If in the world of the perfumery there is a clear case of prodigio perfumista and business success, this is Jo Malone; She was born in 1964 in England, is one of the women that achieved to revolutionise the industry, approached minimalists formulas and little composed to the world of the perfumery of luxury, and by less than 150 euros. Her brand caused so much fury and anybody could resist in front of her charms, and sold by a millionaire quantity the mark Jo Malone London to the group Estee Lauder. The brand, finally, disappeared of the market during five years to go back with her own mark, going back to exceed the expectations.
How come am I telling you all of this? Because she, from two years ago, is an independent collaborator of the group INDITEX, and lanches collections of perfumery in Zara. (Quality practically identical to other brands of big prestige, without exceeding the 19'99 euros/bottle of 100 ml.) And this, has been the best strategy of marketing so that Zara promoted their scents and that these won prestige, which, were known for being "similarities" too similar, of perfumes very known. The first collection in 2021 broke the diagrams of what conceived like perfumery of luxury, and of course, exhausted the units in minutes. It was all a 'bomb'.
Since, it seems that all the brands have learnt of the wide choice of the empire of Amancio Ortega, strategy which has retorted in other marks of the group, as Massimo Dutti. Now, brands wellknown by the quality and the affordable price, like MANGO, have launched collections of scents fine-tuned, giving them an aesthetics much more lujosa, working the detail, and the complementary products with an aesthetics that seems worthy of boutiques of renown. What of course, has come accompanied of an increase of sales and profits on the same line of product.
All the sectors correct, progress and learn, and the one of the fashion hnot wonder. They have realized that the perfumes, no only suppose an addition, but also give a prestige to the mark, and even more, what the prices are extremely affordableI can't think of many examples of brands that want to highlight prestige and exclusivity that haven't joined the cause of implementing fragrances in their sales strategy: Sezanne, Santa Eulalia, & Other Stories...
The conclusion is that, the fashion, doesn't base only in what it carries the user, but in as it defines and expresses, and that better way to identify , that, with a good perfume, and more still, when his cost, does not surpass the fifty euros.