今年5月，法国化妆品巨头欧莱雅(loreal l’oreal group)从普格(puig)手中接过华伦天奴(valentino)的独家香水授权，成为美国化妆品集团cotiprada香水业务下一个授权凯发k8娱乐的合作伙伴的热门人选。
spanish beauty giant puig has suffered another major blow after losing its exclusive perfume business to italian luxury brand valentino in may: prada, the italian luxury group, has also stopped renewing a 15-year perfume franchise agreement with puig that expires at the end of next year.one reason prada chose not to renew the deal, according to a person familiar with the matter, was that sales of its perfume fell short of expectations. the brand's perfume business now sells about 100 million euros a year, a far cry from the 200 million euros it promised when puig won prada's exclusive perfume license in 2003.
in 2017, puig's total sales volume was 1.94 billion euros, up 8.6% year on year. in last year's financial report, puig said that prada's perfume sales are in good condition, which has made a great contribution to the sales growth of the perfume department. but the steady loss of exclusive rights to luxury brands has led many to question whether he can continue his current rhetoric in the future. valentino exclusive perfume authorization can bring 70 million euros of revenue to puig every year.
marcpuig, puig's third-generation successor, says that with the rise of e-commerce, the perfume market has changed, posing a great challenge for the group. marcpuig is likely to be the last member of the family to run the company and leave puig, the spanish beauty group's 104-year-old family business, around 2020, sources said.
in may, french cosmetics giant loreal l 'oreal group, which took over valentino's exclusive perfume authorization from puig, and a popular candidate for the next authorized partner in the us cosmetics group cotiprada perfume business, which has had exclusive authorization from miumiu since 2013.
today, puig owns fashion brands including ninariccicarolinaherrerajeanpaulgaultier and pacorabann but ready-to-wear and haute couture clothing than annual sales accounted for less than 10% of total sales perfume remains puig sales absolute main force.
in order to expand the diversity of brand portfolio, puig has also taken a number of measures. last month, puig bought a majority stake in belgian designer drivannoten, in a move that was seen as a sign of puig's ambitions to move further into the fashion industry. in 2013, drivannoten teamed up with parfumfredermall, a subsidiary of esteelauder esteelauder esteelauder group, to launch its namesake perfume, which won a huge victory.
luxury brands usually license their perfume and cosmetics business to professional manufacturers, but the opinions of the authorized party and the creative team of the authorized party, the design and marketing of perfume are not always the same, and it is quite common for the two parties to have disagreements on brand image building. therefore, some luxury brands will choose to operate their own cosmetics and perfume businesses, such as dior and chanel, but independent operation will also bring corresponding risks. in 2012, burberri turned its perfume and beauty business into a direct business, paying huge damages and buying back the brand license from its longtime partner, interparfum. but four years later, it sold its perfume and make-up exclusive rights to us cosmetics giant cotiburberri for us $160 million, according to its annual report last year. in the process, it destroyed more than 10 million pounds worth of outdated perfume and beauty products.
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