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| FIERCE, the world's hottest fragrance... | Image, Abercrombie & Fitch |
Following the boldly readdressing developments within the Company which we have been witnessing hitherto for a new, elevated age, Abercrombie & Fitch Co. has, since December 16, officially sealed agreements with Inter Parfums, Inc., represented by Financo, LLC, for the expansion of its fragrance business into new realms. The partnership with the reputable New York City-based olfactions company heralds an all-new breakthrough, open, strategic approach with the creation, marketing, and retailing of A&F Fragrances.
Under this initial seven-year business partnership, Inter Parfums will manage the fragrances business of Abercrombie & Fitch Co. – in charge of the development, production, and distribution of new masculine and feminine fragrances, and all scent-related products, for the Abercrombie & Fitch and Hollister Co. brands planned for introduction beginning 2016, and it will pursue this as it continues the lineup of already existing fragrances. Commanding a worldwide premium standing in operations, Inter Parfums will be taking the fragrances strategically beyond instore Abercrombie & Fitch and Hollister: they will be purveyed furthermore now in specialty retailers, upscale department stores, and duty-free shops (including in the United States) around the world.
"We already have a successful fragrance business and believe that, with Inter Parfums as our partner, we can leverage this into a much larger global opportunity. We chose to partner with Inter Parfums because of its successful track record of cultivating and growing fragrance lines for fashion and luxury goods brands. We are confident that Inter Parfums will convey our brand message through scent and, with its global distribution network, make fragrance an even more meaningful contributor to our business." – Jonathan Ramsden, A&F Chief Operating Officer, seat in A&F Office of the Chairman
Within its portfolio, Inter Parfums – proudly proclaiming over three decades of preeminence in the industry as the exclusive selected partner of some of the world's most renowned and coveted labels – holds agreements with acclaimed luxury designer Karl Lagerfeld's namesake label, Balmain, Jimmy Choo, Oscar de la Renta, and Van Cleef and Arpels among others: "Inter Parfums is known for innovation, quality and its ability to capture the genetic code of each brand in the products it develops, manufactures and distributes in over 100 countries worldwide."
"We greatly respect what the Abercrombie & Fitch organization has thus far accomplished in the realm of fragrance, most notably with [FIERCE], the brand’s well-established top selling scent. We look forward to developing new scents that capture the essence and energy of both the Abercrombie and Hollister brands, and to taking the portfolio to a larger global audience. With our global distribution network, we plan to build this fragrance enterprise by capitalizing on the popularity of the brands in international markets." – Jean Madar, Inter Parfums Chairman & CEO
Considering a fact within the industry that fragrances serve as a key agent in promoting, introducing-to (many-a-time being the initial purchase into a label), and captivating consumers' attention for a label – embodying a sensory expression of it and its image to resonate neurologically in multifaceted form – such carefully-implemented, intelligent strategy places a brand in front of a broad audience in a way beyond the confines of its branded stores and furthers the articulation its image across the board.
This new venture is fitting of the greater progression Abercrombie & Fitch Co. continues to tread forth as a whole into the future, and it will be a great new component for further strengthening its play in already present markets and as it carries on with international expansion.
Stay FIERCE!