Upmarket/Downmarket Perfume

"What do you smell?" Sherlock and friend from The Telegraph

“What do you smell?”
Sherlock and friend from The Telegraph

This issue used to strike me as very important long ago.Choice of brand was crucial.  Or so I thought at seventeen. Now this matters far less to me.  I smell all sorts of things and know that many releases are merely rehashes of earlier perfumes, and so  wear whatever strikes me as genuinely interesting pretty much wherever it came from.  But I am naive on this point because the truth is that brands and branding matter a lot.  During the Great Depression of the 1930’s the fatal error among perfume companies was to move downmarket.  You might think that this is counter-intuitive, but in fact it was crucial.  If your image was exclusive you stood a good chance of surviving the economic wreck, if by contrast you decided to sell your scents in cheap retail outlets like discounters or drugstores, your chances of market share loss were pretty good.  It was Saks Fifth Avenue or bust for perfume companies then. Continue reading