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Essay / Research Paper Abstract
This 6 page paper examines the men’s fragrance industry in the UK, where the dominant players are brands such as Calvin Klein’s cK One and Hugo Boss and the major retailer is Boots. The paper examines the market structure, trends, segments, motivators and the projection for the future. The bibliography cites 12 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TEmenfrag.rtf
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Unformatted sample text from the term paper:
changed over the last decade indicating a movement towards a more mature market. In 1992 the Competition Commission investigated the fragrance market as a and found there were restrictive practices,
with companies operating a form of "selective distribution" which resulted in a complex monopoly where restrictions were placed by the suppliers to limit retail sales to the type of outlets
that put forward the perception of luxury and elegance, the type of image the perfume houses wanted to associate with their products (Competition Commission, 1992). The development in the market
and the current state of the market reflect the changes that were necessary as a result of the criticisms in this report.
The market was worth ?260 million in 1998, only growing by 10% between 1994 and 1998 (Market Intelligence, 1999). In real terms at this time the market was contracting as
this point after allowing for inflation, with a fall in the real value of the market equivalent to 5% over this period (Market Intelligence, 1999). However even with this real
value fall did not deter many of the major fragrance houses for seeking to gain more market share and with fine fragrances making up 70% of the market this
was the focus of development, 26 new mens fragrance brands were released in 1998 (Market Intelligence, 1999). These were not all expected to survive, but this also indicates the way
the market was seen as immature with room to grow. The major supplier was Unilever that had 15.2% of the market share
in terms of revenue (Market Research Great Britain, 1999). The largest area of growth was with the Calvin Klein range where 2.3% of the market was gained between 1996 and
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