Tell us a little bit about Purpose Built NYC, how did it get started.
Purpose-Built is a reunion of sorts. More years ago than I care to remember the first job for both of us in NYC was at Bergdorf Goodman where Larry and I met. We went our separate ways in the fashion industry for a while before joining the initial executive team of Bliss and both making the transition from fashion to beauty. After years of consulting, working for other brands and starting our own, we circled back and founded Purpose-Built. We felt we had a unique perspective on the industry and building brands that allowed us to close the gap between marketing, design and product development providing a true turnkey solution to brand building.
Can you share some of our best case studies with us?
It’s hard to narrow them down because we are a small group and incredibly selective with projects so I think they all make good case studies. But the two projects that best represent our capabilities and design aesthetic are Old Navy and Odin New York. Our work with Old Navy was affirmation that good product and design can be affordable. Every time someone sees the product we developed and says, “I can’t believe that’s Old Navy”, I know we succeeded. Odin is the opposite end of the spectrum and the result of a joint venture between Purpose-Built and Odin. The three unisex fragrances that were launched in November are an articulation of the Odin brand through the lens of fragrance. Initially I think many people in the industry believed this was simply an interesting collaboration between two like-minded companies and would be a flash in the pan. Our intention is quite the opposite; we want to build a brand that competes at premium across categories. In our first year we were one of five brands up for a prestige packaging Fifi and at retail the business is building nicely through some of the best doors for fragrance like Aedes de Venustas. This fall we’re launching in 3 of the best premium retailers in New York, London and Paris.
What projects are you working on right now?
We’re putting the finishing touches on the fall and spring Odin launches and have two clients who’s brands come to market in September—21 Drops and Lift Lab. We’re also working on the next Grooming Lounge catalog, an e-commerce application for the In-Flight Insider blog and multiple projects for Suki, to name a few. Let’s just say there are no summer Fridays at Purpose-Built.
What trends are you seeing in new brands coming to the marketplace?
A trend I find interesting is the beauty and home fragrance category being seen as an serious opportunity for apparel and home furnishing retailers. I think the recent Top Shop range looks fantastic and Urban Outfitters, after years of dabbling, finally seems to be taking the plunge.
Where do you see personal care evolving for 2011?
I think we will see what is considered “organic” or “natural” more closely defined and hopefully regulated because there are so many brands misrepresenting themselves in this category. Conversely, I think we will see more innovation around natural formulations and green packaging. I also think there will be a lot of evolution in retail because the department store model is broken and the days of indiscriminate consumption are over. Both are forcing retailers to focus on creating assortments with a real point of view, consumer experience and customer service.
