Feminity, elegance, sensuality, energy and romanticism – qualities as recognisable in Chloé’s clothing and accessories today as they were upon the brand’s creation nearly 60 years ago. Chloe’s talent for evolving its style while remaining true to these underlying values has earned the brand its iconic status amongst the world’s most fashion-conscious and sophisticated women.
Since view years Chloé is a part of the Richemont group, home of several of the world’s leading companies in the field of luxury goods. Compagnie Financiere Richemont SA owns a portfolio of leading brands or ‘Maisons’, which are managed independently of one another, recognising their individuality and uniqueness. The businesses operate in four areas: Jewellry Maisons, being Cartier and Van Cleef & Arpels; Specialist watchmakers, being Jaeger-LeCoultre, Piaget, IWC, Baume & Mercier, Vacheron Constantin, Officine Panerai, A. Lange & Söhne and Roger Dubuis, as well as the Ralph Lauren Watch and Jewelry joint venture; the Writing Instrument Maison Montblanc, and Other, being Chloé, Alfred Dunhill, Lancel and NET-A-PORTER as well as smaller Maisons and watch component manufacturing activities for third parties.
The Group’s net cash position at 31 December 2010 amounted to some € 2.2 billion (2009: € 1.4 billion). Linked to the position, it is anticipated that the strength of the Swiss franc will result in higher non-cash financial charges for the year. Richemont’s Maisons were already well positioned in the region and in the growing market of mainland China. The strategy in China is to continue to develop the distribution network and to ensurethe ability to offer customers ahigh-quality shopping experience in keeping with the values of the Maisons. For this reason, Richemont established their own distribution infrastructure to service the market and, most importantly, setted up a comprehensive after sales service organisation and training schools to develop the necessary skill sets for their staff in China.
Chloé resisted the economic downturn fairly well, and gained significant market share in the most affected markets, such a Japan. It also saw a significant sales increase in Asia-Pacific, most notably in China where Chloé now has 17 boutiques.
During 2010, Chloé opened three new boutiques in China – Guangzhou, Hangzhou and Chengdu – and one in Beirut. During 2010, the Maison’s reputation strengthened noticeably as both the Fall/Winter 2009/2010 and the Spring/Summer 2010 ready-to-wear and accessories collections received excellent receptions and enyojed extensive press coverage. Demand for leather goods has continued to grow arround the world, and was evidenced in the successful launch of the Marcie bag. In parallely, the Paraty bag is becoming an iconic product. Demand for small leather goods is equally increasing and the range is now a major contributor to the business. Shoe designs remain very distinctive, with each new collection generating considerable editorial coverage and customer excitement.
The new Spring/Summer 2011 advertising campaign express a feeling of optimism, energy and complicity. It is not about one Chloé woman, but the Chloé women: different and contrasting personalities which altogether show grace and feminity. It is about the woman and her silhouette, not her environment.
Chloé Spring/Summer Ad-Campaign 2011
Editorial by ANDREA JANKE
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