Chlo É Will Close The Sideline Brand To Become History

According to the foreign media WWD, Riccardo Bellini, CEO of Chlo é brand, confirmed that his subsidiary brand see by Chlo é may soon become history.

Chlo é will close the secondary line brand

Friends who like Chlo é brand should have heard of see by Chlo é more or less.

As a secondary brand, this sub brand was launched in 2001 by Stella McCartney, who was the helm of Chlo é at that time. Its main customers are young girls who love fashion. They are a little naughty and rebellious, but they do not lose Chloe's high taste. As a result, see by Chlo é has become the watershed of the main brand with young leisure and price. At its peak, its business even accounted for 10% of the total business, and was once regarded as a business that could surpass the main line.

However, not all of the secondary lines have the fate of Miu Miu. Recently, Riccardo Bellini, CEO of Chlo é brand, made it clear that Chlo é will phase out see by Chlo é's business in the next three years to strengthen its upgrading drive.

Bellini described the move as a natural and necessary evolution in the long run. The employees and suppliers of see by Chlo é have been informed that they will continue to make efforts in the main brand to bring about a new look, and have reiterated the need to take a single brand image as a brand strategy in the future. At the same time, he also predicted that this year will be Chlo é's 70th anniversary, and there will be refreshing plans waiting for you.

Luxury goods off the sideline

As the market has become more polarized in recent years, many large European designer brands have abandoned or are closing their secondary brands and sidelines, including Valentino, Dolce & Gabbana, Victoria Beckham and Missoni.

At the beginning of the 21st century, big brands have launched their own sub lines to expand the market and seize more consumer markets. The design with the main line style and the relative economic price attract many young consumers.

Among the top ten luxury brands, Christian Dior, Prada, Giorgio Armani, Ermenegildo Zegna and other half of the top ten luxury brands have secondary brands, which shows the significance of secondary brands for luxury brands. Red Valentino, Marc by Marc Jacobs, see by Chlo é, CK, D & G and other brands are products of the times.

However, in recent years, brands have begun to integrate their product lines to convey clearer brand information, and the trend of secondary lines has gradually been replaced by CO branding. Valentino, for example, decided to close red Valentino completely in 2024.

Why is the secondary line brand abandoned

Light luxury positioning has become a thing of the past

The closure of the secondary line is not only affected by the market, but also related to the positioning of the brand. Luxury sub line brands are defined as light luxury, which is a category of "fast up and fast down".

Outstanding performance in 2014, when the global luxury financial report was bleak. But this year, light luxury is just red. Coach, Kate Spade, Michael kors, Furla and other brands have shown a trend of high growth, once crushing luxury brands. But the good times are not long. Just one year later, in 2015, a number of luxury fashion brands have fallen or even plummeted in the share price, market value and profit margin.

The advantage of light luxury brands was that they could better grasp the current trend and trend, and the price close to the people catered to the appetite of young consumers. And consumers are constantly moving towards the trend of younger age, many college students have become the main force of light luxury consumption. At that time, the old luxury design such as LV and Gucci appeared old-fashioned. For young people who love fashion, the design was not out of place and young enough. Therefore, light luxury brands have taken advantage.

However, in recent years, the boundaries of luxury goods, light luxury, fashion and fast fashion have become more and more blurred in the categories of women's clothing and bags. H & M's cooperation with luxury brands every year is a typical representative. It's common to wear Chanel's jacket and mix with a base coat from a quality clothing store. The difference between light luxury and fast fashion is no longer obvious.

The secondary line takes the lead of the main brand

In addition to the blurring of fashion boundaries, luxury consumers are not as barrier free as they used to be.

More and more people buy luxury accessory line and main line brand, and these people are also frequent customers of high-end clothing and fast fashion brands. Whether in shopping centers or outlets, many luxury goods with sub line brands either open the main line and sub line in the same store and sell products in different regions, or the main line and sub line are adjacent to each other. To a certain extent, many sub line brands have taken the lead of the main line.

Smart luxury brands have found such signs, so both the main line brand and the secondary line brand are catering to the needs of these young consumers to a certain extent, which makes the boundary between the main and secondary lines more blurred, and more and more customers, design styles and products cross each other. Instead of spending more manpower and energy on the same thing, it is better to concentrate on high-quality resources, which is another reason for many luxury brands to close their sidelines.

Not all brands are Miu Miu

Another important reason for the closure of brand sidelines is the lack of independent personality.

Because the secondary line is more vulnerable to the influence of the main line brand, the secondary line brand can be said to be the entry-level product of the brand, catering to the needs of young consumers. Luxury is a dream. Consumers of the main line brand need to spend more time pursuing this dream, while the secondary line does not have to look up to it, so it is easier for consumers to give up.

Therefore, the secondary line is not a subsidiary of the main line, but should have its own personality. Many brands close the secondary line because it is not independent. Prada and Miu Miu set a good example in this regard.

Prada's business is booming, and the subsidiary brand MiuMiu is not low at all. This year's most popular "Miu Miu low waisted skirt" has even surpassed Prada, and is well-known in the industry.

The reason is that they are totally different in terms of positioning and style. The price of the secondary line of most brands is lower than that of the main line. However, Prada and Miu Miu are equally priced. Both have stepped into the category of 10000 yuan and have stepped out of their own style. Miu Miu is not so much a sideline of Prada as a sister relationship.