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The answer to these questions could have major implications for the leisure business. As the nation’s leisure makers struggle to make a earnings in vogue, they’re looking to boost sales and profitability by expanding into beauty. According to a Mckinsey record, fragrance and cosmetics are a “flagship” firm that can generate expansion in many other categories for luxury brands.
But the strategy is not without challenges. The congested category 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 average polish woman, which took its beauty firm in- house under original Ceo Angela Ahrendts in 2013, offers a cautionary tale. The decision to terminate the company’s registration agreement with Interparfums Sa, which held the certificate for its Montblanc and Van Cleef & Arpels shampoos, sent shares of the company tumbling 9.4 per-cent on Sept. 6. Kering’s obtain of Creed at a 14- instances sales different in October also made investors sit up and take notice.
