Fendi's latest arrival, the FENDIFRESIA, is a little different from the rest, arriving with its own bespoke scent that was created to embody the luxe pink bag.
The scent, which was created by master-perfumer Francis Kurkdjian boasts a floral profile that shares the same vivid energy as the bubblegum pink purse. This marketing move to retail the purse alongside a bespoke scent helps to bridge the gap fashion and art, while giving consumers something completely unique. Moreover, the immersive nature of this product coupling helps to build an emotional connection between the consumer and the bag, making brand loyalty and satisfaction more likely.
The collection will be launched on October 1st, adding a pop of color to early fall looks.
Scent-Accompanied Purse Drops
The FENDIFRESIA Arrives with its Own Bespoke Perfume
Trend Themes
1. Scent-enhanced Fashion - The pairing of fragrances with fashion items creates a sensory experience that enhances the overall brand and consumer connection, providing opportunities for cross-industry collaborations.
2. Bespoke Product Pairings - The creation of unique and complementary products, like a bespoke scent for a specific item, adds value, exclusivity, and personalization to the consumer experience, opening up possibilities for customization in various industries.
3. Emotional Branding - Creating a deep emotional connection between consumers and products through sensory experiences, such as scent-embedded items, cultivates brand loyalty, satisfaction, and differentiation.
Industry Implications
1. Fashion - Fashion brands can collaborate with perfumeries to create custom fragrances for their products, offering unique sensory experiences and enhancing brand value.
2. Luxury Goods - Luxury brands can incorporate bespoke scents into their products to elevate the luxury experience, providing an exclusive and immersive sensory journey for consumers.
3. Beauty - Beauty companies can explore collaborations with fashion brands to develop fragrances that complement their cosmetic products, creating a cohesive and sensorial product range.