How To Dialogue With Contemporary Chinese Female Consumers? Chlo E CEO Said So.

Richemont luxury group's Chlo ye, a famous fashion brand, was founded in 1952 by French fashion designer Gaby Aghion. At that time, the traditional industry was reformed. She made a series of garments with luxury luxury fabrics in high-end luxury market.

Nowadays, Chlo is the favorite of many celebrities, because the brand is a feminine and highly independent personality.

For example, Sienna Miller, Marion Cotillard, Camilla Deterre, Haley Bennett and other Hollywood stars have chosen Chlo design on various occasions.

Chlo has rebuilt the brand with its new Bohemia creative director Natacha Ramsay-Levi's elegant style, and began to win a large number of new fans, making it a famous brand not only for silk dresses, but also its handbags and perfume.

Chlo has achieved success in the Chinese market, which is inseparable from the smart local social media exposure strategy.

According to the 2018 annual report of the peak group, the brand launched an exclusive Faye package through WeChat in August last year.

At the same time, their sales surged throughout the Asia Pacific region, mainly due to a series of direct consumer oriented marketing activities, better management of inventory strategy implementation, and enhanced control of Asian market products.

The overall sales volume of Richemont group in the Asia Pacific region increased by 40% in 2018.

In June 5th, Natacha Ramsay-Levi will show its 2020 holiday Series in Shanghai.

The event will be the first fashion show held by Chlo e outside France.

Chlo is expected to follow Chanel's footsteps and organize holiday activities at different locations around the world.

This time landing in China, Chlo e emphasized the close relationship between the brand and Chinese consumers.

We have exclusive interview with CEO Chlo Geoffroy de la Bourdonnaye to understand his strategies for local social media, the brand's dynamic outlook on China and so on.

Chlo is famous for its balance of free and bold femininity and low-key elegance. But in the past year, China has seen the return of logo fever, which is in sharp contrast to the concise style of Natacha Ramsay-Levi.

How can Chlo be able to deal with these trends?

We are still loyal to our DNA.

We have the latest Chlo bag "C" series, which is outstanding at present.

This series of products is not based on logo, but a tool to convey information.

Women wearing Chlo's actually don't want to show off.

We are not going to create Chlo AI women in an unnatural way. We will continue to be faithful to the essence of Chlo.

The reason consumers like Chlo is because we put women first and represent the value of women.

How can Chlo's brand do KOL marketing in China?

At present, our KOL marketing is working well and is a natural part of Chlo DNA.

Gaby Aghion founded the brand in 1952, and her original idea was to give women freedom.

Chlo is not logo brand, we are committed to the performance of customer personality.

The idea of working with women is the core of Natacha design.

We have many ambassadors for Chlo, wearing Chlo Ye girls, talking about Chlo E and representing Chlo.

There has been speculation that the group will sell Chlo, but the group rehired a new creative director in 2017.

What is next step for Chlo?

I can confirm that Chlo is still part of the group. We have not changed the current creative director.

Natacha Ramsay-Levi joined us two years ago. Her work is excellent.

She will come to China in a few months, and we are lucky enough to have her.

Natacha brings modern style to Chlo ye, so we will continue to follow this road.

What risks do luxury companies encounter when they enter the Chinese market?

Personally, I think there is no risk; I only see opportunities.

I think Chinese customers / consumers are smart, they know the market very well and are very picky.

These shoppers can quickly grasp the trend and learn quickly.

Moreover, local consumers begin to buy luxury goods in China, which are all opportunities for luxury brands.

Do you have any business expansion plan in China?

We have 18 stores in China.

We opened a new store in IC Pudong a few weeks ago.

We also have retail stores in K11 and old Buddha's department store in Shanghai.

We maintain close cooperation with our largest partners, landlords and department stores.

Chlo E has launched some successful social media activities, such as WeChat New Year's activities in China, and the brand perfume launched by actor Jing Bairan.

These online activities enable brands to keep pace with the times in China, but how do you identify yourself into the target market? Do you think social media has weakened the exclusive sense of the brand?

For us, online is just another way.

Instead of diluting, we magnify the information we pmit.

Chlo, as you know, stands for freedom.

Our brand is aimed at women who aspire to elegance, independence, self-confidence and freedom.

Our essence will not change because we communicate on the digital platform such as WeChat and micro-blog.

We also convey our unique identity through our ambassador, Chlo girl.

Gaby Aghion adds our core quality to the DNA of the brand.

This is not going to change. Our customers also understand that this is the reason why Chinese women like and choose the Chlo brand.

As you know, Chinese women are still at the forefront of digital communication, so we need to customize our information and focus on online communication.

For us, social media has expanded our communication strategy.