Will Chlo AI'S Bohemia Girls Get Bored In The Chinese Market?

At 7 pm on June 5th, Chlo's early spring holiday series at the West Coast dragon Museum of art launched a half hour advance in the early 2020.

It is very important for Chlo to play the right time to step on the sunset, and the location of the Pre-collection in Shanghai is also critical.

"It will be a long and exciting day," said Chlo de CEO Geoffroy de la Bourdonnaye, who interviewed China in an interview with BoF. The Chinese team is eager to introduce the Natacha Natacha, the creative director of the fashion house in 2017, to local consumers.

"In fact, at the very beginning, the Paris headquarters only wanted to set up a media event in Shanghai for Natacha, and the overseas exhibition series was the idea put forward by the Chinese team."

The hard, clear concrete skin emanates the original wild charm, and the lightness and sense of space created by architect Liu Yichun is enough to become the "net red punch card" for making the topic.

This show is a tribute to China and its fifth generation of filmmakers, and the brand side is another courtesy to Chinese consumers. On the night of the big show, the brand side opened a 48 hour flash store on WeChat's Mini program, and launched the exclusive four Mini Chlo C handbag which was released on the T platform, which was the first to open the sales mode of "buying and watching" in China.

The brand can not comment on the "Chlo e limited time release" volume and sales generated during the flash store.

By the time of press release, #CHLOESHANGHAI#'s "Bi Xin" activity had read 83 million 82 thousand on micro-blog, and discussed 50 thousand.

Chlo 2020 early spring vacation series

The Paris fashion company, founded by women and dominated by female designers, belongs to Richemont Group, the Swiss luxury goods company, and is the most successful "soft luxury" brand.

Since Stella McCartney joined Chlo in the late 1990s, there have been a number of powerful female designers who have contributed to the creative inspiration behind the brand, including Phobe Philo, Clare Waight Keller and current Ramsay-Levi.

"Over 80% of our team members are women.

As a feminine fashion house, we know that women have more strength than (Society) giving and recognition. "In the eyes of De La Bourdonnaye, Ramsay-Levi represents the natural femininity pursued by the founder of Gabrielle Aghion, and endows Chlo with a rebellious personality." we are not a trademark brand, nor do we need to attract all women.

As we said in France, the women who love Chlo AI are very confident in themselves, and have a certain voice, who are active in their respective communities and try to create a better life for themselves and others.

Its "other" category lost nearly 100 million euros in 2018.

Although the group did not announce the sales performance of Chlo AI separately, it was speculated by analysts that Chlo ye set about 500 million euros in 2018.

In the 2019 financial year report released by the group in May, the total sales volume of other categories including Chlo, Ala, a and Dunhill was about 1 billion 880 million euros, up 1.8% from the same period last year, accounting for only 13% of the total sales.

Chlo is not in the core competitiveness of the group, nor is it a "hard luxury" of watches and jewellery series.

Investors and analysts in the industry have made conjectures about brand pfer, and De La Bourdonnaye, head of the fashion house, said that "the peak group has been supporting everything we do."

Chlo will also develop the retail network.

The brand opened a total of 4 stores in the last fiscal year. At present, Chlo has a total of 18 direct boutiques in China. The new boutique has recently opened in IC Pudong, and there are also retail outlets in Shanghai K11 and Lafayette department store.

The 2019 annual report of global fashion format released jointly by McKinsey and BoF fashion business also points out that China will surpass the United States for the first time in 2019 to become the world's largest fashion market.

Obviously, Chinese consumers are already the main consumers of fashion products in the world.

In the interview, De La Bourdonnaye did not disclose how many Chinese consumers contributed to Chlo, but he said that the Chinese market did account for a large proportion.

Since the first batch of "it bag" Paddington came into being in 2004, the bag has been a priority development business of Chlo. In recent years, Drew and Faye have been favored by the Chinese market because of its high profile.

In August 2017, the brand launched an exclusive version of Faye through WeChat applet.

In the regional sales announced by the group in March this year, sales in the Asia Pacific region reached 5 billion 243 million euros, an increase of 20% over the same period last year, accounting for 40% of the total sales.

Although Chlo has increased sales through its leather products, and C bag has achieved "encouraging early results", Johann Rupert, chairman of the board of directors of the summit group, said the challenge is very arduous.

In June 2018, Chlo e launched the sports shoes series for the first time in Sonnie, expanding its business to the most active and youngest block in today's market, and trying to get a share in the relatively crowded sports shoes market.

"Handbag is the first, perfume second, next is the series of garments that we distribute every season, and finally the shoes."

De La Bourdonnaye predicts that the weaker footwear business will become the fastest growing category of brand in the future.

