Article: A big-time Safari for Ralph Lauren. (launches Safari fragrance, men's and women's apparel lines and home furnishings)

Article from:
WWD
Article date:
October 27, 1989
Author:
Copyright

A BIG-TIME SAFARI FOR RALPH LAUREN

NEW YORK -- Ralph Lauren is returning to his safari leitmotif in a big way, this time with a Safari fragrance, men's and women's ready-to-wear collections and Safari home furnishings.

When Lauren launches the women's fragrance this spring, it will be supported by an elaborate merchandising strategy that will include tie-ins to the apparel and home collections.

"This is an opportunity only Ralph Lauren could create," said John Wendt, president of the designer fragrance division of Cosmair, Inc., Lauren's fragrance licensee.

Cosmair and Ralph Lauren Corp. plan to spend at least $20 million promoting the ...

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