Adrienne Vittadini Venezia Fragrance To Capitalize On Fashion Relaunch
This article was originally published in The Rose Sheet
Executive Summary
Riviera Concepts is launching an Adrienne Vittadini women's fragrance in the fall to coincide with the fashion house's reintroduction of its women's ready-to-wear collection, the company said
|
Riviera Concepts is launching an Adrienne Vittadini women's fragrance in the fall to coincide with the fashion house's reintroduction of its women's ready-to-wear collection, the company said. The Venezia fragrance launch will capitalize on expansion of the fashion line under the new ownership of Retail Brand Alliance, which acquired the Adrienne Vittadini name in 2001. In addition to the ready-to-wear collection, the company also is rolling out 17 Adrienne Vittadini boutiques across the U.S. A flagship store is scheduled to open in November in the Beverly Center in Los Angeles. Adrienne Vittadini fragrances will be sold in the boutiques, as well as through a limited number of department stores, Riviera Concepts noted. Venezia is rolling out now to 220 doors including Lord & Taylor and Sephora. Distribution expansion, planned for the spring, is targeted at 800-1,200 doors, the company added. Venezia, inspired by travel and the city of Venice, is the first in a series of new fragrances that are scheduled to debut under the Adrienne Vittadini brand, the company said. Two additional fragrances under development will be based on Capri and Rome. "Travel has become an integral part of a woman's life, and we wanted to introduce Adrienne Vittadini Venezia so that all women can share the ultimate fragrance experience inspired by such a sensual city," Retail Brand Alliance said. Venezia is intended to mirror the design philosophy of the Vittadini fashion label, which is heavily steeped in knitwear, the company said. "We want to offer women a fragrance that is versatile, flexible and comfortable to wear, suitable to any lifestyle," Retail Brand Alliance added. The "vivacious" sparkling floral scent opens with top notes of Italian bergamot, lemon, red currant and wisteria. The heart comprises notes of rose, jasmine and Florentine orris root, which dries down to accords of violet plum and sandalwood, the company said. Venezia will include a 1 oz. and 3.4 oz. edp spray, retailing for $35 and $52, respectively. Hydrating Body Lotion ($32) and Hydrating Hand Cream Duo ($20) will complete the line. The pink juice is housed in a rectangular frosted glass bottle designed by Jerome Dinand. Hand calligraphy on the front of the bottle alludes to the essence of Venice. The bottle reads, "Memorie di Venezia, dreamlike city of canals, light dances on water. Vibrant colors enchant and the music of carnival delights." Marketing promotions for the fragrance launch will tie in with the fashion line, according to Riviera Concepts. Print ads, breaking in the fall, will promote the fragrance and ready-to-wear launches. Ad plans include an eight-page Adrienne Vittadini spread breaking in September editions of Elle and Vogue, as well as spots in InStyle and Travel & Leisure, the company said. The ad will feature a "clean" bottle shot of Venezia. Advertising also will appear in retailer catalogs, Riviera Concepts added. The company plans to distribute 2 mil. scented impressions as part of a sampling initiative. Additional marketing plans include a gwp promotion that will tie in with Adrienne Vittadini sunglasses. Riviera Concepts is planning to distribute 40,000 fragrance gifts during the month of September. Customers will receive a Venezia gift with a purchase of Adrienne Vittadini sunglasses at Sunglass Hut's 1,600 doors, the company said. The brand's signature fragrance and most recent fragrance introduction, Adrienne Vittadini , debuted in 1999 (1 (Also see "Adrienne Vittadini's Amber Note Is "New Direction" In Fragrances, Exec Says" - HBW Insight, 22 Mar, 1999.), p. 5). AV, which was introduced in 1995, has since been discontinued. In addition to Adrienne Vittadini, Riviera Concepts also markets fragrances under the Alfred Sung , Nicole Miller , Eddie Bauer and Bob Mackie brands. The company's upcoming initiatives include British hand bag designer LuLu Guiness' first fragrance and additional launches under the Alfred Sung brand in 2003, the company said. The firm also is launching Alfred Sung Hei men's fragrance in September (2 (Also see "Alfred Sung Hei Men’s Fragrance Launch Backed With 14 Mil. Samples" - HBW Insight, 6 May, 2002.), p. 4). |