In the era of traffic stars, many luxury brands are trying to change their marketing strategy to better reach the female consumers in order to better harvest the Chinese market.

The most common practice is to employ Chinese local stars as brand ambassadors, and the Prada, which has always been restrained, has ushered in the first traffic star Cai Xukun from China.

Stars are often the media satellites with their own traffic, but Chlo has not signed specific cooperation agreements with anyone.

Instead of being brand bound with the brand ambassadors, the brand side is more willing to set up a Chlo #chloeGIRLS community, and you can easily find the natural charm of women in them.

No difference between consumers and celebrities sharing the "#chloeGIRLS" label will undoubtedly shorten the distance between consumers.

In other words, all visitors are guests.

In this #chloeGIRLS community, there are not only Chinese giants like Gao Yuanyuan and Coco Lee, but consumers can find value identification and emotional resonance through consumer stars.

The topic of #chloeGirl has produced 290 million readings and 1 million 374 thousand discussions on micro-blog, and it has been mentioned in 128 thousand times on Instagram.

In June 2016, Chlo began to cooperate with the YOOX Net-a-Porter Group, a luxury online retailer, to operate e-commerce. Its online businesses are mainly concentrated in Europe, the United States, Japan and China.

Two years later, the group bought YNAP with 95% of its available shares.

Burkhart Grund, chief financial officer of the peak group, told financial analysts in May that before the acquisition, the electricity business accounted for only 1% of the total revenue of the group. With the integration of YNAP group, this figure will jump to 17%.

The luxury electronic business platform will increase the total top line of eBay by about 2000000000 euros, which will greatly deepen the cooperation and strategic deployment of its brand and e-commerce platform.

But in this new luxury online ecosystem, Chlo will have unprecedented opportunities and challenges.

The brand side also confirmed rumors of landing on Xiaohong, and the time has not yet been made public.

Chlo AI, a mission to build a cultural community, has successfully integrated the cultural needs of young consumers into its business model. The brand partner has worked with well-known fashion blogger gogoboi Ye she to bring Chlo e Radio to Shanghai. Since its launch in September 2018, the content has been mostly about facts and literature.

Chlo also subsidized the Festival D Hy res for eight consecutive years.

At the thirty-fourth Yale International Arts Festival, which was just concluded in May, Austria designer Christoph Rumpf emerged from the ten new designers, won 20 thousand euros prize for its technology and sustainability of regenerated clothing blending, while Swiss designer Tina Schwizgebel-Wang won the 20 thousand euros prize of Chlo prize, led by Ramsay-Levi chairman.

Magalie Gu e Rin, executive director of the Yale Festival, believes that one of the important reasons why these forward-looking luxury companies are willing to contribute to the Arts Festival is to explore new talents in the fashion industry, and establish close relationships with them in the process of observation and support, laying a good foundation for future cooperation.

When asked whether there was a plan to win the winning designer, De La Bourdonnaye remarked, "there is no no clause for the winners, but there is no possibility of exclusion."

In the 2018 Chinese luxury market research released by Bain (Bain), the Chinese luxury market as a whole is mainly benefited by the Yu Qianxi generation and the female consumers. While the main force of the market is younger, the brand is also paying close attention to the needs of the millennial generation of consumers to convey the social information and social position.

"Diversity is not only crucial to Chlo," he said.

The crux of the matter is how to get people from different backgrounds to work together, but diversity is just the way to go in the world if we grow up the same way. "

In the business environment of Global trade, political and ecological environment, managing a fashion enterprise ushered in a new challenge, and De La Bourdonnaye, the brand leader, is good at balancing the relationship between employee emotion and financial bottom line.

He mentioned that people working in Disney (Disney) always say that business success is based on two parallel lines: creative line and bottom line.

In the fashion philosophy that creativity is the first productivity, the creative director who is responsible for making purchase desire and flow is equally important as the store manager who turns desire into shopping experience.

At the same time, the sustainable development derived from the topic of global warming has become a topic of commercial love for discussion and practice in recent years.

In this vigorous environmental campaign to save the planet, we can hardly see the fashion of Chlo AI girl.

Although the brand promises not to use fur, and the supplier of its perfume series ensures that all products will not be tested on animals, however, in the CSR Report of 2018, the branding party almost did not convey specific strategies and data on environmental protection and carbon emissions, nor did it introduce policies to protect the working conditions of low wage countries.

"This is not the message we will voluntarily convey, nor will we make any declaration on this."

De La Bourdonnaye adds that, as part of the brand's mission, the brand will launch a plan to subsidize International Children's organization in a few months.

"I think our work is not only creating beauty, but also encouraging women to be brave in their own way and strive for independence," she said.