Men's Corner: Kiton Plans Revival of Fragrance Business

“Fragrance has long been known as an entry point to a luxury brand for consumers, but lately fashion firms have used scent to freshen up from an image standpoint.” Kiton will introduce a new men’s fragrance this March called Kiton Black. It is being licensed through the Estee Lauder Cosmetics. It is a “couture version” of the original Kiton fragrance, which was introduced in 1996. With so many new launches of fragrances this year, it doesn’t necessarily add new interest to the products, but more like confusion. But a revival of a classic is more notable. Kiton Black is a blend of fruits (Calabrian lemon, red berries), flowers (violet, cardamom, cedarwood), leather, amber, and vetiver. Along with Kiton and Lauder,the gragrance was created along with fragrance supplier Symrise.
The intention of the fragrance is for it to be exclusive. The previous perfume is carried in 120 stores including Barneys New York and Saks Fifth Avenue. With the new release, it is going to be sold at Kiton’s East 54th Street Location, and will be sold at several Blomingdale’s for a period of 90 days. The pricing will be $65 for a 75-ml eau de toilette and $85 for a 125-ml eau de toilette. A 125-ml aftershave will accompany the fragrance as well and will be $65. The estimate retail year-end sales is expected to be $500,000. There will also be a promotional/advertising strategy for Kiton Black, based on vials on cards and sets of the fragrance paired with cufflinks from the brand.

Kiton is legendary with its expensive fine tailored and made to measure suits. I think that a revival through fragrance can help them revive their company through the sales of the fragrance and also can boost the sales of their suits. I think it’s going to sell well because of its exclusivity.

-victoria gutierrez