The perfume category often operates on a strategy of launching a product first, and asking questions later. It can be a slightly messy process where new products cannibalize existing ones, where new products don’t properly connect to consumer needs, and where a 10% success rate for a new perfume brand is considered a success.
Many perfumes [...]
Over the holiday period, we appeared in three articles.
In the New York Times, Cathy Horyn wrote an interesting piece about how luxury brands are evolving their strategies to incorporate digital initiatives; and how the shift means that the ‘fortress mentality’ which has defined luxury for so long has had to be replaced with a new [...]
Some verbatim from the interview we gave yesterday to WWD on the challenges and opportunities for luxury brands and social media.
There are a series of challenges and opportunities…
- Understand real-time content. Whether they like it or not, in the new environment, luxury brands are also publishers. We all are. And bloggers are the new editors. [...]