Chloe

Market Research Notebook Alexa Worrell

DESN 1950 Fall 2011

Chloe

Contents
Target Costumer Research...2 Company Research..5 Merchandise Report.....7 Shopping Report....12 Description of Environment.......12 Brand Trend Development.....16 Predictive Materials...16 Runway Assessment..17 Brand Application Trend...17 Time Action Calendar....21 News Articles and Summarys...23 Bibliography..27 Previous Rubric..28

Chloe BRAND RESEARCH

Alexa Worrell
DESN 1950
Fall 2011

Chloe Brand Notebook

Chloe
TARGET CUSTOMER PROFILE
1. Demographics: Chloes demographic starts with sophisticated educated female shoppers, ages 25-45, who live in or close to metropolitan areas. They target modern and style-conscious shoppers. (1) The price range is higher and the clothing is classified as ready-to-wear, or prt-a-porter. The customer lives mainly in urban areas, whether its in the East coast of America or in Europe. The Chloe women is very well educated and a smart businesswomen, but who can also be a striking young socialite. Age: 25-45 Sex: Female Income Bracket: Wealthy Possible occupations: Fashion career, businesswoman, and housewife Educational background: College, Ivy-league Marital status: Single, married Household size: Urban luxury apartment Religion: Christian Race/ethnicity: Caucasian What general group does this customer fit into? Wealthy Caucasians Chloe Brand Notebook 2

2. Geographic: This customer generally lives in urban areas in places like New York City and large European cities. The climate this customer is used to is a medium cold in the winter and a warm/hot in summertime. Customer lives in urban areas Climate considerations: Cooler to medium warm 3. Psychographics: If you were to follow this customer around, you would notice they have an affluent/luxurious lifestyle. They listen to popular music and watch fashion related shows on television. They vacation in elite places like the Hamptons and St. Tropez. They like luxury cars like BMW and Mercedes. They like their home to be minimal, feminine, and chic. Lifestyle: Luxury Other brands purchased: Michael Kors, Stella McCartney Favorite music: Popular Magazine: Fashion-related Tv show: Style network, Bravo, E! Entertainment Cars: Luxury Vacation destinations: St. Tropez, European or tropical Home dcor: Minimalistic Hobbies: Shopping Opinion of fashion: Fashion lover Trend follower or creator? Creator Political views: Either Exercise? Yoga, Pilates Shop organic? Yes

Chloe Brand Notebook

Celebrities in Chloe

Chloe Brand Notebook

Chloe
COMPANY RESEARCH
Company Name and ownership: Chloe, owned by luxury goods conglomerate Richemont Group - Short History on the company: Chloe was founded in 1952 by Gaby Aghion, an Egyptian-born parisienne. She didnt like the strict stiff clothing of the 1950s so she created body conscious clothes using fine fabrics and called them luxy ready-to-wear. The first Chloe collection was shown in 1956. The name Chloe originated from simply the liking Gaby had towards it. She liked it for its warm, feminine appeal perfectly in synch with the new mood of Paris: youthful and modern in deisgn, ad slightly audacious in spirit. In 1966 Karl Lagerfeld became the head designer for Chloe and turned it into one of the most iconic brands in the 70s. In 1997 Stella McCartney reinvented Chloe with a more romantic edge. Chloe has since gone through several designers and now has a new creative director by the name of Clare Waight Keller. Chloe is known for its soft elegance. - Location of company headquarters, flagship stores, number of branches, international branches, number of employees Company headquarters are in Paris, France, headquarter employees are 192

