Marketing Niche Fragrances

    Marketing Niche Fragrances

    post #1 of 13
    Thread Starter 

    Hi, I don't know if this is the place for this, but it seemed closest to what I needed.  I met two nice ladies last year who opened up a Niche only shoppe.  They sell High end niche like Amouage, Penhaligon, Mona di Orio, Montale, and many others.  I loved the shoppe at first sight, and they took their time with us, my wife and I both bought bottles.  Anyway, business wasn't good, they had to move out of the shoppe and now are trying to make a go of it on the Internet...Marketing wise, we all know it is a very tight market for high-end niche.  They have been running a 25% off EVERYTHING sale, but I think they just don't get the exposure. I plugged them once or twice on BN, but don't want to make it look like advertising, as I have no affiliation with their store.  How can they increase people knowing they are around? I don't know them well enough to ask but I doubt they have an advertising budget...sad.gif  Any suggestions I could pass along?

    post #2 of 13

    Kijiji / craigslist maybe?

     

    BN would be ideal, if they were willing to - probably they can sell within 2 weeks...

    post #3 of 13

    Getting a website would help tremendously. Even small things like advertising with posters to place around town. The basics. Make sure to have plenty of business cards.

    post #4 of 13
    Thread Starter 
    Quote:
    Originally Posted by sjg3839 View Post

    Getting a website would help tremendously. Even small things like advertising with posters to place around town. The basics. Make sure to have plenty of business cards.

    They have a website...but to attract niche lovers to it seems daunting to them.  They have a Facebook page, but only a few people follow them.  I didn't think of having them contact  Grant for prices to put an ad on BN...it would have to beat the annoying expanding ads here now...grin.gif  I have not mentioned them much on BN b/c I don't want to seem like I'm advertising them...but an occasional mention is like mentioning Luck scent, TPC, StC, and other sites.  I just would hate to see them fail b/c they have worked so hard.

    post #5 of 13

    Without an advertising budget, it will be hard to get the exposure.

    post #6 of 13
    I have spoken to them a few times. Very nice people. The problem, truth be told, they are fighting some pretty established sellers of the products they offer. I think they had a nice spurt when they started the 25% off, but they ran out of inventory without replenishment.

    It isn't easy to compete against the MiN's, Aedes, Luckyscents, and now that Amouage is being sold at discounters, kind of hurts their chances of moving much of that without continuing to offer the profit killing prices.

    It would have been nice if their retail store was able to support them, but being in a summer resort area makes it tough. If they are able to replenish their inventory, maybe they could work out a basenotes discount.
    post #7 of 13

    Is this business in Kentucky by any chance ?  If it is, I know them well and they have a very knowledgeable staff....I dont see why you couldnt say their names....With all the other online sites we mention on here, who would really care ?

    post #8 of 13
    Thread Starter 

    No, it is Penny Lane Perfumes.  Their shoppe was in Rehoboth Beach Deleware, right off the Boardwalk.  I think part of the trouble was that people were on vacation, already being "ripped off" on $3/slice pizza and $9 Salt Water Taffy, and didn't realize that $150 for a bottle of Montale Black Aoud was a reasonable price...I don't think they got enough people who knew niche in other words.  My wife and I were down the ocean this weekend, and stopped in a Perfume "outlet store".  It was packed with people paying what they thought was bargain prices for dept. store fragrances...1 Million Paco Rabbane was marked reg. $100 20% off NOW $79... a common marketing tactic of "outlet stores" make it look like a discount. Anyone who knows 1 Million knows you can get it for less elsewhere, but people were scarfing it up. Nothing over $90 in the whole store...obviously nothing niche, and a huge dissapointment to us.  Luckily Penny Lane's owner Cassandra set up a private appointment with us, and we came away with tons of samples, and two full bottles of Niche.

     

         Penny Lane Perfumes started a website, and you can buy any of their inventory on it for 25% off...but they don't get much traffic.  Not that the prices aren't a great deal but people don't know.  When they had their shoppe, it was a counter where you sat, told them about what you liked and didn't like, and they brought tons of testers to you.  1 to 1 attention.  The first time I went in saved my a ton of money just because I didn't have to buy all those samples from TPC or StC anymore 2vrolijk_08.gif I literally sniffed about 30 different niche frags. Amouage, Ann Pliska, Heeley, Montale, Serge Lutens Ramon Monegal, Patricia de Nicolai, Keiko Mecheri, ......Tons of great niche.  But how do you get "Niche lovers" to discover them...Since the shoppe closed, Mail order is the only thing that can save them...(Their loyal customers who don't live too far away can set up a private sitting.)  That is what my wife and I did this weekend...
         Thanks for letting me ramble! 

    post #9 of 13

    I ordered my L'Artisan from them. They have very attentive personal service and are generous with samples. It's a shame they no longer have the shop open- it had a really interesting format.

     

    They could probably have a presence on BN = passive advertising... maybe even offering samples on the freebie threads to raise people's awareness to them. Of course, it would all have to be done within the site's rules and guidelines (which I cannot say I've read in depth, so my suggestions may well be outside of them).

    post #10 of 13
    Thread Starter 
    Quote:
    Originally Posted by juanderer View Post

    I ordered my L'Artisan from them. They have very attentive personal service and are generous with samples. It's a shame they no longer have the shop open- it had a really interesting format.

