Catching Up with the Chloé Girl
Jing Daily talked with Chloé CEO Geoffroy de la Bourdonnaye about how the brand has found success in China and its plans for the future.
With the help of new creative director Natacha Ramsay-Levi reshaping the brand, Chloé has started winning over legions of new fans. Photo: Chloé official Instagram
With the help of new creative director Natacha Ramsay-Levi reshaping the brand, Chloé has started winning over legions of new fans. Photo: Chloé official Instagram
Contents
- Chloé is known for free-spirited femininity and understated elegance, but over the past year China has seen a return to maximalism and logo-mania, which contrasts with Natacha Ramsay-Levi’s house style. How is Chloé responding to these trends?
- How has influencer marketing worked for the Chloé brand in China?
- There was continuous speculation that Richemont was going to sell Chloé, but instead the Group rebooted the brand with a new creative director. What’s next for Chloé and what do you plan for the brand in China?
- What are the risks that luxury companies encounter when entering the Chinese market?
- Do you have any business expansion plans for China? New store openings or anything in that direction?
- Chloé has delivered some successful social media campaigns like the WeChat Chinese New Year campaign and perfume launch. These creative ways of using digital storytelling have kept the brand relevant in China, but how can you be sure you’re reaching your target market, and do you think social media has diluted the brand’s sense of exclusivity?
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