Tory Burch is getting back to fragrance, starting with a new collection.
Called Essence of Dreams, the collection consists of five scents, ranging in price from $90 for 50 milliliters to $125 for 90 milliliters. They are each based on emotions, including love, freedom, joy, magic and peace., I started to think about emotion,” Burch told WWD. “Fragrance definitely brings up memories of wearing different scents, and I don’t think women are just wearing one fragrance the way they used to.
Accessibility is central to the strategy. “When I think about our price positioning, we are very targeted,” said Emmie Salaj, global general manager of the brand for Shiseido. “In terms of our pricing, in terms of our distribution, that’s going to allow us to be able to afford having this fragrance collection experience across multiple markets and multiple channels at an accessible price positioning, which is so key and critical to who Tory is as a brand.
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