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The answer to these questions was include big implications for the comfort market. As the world’s comfort manufacturers struggle to make a gain in style, they’re looking to boost sales and profitability by expanding into charm. According to a Mckinsey record, fragrance and cosmetics are a “flagship” enterprise that can drive growth in many other categories for comfort brands.
But the plan is not without dangers. The crammed type can be difficult to break. And the divisions of a brand often do n’t speak to each other, making it difficult to create integrated marketing and communications campaigns.
The scenario of Burberry, which took its attractiveness organization in- residence under previous Ceo Angela Ahrendts in 2013, offers a cautionary tale. The decision to terminate the agency’s licensing arrangement with Interparfums Sa, which held the registration for its Montblanc and Van Cleef & Arpels perfume, sent shares of the company tumbling 9.4 per-cent on Sept. 6. Kering’s buy of Creed at a 14- occasions sales three in October moreover made investors sit up and take notice.