the focus

goals and objectives

the research outline

weivrevo eht
brand overview

brand identity

core competencies

the industry and annual sales

distribution

key competitors

product offering

target consumers

vals framework

the recommendations
THE
focus
The focus of this project is to evaluate Chloé's

sustainability business practices and determine

the brand's current environmental and social

impact. After gathering research on the brand's

current practices, proper recommendations will

be constructed to allow the brand to incorporate

more sustainable practices into their business

model and become a more eco-friendly brand.

GOALS
and objectives
Determine Chloé's current sustainable, CSR, and

philanthropic practices

Determine business practices that Chloé can alter

in order to be more sustainable and eco-friendly

Provide strategic recommendations to create a

sustainability plan for Chloé to implement

 chloé
environmental impact
THE RESEARCH

social impact

philanthropic/community impact

sourcing

current sustainable practices

resources
secondary research and qualitative data will

be used in order to provide a proper

analysis on the brand. the CHLOÉ website

outline
will be utilized, along with independent

articles and websites to determine their

current sustainable practices

about Founded in 1952 by Gaby Aghion, French

fashion house, Chloé is a leading luxury

brand in the fashion industry

Acclaimed for their luxury boho vibes and

effortlessly chic aesthetic, Chloé

embodies modern feminity by balancing

innovation with classic Parisian style

Aghion recruited Lagerfeld to recruit with

her in 60's and since then the brand has

had a series of different creative

directors that include Stella McCartney,

Phoebe Philo, Claire Waight Keller, and

Natasha Ramsay-Levi
mission
Chloé strives to create an alternative to stiff

and strict couture that is romantic, modern,

playful, and sophisticated.

vision
Chloé's romantic, cool, and truly glamorous

designs identify the aspirations of young

feminine women and are met with

tremendous success
 brand identity
Chloé embodies the flirty, feminine,
AS A PERSON

contemporary yet bohemian girl. The

brand identity is embodied in a

woman that emulates a relaxed and

casual elegance with a touch of

contemporary and bohemian chic

style
brand identity
Chloé has been owned by French

luxury goods holding company

AS AN ORGANIZATION
Richemont since 1985. Richemont has

allowed Chloé to blossom into the

company it is today through its

guidance in terms of CSR, strategic

decisions, and expansion. The brand is

considered to be Richemont's largest

and most relevant label in the group's

fashion portfolio
 AS A SYMBOL

ytitnedi dnarb
Chloé does not have a logo

placed on their products and

packaging. Chloé is recognizable

through their pastel and neutral

colors, flowy feminine silhouettes,

and scalloped edges. The brand

identifies as a fresh, relaxed, and

simplistic brand through the

Chloé style.
brand identity
AS A PRODUCT

Chloé has five main fashion categories

that consist of ready to wear clothing

for women, accessories, fragrances,

See by Chloé, and their childrenswear.

The brand produces elegant

minimalistic products that are high

quality, luxury, and chic crafted for

highly feminine and elegant women.

 natacha ramsay-levi
seicnetepmoc eroc
Since becoming creative director

at Chloé, Natcha Ramsay-Levi has

established a strong silhouette by

tranforming it into a female-

empowering brand. Ramsay-Levi

has allowed Chloé to embody the

pure essence of cool girl chic.

The brand is always feminine and

always effortless.
 core competencies
egami dnarb
Chloé combines modern

contemporary style with bohemian

chic. The brand's luxury boho-

vibes and effortlessly chic

aesthehtic allows the brand to

embody modern feminity. The

brand balances modern with the

classic Parisian style it was

founded on.
the industry Chloé is classified under the Global
Luxury Fashion Industry. The Luxury
Fashion Industry amounts to an
estimated annual revenue of $95.84
billion in 2020. The market is expected
to grow at an annual growth rate of 7.7%

Chloé generated sales of $551 million

dollars in 2019. The total sales only
generated an estimated 4% of
Richemont's group sales

and ANNUAL sales

 ecommerce
Chloé opened their online shopping site four years
distribution
ago and has seen great success due to their

social media campaigns and extensive availability

in over 100 different countries. The online sales

account for 40% of total annual sales.

brick and mortar

Chloé has over 150 boutiques around the world.

