Table of Contents
Executive Summary Introduction Company Overview Situational Analysis Primary Research Marketing Strategy Media Strategy The Creative Idea Campaign Evaluation Closing Recommendations
Executive Summary F
ounded by Gaby Aghion, an Egyptian-born political science graduate, in 1952, Chloé was born as a reaction to the strict, full-skirted attire of the era. Her concept of “nicely sewn, accessible” dresses quickly gained a following among Paris’s upper crust. A smart businesswoman, Aghion has also been credited with inventing a luxe version of ready-to-wear, something that appealed to a growing demographic of working women. Sixty-four years later Chloé again has the opportunity to cater to a growing demographic of women who wish to reject the stiff formality of traditional bridalwear and embrace accessible, wearable, and feminine designs.
Extension Goals • • • • •
Attract new customers Create market share in the bridal wear industry Increase awareness and sales Establish the extension as a category leader Capitalize on a void in the bridal wear industry
Key Success Factors • Chloé’s strong brand identity • Passionate following of customers • Bridal by Chloé is consistent with the brand image and strategy • Our investment in communication and medias to develop brand awareness • Partnerships with Saks, Nordstrom, Neiman Marcus, and Bergdorf Goodmans
Introduction C
hloe is a French luxury fashion house founded by Gaby Aghion. Its headquarters are located in Paris, France. The house is owned by luxury brands holding company Richemont Group. The unique Chloe style is one that is whimsical and feminine and the brand always stays true to this aesthetic. The Fashion brand currently offers women’s and girl’s ready-to-wear, fragrance and accessories. Being that they are solely catering to women and girls this shows a positive opportunity for bridal wear.
G
aby Aghion founded Chloe in 1952. She then later joined forces with Jacques Lenoir in 13, who was formerly managing the business side of the brand, allowing Aghion to purely pursue the creative growth of Chloe. Its headquarters are located in Paris, France. Chloe’s vision of offering luxury ready-to-wear in 1952 which was a new concept at that time.
The house is now owned by luxury brands holding company Richemont Group. The Chloe headquarters are located in Paris. The regional offices are The wedding market is a $300 billion dollar industry as of 2015 and is expect- in New York, Tokyo, Shanghai, Hong Kong and Dubai. 38 Chloe boutiques ed to keep growing. Brides are actively looking to make their big day different worldwide. Can also be found in a number of department stores and net-aand unique to each particular couples style. Chloe would be able to offer this porter. when catering to a non-traditional bride. Chloe has been seen as a positive brand and recognizable among women. Through this expansion Chloe CouChloe is a luxury fashion brand with high price points ranging from $300 ture Bridal, will enter the Bridal market with a special focus on the non-tra$10,000 and above. With a unique style that is recognizable and feminine a ditional bride. This brand stretch will be sold in Chloe stores and select very loyal following. Their expertise in women’s wear will help the implemendomestic department stores. Wit h the growth and demand is driven and tation of the brand in order to create a successful brand stretch. supported by increasing disposable income levels, which will drive sales of high-priced luxury products and lifestyle brands.
Introduction
Introduction
Situation Analysis G
aby Aghion started Chloe with a vision she called “luxury pret-a-porter.” Her focus on wearable yet beautiful daywear made the line popular with chic young women. Chloe’s bohemian, feminine details made it a favorite of seventies icons like Grace Kelly, Brigitte Bardot, and Jackie O. Chloe’s collections are diversified into five major selections: Ready-To-Wear, Accessories, Children’s Wear, Fragrance, and ‘See by Chloe’. Bags and shoes continue to rank among Chloe’s most coveted items. ‘See by Chloe’ is a younger line of the Chloe luxury brand intended to target younger generations who are starting to become more sophisticated in their styles at affordable price points.
