Trying to choose what to bring to the future and what to leave behind was difficult, we took a very different approach and, in the last year, we have been working to structure Agent Provocateur to make the attack possible appropriately [appointing a dedicated team]. There has been great acceptance in both lingerie and swimwear. This spring, we guarantee incredible doors like Browns, and we will be joining Farfetch soon.Between repositioning the brand to attract the modern consumer, reopening and renovating stores, redesigning the website and bringing the wholesale business to life, the leadership team has been busy.
One thing is certain: they have a firm vision of where to take the brand, rying to choose what to bring into the future and what to leave behind was difficult. We had to go into boot mode and say, what do we stand for? We defend sex. We defend women or men who feel everything they need in our product. This brand will always cause a level of controversy and we just need to feel comfortable with it.
Revival lines
Ecommerce is another 'very big focus', and an upgrade to a new version of software platform Magento is due to complete in March.
'We're very excited about that because the current site does limit us in terms of omnichannel and the user experience,' says Mertens-Lustig.
The business had no wholesale accounts at the time of its collapse, but the new leadership team is investing in this side of the business. It has appointed a wholesale team, and in the UK it is now stocked by Net-a-Porter, Browns and will launch on Farfetch in this autumn.
Mertens-Lustig reveals that there was previously a 'resistance' to wholesaling the core Agent Provocateur brand.
'That's why they created the diffusion line L'Agent [in 2013], because they felt that that was a better line to wholesale,' she explains. L'Agent was discontinued in 2018.
We had a list of priorities: reopening stores and doing everything we could to try to bring the business back to life as quickly as possible
We use different women and when you have 30 girls dancing like that, you end up with any meanness. It's about brotherhood. "
The most recent campaign, Icons, was launched on July 15 and stars Caroline Vreeland, whose Instagram feed is filled with photos of her body.
Everyone has AP somewhere, but she is super AP. She has an incredible body, very curves and great talent. "
Store potential
While Shotton repositioned Agent Provocateur for the modern consumer, Mertens-Lustig and Neill focused on "unlocking" parts of the company that were lost or frozen when it collapsed.
Today, there are 53 stores and concessions worldwide: 39 directly operated and the rest franchised. Of the 13 countries in which it operates, the USA is the largest market, followed by the United Kingdom.
'We had a list of priorities: reopening stores and doing everything we could to try to bring the business back to life as quickly as possible. We had to react very quickly to decide which stores we thought were right, both from the point of view of the brand and in terms of profitability.
slightly expand our portfolio since 2017. expand or relocate certain stores like Bal Harbor [in Florida], which we knew we wanted to be in because it is one of the best shopping destinations in the USA.
The team is renovating its stores to make them lighter than previous stores, launching the pink and gold concept of the East London showroom. It launched the new look at its Harrods concession in March 2018.
When you go to some of our stores, they don't necessarily reflect who we are as a brand. There was no investment made [by 3i] during the entire period in which it owned the brand. We have five different concepts, and some of them look very old-fashioned.
The franchise is "a great area of opportunity". He secured a franchise partner in China - the team will not say who - where he is, has been sold by the Tmall e-commerce platform since November 2018, in addition to operating three concessions at the Lane Crawford department store.
Agent Provocateur perfumes and colognes
Designer Agent Provocateur has 24 perfumes in our fragrance base. The first edition was created in 2000 and the most recent is from 2019. Agent Provocateur fragrances were made in collaboration with perfumers Christian Provenzano, Beverley Bayne, Honorine Blanc, Jean-Marc Chaillan and Jean Claude Delville.
Fatale Intense by Agent Provocateur a perfume with a fusion of rich and luxurious contrasting facets that seduce with a mysterious fascination. The bold exit seduces the senses with an exotic alchemy composed of blackberries, licorice and nuances of spicy red pepper, as a seductive layer of sexual appeal and warmth on the skin. An enigmatic open and trapped heart brings a rich mix of exotic flowers that evoke lust and passion the essence of this fragrance. The Lotus Flower present in the composition is known for its hypnotic power of seduction. The divine Flor Champaca creates a rich textured indulgence, while the Red Baiser Rose adds a touch of iconic exuberance for its stimulating and aphrodisiac qualities. An intoxicating and warm background intrinsically fused with an imperfect spray of Black Leather, Amber Luxe and Tahitian Vanilla triggers secret and intense desires. In the perfumer's words, Amber has the scent of a woman in the perfumer's subconscious. It is used for heating and intrigue. Combined with Black Leather, it is capable of providing sensations of lust, ecstasy, glamor and sensual pleasures.
Careers
London's Soho has long been the heart of the city's counterculture. It was here in 1994 that Agent Provocateur opened the doors of its first boutique. Instantly different, bold and irreverent, the brand sculpted its already well-known rock & roll narrative.
Shaking lingerie purchases forever, Agent Provocateur gave women and men new permission to explore and celebrate sexuality. Luxurious and directional lingerie designed to empower and excite the wearer, combined with our provocative and unwavering attitude, has placed us in the sky of iconic British brands.
Today, we are a global company that remains true to our roots. An exceptional design, a commitment to creativity and a desire to be different at every opportunity are the basis of what we do.
Our team brings together the most dynamic and inspiring talents, from experienced boutique agents to matrix professionals. If you want to join us, find out how below.
Agent Provocateur encourages women to celebrate and enjoy their sensuality. The brand's pillars include exceptional design and quality. Provocative, but always leaving something in the imagination. Agent Provocateur has British style and a sense of humor.
Agent Provocateur has always understood the important marriage between perfume and seduction. With a unique vision of femininity, the brand has created a successful fragrance portfolio that began more than a decade ago.
Agent Provocateur to be present with absolutely sensual fragrances.
Specializing in the creation of luxury lingerie, the British brand knows the mysteries of female seduction like no one else. Thus, the brand that has become a reference for Hmundial for its audacious and sexy DNA, has equally bold and, of course, provocative perfumes. More than making women attractive to others, Agent Provocateur products can make them feel at the height of their power.
Feel beautiful, irresistible, fatal, powerful, on your own skin with Agent Provocateur perfumes.
Style and fit guide
We know that when it comes to looking and feeling antastic, the perfect fit is the key. Use our easy guides to help you buy the right styles and sizes for you and your shape in all of our collections
Our bras are designed in London and listed on ours.
Care guide General instructions
Handle your clothes with care and read all clothing care labels.
For most products, we recommend washing your hands in warm water; using a mild detergent and then rinsing in cold water, some clothes only specify dry cleaning.
Do not soak your clothes and do not wring, rub or spin the pieces; hang the products to dry or let them dry horizontally.
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A coupon code from Agent Provocateur is an alphanumeric code that you used to get the discount on your order. These Coupon Codes are also called coupon code, promotional code, discount code, promo code or coupon. Webshops from around the world use these types of codes to give discount to their customers on certain products or orders.
An action code or promotional code from Agent Provocateur Can be used in two ways. The first way is by simply clicking on "SHOW CODE", copy the code and paste it into the shopping cart of the webshop. The other way is by clicking on 'VIEW OFFER', you will then be redirected directly to the webshop and the discount will be applied automatically.
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Right now, there are Coupons codes and 3 offers available for Agent Provocateur:
Buy a Agent Provocateur gift card with lot of discount deals
Sales with up to 50% discount on luxury lingerie nightwear and swimwear
25% discount on selected items
Lately we've discovered a new discount code from Agent Provocateur every 30 days. Over the last 90 days we've found new coupons from Agent Provocateur.
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