Agent Provocateur (lingerie): Difference between revisions
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==European Boutiques== |
==European Boutiques== |
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Revision as of 12:34, 7 January 2014
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| Industry | Apparel |
|---|---|
| Founded | 1994 |
| Headquarters | London, England, United Kingdom |
Key people | Joseph Corré Serena Rees Garry Hogarth |
| Products | lingerie, 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]
History
1994: Early years
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 manufacturing a line of lingerie under the company's name after failing to source via other brands.[4]
2007: Purchase by 3i
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
Following the takeover, the company expanded into 13 countries with over 60 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
Current products
Fragrances
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
Films
The company is famous for its provocative videos, it's most recent addition sees Melissa George of Home & Away fame, English model Chloe Hayward and American beauty Elettra Wiedemann all star in the John Cameron Mitchell-directed campaign, which urges women to control their own destinies (while wearing luxe AP lingerie, of course).[8]
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.[9]
Models
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.[10]
Criticism
Agent Provocateur has had some of its advertisements banned by the Advertising Standards Authority (United Kingdom) for "being degrading to women."[11][12]
Stores
UK Boutiques
London
- Mayfair
- Soho
- Royal Exchange
- Notting Hill
- Knightsbridge
- Selfriges
- Harrods
Oxfordshire
- Bicester Village
Birmingham
- Selfridges
Manchester
- King Street
- Selfridges
Leeds
- Victoria Quarter
Scotland
European Boutiques
Pous Rue Cambon, Paris, France Printemps, Paris, France Galleries Lafayette Strasbourg, France Cannes, France Madrid, Spain La Puerto Banus, Spain Via Verri, Milan, Italy KaDeWe, Berlin, Germany Breuninger, Stuttgart, Germany Ludwig Beck, Munich, Germany Vienna, Austria Zurich, Switzerland Jelmoli, Zurich, Switzerland Geneva, Switzerland Prague, Czech Republic Ljubljana, Slovenia Amsterdam, Netherlands De Bijenkorf, Amsterdam, Netherlands De Bijenkorf, Rotterdam, Netherlands Antwerp, Belgium Knokke Heist, Belgium Copenhagen, Denmark Harvey Nichols, Instanbul, Turkey Bucharest, Romania
North and Central American Boutiques
Madison Avenue, New York Rodeo Drive, Los Angeles Mercer Street, Soho, New York Forum Mall, Caesars, Las Vegas Geary Street, San Francisco Melrose Avenue, Los Angeles Bloomingdales, Orange County Bal Harbour, Miami Coral Gables, Miami Oak Street, Chicago Newbury Street, Boston Atlanta, Phipps Plaza Bloor Street, Toronto Holt Renfrew, Vancouver Holt Renfrew, Montreal El Palacio De Hierro, Mexico City
Russian and for CIS Boutiques
Kutuzovsky, Moscow Stoleshnikov, Moscow TSUM, Moscow Four Seasons Mall, Moscow Crocus mall, Moscow Malaya Bronnaya, Moscow European Mall, Moscow Smolensky Passage, Moscow Kiev, Ukraine Saks 5th Avenue, Amaty, Kazakhstan
Middle Eastern Boutiques
Dubai Mall, UAE Dubai SAKS, UAE Pearl Mall, Qatar Harvey Nichols, Kuwait Beirut Central District, Lebanon
Asian and Australian Boutiques
Lane Crawford, Hong Kong Lane Crawford, Canton Road, Hong Kong Park View Green, Beijing China Lane Crawford, Shanghai, China Cheongdam, Seoul, Korea David Jones, Sydney, Australia David Jones, Perth, Australia David Jones, Brisbane, Australia
External links
Gallery
References
- 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).
{{cite news}}:|access-date=requires|url=(help) - ^ 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
- ^ {{cite article|author=Alice Newbold |title=Melissa George frolics on catwalk for Agent Provocateur's autumn campaign|url=http://fashion.telegraph.co.uk/news-features/TMG10280992/Melissa-George-frolics-on-catwalk-for-Agent-Provocateurs-autumn-campaign.html
- ^ 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.