CXL by Christian Lacroix | Brandbook

CXL Branbook CXL values, brand territory, key messages, visual identity, logo, assets and color range in which all these elements are to be used are provided in this Brandbook. The CXL Brand Book is the reference for all brand activation and has been developed to ensure consistency across all departments and communication needs. *This document is intended solely for all CXL partners, teams members and for the CXL community.

1. Architecture 2. Ambition PART I 3. Signature 4. Values 5. Audience THE 6. Territory 7. Storytelling & Key Messages BRAND 8. Tone of Voice

CXL was created in 2013 as a diffusion line for Christian Lacroix, the Haute Couture House established in 1987. Main distribution is in France, the US, Germany and Korea. CXL collections expanded to include the Home Product Categories in 2017. New product categories have been launched in 2021, bringing a expanded product offering in Fashion, Fashion accessories, and Home, as the year CXL will globally be (re)launched.

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ARCHITECTURE

What is CXL’s position in relation to Christian Lacroix ? Should CXL stand alone as an independent brand ? Should CXL claim its legacy and reverberate its heritage to Christian Lacroix ?

CXL should embrace the legacy and spirit of its prestigious heritage in Christian Lacroix. CXL is a diffusion brand built on the strength and reach of Christian Lacroix

AMBITION

CXL follows trends with its own unique vision of it. CXL offers products designed for day to day consumption in the singular sector of luxury French contemporary; serving all areas of the market from homeware to women, men and children’s wear.

SIGNATURE

CXL tag line LACROIX ESSENTIALS Claims its filiation Position the brand with today’s industry and trends Carries all values and creativity from Christian Lacroix

VALUES

Christian Lacroix and CXL are distinct brands with differing product ambitions. They target a different audience. CXL translates Christian Lacroix’s core values to target a broader audience with a diversified category offering.

SOPHISTICATED ESSENTIALS 1 The Chic is in the details

SOPHISTICATED ESSENTIALS When it comes to buying premium fast fashion, consumers are looking for essentials. CXL offers a new take on simple essentials. CXL’s Heritage is an opportunity to bring sophistication and exuberance into essentials. The chic is in the details. Translating Christian Lacroix “Boundless Creativity” for CXL

COLORFUL Contemporary Positivity 2

COLORFUL Color has always been the essence of Christian Lacroix, reflecting one of its key value : “Joie de Vivre” Color is the driving force of CXL, the Joy of Living. Translating Christian Lacroix “Joie de Vivre” for CXL

LUXURY ESSENTIALS Day to Day Essentials 3

LUXURY ESSENTIALS CXL essentials are distinctly luxurious. Translating Christian Lacroix “Luxury Vision” for CXL

FRENCH LIFESTYLE Effortless Chic 4

FRENCH LIFESTYLE There are no brands in the targeted market and audience embodying the french spirit, and aims to change that. Daring is also a strong french value. “Je ne sais quoi” epitomizes the French style of effortless chic. CXL brings the French touch to the Premium Fast Fashion offering. Translating Christian Lacroix “French Flamboyance” for CXL

HYPE Embody the Trend 5

HYPE Christian Lacroix leads the hype with its “Mix and Match” signature. For CXL, Hype comes from both its heritage and collaborations. Translating Christian Lacroix “Mix and Match” for CXL

AUDIENCE

CXL targets a wide audience by virtue of a broad product portfolio.

CXL CONSUMERS READY TO WEAR & ACCESSORIES

THEY ARE NOT THEY ARE ANALOG DIGITAL NATIVES

THEY ARE NOT THEY ARE MAINSTREAM TREND SEEKERS

THEY ARE NOT THEY ARE WASTEFUL SENSITIVE TO QUALITY TO PRICE RATIO (VALUE)

THEY ARE NOT THEY ARE PURPOSELESS LOOKING FOR PURPOSEFUL BRANDS

CXL CONSUMERS HOME

THEY ARE NOT THEY ARE COUNTRY CHIC URBAN CHIC

THEY ARE NOT THEY ARE QUOTIDIAN SOPHISTICATED ELEGANCE

THEY ARE NOT THEY ARE WASTEFUL VALUE DRIVEN

TERRITORY

CXL BRINGS SINGULARITY TO ESSENTIALS

CXL IS FRENCH LUXURY WITH MODERN SENSIBILITIES

CXL IS COLORFUL ON TREND

KEY MESSAGES

INSPIRED BY CHRISTIAN LACROIX ESSENTIAL FRENCH LUXURY BROAD PRODUCT OFFERING WIDE CONSUMER REACH

1 STORY 3 KEY MESSAGES

1 2 3 ESSENTIALS FRENCH STYLE MODERN & COLORFUL DAY TO DAY LUXURY GOODS UNIQUE / SOPHISTICATED INCLUSION DETAILS # # # #essentials #effortlesschic #colorful #luxury #french #inclusion #frenchstylefurnitures

PERSONALITY

PERSONALITY TONE OF VOICE Sophisticated ● Witty ● Celebrating difference, Social Open Minded interaction Creative ● Daring ● Confident Ambitious ● Joyful Positive