According to a report by WWD, the accessible label of the couture house, See By Chloé, is set to cease operations after more than 20 years since its launch. This move comes as part of Chloé’s luxury repositioning strategy, aiming to focus on its main line and cater to a high-end market. See By Chloé was created in 2001 as a “little sister” line to offer a more affordable range of products, targeting younger generations of consumers.
Under the guidance of artistic director Gabriela Hearst, Chloé plans to gradually discontinue See By Chloé over the next three years. This decision aligns with the recent trend among luxury brands to consolidate their offerings and premiumize their image. Last year, Valentino also announced the closure of its RED Valentino line, following a similar strategy.
Riccardo Bellini, CEO of Chloé, stated that this move is seen as a natural and necessary step in the brand’s renovation process. The aim is to establish a consistent and focused approach across all expressions under a strategic monobrand umbrella. While the closure of See By Chloé is expected to result in financial loss, with 65% of its activity being in the wholesale segment, Chloé anticipates compensating for this through the growth of its main line.
As the luxury industry continues to evolve and adapt to changing consumer preferences, brands are reevaluating their portfolio and redirecting their efforts towards higher-end products. By refocusing on their core offerings, Chloé aims to strengthen its position in the luxury market and emphasize its commitment to sustainability.
Useful links:
1. Chloé Official Website
2. WWD – Women’s Wear Daily
