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Translating your brand into a customer experience

Posted on Categories BrandonomicsTags

Translating your brand into a customer experience means meeting customers' needs in a way that makes sense in the context of your branding. Chloe Dao, fashion designer and owner of Chloe Dao boutique, talks to Robin Tooms about how she she turned her brand into a customer experience that keeps people coming back.

Robin: Hello, and welcome to this edition of Brandonomics, an inside look at top brands and their marketing strategies. I am Robin Tooms, VP of strategy at Savage and my guest again today is Chloe Dao, fashion designer and entrepreneur. Chloe, welcome back to the show.

Chloe: Hi Robin.

Robin: Well, last show you shared with us what the Chloe Dao brand stands for. But how do you take that brand and translate it into an in-store experience?

Chloe: Really easy ’cause I’m actually there and I train my staff. Pretty much when you come in in the store, we literally talk to you and actually find out what you actually really need and what – I think what we do that no one else really does is – and I actually ask, “What’s your favorite part of your body? What’s the part that you want to hide? What’s your favorite dress in your closet that you want to wear all the time?” And then, “What do you have in your closet?” so really, we’re a stylist versus a salesperson and we really kind of edit into what you really need and what looks really best on you and we have no problem telling you it’s hideous on you. That is too tight. That doesn’t work on you. So it’s not about really creating a sale, but creating an experience that you can trust us because it’s not about making that sale. It’s really growing with the customer and really dressing them throughout the year.

Robin: Yeah, well, you mentioned that that brand is about that trusted girlfriend experience and you want your girlfriends to be honest.

Chloe: Yes.

Robin: So what does that mean for you to know that that in-store experience is what people expect from you?

Chloe: Well, you know, that’s why we’ve been around for 13 years, because they have received that. There’s this great family that I’ve been dressing them since they were 13. There’s four sisters and now I’m making their bridesmaid dresses, their wedding dresses. So, they truly trust me. They have grown with me, and I think that’s what’s great about being here and really showing people that when you go to Chloe Dao boutique, you get that trust that you can build with us and throughout your wardrobe, not when you’re just starting a career, but when you’re young all the way up to, you know, growing into fashion, growing into your life and growing into your family and your career.

Robin: Well, thank you. I’m glad to hear that that brand translates into the in-store experience that you can expect.

Chloe: Most definitely, that’s the whole purpose of having the Chloe Dao experience and what makes us different from all the other boutiques.

Robin: Okay. Well, wonderful. Thank you for sharing.

Chloe: Thank you.

Robin: Thank you. 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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