Group Chantelle is presenting the results of a major brand repositioning for its Chantelle Paris label at Mode City this weekend.
After appointing a new creative director six months ago, the brand’s imagery has been transformed, and its graphic designs and tone of voice revitalised.
The man responsible is Renaud Cambuzat, who joined the company as group creative and imagery director after working as a fashion photographer for over four years.
Prior to this, he worked in the cinematography industry on behalf of Wild Side Films, a French film production company for which he was responsible for marketing.
Speaking to Lingerie Insight at the Chantelle Paris stand at Mode City, Cambuzat said: “We are working on three different levels in terms of brand evolution. The first one is a new photography style, the second one is new graphic designs – so new logos, new fonts, new colours – and the third one is the tone of voice.
“We are taking a ‘pull’ rather than ‘push’ approach, so it’s all about trying to be less commercial, more authentic and a bit less marketing driven, and trying to bring a lot of creativity, passion and conviction in everything we do.”
The aim of the repositioning is to reconnect Chantelle with the global consumer.
“As wholesalers, we used to be really focused on making sure that our business partners would be really satisfied with the images, but this has the potential to disconnect us from the end consumer. So now we are trying to speak to the consumer first, while also making sure that our clients are excited about the direction we are taking,” Cambuzat explained.
“We are trying to think more like retailers and making sure that the imagery is inspiring to the consumer.”
The new creative director is also working to reposition Group Chantelle’s other lingerie labels, including Passionata, in terms of imagery and communications.