CHLOE

MARKETING PLAN

Submitted to :- Mrs. Divya Satyan

Submitted by :- Vijay Mahar (BFT/18/756)

INTRODUCTION
Chloe is a Fashion house founded in 1952 by Gaby Aghion. Its
headquarter is located in Paris, France. The house is owned by
luxury brands holding company Richemont group.
Gaby Aghion named ‘Chole’ after her friend Chloe Huysmans,
and likewise orientated it towards the lifestyles of her friend,
women who did not have the time for fittings for bespoke couture
creations.
Style: “Ready-To-Wear” and “Resort” collection of soft, body-
conscious fabrics – shirt dresses, blouses and sleek silhouettes.

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THE TEAM

Geoffroy de la Stella McCartney

Bourdonnaye Creative Director 
CEO Gaby Aghion
Founder
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 In 1997, Stella McCartney was
Gaby Aghion, the founder of Chloé was
appointed the Creative Director of
born in Alexandria, Egypt in1921. She
Chloé. To boost their sales. In 2001,
moved to Paris, France in 1945 and
Kristen Dunst, Natalie Portman and Lou
started Chloé in 1952.With this, Gaby
Doillon became costumers of Chloé. Up
Aghion coined the term “prêt-à-porter”
until 2002, Chloé had not sold bags,
which means “Ready-To-Wear”. She
shoes or other leather goods. In 2002,
then owned Chloé until 1985, when the
Chloé provided a range of these, with
company was bought-out by now
their “Paddington Bag” becoming one of
Richemont Group.
the first “it-bags”.

HISTORY
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COLLECTION
OF CHLOE

Ready-To-Wear
Accessories
Children’s Wear
Fragrance
“See” by Chloé

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TARGETING
Chloé is aimed at females, this is because,
in-fact, there isn’t a men's range within their
collections. They believe that the only time
they would receive a male audience, if they
are buying gifts for their partners.

The females would be aged 25-45, who are

in the middle-class society as the products
provided by Chloé are expensive. There is
however, a “See by Chloe” collection that is
aimed at young females aged 18-25.

In conclusion, each customer of Chloé has

their range to look at that would appeal to
their fashion choice but with a mutual love
of fragrance.

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 TARGETING
AUDIENCE
• The target audience is young professional women age 20’s. with a lot of disposable income and
that are interested in fashion.
• Chloe spring summer ad campaign is targeted for woman with leisure time. they have tried to
market their products to an upmarket target group and luxury clothing.
• Middle class living.
• People who spend time outside, online and socializing.
• Independent and slightly older.
• Fairly bohemian, mature in taste.
• Has money to spend on songs, albums, merchandise and attend gigs regularly.
• This audience work online a lot, uses Facebook, twitter and other social networking sites.
• This is a very lucrative market for album sales.

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Chloe have successfully identified the target market because
they have chosen the right models at the right age and the right
location to shoot their campaign advertisement.
The company is trying to sell a lifestyle to their target market if
you want to be carefree and explore and enjoy life then their
consumers should buy their clothes. Chloe girls seem happy
and free spirted.

“adventurous, free-spirited, impulsive

side of the Chloe girl” – Clare Waight The picture demonstrates that the girls
Keller, Chloe Creative Director”. are relaxed by wearing loose fitting
This picture demonstrates that girls clothing they wear, and hair and
have gone on holiday to explore makeup looks natural showing their
independently and somewhere exotic natural beauty 
The concept of communication was
the move idea of feelings, knowledge
and motivation from one person to
another
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SEGMENTATIO Geographical
N The regional offices are in New York, Tokyo,
Shanghai, Hong Kong and Dubai.
Chloe has boutiques (200) in Bal Harbour,
Costa Mesa, Las Vegas, New York City, Beijing
,Sydney, Shanghai, Shenzhen, Hong Kong
,Singapore, Taipei Bangkok, Bandung, Paris,
Munich, Porto Cervo, Moscow , Marbella,
Istanbul, London, Tokyo ,Dubai and Kuwait.

Demographic
Middle class Women (25-45 years)
Men shopping for their wives as gift.
‘See’-by-Chloe (18-25 years)

Psychological
Women feel like celebrity.
Fashion choice but with a mutual love of
fragrance
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 • As Chloe has a Twitter account (@ChloeShawMusic)
and a YouTube account (ChloeShawMusic) she has
gained over 200,000 followers and over 30 million video
views
• Chloe has played charity events and most recently
supported at the iTunes festival.
• Chloe is yet to be known worldwide but has an
upcoming gig at banquet in Kingston
• Chloe fan-base include modern women, working class
who possibly have children.
• Chloe appeals to many people, with her belty Adele
tones, with her honest words.
• Chloe team will sell hats, posters, CDs and t-shirts,
promoting Chloe and getting her name known.
• Her alternative fashion style is becoming a big hit,
becoming more popular with her fans, and slowly she is
becoming a bigger hit, and more famous.
• Chloe is a positive role model for the generations of now,
and easily influences members of the public to become
friendlier and more positive in society.