S.W.O.T Analysis Strengths: • A strong existing brand presence • Strong brand image • Unique and recognizable aesthetic • Internationally known brand • Passionate following of customers • Strong website • Women & Girls only Opportunities: • Cater to a Non-traditional Bride • Couture Boho Does Not Exist • Capture New Audience • New Media Campaign
Weaknesses: • Limited to brick and mortar retailing. • Low awareness in emerging markets Threats: • Less expensive boho brands BHLDN • Potential negative side effect could dilute the core brand value • Established experienced bridal designers
Competitor Analysis Vera Wang
V
a luxurious and aspirational brand. Also, they are available online and through different mediums besides brick and mortar retail.
era Wang is an American fashion designer based in NewYork City. She has built her success on designing wedding gowns for many Marchesa well-known public figures. Her collection can be found in her bridal archesa is a couture brand specializing in high end womenswear, boutiques located all over the world or in select department stores established in 2004. The brand has been work by a number of (i.e. Nordstrom, Bergdorf Goodman, Neiman Marcus). Hollywood actresses on red carpet events. Marchesa is sold in high New designs are introduced twice a year in two distinct bridal end department stores worldwide (i.e. Neiman Marcus, Bergdorf segments. Vera Wang Collection which starts at $2,900 and her Luxe Goodman, Saks Fifth Avenue and Net-A-Porter). The company Collection where the starting price is $6,900 and allows for more produces a couture collection, handbag line and wedding dresses. customization options. Their couture wedding dresses being around $6,000. All of her bridal gowns are special-order, made for the client based on the pattern size closest to their measurements and reflect any changes to the design requested. ‘White’ by Vera Wang launched in 2011 at David’s Bridal. Pieces of the bridal gowns range from $600-$1,400 which gives more brides a more affordable way to wear her designs. Vera Wang is a Chloe competitor in the wedding sector because Vera Wang is known in the bridal industry as one of the must have designers for your wedding dress. She has created a brand that signifies
M
Marchesa is a Chole competitor in the wedding dress sector because being that they specialize in high end womenswear and couture gowns they have the ability to use their experience and couture work to their advantage when following and understanding their clients visions. They designed several boho style wedding dresses for a number of celebrities. Also, they are available online and through different mediums besides brick and mortar retail.
Competitor Analysis
Oscar de la Renta
Monique Lhuillier
O
M
scar de la Renta is a Dominican fashion designer. After a long time career in fashion, in 2006 his personal label diversified into bridal wear. His designs have been worn by a diverse group of distinguished women and celebrities. His “ready-to-wear” designs are available in his retail stores, online and with select wholesale partners worldwide. Being around 10,000 and go up from there. Oscar de la Renta is one of Chloe’s competitors in the same since that they are truly an aspirational brand. His skilled craftsmanship make him such a noted womenswear gown designer. His designs have been worn and admired by so many women throughout the years. Also, hs is known for couture and craftsmanship of his bridal gowns. Also, they are available online and through different mediums besides brick and mortar retail.
onique Lhuillier is a Filipino fashion designer most prominently known for bridal wear. She owns a couture fashion house based in Los Angeles, California as well as a store on Manhattan’s Upper East Side. She began her bridal empire when searching for a gown for her wedding, and was surprised by the lack of fashioninfused bridal options, and started her first bridal collection in 1996. Her husband joined the company as CEO. Monique opened her first retail store in 2001 and in 2004 she drew wide notice for her wedding dresses. She has become especially known for her celebrity wedding and red carpet gowns. Her dresses can be found at her stores, Kleinfeld Bridal, Nordstrom. Her wedding dresses can range from $2,500- $10,000+. Monique Lhuillier is one of Chloe’s competitor because they fully understand the bridal market and all that it entails. Offer the distinct bridal experience for their customers. Also, they are available online and through different mediums besides brick and mortar retail.
