I Smell Yurman
Popular jewelry brand David Yuman signed a global licensing deal with Clarins Group USA to produce a David Yurman fragrance. It’s not much of a stretch: Tiffany, Bulgari, and Cartier all have fragrances. Bulgari even has a hotel. This is where the investment in consumer advertising finally pays off: Clarins, a marketing powerhouse with sales of $1.2 billion in 2005, will advertise the perfume, capitalizing on the consumer recognition created by David Yurman’s consumer advertising, and creating even more consumer recognition for the name David Yurman. The company already has expanded into watches and retail, with nine stores (two more planned for this year) and an online shop.