Saturday, January 17, 2015

The current market is "niched out"

' Though Roschi considers the current market as “niched out” and saturated with brands like Le Labo, for those aiming to follow in his footsteps, he advises getting as much experience as possible before taking the plunge and attempting to create a new brand. “You have to have expertise and know the market. Work in it, get interested in it, meet people in it. I wouldn’t bet two cents on someone who wants to build a perfume brand with no experience.” '

A great quote from an article on Edouard Roschi of Le Labo (snatched up by the Estee Lauder Group last autumn, alongside Editions de Parfums Frederic Malle) which appears on Business of Fashion. (And while you're there, do read the Gucci Revival article on bringing back the sexy in its design)

Related reading on Perfume Shrine: How Much Will the Niche Market Bear?


  1. That makes total sense. The market being niched out.
    And unfortunately, most of the perfumes nowadays, in my opinion, no longer smell "niche".
    I remember when I first discovered niche, it was a whole new world. Now most of those perfumes end up smelling like synthetic musks. :( Not to mention too expensive synthetic musks (well, other synthetic notes too but I'm especially sensitive to this).

  2. Ines,

    we're in total agreement. Niche has been deprecated as a term since it seems it's more of a positioning than actual "concept" and smell.
    There's uniformity and people do copy one another. They're catering to a greater share than us hardcore perfumephiles, so your complaint is certainly very very valid indeed!

    thanks for commenting and hope everything is going well! :-)


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