For Chloé, the arrival of Natacha Ramsay-Levi may mean that the traditional romantic style of the brand will end, because the new creative director favors the modern style of thick fabrics such as fur.

But there are also insiders believe that there are many precedents to prove that the classic luxury brand in the selection of new creative director to change the design style line, can win the consumer’s attention, stimulate sales growth, great success. Such as the French luxury brand Yves Saint Laurent former creative director Hedi Slimane brand design route of the successful transformation.

Analysts predict that Chloé’s annual sales are about 400 million euros as the largest fashion brand in the Swiss luxury group Richemont. Richemont said in November last year, Chloé first half of fiscal year sales to achieve double-digit growth, largely benefited from the brand leather goods sales, including Drew and Faye two leather handbags widely acclaimed. (See “gorgeous Chi” related reports: “Richemont first half of fiscal year sales fell 12.6%, will reorganize the management, the abolition of CEO duties”)

Knowing that Chloé’s current creative director Clare Waight Keller’s contract with the company will expire in March, and she decided not to renew her family because she moved from Paris to Paris. Last month, Natacha Ramsay-Levi had talked with Chloé about the partnership, but did not mention that former creative director Waight Keller had decided not to renew the contract.

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