2 news articles relating to the brand, brief summary of the article attach copy: SUMMARY Effective this year, Chloe yet again has a new designer. British born Clare Waight Keller has a pretty impressive resume. Working under Tom Ford at Gucci and being creative director for Pringle of Scotland are only a few of her accomplishments. Chloes previous designer, Hannah MacGibbon is leaving the company after 10 years. Article 2 Summary This article states that Hannah MacGibbon has resigned from Chloe, but pokes at the idea that something might have gone on behind the scenes. They talk about how Hannah was signed for at least one more season, but it did not follow through. - Core product categories that the company produces. Womens wear, accessories,

fragrance.
Chloe Brand Notebook 5

- What type of retailer in market terms is it? Textile manufacturing - Competitors, compare similar products, evaluate positioning in the market Stella Mccartney, Celine, Michael Kors

Chloe Brand Notebook

Chloe
MERCHANDISING REPORT

Alexa Worrell
DESN 1950
Fall 2011

Chloe Brand Notebook

Chloe
Shopping Report & Consumer Responses
Store Name: Chloe Address: 3333 Bristol St, Suite 2225, Costa Mesa, Ca, 92626 Date visited: 10/22/11 1. How does my consumer interact with the surroundings? The music was typical runway music, some sort of mix with a beat in the background. Floor layout was especially pleasing. Clothes racks were placed in different directions and were vary anti-clutter. The overall feeling walking into the Chloe store is a very light, floaty chic-ness and gracefulness that coincide with the clothing. The lighting is soft and pink, the clothing racks are gold, and there is a fabulous light colored carpet in the middle of the space. 2. How are consumers drawn to various display fixtures? The consumer is immediately drawn to the gold colored clothes racks as well the sunglass section in the front of the store. 3. How does the consumer interact with the environment? The Chloe consumer is definitely a regular costumer. The people I noticed who walked into the Chloe store seem to be regulars by the way they dress and the fact that they go directly to what they want and not dilly dally around. 4. Major product categories: - Apparel (Womens) - Shoes - Handbags - Fragrance 5. Do the consumers appear to be brand or image conscientious? Style or color? The consumer does seem to be brand and image conscientious. The Chloe customer has a good amount of money and can afford name brand things. 6. List retail prices for at least 20 items: - Chloe wide leg velour pants $695 - Python print silk dress $2,995 - Python print coat $1,595 - Pleated blouse $1,995 - Snake print wide leg pants $1,395

Python print knit dress $1,885 Crepe-de-chine blouse $795 Keyhole front dress $2,995 Colorblock A-line skirt $895 Silk python print blouse $1,475 Soft sweater-vest $1,250
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Chloe Brand Notebook

Chain mail neck tie blouse $1,595 High waist wide leg pants $970 Open back chain mail dress $6,695 Silk crepe blouse $695 Merino wool turtleneck $495 Pleated silk crepe skirt $1,155 Wool blend collarless coat $3,995 Ribbed sweater dress $1,095 Sleeveless sweater dress $895 Cashmere turtleneck sweater $695

7. Analyze the following for apparel: Ratio of tops to bottoms: 50/50 Ratio of basic to trend/fashion items: 35% trendy items Number and types of fabrics: Cotton, Silk, wool, jersey, cashmere, mohair, silk/polyvinyl chloride, Color assortment: Yellow, python print, camel, tan, black, peach, cream. Size selection: US sizes 4,6,8, and 10. 8. What can a designer learn from this kind of observation? You must have a good ratio of tops, bottoms, dresses, etc. Stores should be clean, neat, and not cluttered. A good color palette is key. 9. Major competitors: Celine, Stella Mccartney, Michael Kors 10. What retailer is more successful at meeting consumer needs? Michael Kors is extremely successful at meeting consumer needs because the merchandise is so available. 11. Target consumer belongs on what section of the fashion cycle? The Chloe customer belongs on the rise section of the fashion cycle. They are trend setters, very chic, and not afraid to try something new, whilst always staying classic. 12. Difference between aspired customer and actual customer? Obvious differnce with every brand is that the aspired customer looks like a model. Real women shop at Chloe but there is not a huge difference between the aspired customer and

actual customer. The Chloe look is pretty attainable. The Chloe women is a chic young businesswomen and socialite.

