Chinese Laundry rebrands for millennial appeal

By

Cassidy Mantor

Published
Aug 23, 2016

Los Angeles-based Chinese Laundry is beginning a rebranding project to increase its appeal to the millennial consumer.

Included in the rebranding will be a new logo, new product design and styles, new eComm and new retail brand presence geared towards the millennial consumer.

Stewart Goldman, EVP of Chinese Laundry's parent company Cels Enterprises, Inc., explained the rationale for the rebranding project.

Goldman said, "We looked at the [m]illennial customer and designed for her, using quality materials where appropriate and keeping in mind where her ability is to afford fashion product."

With respect to price points, he said, "We also did extensive research and found out [m]illennials are willing to pay for quality and comfort in footwear. They’re less concerned with the price and more conscious of the construction, materials and functionality of the shoe."

Chinese Laundry plans to increase its core following through a larger online and social media presence. It plans to capture the millennial through a more authentic approach to its LA heritage, being a brand once popular in the 90s and 00s. It also looks to expand internationally in the future.

To reach the millennial, Chinese Laundry found traffic is decreasing in shopping malls. The brand is sold at Nordstrom, Zappos, Amazon, and Macy's, but is now looking at pop-up shops that are geotargetted, such as pop-up vans at music festivals.

"No idea is too crazy," said Goldman of the company's approach to its rebranding and positioning.