REPORT: ‘Wet Dog’ Cologne Sales Sluggish
In a subscriber-only report today, fashion industry analyst Allen Sacks said that sales of the new CK Woof cologne have been far lower than expected. The scent, released under clothing company Phillips-Van Heusen’s Calvin Klein brand, has moved only 200,000 units in 2013, according to Sacks, and will cost the corporation money.
"I estimate they will take a $45 million write down on this," said Sacks. "They put a lot into the launch and marketing, not to mention R&D, but sales just haven’t been there."
The scent was designed to emulate the smell of a damp canine after returning from the beach. According to PVH spokesperson Leyla Chirac, there are over 43 million households in the United States with a pet dog. The cologne was intended to capture that sizable market.
"They thought CK Woof would resonate with those dog owners," Sacks said. "They were wrong. Most people found it offensive and off-putting."
Via Wind Sand and Star.