News: Givenchy braces to spread the fragrance in India
(DNA 11/05/2006) Kolkata - After the entry of a series of high-powered fashion brands like Dior, Hugo Boss, Escada, and Tommy Hilfiger, now France’s Givenchy is seeking a passage to India.
The premium French cosmetics and fashionwear brand owned by LVMH group, a global leader in luxury goods, will unveil its entire range of fragrances and cosmetics in the country by the month-end.
Euro Traditions, distributors of fashion brand Dior, will also market Givenchy in India. In the first year of its India safari, Givenchy is aiming at 50 shop-in-shop outlets and at least one or two stand-alone, exclusive stores.
However, sources said, “As the retail culture expands in India, Givenchy’s presence will correspondingly increase in India.” Its distribution channels in India will be Lifestyle, Shoppers Stop and Pantaloons. Initially, Givenchy will market its range of fragrances for both sexes and cosmetics.
However, sources said, the power brand is not ruling out bringing its fashionwear to India. Dior retails its exclusive range of fashion garments from a single outlet, the Oberoi in Delhi.
Givenchy’s products in India will be 5-10% cheaper than Dior wares. For instance, a 100 ml perfume bottle for women will cost Rs 3,800. Givenchy will initially launch its products in metros and other cities like Pune, Cochin and a few other Tier-II towns.
Other premium fashion brands like Estee Lauder and Lancome are also said to be waiting in the wings. The market buzz is that while Estee Lauder has put up an office in Mumbai, Lancome is in the process of setting up its offices in the country and a formal launch is not far away.
However, it is learnt, these two brands are looking to tap the direct route rather than the distributor format in India. High-end perfumes, with which brands like Dior, Givenchy, Estee, Lancome are associated with, are a niche market in India.
However, the segment is growing at around 20% a year. Unofficial figures peg the market size of high-end perfumes in India at Rs 200 crore.
“The market in India is not yet mature. That could be the reason why brands like Estee Lauder and Lancome have delayed their entry,” said a source.
The premium French cosmetics and fashionwear brand owned by LVMH group, a global leader in luxury goods, will unveil its entire range of fragrances and cosmetics in the country by the month-end.
Euro Traditions, distributors of fashion brand Dior, will also market Givenchy in India. In the first year of its India safari, Givenchy is aiming at 50 shop-in-shop outlets and at least one or two stand-alone, exclusive stores.
However, sources said, “As the retail culture expands in India, Givenchy’s presence will correspondingly increase in India.” Its distribution channels in India will be Lifestyle, Shoppers Stop and Pantaloons. Initially, Givenchy will market its range of fragrances for both sexes and cosmetics.
However, sources said, the power brand is not ruling out bringing its fashionwear to India. Dior retails its exclusive range of fashion garments from a single outlet, the Oberoi in Delhi.
Givenchy’s products in India will be 5-10% cheaper than Dior wares. For instance, a 100 ml perfume bottle for women will cost Rs 3,800. Givenchy will initially launch its products in metros and other cities like Pune, Cochin and a few other Tier-II towns.
Other premium fashion brands like Estee Lauder and Lancome are also said to be waiting in the wings. The market buzz is that while Estee Lauder has put up an office in Mumbai, Lancome is in the process of setting up its offices in the country and a formal launch is not far away.
However, it is learnt, these two brands are looking to tap the direct route rather than the distributor format in India. High-end perfumes, with which brands like Dior, Givenchy, Estee, Lancome are associated with, are a niche market in India.
However, the segment is growing at around 20% a year. Unofficial figures peg the market size of high-end perfumes in India at Rs 200 crore.
“The market in India is not yet mature. That could be the reason why brands like Estee Lauder and Lancome have delayed their entry,” said a source.
posted by InCar Group Press Room at 13:29
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