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Ittars And Perfumes
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Ittars And Perfumes

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Hypothetical brand - created for Window display.

Hypothetical brand - created for Window display.

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  • 1. Ittars and Fragrances
  • 2. History • The first people to use rose petals to make rose water were the Arabians, about 1,300 years ago • They not only used it as a perfume, but as a medicine • One of the earliest true perfumes made was attar of rose, which means “essential oil of rose” • Half a hectare of roses will yield 1 tone of rose petals. And from these petals half a kilogram of attar is produced. No wonder this essence is very expensive! • Flowers such as roses, violets, jasmine, orange blossoms, and jonquils are the source of some of the greatest perfumes
  • 3. Introduction • Perfume is thousands of years old - the word "perfume" comes from the Latin fumus which means “fumes” • One of the oldest uses of perfumes comes form the burning of incense and aromatic herbs used in religious services • The Egyptians invented glass and perfume bottles were one of the first common uses for glass • For centuries, perfume has been an essential part of human culture: people have perfumed their hair and bodies with oils, resins, flowers, herb extracts and animal scents since earliest history • Wearing scent is pleasurable; it’s an expression of eccentricity
  • 4. Introduction • Perfumes, Colognes and scents are usually complex combinations of natural materials, such as essential oils from plants and synthetic products that increase the lasting power and heighten the smell • Alcohol is used as a liquid base for perfume, and basically this ratio of alcohol to scented perfume concentrates determine what the final concoction is labeled
  • 5. From highest concentration to least, the different forms of perfume are: • Concentrated Perfume - can include 15-40% perfume concentrates and is the most expensive as a result – Perfume (or “parfum”) lasts longer than other scent types; typically around six hours • Eau de Parfum – contains about 7-15% perfume concentrates – This is the most popular and common form of perfume – It provides a long-lasting fragrance and generally doesn't cost as much as extract perfume • Eau de Toilette - has around 1-6% perfume concentrates. – This makes for a light scent that doesn't linger as long as the more intense versions – It was originally intended to be a refreshing body splash to help people wake up in the morning
  • 6. From highest concentration to least, the different forms of perfume are: • Eau de Cologne - the concoction began as the name of a light; fresh fragrance mixed with citrus oils and was made popular by Napoleon • Above mentioned are the most famous versions of scented luxury and are most commonly know as EDP, EDT and EDC
  • 7. Ittar/ Ittr • Ittar or Attar or itr is a natural perfumes extracted from the juices of flowers like the jasmine, rose or sandal, herbs, spices and tree barks • Sandalwood oil is used as base in making Ittar while western perfumes, are prepared in alcohol as solvent or base • Its customary practice in nobility to offer ittar to their guests at the time of their departure • The ittars are presented in beautiful tiny crystal cut bottles called as itardans, because of its concentrated form, Ittar is sold in tiny bottles
  • 8. Merchandise Mix • The store would have a collection of perfumes – standard range of perfumes and Ittars and “Special Collection” of perfumes - every season for both men and women • There will be two collections every season – spring/summer and autumn/winter • In Latest collection - Each perfume will be unique and have its own space in the store • Every perfume has a story, a concept, a theme to it that would connect to the consumer and captivate their senses – it incorporates creativity, mystique and romance along with marketing to appeal to the masses
  • 9. Merchandise Mix • The collection this season would take one through a magical journey of their “Dreams” Name of the perfumes: • A walk in the clouds • Sundrops • Memorabilia • Golden Mangoes • Deep Red • Eternity
  • 10. Name for the store - options Origin of perfumes can be credited to Arabians (1300 yrs ago) – names for reference for the brand • Ittar - means perfume, unisex • Nadirah – Rare and Precious in arabic • Nashwa – Fragrance, perfume that which intoxicates in arabic • Abeer – Fragrance in arabic • Ablah – Perfectly formed in arabic • Anbar – Perfume in arabic • Maysa – To walk with a proud swinging gait in arabic
  • 11. “Maysa” – to walk with a proud, swinging gait in arabic • Luxury Brand for Men and Women • The perfumes are designed for both men and women • The refined oriental fragrance befits the vivacious and exuberant individual • The collection is created especially for those who aspire towards modern chic yet believe in their traditional roots • These concoctions are rich oriental concentrates that makes an enticing choice for every fragrance lover • Ready to make the person feel like a celebrity, filled with pride and confidence and ready to capture the world!
