Agent Provocateur (lingerie)
 |
|
| Industry | Apparel |
|---|---|
| Founded | 1994 |
| Headquarters | London, England, United Kingdom |
| Key people | Joseph Corré Serena Rees Garry Hogarth |
| Products | Bras, panties, sleepwear, hosiery, swimwear, accessories, outerwear, fragrances |
| Parent | 3i |
| Website | AgentProvocateur.com |
Agent Provocateur is a British lingerie retailer founded in 1994 by Joseph Corré and Serena Rees.[1] The company has 30 stores in 13 countries.[citation needed] In 2007 3i, the private equity firm, purchased 80% of the company for £60m.[1][2]
Contents |
History [edit]
1994: Early years [edit]
In 1994 Agent Provocateur was founded by Joseph Corré, the son of Vivienne Westwood, and his now ex-wife Serena Rees. The first store was opened in Soho on Broadwick Street.[3]
The company sought to sell colourful and fashionable lingerie though began manafactoring a line of lingerie under the company's name after failing to source via other brands.[4]
2007: Purchase by 3i [edit]
After Corre's and Ree's divorce in 2007, Agent Provocateur was purchased by the private equity firm 3i for £60m.[5] The company is currently run by Garry Hogarth.[citation needed]
Expansion [edit]
Following the takeover, the company expanded into 13 countries with over 30 stores.[citation needed] By March 2008, Agent Provocateur's profits dropped 18pc to £2.2m due to the cost of expansion.[6]
Products and marketing [edit]
Current products [edit]
Fragrances [edit]
In 2000 they released their first signature fragrance called Agent Provocateur.[7] Since then the range has expanded to include more fragrances plus a selection of beauty products and cosmetics.
Marketing [edit]
Films [edit]
In December 2001 company produced a short film that caused controversy due to the film featuring Kylie Minogue riding a bucking bronco wearing the company's underwear.[8]
Models [edit]
In previous years these have included Kylie Minogue (2001) and Kate Moss in 2006 and 2008.[citation needed] Hollywood actress Maggie Gyllenhaal took over for supermodel Kate Moss as the new face for the line in 2007.[9]
Criticism [edit]
Agent Provocateur has had some of its advertisements banned by the Advertising Standards Authority (United Kingdom) for "being degrading to women."[10][11]
External links [edit]
Gallery [edit]
References [edit]
- Townsend, Sue (2000). Adrian Mole: The Cappuccino Years. Penguin Books Ltd. ISBN 0-14-027940-7.
- ^ a b Cooper, Leonie (11 January 2008). "G2: Style: Frilly business: We may demand cheap clothes, but we are prepared to splash out a lot more on what lies beneath. Leonie Cooper on the boom in luxury underwear". The Guardian (London).
- ^ Attwood, Karen (2007-11-16). "Agent Provocateur sold to private equity firm 3i for £60m". The Independent (London). Retrieved 2010-04-23.
- ^ Hamilton, Alan (2007-06-21). "Lingerie boss rejects MBE because Blair is morally corrupt". The Times (London). Retrieved 2010-04-23.
- ^ "Joe Corré and Serena Rees: Sex and the City". The Independent (London). 2002-07-29. Retrieved 2010-04-23.
- ^ Attwood, Karen (2007-11-16). "Agent Provocateur sold to private equity firm 3i for £60m". The Independent (London). Retrieved 2010-04-23.
- ^ Wilson, Amy (2009-03-23). "Agent Provocateur says lingerie sales hold up". The Daily Telegraph (London). Retrieved 2010-04-23.
- ^ Agent Provocateur Fragrances
- ^ Andy Tibbs (27 January 2010). Advertising: Its Business, Culture and Careers. Taylor & Francis. pp. 76–. ISBN 978-0-415-54468-9. Retrieved 23 October 2012.
- ^ http://www.dailymail.co.uk/tvshowbiz/article-479630/Maggie-Gyllenhaals-steamy-Agent-Provocateur-campaign-revealed.html Retrieved on 2009-21-04
- ^ Tony Yeshin (25 July 2005). Advertising. Cengage Learning EMEA. p. 24. ISBN 978-1-84480-160-2. Retrieved 22 October 2012.
- ^ Jim Blythe (2006). Principles & Practice of Marketing. Cengage Learning EMEA. p. 48. ISBN 978-1-84480-120-6. Retrieved 22 October 2012.
|
|||||||||||||||||||||||||||||||