     

    They could probably have a presence on BN = passive advertising... maybe even offering samples on the freebie threads to raise people's awareness to them. Of course, it would all have to be done within the site's rules and guidelines (which I cannot say I've read in depth, so my suggestions may well be outside of them).


    Their physical shoppe in Rehoboth was set up like a bar.  You sat at a stool, and talked with them...If you said you liked rose, or musk, or even named another fragrance you liked, they brought testers of Niche that fit what you liked, and sprayed cards.  When you narrowed down what you liked, you could spray yourself, take a walk on the boardwalk, seeing progression and longevity, pop back in and purchase.  It was great. I think there just wasn't enough random drop-in people who understood niche isn't your average $50 dept. store frag.  I fear some thought the high prices were just a 'rip-off 'Even if their internet sales take off, I would miss the 1 to 1 of in person.  And Juanderer, you probably are right about BN widening exposure, but I think they are very strict if they think you are advertising...I never see any store being mentioned enough to raise eyebrows.  It just seems there are enough BN members who love niche that could discover Penny Lane Perfumes.  Their prices are better than anywhere else now that they are offering everything at 25% off....I fear that is just to reduce inventory, and I expect they will run out of some items b/c I doubt they are restocking.

    post #11 of 13

    I was there when there shop first opened up. They didn't have much inventory at the time but they were quite pleasant. They really didn't have very much I didn't already have in my collection and they were still getting their feet on the ground. They had been listed as the 3rd Perfumeshoppe after the one in Vancouver and Scottsdale, but I don't know what happened with their partnership, because soon after, their store was removed from the Perfumeshoppe listing and I think that's when they changed their name. At the time I was there they said that they could get anything delivered to them from the Vancouver store but it would take time which I didn't have. I was expecting a fully stocked store but was disappointed.

    post #12 of 13

    I'm not saying spam the boards with advertising, but maybe participate on the boards every now and then with comments and advice and having a link to the store in their signatures- much like how some members do with their off-site sales of decants and so on.

    post #13 of 13
    Ah, it's a shame that they're having difficulty. I stopped in their store last summer and bought Epic Man from them; it was pleasantly surprising to have a good niche perfume shop in Delaware. Too bad the store is no longer there.
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    5/20/13 at 3:42pm

    Possum-Pie said:



    Hi, I don't know if this is the place for this, but it seemed closest to what I needed.  I met two nice ladies last year who opened up a Niche only shoppe.  They sell High end niche like Amouage, Penhaligon, Mona di Orio, Montale, and many others.  I loved the shoppe at first sight, and they took their time with us, my wife and I both bought bottles.  Anyway, business wasn't good, they had to move out of the shoppe and now are trying to make a go of it on the Internet...Marketing wise, we all know it is a very tight market for high-end niche.  They have been running a 25% off EVERYTHING sale, but I think they just don't get the exposure. I plugged them once or twice on BN, but don't want to make it look like advertising, as I have no affiliation with their store.  How can they increase people knowing they are around? I don't know them well enough to ask but I doubt they have an advertising budget...sad.gif  Any suggestions I could pass along?

    5/20/13 at 4:15pm

    badarun said:



    Kijiji / craigslist maybe?

     

    BN would be ideal, if they were willing to - probably they can sell within 2 weeks...

    5/20/13 at 4:21pm

    sjg3839 said:



    Getting a website would help tremendously. Even small things like advertising with posters to place around town. The basics. Make sure to have plenty of business cards.

    5/20/13 at 5:23pm

    Possum-Pie said:



    Quote:
    Originally Posted by sjg3839 View Post

    Getting a website would help tremendously. Even small things like advertising with posters to place around town. The basics. Make sure to have plenty of business cards.

    They have a website...but to attract niche lovers to it seems daunting to them.  They have a Facebook page, but only a few people follow them.  I didn't think of having them contact  Grant for prices to put an ad on BN...it would have to beat the annoying expanding ads here now...grin.gif  I have not mentioned them much on BN b/c I don't want to seem like I'm advertising them...but an occasional mention is like mentioning Luck scent, TPC, StC, and other sites.  I just would hate to see them fail b/c they have worked so hard.

    5/20/13 at 5:25pm

    hednic said:



    Without an advertising budget, it will be hard to get the exposure.

    5/20/13 at 7:06pm

    PalmBeach said:



    I have spoken to them a few times. Very nice people. The problem, truth be told, they are fighting some pretty established sellers of the products they offer. I think they had a nice spurt when they started the 25% off, but they ran out of inventory without replenishment.

    It isn't easy to compete against the MiN's, Aedes, Luckyscents, and now that Amouage is being sold at discounters, kind of hurts their chances of moving much of that without continuing to offer the profit killing prices.

    It would have been nice if their retail store was able to support them, but being in a summer resort area makes it tough. If they are able to replenish their inventory, maybe they could work out a basenotes discount.

