Shortly after unveiling its limited-edition “Factory 5” assortment, Chanel has introduced its unique wholesale accomplice for the launch: Saks Fifth Avenue.
Starting at this time, Saks is carrying Chanel’s Factory 5 assortment, an assortment of fragranced bathtub and physique merchandise to commemorate Chanel No.5’s centennial. Prices vary from $65 to $85, whereas the No.5 scents themselves vary from $55 to $138.
The assortment will take over window shows on the retailer’s Fifth Avenue flagship and be bought at in-store installations. This week, the gathering is taking up Saks Fifth Avenue’s web site homepage, and the retailer has partnered with the influencer couple Young Emperors to create social media content material.
For Saks, the wedding of digital and brick-and-mortar is essential to attracting a contemporary set of shoppers. “Saks’ social channels provide an important platform for current and aspirational customers to engage with our brand,” mentioned Tracy Margolies, Saks’ chief merchandising officer, in an electronic mail. “It’s essential that we deliver a shopping experience that allows our customers to not only purchase must-have brands, but also feel immersed in the world of fashion and beauty.”
Chanel’s philosophy on promoting the gathering is comparable. “Even though the trend is moving more toward digital, there’s something really irreplaceable about experiencing the brands and products in real life and making it a really important aspect of our clients’ journey,” mentioned Barbara Menarguez, normal supervisor of perfume and wonder, U.S. area at Chanel. “The human connection is even more important, but we all know that we can have that human connection digitally.”
Both events have been gaining traction in fragrances, which different retailers have additionally flagged. “Beauty continues to be an important category, driven by luxury skin care and fragrances, with designer scents doing particularly well,” Margolies mentioned. “With the strong brand affinity, along with the demand we are seeing for the category, we expect the collection to sell quickly.”
Menarguez agreed the perfume market has been type to Chanel, which stays a prime participant. “The fragrance market has really overall had significant growth, and Chanel continues to be the market leader with significant share gains. We saw that the end of last year and it’s continuing into this year. I can only speculate that the fragrance market is benefitting from the increased importance of self care, and for many, Chanel is the brand they trust and the one they choose,” she mentioned.
“The Factory 5 collection transforms ordinary everyday products into a true luxury experience, and it pays homage to Gabrielle Chanel’s desire to break codes. All the products will resonate well with our clients as they’re fun, witty, playful and unexpected,” she continued. “It’s allowing new and loyal clients to experience No.5 in a really new and exciting way, and there’s more to come in celebrations as the year progresses.”
If gross sales from the gathering, which launched final week, are any indication, its future is brilliant. “We launched last week in our own distribution, but since [last] Monday, we’re experiencing higher-than-anticipated sell-throughs, and I’m hearing similar strong performance around the world. Saks is well positioned to have some really strong results as well,” Menarguez mentioned.
For extra from WWD.com, see:
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Chanel Sets Its Factory 5 in Motion