Target Market Identification
Demographic
She does this by encouraging her friends, family and work to be aware of the importances of sustainability. Also, being that she is hloe Couture Bridal demographic aims towards engaged carefree, playful and social she enjoys attending parties outside of women who are between 24yrs-38yrs of age. She is an her career with friends. This includes traveling and learning about educated and self motivated woman who feels comfortable in her new and different cultures own skin. She works in a creative or social field that allows her to work with others. She is well traveled and likes to express herself Behavioral through clothing and accessories. She is living in either Los Angeles, ur target girl is one who is smart, genuine and up to date California or London, England based off her purchasing behavior. with technology, and uses it in her daily life.The mediums she Lifestyle/Psychographic uses include Facebook, Instagram, Twitter, Tumblr and Pinterest. She shops frequently for herself. Her purchasing habits include ur target girl is currently living in either Los Angeles, California shopping for premium/luxury brands and values the quality of the or London, England and is works for a public relations firm. products. She is proud of her success and being that she is only Her job allows her to do a lot of work outside the office and attend taking care of herself she is able to purchase these items in order several events that she puts on. She is a hard worker has knows the to show her success and show to her friends. They make her feel a value of her commitment to her job. Although she does focus on sense of power and fulfillment. Her style choices are one which is her job she is very intune with work/life balance. She knows it is distinctly feminine and unique. She picks pieces that are delicate important for her to take time for friends, family and especially her and flattering on her body. She likes muted color pallets and and new fiance. Weekly she works out though pilates, yoga and hiking. flowing fabrics that are light and glide across her body. Her carefree This is something she and her fiance enjoy doing together. She is also and playful mannerisms want to be shown though her style choices. interested in philanthropic outreach and sustainability practices.
C
O
O
T
he current Chloe customer is one who‌ Embodies a youthful impulsive spirit and exudes joyful fashion choices.
ELIN GREEN
Age: 26 Location: Los Angeles California Education: 4 Year Ivy League Occupation: Public Relations Specialist Salary: $65,000+ per annum Interests: Reading, travel, music festival, visiting art museums Social Media Preference: Instagram and Facebook Media Consumption: Cosmopolitan, Vogue, Vanity Fair Shops: ChloĂŠ, Stella McCartney, Marc Jacobs, Isabel Marant
T
he Chloe bridal customer is one who... Strong yet moves to her own beat. She drifts through the hectic time with ease and grace while not forgetting who she truly is and what is to be celebrated.
GEMMA MARSH
Age: 31 Location: London Education: MBA Occupation: Market Analyst Salary: $80,000+ per annum Interests: Yoga, socializing, travel Social Media Preference: Facebook and Twitter Media Consumption: Vogue, Vanity Fair, Porter, Daily Mail Shops: YSL, Prada, Alexander McQueen
Research Goals
Primary Research
P
rimary research will help establish, or disprove, that Bridal by Chloe is relevant and logically connected to the parent brand Chloe, which will indicate the level of success as a brand extension opportunity. The objective of this brand extension is to strengthen the brand position, improve brand awareness, capture a broader market share and increase trial rate by reducing the perceived risk involved with Bridal by Chloe. Pending research results if it was found that consumers did not perceive a high level of similarity between Chloe and extension dimensions then two courses of action would be considered: The decision to invest in re-educating consumers and repositioning the brand prior to extension commencement or choosing a different brand extension.
