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The answer to these questions could have big implications for the comfort market. As the world’s comfort manufacturers struggle to make a gain in clothing, they’re looking to boost sales and profitability by expanding into attractiveness. According to a Mckinsey statement, perfume and cosmetics are a “flagship” business that can generate rise in many other categories for comfort brands.
But the approach is not without challenges. The crowded type 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 circumstance of Burberry, which took its attractiveness business in- home under previous Ceo Angela Ahrendts in 2013, offers a cautionary tale. The decision french women dating to terminate the company’s licensing contract with Interparfums Sa, which held the registration for its Montblanc and Van Cleef & Arpels perfume, sent shares of the company tumbling 9.4 cent on Sept. 6. Kering’s buy of Creed at a 14- times profits three in October moreover made investors sit up and take notice.