Burberry licenses perfume/cosmetics again

Burberry has announced to license its perfume and cosmetics again.

Originally a brand license was held by Inter Parfum SA. Then Burberry took the business in-house. The new licensee is Coty Inc.

There are quite a few fashion/apparel brands, which have tried to run the beauty  business on their own. Escada is an example, Balmain a more recent one. But the perfume and cosmetics business is very different from apparel or fashion.

Similar to watches and eyewear, HBA is a prime example for licenses.

Burberry Sets Facebook Record

According to WWD here, Burberry broke the 3-million fan-barrier on Facebook. It became one of the most-widely followed fashion brand on the social networking site.
Burberry is on its way to turn itself into a media brand, turning branded entertainment into an art.
It took Burberry about a year to have a million fans, six months to double that figure and just another month to add another million.
Of course, Burberry invested a lot including live streaming.

A big compliment to what was once a trench-coat brand.

More Brand Licenses in Limbo?

According to WWD, Selective Beauty entered administration in France.

After underwear licensee Schiesser and eyewear licensee Safilo got into trouble earlier this year, this now puts a big question mark to many top brand licenses for fragrances.

Selective Beauty holds brand licenses from Bulgari, Ferragamo, Fendi, Burberry, Elizabeth Arden and Bennetton. In addition they own Lanvin, which they acquired not too long ago.

Luxury Study: Rating the Brands by Status


Women’s Wear Daily reports:

Affluent consumers may be highly aware of a particular luxury fashion brand, but that’s no guarantee they will accord it high social status.

In fact, some of the best-known high-end brands
command the weakest cachet with the well-heeled set.

Six of the 10 luxury brands scoring the loftiest ratings for social status in a recently concluded study by the Luxury Institute were present in the minds of between 21 and 59 percent of a nationally representative sample of 500 wealthy consumers.

Bottega Veneta, which led a list of 21 designer brands evaluated for their social status – a designation based on their association with people who are admired and respected – nonetheless ranked at the bottom of the awareness scale, as assessed by the 500 adults, ages 21 and older, surveyed.

The group had a median annual income of $318,000; a median net worth of $2.5 million, including home equity, and a median age of 49.

With exclusivity and uniqueness being important aspects of the traditional luxury experience often high-end brands achieve greater awareness by expanding and broadening their
distribution.

The wide availability of designer labels at discounters is a long-term challenge that some high-end companies have begun to address.

One exception to the down-market status chill is Giorgio Armani, which has diversified but has
maintained a halo effect.

Indeed, Armani was the third-best-recognized designer brand, known by 74 percent of the affluent adults, and was a close second to Bottega Veneta in the realm of status, as 57 percent of those who knew the Armani name strongly agreed it was worn by people who are admired and respected.

World licensing agreement signed for UNITED FRAGRANCES OF BENETTON

The Benetton Group has signed an exclusive agreement for the development and worldwide distribution, until 2011 with the option of renewal for an additional four years, of United Colors of Benetton perfumes.

The exclusive agreement provides for royalties and marketing investments of approximately 28 million euro. These marketing investments are to be focused on key markets such as France, the US, Italy, Spain, Germany and Great Britain which will have a positive run-on effect in other countries.

The licensee distributes brands including Bulgari, Ferragamo, Fendi, Burberry, Lanvin and Elizabeth Arden.