Internationally acclaimed luxury brand, Amouage, implements pioneering and unique approach in creating all its products. Leading the team is David Crickmore, the brand’s CEO, who has changed its course to appeal to 21st century while diversifying the product range. In this interesting interview, he talks about brand refinement, consumer trends, and innovation…
Amouage is celebrating 35 glorious years. How would you sum up the brand’s journey over the years?
The brand launched with much fanfare 35 years ago and was successful not just in Oman but also internationally. The press wrote a lot about it and it was seen as very desirable. Then, over the next 20 or so years, the brand didn’t really progress and it became rather stale. Eleven years ago I arrived and immediately set about bringing the brand more up to date and making it relevant for the 21st-century consumer. Through hard work and a lot of effort from my team, and especially Christopher Chong, the Creative Director, we have now become known for creating amazingly complex and unusual fragrances. We are now one of the largest niche luxury perfume houses, selling in 65 countries around the world and in the best department stores and independent perfume retailers in key international opinion-forming cities. We have also opened 15 standalone shops in 8 countries and have plans for more.
This story is from the December 2017 edition of Signature.
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This story is from the December 2017 edition of Signature.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
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