The regions include Europe, North America, the

Middle East, and Asia-Pacific. The brick and

mortar sales account for 60% of the total annual

sales for the brand.

 KEY
competitors
LOEWE THE ROW CELINE
Loewe is a spanish luxury fashion The Row was established in 2006 by Celine is french luxury fashion house

house that was founded in 1846 that Ashley and Mary-Kate Olsen. The that was founded in 1945 by Céline

specializes in leather goods, brand focuses on high quality Vipiana. The luxury brand focuses on

clothing, fragrances, and fashion products with a simplistic aesthetic. ready to wear clothing, leather

accessories. The prices range from The brand specializes in ready to goods, and fashion accessories. The

$900 to $4000. The luxury house is wear clothing and fashion brand has been owned by LVMH

approaching 175 years and is one of accessories. The prices range from since 1996. The prices range from

the oldest luxury fashion houses $300 to $12,000 $700 to $5,000

PRODUCT OFFERING

ready
to
Chloé launched into the world of leather goods

when Phoebe Philo became creative director in

wear
the early 00s. The brand started creating luxury

"it bags" like their iconic paddington bag that

debuted in 2005. Since then

fashionistas have bought the 

variety of different Chloé it Chloé was one

bags throughout the years. of the first brands

to introduce ready 

leather
to wear clothing to the luxury sector. The brand

focuses on Parisian style, focusing on quality and

goods
flattering fits. The contemporary, feminine, flirty,

and bohemian-chic style creates the perfect 

wardrobe for elegant and relaxed women.

 seirossecca
Chloé's first fragrance, the Chloé women's

fragrance, was first introduced in 1975. The

fragrance instantly became a feminine classic.

Chloé launches fragrances in conjunction with

COTY and has created different fragrances

throughout the year to appeal to younger

consumers.

secnargarf
Chloé offers a

variety of different

accessory categories that consist of shoes,

jewelry, small leather goods, and belts. The

brand focuses on creating effortless and

timeless pieces that can be worn in several

different ways by the Chloé girl.

target consumer DEMOGRAPHIC

The ideal consumer for Chloé are women

between the ages of 20 to 65. These women are

financially affluent with a decent amount of

disposable income. These women would be

ideally located in urban cities around the world.

The women would be highly educated with

professional careers that provide incomes of

$150,000 and above.

target consumer
PSYCHOGRAPHIC

The Chloé girl is a family-oriented and

hardworking woman. The Chloé girl supports

and celebrates other women and considers

herself a feminist. She understands the

importance of preserving the environment and

sustainability.
target consumer BEHAVIORAL

The ideal consumer is a fashionista at heart.

The Chloé girl has a feminine yet bohemian chic

style and loves fashion. The Chloé girl loves to

travel to different countries around the world

and regularly purchases luxury items

throughout her travels. The Chloé girl is a

feminist and embody more than fashion.

aurora
32 years old

lives in LONDON

college graduate

works as FASHION BLOGGER

income of $350,000
 astrid
28 years old

lives in NEW YORK

college graduate

works as MARKETING DIRECTOR

income of $110,000
 Survivors Innovators
1.7% 8.3%

krowemarf slav Thinkers

8.3%

Experiencers
33.3%

Believers
12.5%

Strivers
1.7%

Achievers
33.3%
SUSTAINABILITY

in the luxury market

Fashion is the second most polluting industry in

the world after the oil industry. Millennials and

Get Z's drive an approximate 85% of global

luxury sales growth. Due to this, they expect

luxury brands to be aligned with their values

and morals. The younger generation is more

conscious about the environmental and social

impact their purchase decisions have.

