CHRISÉLLE BRAND PROFILE CC

III
Index . Indice
01
Brand Profile . Profilo de la marque / VI
Philosophy . Philosophie / VII
02
Product Line & Service . Produit et service / XI
Target Market . Marché cible |CHRISELLE|/ XII
Customer Profile . Profil client |CHRISELLE| / XIII
Target Market . Marché cible |CHRISELLE BLACK | / XIV
Customer Profile . Profil client |CHRISELLE BLACK| / XV
03
Collection . Collection |CHRISELLE BLACK| / XVIII
05
Quality Control . Contrôle de qualité / XXVIII
Packaging . Emballage / XXIX
Global Distribution . Distribution et livraison mondiale / XXX
After Sales . Après vente / XXXI
06
Future Plan . Plan d’avenir / XXXIV
07
Point of Content . / Point de contenu XXXVI
04
Public Relations . Relation publique / XXIV
Branded Marketing Materials . Matériel de marketing de marque / XXV

V
BRAND PROFILE
01| PHILOSPHY

VI
Brand profile . Profilo de la marque
CHRISÉLLE, A Melbourne based international brand offering ranges of high-end event wear that
across different occasions. The premium labels offer intricate architecture designs for event wear as
well as selections of luxurious fashion separates.
The face & creative mind behind CHRISÉLLE, Christine Chan. The Hong Kong-Born Australian
Designer. She initially trained in Royal Melbourne Institute of Technology, before working with some of
the iconic Australian labels.
An indefinable talent that is recognized for her signature of transformed couture personality into a
wearable art form. Her motivation to enable women to express themselves proudly, her dream to encourage
a true expression of inner beauty & her passion to send a message through the uniqueness of each
design. A vision of feminine desires that listen from hearts is unstoppable. Each collection follows by an
unpredictable journey.

VII
Philosphy . Philosophie
Driven by her desire though merging classic couture silhouettes or technique elements with a
sophisticated attitude she has created the timeless classic with glamorous sensibility and a distinctively
feminine aesthetic.
Her philosophy for the label, dedicated to delivering runway inspires styles into unprecedented
assessable fashion items for the customer. Underlying Christine Chan’s work is a utilisation of
architectural shapes and texture as well as an understanding of fabrications and its application.
Through the designers’ love of luxurious fabrics, statement details & channelling those glamorous
vibes, each sculptural piece inspired by the architectural silhouette of the body. Not compromising
quality is the aim of the brand to deliver exceptional products to our consumer.

VIII
PRODUCT & SERVICE
02| CUSTOMER PROFILE

ATELIER
X
©CHRISELLEOFFICIAL LOGOS

XI
Products Line & Service . Produit et service
CHRISELLE is the core labels of the brand. It offers a range of event wear from formals,
cocktail to black tie. Chriselle offers consumer to build their own inner beauty by building
their wardrobe with timeless items.
Chriselle black introduces a mix of fashion transformed event pieces from party wear to
after five items. Black labels feature statement pieces with architectural silhouettes & innovative
materials.
Chriselle Atelier offers personalized made to measure couture service. Chriselle Atelier
allows the customer to experience an ultimate experience from consultation, design, toile
to final bespoke products.

XII
Target Market . Marché cible
The collection based on the contemporary aesthetic of mainline but offers more investment,
luxury materials, classic pieces in sophisticated and flattering styles and architectural
silhouettes.
Pricing to be more luxury for mainline - Customer are willing to invest in a timeless piece.
Price is higher than Chriselle black to distinguish from the younger consumer.
Offer luxury brand experience online through web page layout but maintains exclusivity
though promotion over social media. Selected styles to be available online through Chriselle web
site.
Limited edition items available in certain boutique and department stores to maintain the

XIII
Customer Profile . Profil client
Aged 25- 55+
|Working Professional and potentially parents.|
| Express her true inner beauty in her own styles. |
|Purchase for investment pieces that are sophisticated.|
|Spending reflects on lifestyles - purchase more in one transaction but less frequently.|

XIV
Target Market . Marché cible
Contemporary fashion built, spellbinding cuts and more trend-driven fashion with edgier
styles and play with innovative materials.
Lower Starting pricing point target new luxury consumer with entry-level prices. Pricing does
not reach as high as Chriselle.
Promotional efforts to be based on acquiring consumers and starting new loyal relationships.
Engaged with the customer through different social media platform.
Entire collection available online and promotion to expand over social media to raise brand
recall in the market segment.

XV
Customer Profile . Profil client
Aged 16- 25
|Studying or starting a career.|
| Early adopters of trends. |
|Purchase statement luxury pieces to mix with lower price level clothing. |
|Has fewer finical outgoings - less sensitive to price when they have the money. |

XVII
03| COLLECTION
ÍPSA LUNA

‘
XVIII
IPSA
LUNA

Collection . Collection
Marking the launch of ÍPSA LUNA, the first of many to come. Tones inspired by the
milky way after the blue moon eclipse. She has a galaxy in her eyes, a universe in her
mind.
In amongst the looks, ball gowns, cocktail dress, fashion separates & ethereal slip dress sailed
by airy materials, timeless guipure lace, quality bonded crêpe, metallic lurex mesh flows with
bustle & cover button details, daring foil jacquard and a fine touch of intricate trims.
Step into our spellbinding world of once unreachable fashion and finally make that dream of
having couture gowns as part of your wardrobe come true. She is all about the effortless, faithful
and ethereal look.