  • 12. “Maysa” – Super Specialty Store • Single Merchandise classification - It would offer all possible variety of perfumes categorized on the basis of their concentration • Extremely narrow in terms of variety – Concentrated Perfumes and Ittars, EDP, EDT, EDC • Extremely deep in term of assortment (product lines) • Highly related selection • Offer very attentive and good customer service • Promotional activities emphasize on the uniqueness of the store and the deep assortment provided to the customers
  • 13. Maysa - Vision, Mission and Values Vision • Our vision is to be a globally recognized Luxury Brand Mission We exist to enrich our Customers' Lifestyles by: • Encouraging Creativity, Innovation & Continual Improvement • Adopting practices that are Ethical and Socially & Environmentally Responsible • Attracting & retaining the best Talent • Meaningful Relationships with Employees & Associates built on Trust & Respect • Maximizing Stakeholders' Interest
  • 14. Vision, Mission and Values Values • Excellence • Innovation • Partnership • Integrity • Open Communication
  • 15. Target Audience • Men and Women • Age Group – 20 – 40 years old • Working and non working • Demographics – People in the metro cities tier I and II ( Delhi and NCR, Mumbai, Kolkata, Bangalore, Chennai, Hyderabad, Ahmedabad, Pune., Amritsar . .etc • Social Status - Upper middle class, Upper class • Psychographics – The consumer likes to invest in luxury items, trend setting, confident, fashion conscious, stylish, affluent, contemporary, rooted in their traditions but also open minded and experimental
  • 16. “Maysa” – Price Range • High margin low turnover market • Perfumes starting from Rs 2500 / for 140 ml • Ittars starting form Rs 60/ for 1500 ml • Special collection range – Rs 6000 – Rs 25000
  • 17. Location • The store can have stand alone stores located in Hira Nandani complex and Colaba causeway in Mumbai and Cannaught Place, South Extension part 1 market in New Delhi • The store can also have outlets in Malls like, High Street Phoenix in Mumbai, DLF Promenade in Vasant Kunj, Ambience Mall in Gurgaon Site • The store is located in DLF Promenade in Vasant Kunj, Ground Floor opposite Mango store • Area – 1500 sq ft
  • 18. Window Display • The display is shiny, glittery, sparkling and colourful at the same time • Maysa is written on the back ground wall in Golden – communicating luxury and bling • The name and colours support the fragrance and communicate the emotions and feelings behind the fragrance • The golden flowers placed on the floor are colourful and add that magical and dream like quality - Enticing the customer to simply close their eyes and relive their memories • Capturing on “customer delight - the WOW factor
  • 19. Store Layout • The store reflects the evocative nature of perfumes in a luxurious ambience • Ability to transport one to a different place, a different world – the pathway or the aisle is designed to give a feel of a walk in a flower garden • The cash till is placed on right corner behind the display window • The ambience would be light, airy and illusionary with products accentuated with props and coloured LED’s • Merchandise is categorized on the basis of Style, Category, Colour and then Price – Perfumes/Ittars, EDP, EDT, EDC • The innermost wall displays the latest “Special Collection”
  • 20. Store Layout • HOT SPOT - The special collection is placed right at the entrance to entice and attract the customers inside the store – Elements like variety, levels, contrasting colours and props to accentuate the theme are used, set on reflective golden sheet • FASCNATION POINTS - The store has various fascination points by having a single tester perfume on a prop/stand on a rounded silver metallic pillar along the aisle • Display racks (white colour) aligned with the wall have mirror at the back side • Lighting - halogen spot lights are used above display racks, hot spot, fascination points and window displays – Display racks have internal spot lights as well
  • 21. Store Layout • Floor has white marble with silver sparkles which is the aisle and the perfumes are placed in the part of the store that has marble - multiple coloured pattern inspired from petals of a flower COMMUNICATION - • Each fragrance is unique and its experience magnified by the graphic behind that speaks what the perfume and collection is all about • The fixtures would have a booklet/ catalogue, at the side corner • Props and coloured lights would be the main differentiator of merchandise within the store
  • 22. Branding
  • 23. Branding
  • 24. Promotion – Poster
  • 25. Promotion – Graphic inside the store
  • 26. Promotion – Magazine Ad
  • 27. Thank you Kannu Priya Rawat