Research Strategy
B
ridal by Chloe intends to launch into a new market leveraging the • Does Chloe elicit any negative feelings for consumers. (Chloe must not equity of its well known parent brand and capitalizing on recognition, pass on any negative perceptions to extensions) goodwill, and positive associations. The primary research focuses on the • What do consumers need or want that the existing Chloe brand or benefits, attributes and features consumers currently perceive Chloe as bridal gown category is not providing. (Extensions have to fill a need, void, offering. Then in order to determine brand fit, research related to possible or consumer want.There must be demand) future extensions and their similarity to the existing core product and • What unique feature or benefit would a new bridal gown or bridal brand business will be conducted.The primary strategy is to use consumer insights need to offer consumers for them to consider buying it. (Extension needs to uncover predetermined objectives: to bring something new and different to the category) • Do consumer’s existing perceptions of the Chloe brand fit the bridal • The position that Chloe owns and what makes it unique to consumers. category or market. (Extensions have to be introduced in categories and (Chloe has to be distinct and own a position in the market) markets where consumers believe those brands will fit). • What does Chloe’s promise provide or deliver to consumers. (Chloe has to have a solid brand promise that consumers recognize, understand and believe)
Research Design
A
questionnaire was developed using Google Forms to collect data on consumer evaluations of the parent brand and the Bridal by Chloe extension. The survey instructions indicated that only females 18 years of age or older who were aware to some degree of the brand should participate. The questionnaire was posted on accessible forums where the target market and current consumers were thought to frequent: • The forum website Reddit with the subreddits AskAcademia and FemaleFashionAdvice. AskAcademia is for discussing academic life, and for asking questions directed towards people involved in academia, (both science and humanities) and allows users to share/partake in serious academic surveys. FemaleFashionAdvice is used to discuss trends, give fashion advice and outfit critiques. • The SCAD Fashion Facebook group is monitored by SCAD Fashion faculty and allows students to discuss industry trends, collaborate, and partake in student research. This group contains a concentrated pool of highly educated fashion peers who could provide valuable insight about the extension. • The Fashion Spot is a huge style forum aimed at women who want to discuss all things related to female fashion, including design, models, trends, celebrities, cosmetics, and shopping. This site helped our survey reach a broader participant range both geographically and in age range • The survey was also posted on carious personal Facebook Profiles to target associates and friends. Standardized constructs to measure the brand reputation, similarity fit, perceived risk, and overall brand extension were used while developing the questionnaire. Questions on the positive attitude, satisfaction of the brand, and positive association of the brand were used to establish the reputation of the parent brand Chloe. Questions on overlap between parent product category, extended product category, and competence of the original products and features were used to find out the similarity dimension and logicality of extension.
Analysis & Primary Conculsions
T
his research explored the level of brand trust, perceived fit, and consumer innovativeness in relation to a horizontal brand extension for Chloe. Data were collected from 50 female consumers aged 18 or older who were familiar with Chloe.The average level of familiarity with the brand indicated by respondents was 68.8% on a scale from ‘not familiar’ to extremely ‘familiar’. Survey results showed that brand trust, consumer innovativeness, and perceived fit were all positive predictors of the overall evaluation of a brand extension. Lee et al. (2003) have noted that proliferation and short life cycles are unique characteristics of fashion brands. Therefore, brand-specific associations, such as brand trust, are important factors for fashion brand success in this rapidly changing market. Brand trust significantly reduces uncertainty when a consumer is faced with a choice of brands, and purchase intention is determined by consumers brand trust when they did not have sufficient information about or knowledge of new products. The questionnaire showed an average level of 70.3% brand trust among participants indicating a high chance of new customers being attracted to to Chloe Bridal even when faced with insufficient information of new products. Also, 87.5% of respondents indicated that Chloe did not elicit any negative feelings or connotations for them. Morrin (1999) indicated that consumers usually categorize brand extensions and transfer their perceived quality of the parent brands, or their brand trust, to brand extension based on the perceived fit between the parent brand and the brand extension. In response to open-ended questions asking what products or qualities Chloe could provide currently or in the future to gain or retain business, 13 of the 60 responses directly mentioned the terms bridal, bridesmaid, wedding, or bride. An average interest level of 76.2% was indicated by respondents when asked to rate their interest in a bridal line by Chloe on scale from not interested to extremely interested. The moderate-high level of perceived fit indicated that consumers perceive Bridal by Chloe as being consistent with the parent brand. The horizontal brand extension of bridal gowns is a short distance from the parent brands product categories, which attributed to the high level of perceived fit. Image, quality, color, style, design, and beauty are all perceived as important criteria in consumer brand extension evaluations. Chloe is known in the luxury sphere for their subtlety and dedicated following of connoisseurs. When asked what unique attributes and qualities consumers associated with the brand, 30 of the 42 survey responses fell into the categories of style, design, or aesthetics with recurrent adjectives such as feminine, flowy, and unique. This data will be used to ensure that the extension carries over parent brand Chloe’s unique attributes and aesthetic. Finally, respondents average level of consumer innovativeness was 76.2% indicating a high likeliness of them trying a new product.
