THE CHEAT SHEET

LVMH's Bid for Tiffany

Tiffany's Vision and Virtuosity entrance | Source: Courtesy

• LVMH has approached Tiffany about a potential takeover, according to media reports
• A deal would boost LVMH's presence in the US and in hard luxury
• Tiffany shares are up 22 percent this year; the company has a market capitalisation of $11.9 billion

The King of Collabs Goes to Ikea

Ikea's Virgil Abloh-designed collection goes on sale November 1 | Source: Courtesy

• Markerad, a limited collaboration between Ikea and Virgil Abloh, drops at the furniture chain's stores on Nov. 1
• Abloh has collaborated with brands ranging from Nike to Moncler to Byredo
• Abloh said in September he would be taking a break from travelling, and did not appear at Off-White's Paris show later that month

The Bottom Line: High-low collaborations have a mixed track record for designers, who often receive little more than a short burst of exposure in front of consumers who could never afford their main collections. There is little danger of that for Abloh, whose personal brand is all about democratising design.

Hedi Slimane's Haute Parfumerie

Hedi Slimane's first fragrance collection for Celine goes on sale October 31 | Source: Courtesy

• Celine's Haute Parfumerie, a collection of scents designed by Hedi Slimane, goes on sale Oct. 31
• The LVMH-owned brand has released only one other scent, in 1964
• Luxury fashion brands are expanding into adjacent categories like beauty and fragrance as they look to boost direct sales

Fragrances can have the whiff of a cash-in for luxury brands. They are often produced by licensing companies and sold at prices accessible to anyone wandering through a Macy's or airport duty free shop. Some luxury brands are shaking up that image, including Dior, which sells €395 bottles of Bois d'Argent perfume at its Champs-Elysées boutique. Hedi Slimane's first fragrances for Celine comprise 11 scents for men and women, and will be sold online and in some boutiques. The prices certainly live up to the "Haute Parfumerie" name for the collection, with a 100ml bottle selling for £175 (about $220). 

The Bottom Line: Fragrance is unlikely to become a major revenue driver for Celine, but it offers another opportunity for Slimane to connect with consumers on his terms, rather than those of a wholesaler or licensee.

Fast Costumes

Fast-fashion brands see Halloween as an opportunity for sales | Source: Pretty Little Thing

• US revelers will spend $3.3 billion on costumes this year, according to the National Retail Federation
• Fast fashion brands have embraced Halloween, with special sections on their sites and in-store displays
• This year's most popular adult costumes include witches (9 percent), vampires (4 percent) and superheroes (3 percent), according  to the NRF

Halloween has been slowly edging its way into the fashion category for years. The average trick-or-treater spends about $30 per costume for a single use, which basically describes the fast fashion business model. Pretty Little Thing sells costumes ranging from "sexy rabbit" to "sexy Egyptian goddess" to "sexy Edward Scissorhands." Other brands pitch costumes that can be repurposed for everyday wear. Primary, a direct-to-consumer children's clothing start-up, offers DIY costume ideas based off its mono-hued clothes, and even staffs a costume hotline for befuddled parents.

The Bottom Line: Halloween is unlikely to take off outside of fast fashion or children's wear. Is there anything a designer wants to hear less than that their collection is "costume-y"?

SUNDAY READING

Professional Exclusives You May Have Missed: 

• Supreme lands in San Francisco.
• Botox has an online beauty magazine. The ethics are murky.
• Lessons from a failed start-up.
• The Avon lady needs a makeover.
• A look at the adaptive fashion opportunity.
• How to create an inclusive workplace.

The Week Ahead wants to hear from you! Send tips, suggestions, complaints and compliments to brian.baskin@businessoffashion.com. 

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