Executive Summary
To launch its first menswear line, a descriptive analysis of the fashion field, including brand identity, competitors, and target market, will be developed based on primary and secondary research. The world of fashion continues developing and offering new standards and opportunities for people, and therefore, the creation of a strong vision is required. In this report, the proposition of a menswear line for Chloé within an eco-friendly and sustainable capsule range will be discussed through the prism of sourcing, production, sustainability, distribution, and supply chain management. In the end, several recommendations for a new idea of a menswear collection will be given.
Introduction
Designed by and for women for a long period, Chloé has already made a significant contribution to the world of fashion, and the creation of a menswear line turns out to be a beneficial idea. This report discusses the peculiarities of a new campaign that is based on an eco-friendly and sustainable capsule range. Firstly, the analysis of the brand, identity assessment, and the recognition of competitors will be developed. Then, the design of the range plan with sourcing, sustainability, production, and supply chain management will be offered. Finally, several ideas of how to strengthen the menswear line for Chloé using eco-friendliness will be mentioned.
Research Methodology Table
Brand
Company Overview
In the middle of the 20th century, the world heard about Chloé. This new French house was founded by Gaby Aghion as an alternative for the already existing and less expensive couture clothes by producing luxury prêt-à-porter collections. In 1953, Jacques Lenoir joined the company to support the desire of Aghion to create ready-to-wear collections (Sterlacci & Arbuckle 2017). Karl Lagerfeld, Martine Sitbone, and Stella McCartney were invited as designers and creative directors. In the 1980s, Chloé participated in fashion shows in Paris and New York City. A leather line was successfully promoted at the beginning of the 21st century by Phoebe Philo. In addition to a variety of clothes for women, including dresses, pants, skirts, and coats, Chloé focuses on the production of bags, shoes, and accessories.
Brand Identity
The company has a properly chosen brand identity, including a clear brand name, logo, and trademark details. It uses large pink letters as the major visual elements to introduce female products and advertise people (Figure 1). Regarding the current technological progress and the achievements in the fields of social media and communication, the exchange of information occurs via such sources as Facebook, Instagram, Twitter, and YouTube.
Competitor Analysis
The world of fashion is competitive and unpredictable, and at this moment, Chloé has to compete with such organizations as Saint Laurent, Loewe, and Jacquemus. Loewe is a Spanish fashion house that produces male and female bags and extends its production to ready-to-wear clothes, accessories, and other lifestyle goods (Loewe 2019). Following a similar luxury style to the one of Chloé, Loewe is its close competitor by providing similar collections for customers with the same income levels.
Jacquemus is a relatively new company founded by a 19-year-old man Simon in the 2010s. The majority of sales are developed online and attract the attention of Priyanka Chopra, Kim Kardashian, and Rihana (Gandhi 2018). A unique approach to clients, confident online campaigns, and the presentation of luxury collections for both men and women make Jacquemus a serious competitor for Chloé who is a beginner in a menswear line.
Saint Laurent brand’s history includes a broad range of male and female products, leather clothes, shoes, and jewelry. During the last three years, the company demonstrated good results in promoting several comfort-based strategies and campaigns for its customers (Mellery-Pratt 2015). Performances in the same luxury market, product diversification, and the possibility to invite rich customers to challenge Chloé and its intention to introduce a new line (Figure 2 and Figure 3).
Figure 3: POP-POD
Analysis of the Menswear Competitor Collections
Communication with customers of the chosen companies, personal visits, and observations of recent menswear collections serve as a good ground to compare competitors and identify their weaknesses and strengths. The latest collection of Loewe includes several bright colors in combination with the already approved color standards like black, white, and blue. Jacquemus prefers a classic mood in the recent collection and chooses monotonous combinations. The distinctive feature of Saint Laurent in its menswear collection is dark colors and some rebellious attitudes to the world. Chloé’s menswear line should include standard colors and materials to attract regular fashion lovers, as well as several new approaches to be distinctive and recognizable in the market.