POSITIONING 10
3-year-plan
Year 1
Chloe intend to achieve a strong
Raise brand awareness by 50% in
market share amongst the target
target segments.
segment with sales revenue of £ 3
million pounds by the end of year 3. Introduce the brand with a shop-within-
a-shop concept.

Year 2
Introduce brand loyalty schemes like
direct marketing and customization in
the handbag product line.

Year 3
Evaluate the feasibility of expanding
via franchised or company-owned
Chloé boutiques.

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 Future Strategy – Market Development –
Case Study
CANADA CHILE
• A strong economy even in bad times: GDP of US $ 1.303 trillion • The second strongest economy in Latin America.
• GDP growth at a 3.00% rate approximately. Expected recovery by the end • High level of foreign trade
of 2010.
• Strong financial institutions and sound economic policy.
• Inflation of 2.4%.
• FDI has increased fourfold over the past 5 years.
• Trade surplus.
• GDP growth at a 5.31% rate prior to the recession.
• Strong financial institutions and wide access to credit.
• Expected growth of 4% by the end of 2010

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SUCCESS AND
FAILURE
Chloe do not have any failures
throughout their products, but their
main successes are their fragrance
and women’s clothing.

Although their products are very

exclusive to certain websites, their
fragrance collection are sold in many
stores around the world

For example, inthe UK Chloe is sold in

airports, Debenhams, Superdrug etc.
This then brings in extra money for
Chloé as the working class can buy their
fragrance in high-street stores. For
example, inthe UK Chloé is sold in
airports, Debenhams, Superdrug etc.
This then brings in extra money for
Chloé as the working class can buy their
fragrance in high-street stores. 13
FUTURE STRATEGY

Short Term Strategy Long Term Strategy

• Re-examine the target marketing of the ‘See

• Establish a price strategy that will not deter the by Chloé’ line.
brand’s appeal, heritage and integrity by the end
of 2009. • Five-year plan to reduce the price and
segmentation gap between ‘Chloé’ and ‘See
• Recover sales levels registered prior to the by Chloé’ .
recession in the next 18 months.
• Devise loyalty schemes:
• Reconsideration of creative direction after 2010
- With approved retailers.
Spring / Summer collections.
- With final consumers.
• Increase brand awareness in all markets by 15%
in the following 12 months. • Enter markets in developing economies with
proved high-end consumer segments:
• Careful selection of events sponsorship and
celebrities. • Consider national and cultural differences in
order to appeal to all target markets. 14
• Aggressively combat product counterfeiting.
CONCLUSION

The Richemont Group possesses a strong

brand in Chloé, its brand extension and its
product lines.

In the current times of economic turmoil

Chloé must distinguish itself from the
competition by staying true to its values and
honoring its legacy.

If the strategies mentioned are followed, a

strong platform will be established in order to
maximize the value that can be provided to
its customers and in turn, the one created for
the company.

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 REFERANCES
• Arc street (2016) Chloe spring/summer2016 campaign fashion advertising accessed at http://www.arcstreet.com/2016/01/chloe-
spring-summer-2016-campaign.html accessed on 12/2/2016
• Bowdery,R (2008) Basics of Adverising01: Copywriting Ava publishing Switzerland
• Berman,R (2012) The Copywriters toolkit: The complete guide Wiley & Blackwell's Chichester
• Chloe (2016) Spring Summer 2016 campaign accessed at www.chloe.com/en/campaign accessed on 12/2/2016
• Chloe (2016) Fragrance &Love story accessed at www.chloe.com/en/fragrance & www.chloe.com/en/content/love- story accessed on
23/02/2016
• Design scene (2016) Chloe Spring Summer by Theo Wenner accessed at www.designscene.net/2016/01/chloe-spring- summer-
2016.html accessed on 16/02/2016
• Egan,J (2007) Marketing communication Andover: Thomas learning London 8. Esen, R Charlesworth, A & Gay,R (2007) Online
Marketing Customer Led Approach University press Oxford
• Fill,C (2009) Marketing communications :Engagement, Strategy and Practice 5th ed Prentice hall Harlow
• Kotabe,M & Helsen,K (2009) The Saga Handbook of International marketed edited Saga publications London
• SENATUS News (2016) Chloe Spring/Summer 2016 Ad Campaign accessed at http://senatus.net/Magazine/Fashion accessed on
18/02/2016
• Whitaker,R,W, Ramsey,E,J & Smith,D,R (2012) Media Writing Print, Broadcast,& Public Relations Taylor & Francis UK
• Wilamson,J (2002) Decoding Advertising & Meaning in Advertising ,Marion Boyars Publishers London
• Weinsten,A (2004) Handbook of Market Segmentation: Strategic Targeting for Businesses and. Technology firm 3rd ed The Haworth
press New York & London 16
THANK YOU!
Vijay Mahar
Vijay.mahar@gmail.com
9773518177