Secondary Research
L
uxury bridalwear is a lucrative industry that continues to grow in popularity with the luxury apparel industry. The United States apparel, accessories and luxury goods market grew by 4.2% in 2012 to reach a value of $521,699.3 million. In 2017, the market will grow to a forecasted market value of $671,776 million, an 28.8% increase since 2012. Apparel retail is the largest segment of the apparel, accessories and luxury goods market in the United States, accounting for 64.9% of the market’s total value. These positive industry forecasts will open up this traditionally niche category to more competitors in the coming years. According to the Freedonia group, sales of dresses are forecast to rise 1.7% per year to 2019, the fastest growth among all discrete product segments. Improving economic conditions are expected to bolster consumer confidence and spur apparel purchases. Population growth will also boost apparel demand, particularly as the millennial cohort (those born between 1982 and 2000), which spends more on apparel than do older generations, ages into the 2534 year segment, a group which spends more on apparel than those under the age of 25. Demand gains will be further supported by increasing disposable income levels, which will drive sales of highpriced luxury products and lifestyle brands. *See Appendix for survey questions, results, charts, and infographics
Marketing Strategy Positioning Strategy
O
ur biggest competitors are Vera Wang and Oscar de la Renta. They offer the most accessibility in the couture bridal secor. Being sold in all luxury department stores as well as e-commerce and select brand specific retail shops. Their brand awareness is very high and is most thought of when discussing luxury bridal wear. Currently Chloe falls just below Marchesa. They are our biggest competitor in terms of price and accessibility.We intend to keep our prices very much in line with Marchesa and increase accessibility once we are ready to expand our Bridal awareness.
The following perceptual map shows the relationship between Chloe Bridal and our competitors in the United States.
Communication Mix
Objectives Brand Oriented
• Brand Attitude • Brand Differentiation • Brand Awareness
• Print Ads • SEO • Video Content (YouTube, Brandsite & Microsite)
• Converse • Connect • Create
• • • • • • •
• Enquires/ Retail Visits • Promotion
• Announcement of locations • Advertise additions to line additions, gallery of looks. • Plan and Promote retail Store Events.
Socially Oriented
Pre-Purchase Oriented
Post Purchase Oriented
Tactics
YouTube Pinterest Twitter Instagram SnapChat Spotify Efforts through behind the scenes footage, sneak peaks, GIFs, photography, interaction with Brides.
• Recommendations • Social media a platform for feedback • Encourage Consumption • #ChloeBride, a show of personal style from consumers.
Budget Allocation
Budget Allocation
P.R & Events
This accounts for a quarter of the budget because these two events will be the first time the collection is presented to the public in its entirety. We want everything to go over without a hitch and leave a lasting impression. The of those events will be to get the best publicity and turnout. This means thoughtful and unique invites, goodies, and entertainment. We don’t want to go over the top and take away from the line but we do want to leave each guest with the impression that there is more to come and sense of urgency to book appointments, and get the gown. We want to have this be the push to drive sales.
Direct Marketing
This section gets the least of our budget because this will mainly be our Microsite registration, newsletter subscriptions, and emails to registered brides. The microsites main purpose is to be a gallery for the line, and a locator of retailer. Only registered brides will receive emails, as added bonus or sort of concierge service. This will let our brides know that we care about their day, and experiences in our gown .
Although print is traditionally a large component of advertisement in bridal, we have chosen to opt out of that approach. We do want to has some ads circulating for our brides to see styling options and tone of the line once it’s launched. However, print is a media is an advertising channel that is slowly dwindling in popularity. Majority of our target do subscribe to those publications but they subscribe online. But we do want to have ads for the brides that look at the publications strictly for picture purpose. For example, scrapbooking, collages, and bridal books.
