Recession? What Recession?

3rd September, 2008

With all the doom and gloom about the state of the economy you could be fooled in to thinking that the UK was going into a recession and that consumers are cutting back on their spending.

That's not what the big brands think.

Marketing Magazine reports today that Ralph Lauren is launching a “super premium” perfume in October that will retail for around £2,000 a bottle! The frgrance will be called Love and will come in a gold plated bottle and is aimed at the affluent over 25 female.

The super-premium perfume launch will be at Harrods and Ralph Lauren are likely to follow this with the UK launch of its Notorious fragrance

Antny Rankin, Senior Marketing and Product Manager at Ralph Lauren says that the company is increasing its media spend by 150% to launch both brands. In particular they are claiming to have developed “an innovative media strategy” for Notorious including infusing the November issue of Marie Claire with the fragrance.

The company are also including magazine and TV advertising (starring French model Laetitia Casta) to the marketing mix as well as a red button campaign on ITV which will allow interactive viewers to order samples.

Ralph Lauren which started over 40 years ago with a collection of ties has grown into a global brand that includes product lines for the home, men, women, children, babies and even dogs! They are hoping that the the two fragrance launches will account for 60% of sales during the Christmas period.

Jason Edge