For the last decade, Chromat_party has defied the odds by helping to change the fashion conversation.
has defied the odds by helping to change the fashion conversation. Known for its groundbreaking runway shows that set the standard for body positivity with their all-sizes, -ages, -races, and -abilities casting, it was built on the idea of inclusivity. As McCharen-Tran’s vision inspired countless #ChromatBabes worldwide, the brand’s internal market research showed that its followers still faced barriers when it came to accessing the designs in real life.
While some would address the issue with a diffusion line or mass-market collaboration, McCharen-Tran took the customer-is-always-right adage one step further by switching to a direct-to-consumer business model ahead of tonight’s Spring 2020 collection. From this week on, Chromat will be sold through its website. “It was just a big question of who we are, what our goals are, and who we want to be,” she says.
By taking things in-house, McCharen-Tran also hopes to offer her clients a wider range of options. “It allows us to be more responsive,” she says. “We don’t have to wait for feedback from wholesalers to tell us what’s selling and what isn’t.” The change also opens the door for frequent updates and new styles geared toward customer tastes. “Now it’s really up to us when we decide to do drop collections,” she says.
Of course, the premium materials and innovative silhouettes aren’t going anywhere, nor will the brand move away from its ethical principles. “We work with factories that follow labor laws where everyone makes a fair wage, and we use sustainable materials from Italy, so we didn’t want to change any of that,” says McCharen-Tran. “The biggest things that were getting us to that price point were the wholesale markups.
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