Chiara Boni retail strategy for expanding overseas

Chiara Boni Retail Strategy

Chiara Boni expands its presence outside the Italian borders and announces the opening of a new flagship store in the States, in Los Angeles.

The Italian fashion brand looks at retail as its major strategy to expand overseas and boost its growth.

Chiara Boni is already present in Italy with two boutique shops, La Petite Robe, in Milan and Rome. Since 2009, La Petite Robe has also entered the foreign markets thanks to its collaboration with a new partner.

Numerous brands in the fashion sector, that followed abroad expansion trend thanks to partnerships and franchises, are now returning to retail strategy, with centrally managed boutiques. The flagship store is indeed a highly potential resource for brands as immediate and preferred channel for communicating and building relationships with their customers.

Chiara Boni is an Italian fashion designer from Florence, the city where her first boutique saw the light. She has always depicted her woman with a cosmopolitan and metropolitan touch, probably inherited from her early London experience.

2016 has been a particularly positive year for Chiara Boni La Petite Robe fashion company, whith an increase of 53% compared to previous year. The future looks  promising, with a forecast growth of 30% at the end of 2017 and an expected turnover worth over 20 million euros

The success of Chiara Boni La Petite Robe collections lies in its versatility, into the ability to combine the elegant appeal of the brand with comfortable dress and into apparel easy care thanks also to the use of advanced fabrics that require low maintenance, ensuring perfect shaping and holding.

SS 2017 collection moves just in this direction, with creations for Perfect Ladies, feature that clearly stands out in the advertising campaign signed by Giovanni Gastel. Chiara Boni spring collection hit Neiman Marcus also, with a dedicated special in its April Book.

The American market, thanks to Chiara Boni metropolitan elegant fashion signature, has quickly become a welcoming and profitable square for La Petite Robe collections. The Chiara Boni line is indeed widespread in major US Department Stores and Specialty Stores.

Hence the choice to expand the brand presence with a third owned boutique in the States. The location is designed with exactly the same concept of Italian stores and it will be located in the most famous Los Angeles Fashion Street, in 8470 Melrose Place. The inauguration is scheduled for late August.

Share this article on:

Be the first to comment

Leave a Reply

Your email address will not be published.


*