Chloe's 2016 spring/summer advertising campaign features models traveling through Buenos Aires, Argentina. The target market is young professional women in their 20s with disposable income interested in fashion. Through natural-looking photos set in sunny locations, the campaign aims to portray a carefree, adventurous lifestyle and sell the Chloe brand image. Models are shown relaxing in loose, bohemian-style Chloe clothing. The campaign utilizes Instagram, Facebook, and other social media to raise awareness of the collection and brand among its target audience.

1. Chloe (2016)
Celine bouly is a French model with Chloe
being a French. Brand Other models Ari west
phal is an American model and Antonina
Petkovic is an Serbian model. Ilvie whittex is
an Australian model. Chloe (2016)

2. Target market is the target market clear
Segmentation and audience theory All copywriters must understand
the product and it’s target audience. Bowdery, (2008)
The target audience is young professional women age 20’s. with a lot
of disposable income and that are interested in fashion. Chloe spring
summer ad campaign is targeted for woman with leisure time. they
have tried to market their products to a upmarket target group and
luxury clothing.
Segmentation
Market segmentation is how businesses show understanding of their
customer Weinstein (2004)
Target market
The target market is term referred to when a business selects a group
of people to target their product act and to meet their needs.
Weinstein (2004)
How successful have they identified the target market?
Chloe have successfully identified the target market because they have
chose the right models at the right age and the right location to shoot
their campaign advertisement.
“adventurous, free-spirited, impulsive side
of the Chloe girl” – Clare Waight Keller,
Chloe Creative Director” this picture
demonstrates that girls have gone on
holiday to explore independently and
somewhere exotic

3. Identify the message
Chloe’s 2016 aim is to tell a story through the use of
images of the girls in the latest 60’s trend and the girls
are on holiday in a sunny place. The girls are carefree and
enjoying their holiday with their friends. The company is
trying to sell a life style to their target market if you want
to be care free and explore and enjoy life then their
consumers should buy their clothes. Chloe girls seem
happy and free spirted.
The picture demonstrates that the girls are relaxed
by wearing loose fitting clothing they wear and
hair and makeup looks natural showing their
natural beauty
Klapper,s 1960 cited (Egan,J 2007) communication model term is stated as the concept of communication was the move idea of
feelings, knowledge and motivation from one person to another.
Schramm 1995 cited in (Egan,J 2007) developed the basic model of mass communication process is simple it it’s images but
translating that one element needs to be consider that is to understand the need for quality and the link between each
element. Schramm communication model suggests two way communication have response and feedback device build in such as
the source or the sender may change the message or the media if necessary . The message is made up of appropriates and
images, symbols and music.
“The time of day shifts subtly throughout the series and the
“sun-drenched images invoke a spontaneous and cinematic
vibe. Senatus (2016)

4. Identity the media objectives and
consider the media has been used
According Whitaker, Ramsey & Smith (2012) in addition to competition from the
internet mainstream information providers are having to cope with twitter
YouTube, blogs post and Facebook. Demands of 24/7 news cycle has changed the
implications of communication for media writers as they are the one’s that try to
explain what people pay attention to and why they pay attention however how
the message get’s lost. There are two types of communication interference that
can happen physical noise and semantic noise are involved in the message
transmission. Whitaker, Ramsey & Smith (2012)
This is a video by Chloe called
chase the sun and the girls are
basically talking in the
background and saying it’s like
chasing the sun by using a
metaphor at the end of the video
the Cloe logo appears
Marketing communication is about requiring clear measurable objectives to be
set by using the appropriate media. Esen,Charlesworth& Gay (2007)
The Chloe spring summer add campaign is on their Facebook page, Instagram,
Twitter, pintress it has a small clipper features on YouTube and an international
Chinese blog called weibo it is also featured on google.

