The evolution of distribution, with multibrand fashion retailers and concept stores playing an increasingly strategic role, alongside changing consumer behavior, marked by the arrival of younger generations and the growing influence of cross-disciplinary figures such as designers and architects alongside traditional fragrance connoisseurs, has reshaped the world of niche perfumery.
Pitti fragranze has recognized and embraced this profound transformation, evolving beyond its original format to position itself as a forward-looking event for the sector. «At the beginning, we spoke of artistic perfumery, today we prefer the term research perfumery», Antonio Cristaudo, chief sales and development officer of Pitti immagine, told MFF. «Over the past ten years, the sector has undergone a radical transformation.
Distribution has evolved significantly, with this type of product entering department stores, concept stores and even design shops.
The real turning point», Cristaudo continued, «came when niche perfumery opened up to the younger market.
Until 10 to 15 years ago, a young consumer's first luxury purchase was typically a pair of sneakers.
