Jimmy Choo to expand into fragrance industry
has branched out into fragrance production creating a range to
challenge recent launches by fashion designers in the market.
In a 10-year worldwide licensing agreement with Selective Beauty SAS the accessories brand is set to unveil its first fragrance in the spring of 2009. The strategic development into fragrance production is a move that aims to increase the company's global prominence as a major luxury brand, whilst establishing itself as a key player in the fragrance industry. "The new partnership will not only give us the ability to meet the demand for a fragrance, but also achieve my original vision for Jimmy Choo to be one of the most treasured luxury brands" said Tamara Mellon, founder and president of Jimmy Choo. In an attempt to emulate the brands premium design status the company is working alongside Selective Beauty to launch the first feminine fragrance, benefiting from the laboratory's success in the industry and the sales growth it has achieved since it was first launched. Ex-Gucci designer Tom Ford launched a new fragrance earlier this year, made up of 12 individual scents designed to be mixed and matched, allowing consumers to create their own distinctive smell. Showcased at UK designer store Harvey Nichols, the fragrance, aptly named 'Private Blend', includes scents such as vanilla tobacco and Tuscan leather and is packaged in apothecary styled bottles. The move into the fragrance industry by Ford and Choo is a distinct indication that fashion designers are hoping to cash in on the celebrity fragrance trend - but could avoid becoming lost in the oversaturated market due to the prestige and credibility that is linked to the fashion houses. Arylessence, a US based fragrance and flavours manufacturer, recently conducted a 2007-2008 trend watch that reviews how consumers look for inspiration when purchasing fragrances and what influences the types of scent that they choose. The survey showed that consumers primarily rate exotica, such as exotic botanicals for fragrance scents, health, well-being and luxury living as prime drivers when choosing their fragrance. Such a criteria may well give premium fashion designers a green light for fragrance creation.