Chloe Brand Notebook

Chloe Brand Notebook

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Chloe Brand Notebook

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Chloe
TRENDS/CLASSIFICATIONS/RATIOS/COLOR ASSORTMENTS/FABRICS

Fabric and Materials Research

1. Wovens: Cotton Knits: Wool Floral Jacquard

Silk

Viscose/ Poly Knit

2. 3.

FABRIC QUALITY 100% of the fiber. No blends except the viscose/acetate FIBER TYPES: Natural Fibers: Cotton, Wool, Silk Manufactured Fibers: Viscose
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Chloe Brand Notebook

4. 5. 6. 7. 8,

FABRIC DESIGNS Plain SPECIAL FINISHES ON FABRIC? None ECO/PERFORMANCE FABRICS? None TYPES OF TRIMS Embroidery TWO TRIMSEmbroidery:

9.

COLOR STORY

White, cream, beige, black, cobalt blue, gold

Chloe Brand Notebook

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FABRIC SWATCHES (8) Swatch

Fabric Name: Jacquard Twist Fiber Content: Cotton Description and Properties: Lightweight fabric, good drape. End Use: Skirts, dresses

Swatch

Fabric Name: Jacquard Dobby cloth Fiber Content: Cotton Description and Properties: Heavier fabric, good abrasion resistance, good heat tolerance End Use: jackets, interior

Swatch

Fabric Name: Satin Fiber Content: Silk Description and Properties: Smooth fabric with good drape, lightweight End Use: Evening wear

Swatch

Fabric Name: Plise Fiber Content: Cotton Description and Properties: starchy, good abrasion resistance, lightweight End Use: summer clothing

Chloe Brand Notebook

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Swatch

Fabric Name: silk organza Fiber Content: silk Description and Properties: End Use: Eveningwear

Swatch

Fabric Name: Geometric Cloqu Fiber Content: Cotton Description and Properties: 100% cotton fabric with a geometric print End Use: spring/summer play clothes

Swatch

Fabric Name: Cotton Twist Fiber Content: Cotton Description and Properties: mid-weight cotton fabric with a twisting procedure applied. End Use: Spring/summer clothing

Swatch

Fabric Name: Dobby pattern cotton Fiber Content: Cotton Description and Properties: mid-weight 100% cotton with a light dot pattern. End Use: Light outerwear

Chloe Brand Notebook

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Chloe
BRAND TREND DEVELOPMENT

Alexa Worrell
DESN 1950
Fall 2011

Chloe Brand Notebook

16

Chloe
PREDICTIVE MATIERIALS
TREND: EMBROIDERY
INSPIRATION - Chloes 60th anniversary S/S 13 Trend/Collection Direction ----> Karl Lagerfeld Years at Chloe (1963-1983)
New designer Clare Waight Keller talked about going in the direction of the Karl Lagerfeld era of Chloe for the 60th anniversary Inspiration from the Lagerfeld era of Chloe:

COLOR PALETTE:

Black Tan White Cream Blue Gold

FABRIC STORY:

SILK

ACETATE

COTTON
Chloe Brand Notebook 18

Chloe
Silhouette

DETAILS

Chloe TREND CHART:

RISE

CONSUMER:
FASHION LEADER

Chloe Brand Notebook

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Chloe
TIME ACTION CALENDAR

Alexa Worrell
DESN 1950
Fall 2011

Chloe Brand Notebook

21

Chloe
News Articles

Alexa Worrell
DESN 1950
Fall 2011

Chloe Brand Notebook

23

Chloe
BIBLIOGRAPHY
www.chloe.com www.neimanmarcus.com www.fabsugar.com/chlos-New-Designer-Clare-Waight-Keller-16404693 www.fashion.telegraph.co.uk/columns/belinda-white/TMG8502102/HannahMacGibbon-out-Clare-Waight-Keller-in--at-Chloe.html

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