Do you want to smell like old shoes?
Posted by Giles Lury on March 31, 2011
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First, you could smell like a “Hog” (if you so wanted) as Harley Davidson stretched its brand. Now, you can smell of old (but very glamorous) shoes if you so want!
Jimmy Choo has followed in the “footsteps” (sorry!) of many other designer brands and stretched itself from fashion to fragrance.
They describe their fragrance as expressing “An aura of strength and beauty. Glamorous in attitude, confident, intelligent and with a sense of fashion and fun, the fragrance is a modern Fruity Chypre with warm, rich, woody depths. It’s a fragrance inspired by modern women - strong, empowered, beautiful, seductive and alluring with a hidden and mysterious sense of confident sexuality”
Which, if the fragrance is as true to the brand as it should be, tells you want they think their brand is all about.
YES PLEASE! If smelling of old shoes holds Jimmy Choo’s perfume’s promise I’d love to smell like this. What a fabulous female positioning selling such a dream ‘easy-to-spray-on’ image!
On another note this entry made me think of the interesting and rich concept from ‘one dimensional branding’ approaches to multiple + ‘multi sensorial’ branding approaches. Also check out this latest snippet on Springwise talking about ‘Airport perfumes capture cities’ scents as travel mementos’ http://www.springwise.com/fashion_beauty/scentofdeparture