Budget Allocation
Social Media
Social media will be our main source of advertising during the prelaunch phase of the campaign. Therefore it will take majority of the media budget. We want to leverage social media’s ability to connect with our target consumers, and potential targets as well. Search engine optimization is another key factor to maintaining relevance during the prelaunch and postlaunch of the campaign. We will need to spend a lot of money on content and resources on multiple sites to make sure that our bridal microsite is at the top of the search results for bridal. This means spending with our retailers to be linked to their page as well as partnerships with social media sites. We want keyword searches like “bridal”, “Wedding”, “Chloe”, “Bride” to result in a Chloe Bridal recommendation. Paying for the content with social media, and partnerships with social sites like Spotify, and Snapchat will allow for to have more brand recognition, and awareness. As well as more global presence. This way even if the bride is not a direct target she will be aware of our bridal option, and drive inquire & anticipation.
Media Strategy Media
Social Media
Tasks • SEO • Video content on YouTube, and Instagram. • Snapchat sneak peeks and behind the scenes, and exclusives. • Spotify Partnership, and Ads.
Objectives • • • • •
•
• • • •
Harper’s Bazaar Bride Vogue Bride Modern Luxury Bride Vanity Fair
Costs
Generate buzz 45% Promotion and Announcement Create conversation & anticipation Generate inquires Mass awareness to a broad audience with impressions and placement in the top ad position on Instagram Reach and frequency achieve predictable reach.
• Announcement to Brides • Convey tone, and attitude • Define Chloe Bridal
20%
Measuring Effectiveness • • • • • •
Views Rate: The amount of times people watch the ads their entirety. Engagement Rate: number of engagements that your ad receives/the number of your ads shown. Average CPV: What you pay when a viewer watches the entire video. Click through Rate: The number of clicks on your video/ by the number of times your ad is shown. Clicks to Micro site from spotify, and instagram. Post engagements
• ROI: Revenue/media Purchase
Media
P.R & Events
Direct Marketing
Tasks
Objectives
Costs
Measuring Effectiveness
• Runway Show • Launch Party
• First Looks of line • Promotion
25%
• Number of Attendants • Positive Press, Press Mentions • Retweets, #ChloeBRIDE participation
• Direct Mail • Microsite • Spotify Microsite
• Encourage Trial • Facilitate enquiry • Retail Visit/ Appointment
10%
• Customer Reviews, and Ratings • Clicks to Site from Email • Number of Registered Brides.
Social Media Social media will be our main source of advertising during the prelaunch phase of the campaign. Therefore it will take majority of the media budget. We want to leverage social media’s ability to connect with our target consumers, and potential targets as well. Search engine optimization is another key factor to maintaining relevance during the pre-launch and post-launch of the campaign. We will need to spend a lot of money on content and resources on multiple sites to make sure that our bridal micro-site is at the top of the search results for bridal. This means spending with our retailers to be linked to their page as well as partnerships with social media sites. We want keyword searches like “bridal”, “Wedding”, “Chloe”, “Bride” to result in a Chloe Bridal recommendation. Paying for the content with social media, and partnerships with social sites like Spotify, and Snapchat will allow for to have more brand recognition, and awareness. As well as more global presence. This way even if the bride is not a direct target she will be aware of our bridal option, and drive inquire & anticipation. Print Although print is traditionally a large component of advertisement in bridal, we have chosen to opt out of that approach. We do want to has some ads circulating for our brides to see styling options and tone of the line once it’s launched. However, print is a media is an advertising channel that is slowly dwindling in popularity. Majority of our target do subscribe to those publications but they subscribe online. But we do want to have ads for the brides that look at the publications strictly for picture purpose. For example, scrapbooking, collages, and bridal books. P.R & Events This accounts for a quarter of the budget because these two events will be the first time the collection is presented to the public in its entirety. We want everything to go over without a hitch and leave a lasting impression. The purpose of those events will be to get the best publicity and turnout. This means thoughtful and unique invites, goodies, and entertainment. We don’t want to go over the top and take away from the line but we do want to leave each guest with the impression that there is more to come and sense of urgency to book appointments, and get the gown. We want to have this be the push to drive sales. Direct Marketing This section gets the least of our budget because this will mainly be our Micro-site registration, newsletter subscriptions, and emails to registered brides. The microsites main purpose is to be a gallery for the line, and a locator of retailer. Only registered brides will receive emails, as added bonus or sort of concierge service. This will let our brides know that we care about their day, and experiences in our gown.
