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EXCLUSIVE: Louis Vuitton Broadens Fragrance Collection

Posted On: Apr 25, 2018   |   Posted By: WWD

PARIS - Louis Vuitton is expanding the scope of its fragrance business with the introduction of five men's scents and an oud perfume.
“It's really a creative endeavor,” Michael Burke, chairman and chief executive officer of Louis Vuitton, told WWD. “We don't have a specific plan. We are being guided by our nose.”
Although the fragrances come from one of the biggest players in the luxury goods industry, Vuitton's Les Parfums collection is positioned as niche, sold only in the brand's own stores and on louisvuitton.com.
“We are not in any distribution channels. We do not have to fight for linear footage anywhere in department stores or perfume stores. We are not in duty-free shops,” Burke said. “So we are absolutely free to launch whenever the scent is ready.”
While Vuitton executives would not discuss projections, industry sources estimate the perfumes will help double the brand's sales of fragrance, first launched with seven women's scents in September 2016, between now and their third full year on the...

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