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Flankers have performed stronger than the industry in general

Posted by Robin on 25 June 2012 2 Comments

Designed to capitalize on and extend the appeal of best sellers, flankers currently make up 27 per cent of women’s perfume sales, according to the NPD Group, a market research firm that tracks a number of consumer categories, including fragrances.

In fact, says Karen Grant, a global industry analyst at NPD, flankers have performed stronger than the industry in general, based on 2008 to 2011 figures.

— From The scents of summer: Flowery, fruity and...watered down? at The Globe and Mail.

Filed Under: perfume in the news
Tagged With: flanker

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2 Comments

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  1. kaos.geo says:
    26 June 2012 at 9:51 am

    Well this explains the flanker mania then!
    My guess is that flankers “guarantee initial sales” and they cover production costs, so they actually “cost” nothing to make (form a financial standpoint) and then if the flanker is actually good and it sells, then you have a winner! 🙂

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    • Robin says:
      26 June 2012 at 2:52 pm

      Yep — minimal development costs, maximum profit potential.

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