5. Identify the use of theories and models used
such as FAB, USP,AIDA,KISS and WIFFMAida is a hierarchy model it is used for to explain the key stages of personal selling it
stands for Awareness, Interest desire and action Fill (2009) The target audience
needs to know why they need to buy the product and the consumer needs to know
how the brand will improve their lives solve a problem or address a specific need.
WIFFM (what's it in for me). USP is a unique selling point or proposition that
separates it from it competitor Berman (2012) KISS: Keep it short and simple FAB
Features advantages benefits
Awareness The Chloe campaign is trying to raise awareness through it campaign by
showing the Chloe girls and that they are travelling to Buenos Aires Argentina. In the
campaign it says “I really want to create a new energy for Chloe this season” (Keller,
2016)
Interest The campaign shows in the pictures that the girls are on an adventure with
their friends and they are carefree and have come to enjoy their time on holiday. In
the campaign the girls are wearing clothes from Chloe collection 2016, which has a
bohemian style and loosely fitted tops. This makes the consumer think about what
clothes to buy for the summer.
Desire Chloe is trying to sell a life style through their collection because it is trying to
say if you buy the clothes you could have that lifestyle. For example they represent a
more adventurous, free-spirited, impulsive side of the Chloe (Keller,.2016))
Action The consumer buying clothes from spring summer 2016 collection and the
consumer may want to look at other Chloe products and click through the pictures of
the girls in Argentina. WIFFM (What's it in for the customer) The campaign add is
trying to say that it could be you if you buy our clothes you could go on holiday to
Buenos Aires and see the different places.
Antonina and Ilvie are overlooking over the bustling streets of
Buenos Aires Argentina
FAB Features when Chloe decided to shoot this campaign they tried to make
it look different by having the photo’s taken in modem places and old
historical places. It makes it look like that the campaign is photographed in a
exotic place. Benefit and Advantages : The location has been selected
carefully to show that consumers could wear the clothes to suit a holiday
location.
USP Unique selling point. Chloe is marketing a product by telling a story
through photo’s.

6. Consider the Appeal and comment on
the design
Antonina and Ilvie are soaking up the summer sun in loose fitted
clothes hair is naturally curly with sun glasses a top with tassels
like a boob
The Emotional Appeal in this advertisement campaign is that
Chloe is trying to make Woman feel glamorous and
comfortable but still being in trend
Design: The Chloe campaign has selected a
photography because of his style of
photography Clare Waight Keller, states that
she “really appreciate his youthful eye and
spontaneity behind the lens.” Chloe 2016
Appeal is the advertisement appeal that
capable by the increase of the breadth of
approaches to communicate the core brand
message Williamson 2002

7. Examine the use of language and imageIt is warm sunshine, each girl glows with unique personality and an individual sense of style
-the season’s technicolour ombré silk dresses, printed lace and athletic, romantic separates
are captured in the dazzling sunlight. Arc street (2016)
Use of Language
The campaign uses pictures to tell a story of Chloe girls that they are with friends on holiday
wearing clothes by Chloe spring summer 2016.
Use of image
Ari wesphal is embraces the carefree spirit of Buenos Aires adventurous, free-spirited,
impulsive side of the Chloe girl” Ari Wes phal American model is standing with her arms
out wearing black skirt the hair is natural she has got no make up on. The model is
wearing sunglasses with a brown side bag. The photograph has made it look like that the
models have not got any make up on and not brushed their hair. The photo has been
shot in a modern place where the sun is out and a white building in the background with
cars on the street. The photo’s have been taken in modern times and old with old
historical building in black white. Chloe girls are wearing loose fit clothes that are in trend
with spring summer collection with colours like red white, blue beige white and green in
and a bit off yellow white stripes on the trousers see slide 3. one of the girls are wearing
a floral print dress. The pictures have been taking like the girls are travelling around in
different places in Buenos Aires Argentina with friends. See all photo’s

8. Compare with other campaigns
Love is story is about expression of
a free woman “declaration of
femininity. A proclamation of
freedom”. The man sees her and is
charmed by her femininity natural
elegance. An allure touched by
freedom and grace which talks
about love story being a modem
story of seduction freshness and the
cent of orange in the perfume
attracts and sensuality of the orange
scent attracts him the flower of
happiness makes her more desirable
than ever. An unforgettable essence
of seduction. The secret is unlocked
a symbol of affection all there is a
padlock, her fragrance which
precious jewel in pleated glass
During the day when there is light
the girl disappears when the man
opens the door she is free will she
be back attitude and love story of
Chloe scent. Chloe (2016)
In the photo there is two photo’s of Melanie
poesy one she has her back turned and she is
holding the perfume and the other she is slightly
turn away and looking back love story and Chloe
in white and bold writing. The picture has the
perfume a clear glass bottle in gold. night in
Paris. Sparkling lights and musician A crowd. And
her. The picture has been taken in night. In the
video there is party on roof and from then the
boy and girl eyes meet and they are attracted
then they both hold hands and go away together
with Vanessa Paradis singing Mi Amor in French
for the music background. Chloe (2016)
https://www.y
outube.com/w
atch?v=rDi5wy
HABb4
The Chloe spring summer 2016 ad is about
Chloe girls travelling and exploring
Argentina with friends wearing spring
summer collection 2016 the clothes are
loose fit and the photography has made it
look like that their hair and makeup is
natural. The pictures tell a story as in the
pictures the girls are in one place and
another. Chloe are trying to sell a lifestyle
buy getting consumers to buy their
clothes. in this picture the girls all meet
together at the end in black beige clothes
and one girl is wearing sunglasses

