Nine West, a brand known for its affordable yet fashionable footwear, handbags and other chic accessories, is stepping into the perfume market with the launch of its 'Love Fury' fragrance.
This new fragrance is apparently for "sexy and passionate" women who like wearing high heels. To drive that point home, the perfume's bottle features a cap that is actually the stiletto heel of a black pump. Innovative packaging aside, the perfume is the company's attempt at combining the emotions associated with fashion and fragrance. As Stacy Lastrina, Nine West's chief marketing officer, explains, "Like shoes, fragrance has transformative powers. They both tie into emotion. They are both weapons of attraction."
As for the 'Love Fury' fragrance's smell, it features mandarin and red berries pulp, with floral, musk, amber and sandalwood notes.
Key Themes Behind This Trend
- Fashion and Fragrance
- There is an opportunity for brands to create emotional connections between their fashion products and fragrances through innovative packaging and marketing techniques
- Functional Packaging
- There is a trend towards creating packaging that is not only aesthetically pleasing but also serves a practical purpose, like the high heel bottle stopper
- Transformational Products
- Opportunities exist to create products that can transform the user's emotions or state of mind, like how Nine West aims to combine the transformative powers of both fashion and fragrance
Where This Applies
- Fashion
- There is an opportunity for fashion brands to expand into the fragrance market to create new revenue streams and strengthen brand identity
- Fragrance
- There is a trend towards creating unique and innovative fragrances with packaging that stands out from the competition and offers functionality beyond simply holding the scent
- Beauty
- Innovations in fragrance packaging and marketing strategies can benefit the beauty industry as a whole, allowing companies to create more immersive and emotionally engaging experiences for their customers