XX
HEAVEN GATE GOWN
TILL THE END GOWN
PERFECT STRANGER DRESS
“ IPSA LUNA 18 ”

XXI
FADE INTO YOU MIDI DRESS
HEART TO HEART LACE BALL GOWN
THE BETTER HALF LONG SLEEV EDRESS
“ IPSA LUNA 18 ”

XXII
PUBLIC RELATIONS
04| BRANDED MARKETING MATERIALS

XXIV
Public Relations . Relation publique
Social Media | A wide range of social media platforms to interact with customer and voice
the value of the brand. The Brand will share the latest collection, media edits and celebrities
or blogger photographed wearing Chriselle products on soical media platform such as
Instagram, Facebook, Snapchat, Weibo and Pinterest. This enables a wide audience to personally
engage with the brand and keep up to date with the latest trends and who to follow and aspire
to.
Direct Marketing | Informing customer of the latest collections and upcoming events by newsletter.
This allows Chriselle to remain exclusive by only targeting existing and potential customer
which sign up for the database. Chriselle is able to collate information on the customers
buying, enabling Chriselle to use more personalised marketing communication.

XXV
Branded Marketing Materials . Matériel de marketing de marque
Chriselle creates marketing materials for our clients to support their sales, to send to VIP
customers or small gifts at fashion events. Branded marketing materials remain as relevant
as ever in helping promote the labels and generate leads. We like to add the extra touch that can
add quality to the brand beyond the sea of digital marketing. Small items that can be used in
a daily life like an exclusive monogram silk scarf or an embossed luggage tag. It makes a great
impact on the potential and existing customer.

XXVII
QUALITY CONTROL . PACKAGING
05| GLOBAL DISTRIBUTION . AFTER SALES

XXVIII
Quality Control . Contrôle de qualité
To ensure the quality, desired finishing, construction and fits meet the high industry standard.
Strick production procedure is in place from first samples to shipment samples. We
evaluate the capacity and capability of suppliers and manufacturers.
We have strong communication with our factories. All the supplier and factories are required
to address any issues in the first place with our quality assurance. Common production issues
are fabric availability or colour variation. The production team and the factories will work
together to come up with a solution. We will then communicate with our buyers or clients if
amendments or changes are accepted. We ensure each garment is high quality when it delivers
to our wholesale clients and retails consumer.
Great garment fit has always the priority for Christine to produce her products. The extensive
garment fitting experience that she has allowed CHRISELLE to provide excellent and consistent
fit for the garments. Her design has been well known to have great fits and high quality.

XXIX
Packaging . Emballage
She loves to deliver exceptional products in a complete packages. Presents the garment with
an impressive hanger or monogrammed garment bags.
Chriselle provides our clients with not only great service and high quality. We also look at
the bulk packaging and ensure the products will be in perfect conditions when it arrives at our
clients’ warehouse.
Two bulk packaging will be offered for delivery. Flat packaging and garment hanging box
packaging. The customer is able to choose the options follows by their needs. Options or any
other request can be discussed when an order is placed.

XXX XXX
Global Distribution & Delivery . Distribution et livraison mondiales
Chriselle collection was designed to carries for our clients internationally. Our major target
customer base would be from Australia, America, UK, France, Italy, German, China &
Middle East counties.
It is extremely important to ship the goods to our customer on time. But to avoid or minimize
the chance of delay delivery as scheduled. We communicate with our supplier and clients very
closely through the process. The delivery windows will be communicating with the buyer when
an order is raised. When there is a delay caused by production issue. It will be addressed to the
clients immediately for an alternative arrangement for an approval.
Multiple stores order delivery can be shipped to your assigned warehouse with the bulk orders.
We also offer pre-allocated styles for your multiple stores from our supplier distribution centre.
All the shipment arrangement can be finalised prior shipping.

XXXI
After Sales . Après vente
Look after our clients from selling to after sales is our aim of service. Great business is all
started from great commuincations.
Feedback and question are welcome in any stage of the process from orders to shipping. We
value for our clients comments.

XXXII
06| FUTURE
PLAN

XXXIV
Future Plan . Plan d’avenir
With the extensive couturier and bridal backgrounds. Chriselle white will be a future
project that attracts existing or potential customer to purchase their dream gown from
Chriselle White. Chriselle White will have 2 ranges a year along with 20 pieces prêt-à-porter
collections. She is romantic, confident, not afraid to show her inner beauty and the most beautiful
self on her special day.
Chriselle Bridesmaid offers our clients to share Chriselle philosophy with their bridal party.
“Her motivation to enable women to express themselves proudly, her dream to encourage a true
expression of inner beauty & her passion to send a message through the uniqueness of each
design.”

WHITE
XXXV
BRIDESMAID
©CHRISELLEOFFICIAL LOGOS

XXXVI
CHRISTINE CHAN
Creative Director
e’ christine@chriselle.com.au | m’ +61 422 776 909
@ CHRISELLEOFFICIAL

@CHRISELLE2018

WWW. CHRISELLE.COM.AU