Christian Dior plans heavy sampling effort in second half, new fragrance in 2000.
This article was originally published in The Rose Sheet
Executive Summary
DIOR PLANS HEAVY SAMPLING EFFORT IN SECOND HALF as part of its marketing program for color, skin care and fragrance products, U.S. President and CEO Robert Brady said. The firm will invest the money saved from stopping gifts with purchase in a "heavy duty" effort that will "share samples with customers on an on-going basis," the exec explained. Since Mother's Day, Christian Dior has been increasing its fragrance sampling, resulting in "smaller declines in the women's fragrance market," Brady said. Due to sampling in July, Robinson May department stores (Los Angeles), one of the firm's larger accounts, was ahead in total Dior sales, he noted.
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