See by Chloé ramps up digital presence with Instagram, e-shop debut

By

Lucile Deprez

Translated by
Benjamin Fitzgerald

Published
Jul 18, 2017

See by Chloé is taking its independence. The sister label to luxury brand Chloé, owned by Richemont group, is developing online with the launch of its e-commerce site and Instagram account, while strengthening its presence on Facebook. 

Launched by Phoebe Philo in 2001, See by Chloé was for a longtime produced by Italian manufacturer Sinv. The brand then relaunched internally for its autumn/winter 2015-16 collection under the artistic direction of Clare Waight Keller, who was recently replaced by Natacha Ramsay-Levi in March. The return of See by Chloé to Paris marked a turning point for the label with a new image, store concept and logo. 

Richemont group seems to want to continue pushing the brand, sticking to a younger target market than Chloé, via a strengthened digital strategy. The See By Chloé collections are now sold on the Chloé e-store, which launched in 2016, in their own section, starting off with pieces from autumn 2017.

As for social media, the line opened an account on Instagram in June with its own hashtag. The profile, highlighting the world of See by Chloé, showcases photos of the autumn 2017 collection, quotes from Georgia O’Keeffe, which served as inspiration for the collection, as well as videos of muses and models of the brand. For now, the page has just over 1,000 followers.

A strategy has also been taken to Facebook. While the brand already has a page, publications and posts have increased in frequency with more diverse content, with the page referring automatically to the See by Chloé e-shop. On Facebook, the label has more than 100,000 followers.