In 1912 famed Parisian couturier Paul Poiret launched the first parfum by a fashion designer, 'la Rose de Rosine'. Thus began over a century of fragrances created to underscore the image of the designer's fashion house. Today, emerging fashion brands share the same dream of creating their own fragrance in a beautiful bottle.
From development to consumer recognition, every step in between signifies the designer's aspiration for their own creation. Having a fragrance of your own defines culture and philosophy. It is a one-of-a-kind celebration that will create a lasting tradition. We believe that a fragrance underscores a brand's DNA and intimately shares its message with their clients. When a distinctive scent is presented in an exciting bottle, it is set to raise the recognition exponentially. Creating a fragrance not only marks a milestone of a brand's achievements, but announces a new status.
The scent of the fragrance is an alternative form of recognition. In this world today it is about finding your own place and being part of it, and a fragrance can promote a sense of belonging that brings the customers together.
Every established fashion talent should have their own signature scent. Having their fragrance in the store adds external and internal value to the brand. It offers an experiential sensation that creates a connection between the brand and the customer.
Today, changing attitudes and tastes in fashion have created a new retail phenomenon. Suddenly after years of complete dominince by the major brands with licenses from established fashion houses, the educated consumer is demanding that retailers present fragrance offerings from emerging fashion designers that are fresh and uncomplicated for today's lifestyle. In terms of sales, not only will having a signature fragrance bring incremental dollars in the designers own boutiques or at department stores, but purchasers who like the fragrance and are unaware of the designer's fashions will be drawn to see the line and become devotees. The bottle is a key ingredient of the presentation. Marc Rosen says that 'the bottle is the silent salesman' ensuring that the consumer will want to touch it, open it and smell it. Hopefully purchase it.