LONDON TRIP

Fragrance is an integral part of anyones lifestyle. We change our outfits everyday so why shouldn't we do the same with fragrance’s we wear? Visiting one of the fashion capitals of the world, I found the demand for a range of fragrance has never been so high. We visited big department stores such as Selfridges, House of Fraser and Liberty London. We found that each store presents their fragrance selection in very subtle but different ways.

Selfridges presents a large luxury, high end experience as you enter the store. This attracts your attention immediately to scent and relax you. The fragrance display was set out almost as if there was a catwalk down the middle so you feel like everything is there for you.

Liberty went for a more homely vibe yet still had a sense of prestige as if buying from there is a gift in itself.

Although the brands sold in House of Fraser/ Debenhams were of premium value, they hadn't paid much attention to a luxury shopping experience, their displays felt more like walkthroughs to get elsewhere rather than an attraction like Selfridges. Consumer’s want to feel luxurious and pampered while shopping for fragrance as its such a personal thing but I just didn't feel like HoF got that.

Good Girl by Carolina Herrera display in HoF - I personally think this packaging is so tacky