Jun 19, 2014
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Cacharel refocuses on women's fashion

Jun 19, 2014

As Cacherel had previously mentioned to FashionMag Premium, the brand’s spring/summer 2015 collection will be exclusively womenswear. On Wednesday, June 18, the brand presented its new business strategy, which involves refocusing on a young clientele that is on a budget.

The result, visible in the new collection, includes a crepe dress from China offered at 320 euros, and a flowery crepe dress at 120 euros. Design has been outsourced, with a young team made up of recent grads from ESMOD and Central Saint Martins.

The new Cacharel, "closer to its original spirit" according to the brand (DR)

For the spring/summer 2015 season, menswear and childrenswear are out, even while the company looks for a licensee, potentially Italian, for kidswear, which should be relaunched for autumn/winter 2015 - 16.

For the time being, it seems like the company will offer a range that basically caters to the Anais Anais perfume customers. "We want to reconnect with the Cacharel of the 70s, when girls could afford our brand’s clothes," says Jean Bousquet.

In terms of distribution, Cacharel is refocusing its sales campaigns on Paris, New York, Tokyo and Milan, where brand partners with the showroom Albisetti, which will soon also sell collections in Hong Kong. Meanwhile, the line will be presented to buyers at the trade show White in Milan and at Premium in Berlin.

With its new pragmatic development strategy, the brand hopes to further expand its retail network, which in 2013 numbered at 200 worldwide and 40 in France. And somewhere along the line, it aims to reduce the gap between the ready-to-wear customers and those targeted by its successful fragrance license with L'Oréal.

As for marketing, Cacharel will launch a new Tumblr website in September that mixes fashion and perfume content, thanks to a collaboration with the Parisian digital agency Les Ateliers Devarrieux.

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