French fashion house Chloé is pushing its presence in China forward.
Clare Waight Keller, the brand’s creative director, presented Chloé’s spring 2015 collection in Beijing recently in celebration of its fifth anniversary in the Chinese market. She chose only Chinese models for the show.
“China has become so much more international now. What sells here sells well in Europe and America,” Waight Keller tells Women’s Wear Daily. “But what they really react to here is that luxury really needs to say luxury. Something ultracasual at a super high price, I think that is difficult to understand in this environment here. When you come as a luxury brand, Chinese consumers want to see the quality. They want to see the beauty. They want to see something that really speaks to them and makes them feel chic and luxurious.”
Geoffroy de la Bourdonnaye, Chloé chief executive officer, also visited Beijing for the event. He notes the one of the brand’s strengths in China is that it has only been “minimally impacted” by the recent government crackdown, which has significantly impacted the luxury sector overall in the country. He also spoke of Waight Keller’s efforts to rejuvenate the brand for a Chinese audience.
“Since Clare arrived, she has really rejuvenated the brand and made Chloé even more modern, and that has translated into fantastic momentum in China,” de la Bourdonnaye said.
Though Chloé’s Chinese sales are still behind those of Japan, its number-one Asian market, the brand has been gaining momentum in China as female shoppers “look for more sophisticated, understated luxury, particular[ly] in the ready-to-wear category.”
Finding retail locations in China is one of the brand’s central challenges, so going forward, Chloé will focus on improving existing locations to better meet the needs of their clients instead of just opening new boutiques.
“We are not a brand that screams,” de la Bourdonnaye said. “We don’t want to be ostentatious. It is more about details and proximity to clients. The awareness of Chloé is increasing, but it is still low compared to the big brands. We are working at our own pace.”
image credit: chloé