 CHLOÉ
PLANET
Does not eliminate textile
waste, Hasn't taken any
action to reduce/eliminate
hazardous chemicals, and
Hasn't made an effort to
reduce water consumption.
Set a target to reduce
greenhouse emissions from
its own operations by 10%
sustainable practices
PEOPLE ANIMALS
Brand monitors health/safety Brand uses animal products
issues with an internal including exotic animals like
procedure. Does not disclose crocodile skin. The brand
where the final stage of
uses leather, wool, and
production occurs or disclose
exotic animal hair for their
a payment of a living wage to
products. It does not use fur,
workers. the brand audits
down, exotic animal skin,
some of their supply chain but
and angora wool
does not disclose which part
or the percentage
CHLOÉ
x SUSTAINABILITY

In an effort to adopt more sustainable practices, Chloé

will need to adopt new business practices across five

different focus areas in the company that consist of

social, environment, community, animals, and sourcing.

Across these five different categories, the brand will

implement significant changes to their company in order

to become more eco-friendly and sustainable and be

able to compete with other luxury eco-friendly brands in

the fashion industry.

 - people -
FOCUS AREA

The category of people is where consumers and stakeholders

thrive. Chloé can become more ethical by preserving

craftsmanship and employability of their workers when

creating their high quality products. The brand can

contribute to the well-being of their employees across the

supply chain through incentives and continue to promote

diversity and inclusivity through their products and

leadership in the company. The brand currently monitors

health and safety with an internal procedure and audits

some of their supply chain but not all of it. It also does not

mention payment of a living wage.

 - community -
FOCUS AREA

The category of community and philanthropy is the

importance of positively impacting the community

through the touch of the maison and employees. Chloé

has a partnership with UNICEF that assist girls to

receive a higher education through their #GirlsForward

initiative. Chloé can continue to expand their

partnerships with non-profits and allow consumers to

give back through purchases and introduce limited

edition products for special causes.

 - environment -
FOCUS AREA

The category of envrionment is the importance of reducing

the environmental impact and designing sustainable

products. The brand can begin to embed circularity into

their products and business models along with ensuring a

high level of environmental stewardship across all areas in

the company. The brand has set to minimize their

greenhouse gases by 10% from its own operations. Since the

brand has put this underway, the brand should also reduce

their water and waste footprint. The brand should take

meaningful action to eliminate or reduce their hazardous

chemical waste.
 - animals -
FOCUS AREA

The category of animals is the importance of protecting

all animals and taking part of preventing animal

cruelty. Chloé and the Richemont group recently made

the decision to stop purchasing and selling real fur

from animals. The brand still purchases and sells real

leather, wool, and animal hair. The brand can begin to

offer a larger variety of vegan leather products and

slowly stop purchasing and selling animal feathers and

hair on their products.

 - sourcing -
FOCUS AREA

The category of sourcing is the importance of

improving the sustainability in the brand's supply

chain. The brand can secure responsible practices in

the supply chain and sourcing activities. The brand can

also implement transparency and traceability in their

sourcing for raw materials. By implementing these new

practices into their supply chain, the brand will

promote preserving the environment and begin to

deliver a more positive social impact.

people RECOMMENDATIONS

environment
Preserve craftsmanship and employability

Contribute to well-being of employees

across supply chain

Embed circularity into business model

Promote diversity and inclusivity

Ensure high level of environmental

Audit complete supply chain
stewardship across whole company

Monitor and ensure proper living wage for

Continue to reduce greenhouse gases
workers
and reduce water + waste footprint

Eliminate or reduce their production of

hazardous chemical waste

 RECOMMENDATIONS

sourcing animals community

Secure responsible practices Offer a larger variety and Continue to expand

in the supply chain/sourcing selection of vegan leather partnerships with different

products types of non-profit

Implement transparency and organizations in order to

traceability when sourcing Slowly stop purchasing and target different causes

raw materials selling exotic animal

leather/hair, animal hair, Create more limited edition

Create a supply chain that and wool products created for a

is eco-friendly and delivers cause and donate proceeds

a more positive social to different causes

impact
 THE
conclusion
In conclusion, this project served as a luxury brand audit on

Chloé's sustainability practices and provided

recommendations on five key areas on how the brand can

become more sustainable and ethical. Chloé, compared to

other brands in the fashion industry, is lagging behind in

terms of sustainable and eco-friendly practices. The

recommendations provided will allow the brand to establish a

presence in the luxury sustainable market and continue to

grow over the years. With the increasing demand and

preference for eco-friendly brands/practices, Chloé must

begin to incorporate sustainability into their business model.