WWD.com/fashion-news/fashion-features/going-multicultural-742864/
government-trade
government-trade

Going Multicultural

Chantelle, the 53-year-old French foundations brand with estimated wholesale sales of more than $40 million worldwide, and a reputation for its elegant and sophisticated signature, will be introducing a plethora of new products, as well as a new booth...

Chantelle, the 53-year-old French foundations brand with estimated wholesale sales of more than $40 million worldwide, and a reputation for its elegant and sophisticated signature, will be introducing a plethora of new products, as well as a new booth format, at the upcoming Salon International de la Lingerie.

Sonja Winther, managing director of the Chantelle operation in the U.S., said details for the updated booth will include an elongated runway for formal fashion shows, Louis XVI-inspired padded chairs in a variety of fashion colors and a model’s cabine similar to that of the ready-to-wear and couture fashion shows.

“It will have a boutique atmosphere, almost a jewel-box effect, but in a contemporary way,” Winther said.

The modern, multicolor ambience will be complimented by Chantelle’s new multimillion-dollar print advertising campaign, which has a tagline: “Paris Dresses The Women Of The World.”

“We will be integrating the visuals of the ad campaign at the booth with point-of-sale materials, which portray women from different cultures and ethnic backgrounds,” Winther said. “We wanted to clarify the image of the Chantelle woman and the Chantelle brand. People from all walks of life get inspiration from Paris — its architecture, its food, its fashion — from designers and tourists. The woman could be Asian, African or Scandinavian, but the inspiration of the brand is clearly coming from “the elegance of the French woman,” Winther said.

The ad campaign broke this fall in Europe, Asia and the U.S., and appeared in a variety of magazines including Elle and In Style. A new campaign for spring will focus on four consumer profiles: African-American, Celtic, Spanish and Scottish, Winther said.

Regarding new product, she predicted the number-one group to be exhibited at the Paris fair will be the Tamarine Collection, a group of day-to-day T-shirt bras that are either sleekly contoured and seamless looking with lace wings, or soft and flat allover lace cups. A variety of coordinating lace panties will be available in white, black and cappuccino.

Another key item will be a group of strapless bras of DuPont Lycra Soft called Impulsion, said Winther, noting that the company will introduce a new group of full-support in sizes 32B to 42F.

The average suggested retail for Chantelle bras in the U.S. is $50 to $98. Panties are $22 to $42.

Regarding the overall ambience of the Paris edition, of which Chantelle’s owner Patrice Kretz is president, Winther said: “It remains the global stage of lingerie. I think the organizers of SIL set a very high standard for the lingerie trade shows of the world. It gives people a reason to visit Paris. And the timing in January is perfect, especially for textiles because here’s enough advance time to see trends and incorporate new ideas into development.”