Target Market
The target audience for the Chloé menswear line includes men aged between 25-65 years old with middle-level or higher incomes. Regarding Chloé’s eco-friendliness, new clients from the middle class can also be interested in a novelty and compare prices. Chloé boutiques are located in different parts of the world, so a citizen of the United States, Europe, or Asia may allow buying the offered product. The major behavioral and psychographic characteristics of a Chloé’s male customer are the desire to invest in his look, attention to quality and details, and passion for beautiful things.
Production
Sustainability
During the introduction of a new brand or idea, it is important to keep sustainability and not to lose regular customers. In the case of Chloé, sustainability has to be undertaken from the point of view of environmental, social, economic, and ethical standards. Being part of the most polluting industries, Chloé has to acknowledge the necessity to reduce its environmental harm by choosing eco-friendly products. The reduction of illegitimate labor, including child labor, is possible by promoting control at every stage of production (Moulds n.d.). Recognition of the role of consumers will increase social and ethical sustainability. The introduction of a new line for men may bring certain economic improvements, and annual financial reports will demonstrate the progress.
Sourcing
The implementation of new policies includes the identification of new sources and products. Due to its favorable geographical location, Chloé has access to several valuable resources, including bamboo, hemp, wool, cotton, cashmere, and leather.
Bamboo: it is one of the remarkable natural resources for the fashion industry. It is sustainable due to its fast growth and resilience. It is biodegradable and provides people with the possibility to sustain a minimal environmental effect (Itzkowitz 2017). It is eco-friendly because no chemicals and not much water are necessary for its growth. The Chinese company Granduse Textile Co. should be a suitable partner for these materials, being chosen for its history in the market.
Pineapple: McEachran (2015) investigated the worth of pineapple and banana for jackets and skirts due to their carbon neutral, soft texture. Pineapple leather supports a positive social impact around the globe (Burton 2018). Chloé can use PETA certification for pineapple as a vegan fashion label. Pineapple fiber is still uncommon, but Ananas Anam, a company in the Philippines and a pioneer in the field, may serve as a supplier.
Hemp: its production requires fewer amounts of water compared to the production of cotton and other fashion-related products. It is also characterized by reduced pesticide or fertilizer use and renewability. Minimal growth requirements make hemp one of the most eco-friendly and sustainable products for Chloé. Benaud Creations, a French company, should be appropriate to Chloe’s needs due to its approach that combines classic techniques and new ideas.
Cotton: this natural fiber remains one of the well-known renewable and biodegradable raw materials. The elimination of pesticide use, the absence of synthetic fertilizer and chemicals in its production, and the possibility to prevent groundwater contamination are the major eco-benefits (Satenstein 2017). Avoidance of drought conditions and erosion promote healthy working environments for people at Chloé. The Chinese company, Shaoxing Lingge Textile Co., should be a good supplier choice due to its good reputation.
Wool: this biodegradable fiber is highly versatile, but its ethical and sustainability qualities remain doubtful. Being an animal fiber, the production of wool contributes to the development of organic farming. The Responsible Wool Standards is a certification program according to which farmers demonstrate their best practices and Chloé can prove its eco-friendly intentions. KENTWOOD, an American manufacturer based in South Carolina, should be an appropriate choice due to its long history.
Linen: in the world of fashion, this material is introduced as comfortable, moisture absorptive, and relatively stiff (Satenstein 2017). The OEKO-TEX Standard 100 certification is responsible for its toxicity-free nature, as well as high quality and biodegradability. It comes from the flax plant that grows fast and unpretentiously. The French firm, Lemaitre Demeestere, should be an appropriate supplier, as it is one of the country’s oldest linen manufacturers.
