INTRODUCTION
Luxury fashion brands are increasingly expanding into the perfume market and are dedicating more attention to this segment in their marketing activities. Expansion into perfumery is driven by several key factors:
Brand extension and loyalty
Perfumery allows brands to extend their portfolio and reinforce their identity, creating a holistic lifestyle offering that enhances customer loyalty and brand affinity
High margins and profitability
The relatively low production costs and high retail prices contribute to significant profitability, with recurring purchases ensuring a steady revenue stream
Market penetration and accessibility
Perfumes provide a more accessible entry point for customers who aspire to own luxury items but may not afford higher-priced fashion products. This accessibility helps increase market penetration and potentially converts aspirational customers into loyal clients.
This case study focuses on selling strategies of parfums with over average price tag, particularly in terms of sizing, and aims to:
Explore how luxury brands present perfume
Discover and compare the main market practices of selling perfumes
Provide recommendations on the presentation of perfumes in e-commerce
The case study would be especially beneficial and insightful for:
Luxury fashion and jewellery brands expanding into high-end perfumery
Brands focusing on high-end perfumery
E-commerce executives and beauty professionals operating in e-commerce
Marketing strategists
The case study includes analysis of strategies (with visuals) of the following brands:
Fashion & Jewelry: Cartier, Celine, Chanel, Dior, Fendi, Hermes, Louis Vuitton, Valentino
Pro: Main focus on perfumery: Byredo, Creed, Frederic Malle, Givenchy, Guerlain, Kilian, Le Labo, Maison Francis Kurkdijan
*The summary on each brand's policy is also included.
By analyzing examples from 16 prominent brands representing both luxury fashion and jewellery brands expanding into fragrances and brands focused on perfumery, the study offers valuable insights and actionable recommendations for enhancing perfume sales in the competitive luxury market, with a special emphasis on effective perfume formats.