Page 108 - EM EXPORT MAGAZINE PERFUMERY EDITION

INTERVIEW

Vices: sometimes the luxury brands, the particularly is that the brands cannot recover the investments they
strong ones, have an unbalanced relationship with the have made, due to the poor brand loyalty towards the
individual retailers, imposing unbalanced conditions products that are progressively launched.
that are not very favourable. I am referring to the Italian
market, where the retailers of a certain level still have a EM: If for a moment you were to step into the shoes
certain value, certainly qualitative, despite the presence of the brand owner, which advice would you want
of the various chains of distribution. Another negative to give?
aspect: the consumer is less and less faithful to the CG: It depends on the type of brand, and the logic on
brand, ready to move on to another new product or one which it is based. I think that the price positioning is
that is publicized on the social media. The consequence the factor that determines the development of a brand.
When you make a mistake with the price on the shelf,
upwards or downwards, you run the risk of dropping out
of the market. I strongly believe in multi-channels, on
condition that it guarantees the same price in the various
channels of distribution. I am convinced, also on the basis
of positive experiences I have had first –hand, that the
product that is popular is the one that has the strength
to be in all channels. Speaking about fragrances, I believe
that both the more selective ones and the masstige ones
can exist together in the same area, with dedicated
spaces that maintain the identity of each one.

EM: Among the new trends, we have noticed a greater
attention by consumers for Middle Eastern fragrances.
CG: Absolutely, we ourselves distribute Armaf, Lattafa
and Al Haramein. It is still part of the globalization
which we talk about so much and that is the precursor
of new ways of perceiving the reality that is around
us, whether it is food or a fragrance. It is normal to be
increasingly attracted to cultures far from our one, and
by new olfactory sensations.
Claudia Stagno
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