Creative Idea “You
know what
Chloé
girls have in common?
The
joy of being a woman.
quoi that must be the essence, the spirit of these girls.
They
The
It’s
a magical thing, a secret je ne sais
magic of those dresses is that they flow so divinely.
hang so beautifully and naturally, as if the wind were sketching the silhouette
…”
I
nfluenced heavily by Parisian culture, Chloé’s charming brand identity is the perfect backdrop for Bridal by Chloé. The Chloé Girl cherishes her special day as she does any other day, and doesn’t shy away from expressing her free spirited nature even before one of the biggest moments. Bridal by Chloé is designed for non-traditional brides who favor luxurious fabrics, and elegant and simple silhouettes that accentuate her body. Freedom runs through her veins and as she unites with her love to finally become one, she knows that her style and individuality will always remain. From satin jumpsuits to silky, metallic slip dresses, we’ve created a collection of one-of-a-kind looks for the bride who stays true to her personal style even on her wedding day.
“La Promenade”
Film Synopsis
A
s per French wedding tradition, the Chloe bride and her groom decide to commemorate their walk to the chapel by filming their first home video. She giggles and blushes as if she were a child. He captures her playful mannerisms as he flirts with her behind the camera. These precious moments express their casual, easy love as they prepare to enter a new chapter of life. A timeless treasure they’ll cherish forever, for all time their love will be archived in this short. Moments like this remind them of why they belong to each other, and the love that will grow with time. A Chloe bride favors a non-traditional look for her wedding, including her favorite red lipstick in the image of a true French girl. The styling for this film was inspired by a merging of French glamour and Chloe’s flowy, organic signature styles. Tossled loose waves and her favorite tassel necklaces top of her look and accentuate her personal style
Deliverables
Campaign Evaluation Effectiveness
of
Strategy
C
hloe will monitor the overall sales of the main line as well as monitor the sales of Bridal by Chloe. The chosen Key Performance Indicators will help Chloe to measure the growth in revenue after the brand extention and also help to begin determining return on the investment. Following up with Chloe brides after their wedding events will help to measure customer satisfaction and/or monitor complaints. Chloe will set the following KPIs and monitor post-launch: • ROI • Revenue growth rate • Customer engagement • Customer complaints • Market Share
Effectiveness • • • • •
of
Digital Media
Page Views on Bridal by Chloe micro site Social Media effectiveness Monitor built-in analytics on Twitter & Facebook Use “likes” and “shares” to gauge user interest Word-of-mouth Prompt Chloe boutique salespersons to ask if shoppers have heard/seen Bridal by Chloe and through which channel • Monitor search engine analytics
Closing Recommendations C
hloe is most known for their incredible use of fabric, color, and texture in the designs of the clothing. The way the designs went towards a more body-conscious look brought about the style of flowing fabrics that became the essence of the tasteful look of the 1970s. When Chloe was first launched the designs were noted as “chic, tactile and unmistakably French aesthetic.” The French influence was a huge part of Chloe, and continues as an influence for the brand today. The shift into the bridal industry will allow Chloe to gain a new brand following by catering to the non-traditional bride. Chloe’s existing brand image and structure makes it a great fit for this particular extension. Many celebrity and high-profile brides have worn custom made or Ready-to-Wear Chloe dressed for their weddings. As a start the line should be presented as limited edition line. This will create urgency but will allow the company to asses if this a venture worth pursuing without taking a financial burdens. This line is a natural progression for the brand and has great potential to expand. Chloe Bridal can go further into bridesmaids, and flower girls. They can also begin to design accessories specifically geared towards the Chloe bride. Proven successful, Chloe can begin opening their own boutiques and diving further into the bridal sector.