This project analyzes Chloé, a luxury brand known for its combination of classic femininity and modern elegance. The focus is on developing a merchandising strategy that appeals to their customer base.

The Fall/Winter 2024 runway collection serves as a key example of Chloé's evolving product assortment. The collection emphasizes versatility, featuring oversized outerwear, tailored jackets, and flowing dresses in earthy tones like browns and deep greens. Key accessories, such as statement bags and footwear, complement the brand’s confident, feminine aesthetic. The product assortment strikes a balance between contemporary streetwear influences and Chloé's refined luxury, ensuring the brand’s continued relevance and leadership in the luxury fashion market.