It is always the case in perfumes that the brand borns around the personality of its creator, whether its sober, sophisticated, exclusive, conservative and traditional; or vibrant, extroversive and innovative or extraordinary. A common characteristic that they share are the presence of sex appeal, luxury, elegance around beautiful and famous women for advertising purposes.
Because of the globalized and more and more competitive market that this industry is in, it is inevitable that brands that once before only sold their perfume in boutiques or own stores for exclusivity, now they have no other choice that to sell as well in department stores.
It is as well true, as we can see in stores, that this growing market not only focuses in women but also more and more in men, young people and even children.
Women’s perfume is the most developed and representative, so we will focus our study in these customers.
Among all different
fragrances in the world: we will focus on 2 of the most old and well known
brands: Channel of the most old
reputation and luxurious private brand, passing through Guerlain a traditional old brand as well but already influenced by
today’s market trends, bought by a conglomerate of luxurious brands, using
social networks, to keep pace of the continuously changing market and finally Thierry Mugler, a young brand bold and
innovative aiming to a young audience, where cutting edge trends characterize
him, making use of tools that technology offers us.
Hope you enjoy
watching a glance of how perfumes brand themselves in this highly competitive market…
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