Agent Provocateur (lingerie)
Private | |
Industry | Apparel |
Founded | 1994 |
Founders |
Joseph Corré Serena Rees |
Headquarters | London, England, United Kingdom |
Key people |
Sarah Shotton (Creative director) |
Products | lingerie, sleepwear, hosiery, swimwear, accessories, outerwear, fragrances |
Number of employees | 600[1] (2017[1]) |
Website | http://www.agentprovocateur.com/gb_en |
Agent Provocateur is a British lingerie retailer founded in 1994 by Joseph Corré and Serena Rees.[2] The company has stores in 13 countries.[3]
History
![](../I/m/Agent.provocateur.london.arp.jpg)
1994—2007: 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 opened in Soho on Broadwick Street.[4]
The company sells colourful and fashionable lingerie[5]
As reported by the BBC Joseph Corré was the designer behind the Agent Provocateur brand.[6]
2007—2017: Private equity group 3i purchase and struggle[1]
Garry Hogarth stepped down as CEO in February 2016.[7]
In 2007, after Corré's and Rees's divorce, 3i, a private equity firm that invests in mid-size companies,[8] purchased 80% of the company for £60 million.[2][9]
Between November 2007 and March 2009 the company opened 13 shops expanding to the US, Russia, Dubai and Hong Kong[10]
By March 2008, Agent Provocateur's profits dropped 18% to £2.2 million due to the cost of expansion.[10]
2017—present: administration and acquisition
In March 2017, the business entered administration.[1] As part of a "pre-pack" deal, whereby it was purchased by Four Holdings, a company one-third owned by British businessman Mike Ashley whom reportedly paid around "£25m after seeing off competition from private equity firm Lion Capital."[1]
Marketing
Films
The company is famous for its provocative videos. Its 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 luxury AP lingerie, of course).[11]
In December 2001, company produced a short film that caused controversy due to the film featuring Kylie Minogue riding a velvet bucking bronco wearing the company's underwear.[12]
In 2006, Mike Figgis directed a short film for Agent Provocateur starring model Kate Moss.[13]
Models
In previous years, these have included Kylie Minogue (2001)[14] and Kate Moss in 2006[13] and 2008. Hollywood actress Maggie Gyllenhaal took over for supermodel Kate Moss as the new face for the line in 2007.[15]
In 2008, the British model Daisy Lowe became the face of Agent Provocateur.[16]
In January 2014, model Hailey Clauson was the focus of an ad campaign called “Behind Closed Doors,” which was photographed by Miles Aldridge.[17]
Logo and wordmark
The original Agent Provocateur logo and wordmark were set from an existing over-the-counter typeface. As Corré’s venture grew from a single storefront in London to a worldwide brand, graphic design company House Industries were given the task of redrawing and expanding on the logo. Corré and Rees wanted something that was different and executed in a way that their competitors could not easily steal but also blended in with the existing logo. House Industries penned a flowing Spencerian wordmark as well as a racy and lacy leg logo for everything from tissue paper to fabric monograms.[18]
Criticism
Agent Provocateur had some of its advertisements banned by the Advertising Standards Authority (United Kingdom) for "being degrading to women."[19][20]
References
- 1 2 3 4 5 "Mike Ashley firm buys lingerie firm Agent Provocateur" (Business). United Kingdom: BBC. BBC. 2 March 2017. Retrieved 2 March 2017.
- 1 2 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).
- ↑ Traill-Nash, Glynis. "Agent Provocateur set for big bash to mark 100th store opening in Sydney". theaustralian.com.au. The Australian. Retrieved 11 April 2016.
- ↑ Hamilton, Alan (21 June 2007). "Lingerie boss rejects MBE because Blair is morally corrupt". United Kingdom: The Times. Retrieved 23 April 2010.
- ↑ "Joe Corré and Serena Rees: Sex and the City". United Kingdom: The Independent. 29 July 2002. Retrieved 23 April 2010.
- ↑ "M&S launches underwear boutiques" (Business). United Kingdom: BBC. BBC. 23 October 2000. Retrieved 15 March 2017.
- ↑ "Agent Provocateur lined up for possible sale as boss Garry Hogarth steps down". The Independent. 2016-02-09. Retrieved 2017-09-15.
- ↑ "3i announces restructuring to cut costs" (Business). United Kingdom: BBC. BBC. 29 June 2012. Retrieved 1 April 2017.
- ↑ Attwood, Karen (16 November 2007). "Agent Provocateur sold to private equity firm 3i for 60m Pounds" (Business News). United Kingdom: The Independent. ESI Media. Retrieved 22 March 2017.
- 1 2 Wilson, Amy (23 March 2009). "Agent Provocateur says lingerie sales hold up" (Retail and Consumer). United Kingdom: The Telegraph. Telegraph Media Group Limited. Retrieved 22 March 2017.
- ↑ Newbold, Alice (2 September 2013). "Melissa George frolics on catwalk for Agent Provocateur's autumn campaign" (Fashion). United Kingdom: Telegraph. Retrieved 15 March 2017.
- ↑ Wilson, Giles (7 September 2004). "Happy hours with non-stop ads?" (AD BREAKDOWN). United Kingdom: BBC. BBC. Retrieved 15 March 2017.
- 1 2 Briggs, Caroline (27 October 2006). "Film-maker Figgis frames London" (Entertainment). United Kingdom: BBC. BBC. Retrieved 15 March 2017.
- ↑ "Top 10: Agent Provocateur Models - Number 2". Askmen.com. Retrieved 24 January 2014.
- ↑ "Maggie Gyllenhaal's steamy Agent Provocateur campaign revealed". The Daily Mail. Retrieved April 21, 2009.
- ↑ "Daisy Lowe" (Switch). United Kingdom: BBC. BBC. 2008. Retrieved 17 March 2017.
- ↑ Conti, Samantha (22 January 2014). "Agent Provocateur Takes to the Kitchen". WWD. Retrieved 22 January 2014.
- ↑ "House Industries".
- ↑ 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.