Aude Pecheux

Team of 10, main functions: Communication, Press, Events, Visual identity, on & offline Media, Digital and Culture. Founded in 1997, Icicle is a leader in high end ready to wear in China, with an eco-conscious vision. Teaming up with the founders, upgrading of the brand in all its dimensions (visual identity, image, collections), for China (250 stores, +25%/year) and international expansion in 2019 with its first flagship in Paris, avenue George V. In 2018, Icicle Group took over CARVEN French Fashion House.

Family entrepreneurship project – creation and construction of a wellness center, Nusa Lembogan, Bali, Indonesia. https://fr-fr.facebook.com/PTARMANDTINYDHARMA/

Team of 15, main functions: Brand positioning, Visual identity, Communication, Press, Events, Visual Merchandising, Digital and CRM. • Defining brand positioning, on and off-line identity (brand book, graphic charter...) • Defining marketing and communication strategy and worldwide implementation • New website, development of digital communication with social network • Creating visual merchandising department and associated guidelines • Coordinating press and events worldwide • Creating CRM department and customer experience • Creating Patrimony department and Delvaux museum

Team of 10, 4 departments: Architectural Development, Visual Merchandising, CRM and Visual Identity. Within the implementation of the new customer centric organization and in line with the Maison development strategy, define and ensure the highest standards of service and customer experience, both offline and online, in coherence with the brand DNA and image. Unique and global experience, defined by: • Clarifying brand positioning and drawing up a « brand book » • Renewing Chloe store architectural concept: in collaboration with Joseph Dirand, Chloe first flagship store, 253 rue Saint Honoré Paris, opened January 2013. Consecutive worldwide roll-out with 50 openings and refurbishments • Strengthening brand image: visual merchandising, show room, windows, events and packaging. Team reinforcement and seasonal guidelines development to insure global consistency • Developing personalized relationships with customers: defining the “Chloe Attitude” and selling ceremony, CRM yearly plan, CRM campaign performance, loyalty programs, Mystery Shopping Chloe 60 years anniversary coordination : Creation of a Patrimony committee and creation of marketing archives (clothes, pictures and films). Exclusive collaboration with major wholesale partners to re launch 16 re-edited Chloe iconic products Feb-May. 13 (Chloe Retail, Printemps, Selfridges, 10 Corso Como, Barneys, Isetan, Net a Porter) • Coordination of the Exhibition “Chloe Attitudes” in Paris, Palais de Tokyo, in September 2012. • Orchestration of Chloe first book in partnership with Rizzoli, Marc Ascoli as Artistic Director and Sarah Mower as Chief Editor

Shoes (IRIS), Sunglasses (LAMY, MARCHON), Children RTW (CWF), Swimwear (ALBISETI), Japanese License Team of 10, product managers and designers, from collection brief to production Transversal management of license partners, manager and product development teams • Elaboration of the business strategy, identification of risks and opportunities, implementation of synergies and related action plans for each business area • Definition of products concept in respect of Chloe DNA and brand values • Collection development in coordination with studio team and licensee • Business control and follow-up (production, distribution, promotion, communication) • Partner development, including negotiation and establishment of license agreements

Sunglasses, Eyewear, Japanese License, Chloé.com • Re launch of Eyewear activity, new agreement in 2005, optical and sunglasses frames, products, visual merchandising and communication tools development • Management of local Japanese license (underwear, hat, stoles, scarves, gloves) • Development of the new Chloe.com website in collaboration with external online producer Sunglasses, Eyewear, Japanese License, Chloé.com • Re launch of Eyewear activity, new agreement in 2005, optical and sunglasses frames, products, visual merchandising and communication tools development • Management of local Japanese license (underwear, hat, stoles, scarves, gloves) • Development of the new Chloe.com website in collaboration with external online producer

Management of Chloé Fragrance and Beauty business: BU = 200 $M, 15 000 Point of sales • Re launch of fragrance business in 2005 through a license agreement with Coty • Definition of Chloé fragrance positioning and marketing mix • Creation of the iconic fragrance « Chloé signature » launched in February 2008 worth today more than100 $M. Following launches of « Love, Chloé » September 2010, « L’Eau de Chloé » February 2012 , « See By Chloé » February 2013 and « Roses de Chloé » September 2013 • Definition of visual identity, architectural concept, furniture and VM tools • Elaboration of the Ad visuals and TV spots • Coordination of fashion and fragrance media plans

Coordination of the 5 years strategic plan of Chloe Maison, yearly mission, reporting directly to CEO, providing face to face coordination with Chloé departments heads and Richemont Marketing Services team

• Reactivation of Costume jewellery segment through direct production process: collection planning, supplier research, development monitoring, price negotiation, sales training, production and shipping monitoring, quality control and customer service setup • Modernization of jewelery product environment: packaging, leaflet, visual merchandising • Small Leather Goods and belts: collection planning, product mix, sourcing, development, product briefing

• Ran competitive analysis and benchmarking • Define product offer: range, price management, sales analysis • Organize product launch: visual merchandising, promotion, events • Inventories management: monthly purchase order, shipment tracking, wholesale and retail dispatching, low turnover products inventory cuts • Create sales training and incentive tools