    5/20/13 at 7:17pm

    FSU92grad said:



    Is this business in Kentucky by any chance ?  If it is, I know them well and they have a very knowledgeable staff....I dont see why you couldnt say their names....With all the other online sites we mention on here, who would really care ?

    5/21/13 at 3:02am

    Possum-Pie said:



    No, it is Penny Lane Perfumes.  Their shoppe was in Rehoboth Beach Deleware, right off the Boardwalk.  I think part of the trouble was that people were on vacation, already being "ripped off" on $3/slice pizza and $9 Salt Water Taffy, and didn't realize that $150 for a bottle of Montale Black Aoud was a reasonable price...I don't think they got enough people who knew niche in other words.  My wife and I were down the ocean this weekend, and stopped in a Perfume "outlet store".  It was packed with people paying what they thought was bargain prices for dept. store fragrances...1 Million Paco Rabbane was marked reg. $100 20% off NOW $79... a common marketing tactic of "outlet stores" make it look like a discount. Anyone who knows 1 Million knows you can get it for less elsewhere, but people were scarfing it up. Nothing over $90 in the whole store...obviously nothing niche, and a huge dissapointment to us.  Luckily Penny Lane's owner Cassandra set up a private appointment with us, and we came away with tons of samples, and two full bottles of Niche.

     

         Penny Lane Perfumes started a website, and you can buy any of their inventory on it for 25% off...but they don't get much traffic.  Not that the prices aren't a great deal but people don't know.  When they had their shoppe, it was a counter where you sat, told them about what you liked and didn't like, and they brought tons of testers to you.  1 to 1 attention.  The first time I went in saved my a ton of money just because I didn't have to buy all those samples from TPC or StC anymore 2vrolijk_08.gif I literally sniffed about 30 different niche frags. Amouage, Ann Pliska, Heeley, Montale, Serge Lutens Ramon Monegal, Patricia de Nicolai, Keiko Mecheri, ......Tons of great niche.  But how do you get "Niche lovers" to discover them...Since the shoppe closed, Mail order is the only thing that can save them...(Their loyal customers who don't live too far away can set up a private sitting.)  That is what my wife and I did this weekend...
         Thanks for letting me ramble! 

    5/21/13 at 7:29pm

    juanderer said:



    I ordered my L'Artisan from them. They have very attentive personal service and are generous with samples. It's a shame they no longer have the shop open- it had a really interesting format.

     

    They could probably have a presence on BN = passive advertising... maybe even offering samples on the freebie threads to raise people's awareness to them. Of course, it would all have to be done within the site's rules and guidelines (which I cannot say I've read in depth, so my suggestions may well be outside of them).

    5/22/13 at 2:50am

    Possum-Pie said:



    Quote:
    Originally Posted by juanderer View Post

    I ordered my L'Artisan from them. They have very attentive personal service and are generous with samples. It's a shame they no longer have the shop open- it had a really interesting format.

     

    They could probably have a presence on BN = passive advertising... maybe even offering samples on the freebie threads to raise people's awareness to them. Of course, it would all have to be done within the site's rules and guidelines (which I cannot say I've read in depth, so my suggestions may well be outside of them).


    Their physical shoppe in Rehoboth was set up like a bar.  You sat at a stool, and talked with them...If you said you liked rose, or musk, or even named another fragrance you liked, they brought testers of Niche that fit what you liked, and sprayed cards.  When you narrowed down what you liked, you could spray yourself, take a walk on the boardwalk, seeing progression and longevity, pop back in and purchase.  It was great. I think there just wasn't enough random drop-in people who understood niche isn't your average $50 dept. store frag.  I fear some thought the high prices were just a 'rip-off 'Even if their internet sales take off, I would miss the 1 to 1 of in person.  And Juanderer, you probably are right about BN widening exposure, but I think they are very strict if they think you are advertising...I never see any store being mentioned enough to raise eyebrows.  It just seems there are enough BN members who love niche that could discover Penny Lane Perfumes.  Their prices are better than anywhere else now that they are offering everything at 25% off....I fear that is just to reduce inventory, and I expect they will run out of some items b/c I doubt they are restocking.

    5/22/13 at 3:35am

    hednic said:



    I was there when there shop first opened up. They didn't have much inventory at the time but they were quite pleasant. They really didn't have very much I didn't already have in my collection and they were still getting their feet on the ground. They had been listed as the 3rd Perfumeshoppe after the one in Vancouver and Scottsdale, but I don't know what happened with their partnership, because soon after, their store was removed from the Perfumeshoppe listing and I think that's when they changed their name. At the time I was there they said that they could get anything delivered to them from the Vancouver store but it would take time which I didn't have. I was expecting a fully stocked store but was disappointed.

    5/23/13 at 9:24am

    juanderer said:



    I'm not saying spam the boards with advertising, but maybe participate on the boards every now and then with comments and advice and having a link to the store in their signatures- much like how some members do with their off-site sales of decants and so on.

    5/24/13 at 12:51pm

    Longexact said:



    Ah, it's a shame that they're having difficulty. I stopped in their store last summer and bought Epic Man from them; it was pleasantly surprising to have a good niche perfume shop in Delaware. Too bad the store is no longer there.