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Simple is Best: Rebranding for Simplicity and Clarity

Posted on Categories BrandonomicsTags

When you simplify your brand, it can have a huge payoff. Robin Tooms continues the discussion with Chloe Dao, women’s apparel designer, about what her rebranding has meant for her business.

Robin: Hello, and welcome to this edition of Brandonomics, an inside look at top brands and their marketing strategies. I’m Robin Tooms, vice president of strategy at Savage, and my guest, again, is Chloe Dao, fashion designer and entrepreneur. Chloe, I’m so glad to have on the show.

Chloe: Thank you, Robin, for having me back.

Robin: Well, I’m glad that you’re here to talk more about the rebranding process that you went through. But more importantly, what was the outcome? When done for the right reasons, it can have some really big payoff, so what has been the outcome of your rebranding?

Chloe: Well, it’s really great that our sales number hasn’t shrunk. It’s been great. That was the biggest fear, half the store different branding. People were confused or not was that still us. And what’s really the best part about the rebranding is that it’s clear and concise, ’cause before, it was Lot 8, Chloe Dao, for Lot 8, Simply Chloe Dao for QVC. So now it’s just literally Chloe Dao, and you really get my brand, my aesthetic, because even the interior decoration is like coming into my living room. There’s the foyer, the living room, and the bedroom, which is the dressing room. So you get the complete me. And I think now people are really understanding, and, honestly, it’s still an ongoing process. Last year was the remodeling and the website and the store, and this year is more of the marketing and really finding our voice and what Chloe Dao is. It’s a trusted girlfriend experience, but really kind of voicing it and making it much more clear, and I’m still trying to figure that out, but –

Robin: Well, sure. Well, one unexpected outcome was kind of you becoming the face of fashion for Houston. So how does that feel for you?

Chloe: Well, the last few years – winning Project Runway has always been the face of fashion for Houston, and I think it’s wonderful, ’cause I love fashion. I love this city, so it’s the perfect combination, and the city is really growing in the fashion scene, so I love that I’m a part of it.

Robin: Well, this is great news for your brand and for Houston. Thank you for sharing.

Chloe: Thank you, Robin.

Robin: Well, this has been another edition of Brandonomics, an inside look at top brands and their marketing strategies.



Chloe Dao boutique, formerly LOT 8, is one of Houston’s premiere shops located in the Rice Village shopping district. The philosophy is service with openness, warmth and charm to make every customer feel as if they are shopping with a trusted “girlfriend.” The boutique offers exclusive Chloe Dao’s ready to wear and bridal collections, as well as up-and-coming local designers.

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