9. Obtain consumer reactions
“A tumble of breezy curls, sun-kissed faces and
fleeting glimpses of summertime friendship.” Chloe
2012
According to the official Facebook of Chloe 8,444people are talking
about the add and 5 698 people liked the new page.
Consumers have commented on face and liked the spring summer
collection 2016. The photo’s of the campaign featured on face people
have liked a total 115. Their twitter presence has got 1.657 tweets,
people following the campaign 3,063, people who have already
followed the campaign 366k and like 153.
On their Instagram page the brand has 634 post, 1.8million followers
and 96 followers. Chloe Pinterest page has got 39 boards 2.3k pins no
consumers have liked it, 29.6k followers and 59 following. The brand
has received for the spring summer campaign follow they rainbow on
you tube has got 1,672 views meet the girls have received 2,501, chase
the sun 1,887 views a glimpse of the sun has got 1,143 views, these
views the brand had got from consumers were 1 month ago Hudson
new spirt has received one week ago 491 views and all together 12,812
consumers have subscribed to their YouTube channel

10. Evaluating the overall success
Chloe has tried to sell a life style through their spring summer campaign and the
message they are trying to convey to their female consumers is that if you buy our
clothes then you could have life of the Chloe girls. The pictures tell a story of girls on
holiday in Argentina taking an adventure. Chloe girls are carefree and free spirted with
their friends each photo is taken in different locations in Argentina. Photographer Theo
Wenner has made it look like in the pictures that some photo’s are photographed in
modern times and old historical places which you do not see in other ad campaigns.
The hair and make of girls look natural like they haven’t put any makeup on or straight
their hair which is also shown in pictures. This ad campaign is saying that woman can
feel glamorous and comfortable still be in trend by sticking with their spring summer
collection and spring colours. Chloe's campaign is trying to make consumers think about
going on holiday where the sun is out. Cinematography has captured a sense of universal
enhance and joy is infused throughout the story. Chloe (2016) “The mood of his sun-
drenched images is instinctual and spontaneous, as shadows and sun flares accent each
moment. Closely cropped, these moments feel personal, in-the-moment, echoing the
up-beat buzz of city's streets.” The campaign is really good because it has had a lot likes,
views and followers on their social media. Chloe has only used pictures and there is no
writing been used in this campaign.
In this picture the girls look’s like
they are in a high place looking
down. The picture has been taken
in a white background as you can
see behind them is the sky which is
faded and white clouds. The girls
hair is natural curly with natural
skin. They are wearing sunglasses
and loose fit clothes with colours
like white, light blue and green.

11. References
1. Arc street (2016) Chloe spring/summer2016 campaign fashion advertising accessed at
http://www.arcstreet.com/2016/01/chloe-spring-summer-2016-campaign.html accessed on 12/2/2016
2. Bowdery,R (2008) Basics of Adverising01: Copywriting Ava publishing Switzerland
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4. Chloe (2016) Spring Summer 2016 campaign accessed at www.chloe.com/en/campaign accessed on 12/2/2016
5. Chloe (2016) Fragrance &Love story accessed at www.chloe.com/en/fragrance & www.chloe.com/en/content/love-
story accessed on 23/02/2016
6. Design scene (2016) Chloe Spring Summer by Theo Wenner accessed at www.designscene.net/2016/01/chloe-spring-
summer-2016.html accessed on 16/02/2016
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8. Esen, R Charlesworth, A & Gay,R (2007) Online Marketing Customer Led Approach University press Oxford
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10. Kotabe,M & Helsen,K (2009) The Saga Handbook of International marketed edited Saga publications London
11. SENATUS News (2016) Chloe Spring/Summer 2016 Ad Campaign accessed at http://senatus.net/Magazine/Fashion
accessed on 18/02/2016
12. Whitaker,R,W, Ramsey,E,J & Smith,D,R (2012) Media Writing Print, Broadcast,& Public Relations Taylor & Francis UK
13. Wilamson,J (2002) Decoding Advertising & Meaning in Advertising ,Marion Boyars Publishers London
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The Haworth press New York & London