Department Stores Roll the Dice With Fall Fragrance Launches

Despite a plethora of newness, the total prestige fragrance market is expected to be flat at best in the second half, and more likely down slightly.

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The store expects to see a single-digit increase in the category for fall. “We’re planning a slight increase over last year and the new introductions will help us get there, as well as all the in-store events,” noted Saio and added that Diane Von Furstenberg “will be so big for us because we are launching it and will be the only ones in New York to have it.”

Robin Coe-Hutshing, owner and creative director of the Studio at Fred Segal noted that brands expected to perform well for fall include Santa Maria Novella, L’Artisan and Comptoir Sud Pacifique. Coe-Hutshing said she expects Hermès’ new fragrance will continue to perform well, as well as L’Artisan’s Navagar.

She also noted that the fragrance business makes up a large percentage of the store’s business and it becomes more important especially in the fourth quarter. “We really flush out our assortments in the fragrance world that way much more so for the fourth quarter than we do for the rest of year,” said Coe-Hutshing, noting that she will bring in the soaps, body creams, candles and ancillary items that go with the store’s most popular fragrances. “It picks up this time of year when people are really coming in and doing luxury as presentations for gifts. So for us, we make a very big commitment to fragrance, year-round but especially in fourth quarter. It can be up to 30 percent of our business.” She expects sales for fragrance and fragrance-related items to be in the double digits.
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