roullier | WHITE

Finding Your Niche by Lawrence Roullier White In simple terms the world of perfumery retailing is split into two main groups; there are the very commercial - and often very, very good - ‘mainstream’ fragrances, of which everyone is well aware, and there are the more hard-to-find ‘niche’ fragrances. The reason for the polarisation is that mainstream fragrances are backed by big businesses who spend a vast amount of money marketing them, and the less well known brands simply do not have the budget for TV ad campaigns and double page spreads in the glossies and therefore remain under the radar. Therein lies the dichotomy.  The positioning of perfumes at the front entrance of virtually every department store in the world is not a coincidence, commercial fragrances are high turnover lines, usually carrying high margins and counters are frequently staffed by the brand thereby saving the store costs.  To facilitate the rapid sales required commercial fragrances are...