See by Chloe is Chloes diffusion line that is catered for the younger consumer. It keeps the essence of the Chloe brand but watered down, cheaper and has more of a range. (more explanation of a diffusion line in PDP "Friday 26th March 2010)
Here are some of my favorite looks from See by Chloe A/W 2010/11:
I love the casual and ease of wear element to this range. It is so Chloe but more youthful and cosy.
Other way of diffusing a brand is by producing a perfume. Perfumes create a lot of press and is affordable to the majority of people. It is also another way of wearing the brand so the consumer still feels part of the luxury what ever the age or income.
Other items that can create brand awareness, popularity and sales is bags and accessories.
Here is the Paddington Bag that is one of Chloes best sellers:
Sunglasses are also another form of diffusion:
** My Diffusion Line **
"Lilly by Chloe"
For my own diffusion line designed for Chloe i have taken the youthful elements from See By Chloe and added a nomadic quality which fits my theme. I have also added similar attributes from Chloes main line that i had designed.
I kept the colour pallet similar to the main line but added a more bold purple so inject some youth. These garments can be either dressed up or down and all garments can be worn in a different set of combinations to suit different occasions.
I chose the name "Lilly by Chloe" because i liked the fact that Chloes brand name was feminine. I then started to think of girls names that are young and in trend for our generation. Lilly seemed appropriate as it comes from nature, fresh and feminine.
Here is the range:
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