Structuring and refocusing : how celio gave free rein to its stylists

Celio was created in 1985 and expanded by distributing cheap clothes of good quality. By 2007, it had more than 500 shops distributing its products nationwide with the aim of making fashion more accessible to a greater number of people. However, two years ago, the company decided to change its strategy and became a brand name. In order to do this, it had to change from an organisation based on its products to one which was responsive to the market. Roles had to be redefined. As a result of this reorganisation, stylists no longer had to carry out tasks outside of their profession, but were able to concentrate exclusively on product creation using clearly defined themes relating to specific markets. Every quarter, these themes are reassessed and adjusted according to changes in fashion and client wishes. The aim is to create four collections a year which draw their inspiration from trends which have been detected throughout the world. The clothes are manufactured by Asian and European suppliers. All that remains now is for Celio to pluck up the courage to establish itself as a brand in its own right.