January 19, 2021

Bricks-and-Mortar Consolidation Could Affect Men’s Fragrance Purchasing Habits

The closing of department stores could pinch the fragrance business hardest when it comes to male shoppers.
That’s according to a survey of 4,735 men and women conducted by Scentbird in a Scent Discover Questionnaire. Men, more so than women, gravitate to department stores. The department store industry, however, continues to undergo consolidation including the announcement earlier this year Macy’s would shutter about 100 doors.
Sixty four percent of the survey sample said they shop Macy’s and 30 percent mentioned another department store. The timing is precarious as men’s scent sales in prestige are expanding faster than women’s. According to recently released numbers from NPD, men’s fragrance sales grew faster than women’s, 4 percent versus 1 percent for the second quarter of 2017. Men’s comprise just over one-third of the total market.
The closure of department stores could be a windfall for specialty doors, but also mass marketers and off-pricers, according to fragrance and beauty specialist David Pina. “Ulta and Sephora have taken steps forward as a fragrance destination. The opportunities in chain drug to transition from glass enclosures to self-serve is critical in keeping up with the current retail trends. New opportunities coming to the market from retailers like T.J. Maxx and Marshalls

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