Human-made silk: The eco-benefits of human-made silk cannot be ignored due to their sustainable choice in many fashion houses and significant heritage in Chloé. This protein fiber has similar chemical qualities to the human skin has. Being obtained from cocoons of insects, it is sustainable and does not contribute to air pollution. Maison Malfroy, a company in France, should be an excellent option due to its environmentally friendly practices.
Cashmere: it is one of the valuable natural materials that protects an eco-friendly future of fashion. Sustainable cashmere is non-allergenic, animal-friendly, and durable in use. The OEKO-TEX Standard 100 certification guarantees the absence of harmful chemicals in its production. Kashmir Textiles, an Indian firm based in New Delhi and a leading manufacturer, should be able to supply sufficient amounts of fabric.
Leather: Stella McCartney, a leading designer in Chloé, rejects the idea of leather or fur in her collections and prefers ethically sourced wool, cotton, and cashmere. Therefore, the company has a list of credible substitutes for this material in a new menswear line.
Production and Distribution
Chloé has already developed several ways to offer its services to people around the whole globe by participating in fashion shows, inviting celebrities, and choosing environmentally friendly techniques. The proposition of a menswear line is based on several eco-friendly and sustainable ways. Firstly, it is expected to maintain quality and offer more products than other competitors do (measuring impact). Secondly, eco-friendly activities like the use of renewable energy, lowering transport costs, and saving energy can improve Chloé’s reputation. Finally, respect for human rights and natural laws is demonstrated by waste recycling, quality control, and participation in worldwide conventions.
Critical Path
Supply Chain Strategy
In the supply chain of Chloé, there are three important stages: sourcing, production, and distribution. If the countries for distributions may vary depending on demand, the countries for sourcing and production have to be properly chosen. At this moment, Chloé may cooperate with China and India to find out cotton, bamboo, and hemp. France is still a leader in discovering hemp, flax fibers, and human-made silk. The United Kingdom and the United States are the best resources of wool for menswear collection created by Chloé.
Recommendations
A new menswear range is a unique chance for Chloé House to enlarge its target audience and expand the number of products. It is recommended to focus on advertisement and entertainment for potential customers. People should learn that Chloé is ready to open its doors to male customers not only to buy some gifts for their ladies but to find a good cloth option for themselves. Another recommendation is based on the quality of services. To be attractive to people and be recognized by the global public, the production of menswear should be eco-friendly and sustainable. The use of vegan styles in advertising and entertaining can be a benefit for the house. Clients need to be provided with guarantees that they make correct choices, protect nature and invest in their looks.
Conclusions
The already achieved success by Chloé Company proves the high-level professionalism of the team and readiness to demonstrate the best qualities and creativity. Taking into consideration the analysis of its competitors and the necessity to develop new lines, Chloé should focus on sustainability issues and eco-friendly motives. A menswear collection requires time, effort, and a team of professional designers. According to the recent analysis and observations, Chloé has access to all the necessary resources and stakeholders to launch a new line and invite men as their regular customers.
Bibliography
Burton, O 2018, ‘Fashion made from food waste: from banana silk to flax linen’, Eco Warrior Princess.
Chloé 2019.
Gandhi, S 2018, ‘What does Priyanka Chopra fit into that ridiculously tiny Jacquemus pursue? An investigation, Elle, Web.
Itzkowitz, L 2017, ‘Is bamboo the sustainable building material of the future?’, Vogue.
Loewe 2019.
McEachran, R 2015, ‘Forget about cotton, we could be making textiles from banana and pineapple’, The Guardian.
Mellery-Pratt, R 2015, ‘The secret of Saint Laurent’s success’, Business of Fashion, Web.
Moulds, J n.d., ‘Child labour in the fashion supply chain: where, why and what can be done’, The Guardian.
Satenstein, L 2017, ‘Science says linen is the coolest summer fabric – but can it look cool?’, Vogue.
Sterlacci, F & Arbuckle, J 2017, Historical dictionary of the fashion industry, 2nd edn, Rowman & Littlefield, Lanham, MA.