Hugo Boss

Early on, it was recognized that while the Hugo Boss brands starts with fashion, the job was to translate the brand’s fashion equity into fragrance.

HUGO perfume

The founder, Hugo Ferdinand Boss (1885-1948), opened his first factory in 1924.  At the beginning he had approximately 20-30 employees.

The factory located in a town called Metzingen in the state of Baden-Wurttemberg, south of Stuttgart.

After the World-Economy-Crisis in 1929 Hugo Boss couldn’t avoid insolvency anymore but was able to recover thanks to the production of military uniforms for the NSADP.

During World War II the company made uniforms for the German SS, storm troopers and Hitler Youth.

After World War II the whole production was improved and the company sold the first tuxedos.

In 1960 they started the lean production of tuxedos which was a milestone for the company and its evolution. It was in 1977, the brand Boss was created and registered.

Hugo Boss, a fine clothier, created its image of exclusivity and high quality in large past through effective use of sponsorship.

In early 1970s, Hugo Boss sponsored Porsche in Formula One races to capitalize on Porsche’s strong exclusive image and international presence.

In 1984, the license was issued and the first Boss branded fragrance appeared. By 1985, the company was floated on the stock exchange and is now listed on the MDAX list of companies.
Hugo Boss

Calvin Klein

Calvin Klein was born on 19 November 1942 in the Bronx. He became one of the most successful fashion designers by using edgy and sexually provocative marketing to sell his products to ordinary people.

Calvin Klein first learned fashion at the Fashion Institute of Technology. He then learned the clothing business by spending five years as a designer in the New York garment industry.

Klein collaborated with his childhood friend, Barry Schwartz, to form Calvin Klein, Inc. on December 28, 1967. Schwartz provided the financing and received half of the business, while Klein contributed his creative skills. They opened a coat shop in Manhattan’s York Hotel.

They were soon asked to supply a line of clothing for department store Bonwit Teller.

His designer jeans line was launched who a Richard Avedon advertisement featuring a young Brooke Shields. His designs were modern, simple and sophisticated, combining comfort and practicality with elegance and sexiness.

In 1982, the Calvin Klein underwear division partnered with photographer Bruce Weber to created images of monumental men dressed only a pair of briefs emblazoned with the Calvin Klein label across the waistband.

During the 1990s Klein’s design concept explored images of androgyny and bisexuality, epitomized by the launch of cK One, his unisex designer fragrance.

In 2002, Calvin Klein, Inc. was sold to Van Heusen Corporation for over $430 million.

In 2004, Klein turned his attention to the outerwear market, an area that he had addressed only sporadically over his years in business. He signed a licensing with Marvin Richards to manufacture and distribute this line.
Calvin Klein

Christian Dior

Christian Dior (1905-1957) began his career in design in 1935 as an illustrator and assistant.

House of Christian Dior was founded in 1946 by Christian Dior with huge financial backing of France’s greatest textile industrialist, Marcel Boussac. First collection was launched in the spring of 1947.

The company’s many well-known brand names include Louis Vuitton, Givenchy, and Christian Dior.

Christian Dior shocked the public with the extravagant designs of New look in 1947.
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With the New look, Christian Dior fashion’s superpower, the ‘saviour’ of post-Occupation Paris couture and Christian Dior couture house evolved into a highly lucrative business with licenses and hit perfumes.

In 1948, Christian Dior was the first designer to create licensing agreements, something that is ubiquitous today.

Dior exploded the couture’s elitist customer base by opening boutiques in New York and London and selling branded accessories through licensing agreements with American manufacturers.
Christian Dior 

History of Chanel

Gabrielle Bonheur Chanel (1883-1971) was a woman of singular character, intelligence and imagination.

These attributes enabled her to survive a childhood of deprivation and neglect and to re-invent herself to become one of the most influential women of her century.

At age twenty, she was apprenticed to a tailor and also worked as a dance singer at night.

In 1910, a well to do lover set her up in a millinery business. Three years later, Chanel opened her first boutique, in Deauville, France.

Beginning 1914, Chanel designed a line of clothing – usually in black, gray and beige - that eventually included short skirt and tailored suits.

In 1921, she pioneered the practiced of designers extending their name into accessories with the development of the world’s most iconic perfume Channel No. 5.

She worked with chemist Ernest Beaux refuge from Russia, who created a rich floral scent combined sharp synthetic aldehydes with expensive natural oils such as jasmine.

In 1932, Chanel introduced a diamond jewelry collection, sponsored by the International Diamond Guild.

Gabrielle Chanel died at age eighty-eight on a January Sunday evening while working on a new collection.

After her death the company flourished with continued commitment to its perfume line. Chanel No. 5 was reestablished as the exclusive fragrance for the fashion savvy.

The House of Chanel has continued with a succession of designers directing it. Karl Lagerfeld took over designing the couture line in 1983 and the ready to wear collections the next year.

Lagerfeld has continued to exploit the Chanel look to the present day, sometimes paying homage to her classic styles and at other times parodying them mercilessly.
History of Chanel

Giorgio Armani– Italian fashion designer

Giorgio Armani was born in 1934. He is an Italian fashion designer and began his career in 1964.  He abandoned medical school and worked as a buyer for a department store (1957-64) before training as a fashion designer.

He created Giorgio Armani label in 1975 and in 1982 he appeared on the cover of Time, putting the final seal of approval in his fame.

In 1980 - 81 he founded Giorgio Armani USA, Emporio Armani and Armani Jeans and in 1989 he opened shops in London.

He was a leader in the pared-down, unstructured silhouette in menswear and was responsible for the shouldered look for executive women.

The name Armani became synonymous with sex appeal in the 1980s as the Hollywood blockbuster American Gigolo, staring Richard Gere, featured Armani in numerous key scenes, including Gere’s character shopping for suits in a luxurious retailer.

Looking back at the impact of American Gigolo has publicity-wise, Armani realized that the best way to reach that middle American audience was to dress its star.

The cachet of Armani suits was further bolstered when Armani designed the retro-1930s costumes for Brian De Palma’s gangsters flick The Untouchables, the 1987 cinematic portrayal of the downfall of Al Capone.

Among the many prizes awarded to him, he has won the prestigious Cutty Sark Award for the Best International Men’s Wear fashion designer more than once.
Giorgio Armani – Italian fashion designer

History of Lux soup

History of Lux soap
Lux soap first produced in United Kingdom in 1899. It was produced by British company name Lever Brothers. Lever Brothers was founded in 1885 by William Hesketh Lever and his brother James. They using glycerin and vegetable oil such as palm oil to manufacture soap called “Sunlight Soap.” The flaked version of soap called Lux soap. Glycerin was a lucrative byproduct of the soap making process, and by the end of 1886, Lever brothers also had a glycerin factory.

Lever opened their small office in New York in 1895. The company started selling Sunlight and Lifebuoy but did not doing well until 1916. Lux soap was first launched in United States in 1916. The Lux trademark was registered in United States in 1900.

Lux soap was launched in India in 1929. The soap's very first advertisement featured actress Leela Chitnis as its brand ambassador. It was popularly known as 'the beauty soap of film stars.'

From 1930s right through 1970s, Lux soap colors and packaging were altered several times to reflect fashion trends. In 1958 five colors were made up the range: pink, white, blue, green and yellow. In 1990s, Lux launching its own range of shower gels, liquid soaps and moisturising bars. Today, Lux soap is sold in 100 countries and sales achieved 1.0 billion euros in 2005 alone.
History of Lux soup