeted exclusively for select luxury department stores such as Bergdorf Goodman, Neiman Marcus and Saks Fifth Avenue.
The alliance with Riviera continues the company's global expansion strategy for the Badgley Mischka brand and follows previously announced agreements involving the brand in fashion accessories, eyewear, bridalwear and handbags.
Adrian Ellis, president of fragrance manufacturer Riviera, stated "Badgley Mischka is one of the most prestigious brands in America… We are committed to developing this into a global business with a wide range of luxurious products that reflect the spirit of the Badgley Mischka brand."
Neil Cole, CEO, Candie's, stated, " Badgley Mischka fragrance is a key pillar in our growth strategy and will benefit the brand with significant advertising and marketing exposure."
Badgley Mischka is a favorite among Hollywood A-list celebrities such as, Madonna, Catherine Zeta Jones, Jennifer Lopez, Kate Winslet, Sarah Jessica Parker and Ashley Judd as well as the Bush daughters who wore Badgley Mischka gowns to the inaugural balls. The Badgley Mischka name already has kudos in fashion circles. Designers Mark Badgley and James Mischka - the company's founders - have been hailed by Vogue as two of the 'Top 10 American Designers'.
Their modern couture collections have become highly popular in both the US and internationally - with the business branching out into bridalwear, evening bags and shoe collections. The designs are renowned in Hollywood circles and have been worn by star and fashion figures such as Catherine-Zeta Jones, Elizabeth Hurley, Jennifer Lopez and Madonna.
The fact that such high profile stars - many of whom themselves endorse their own lines of cosmetic and fragrance products - are associated with company's brand name has made the move into fragrances a well calculated but natural step, that falls in line with the fragrance consumer's love of glamorous star and fashion brand endorsements.
Mark Badgley and James Mischka stated, "We are huge aficionados of perfumes and perfume bottles and have wanted to do our own version for years. Modern glamour is the essence of Badgley Mischka and that is exactly what our fragrance will be about."
Although the US market for fragrances has shown a distinct downturn in recent years, star, and to a lesser extent, fashion brand endorsement have continued to provide a continued thrust to niche fragrance launches.
In 2004 the US market for fragrances stood at $4.216 billion, according to Mintel. But following the slow down of the US economy after 2001, the industry has struggled to scrape its way back to the $4.534 billion sales made in 2000.
One of the few niches to weather the storm, has been the market for high-end fragrances, which is led by fashion brand and star endorsements. These endorsements have been led by star names such as Britney Spears and Jennifer Lopez, but equally fashion brands such as Burberry, Perry Ellis and Guess have been muscling in on growth in the same way.
