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Presented By:
Meraj Ahmad
INTRODUCTION
Industry- Fashion
History
Pioneered by the French fashion designer Gabrielle "Coco" Chanel. Founded in 1909.
Contd.
CHANEL LOGO
The signature Chanel logotype is an interlocking
double-C one facing forwards the other facing backwards. Originally it was not a logo that Coco Chanel came up with. The logo was given to her by the Chateau de Cremat in Nice.
Target market
Chanel is Targeting Women between the age 18-39 years. The customer profile are for those who identify themselves with the Chanel brand, care about house products, interested in decoration, have a strong personality, and like to buy luxury products. Chanel Customers are women who want to identify what Chanel represents which is; elegance, simplicity, modern, and class.
MARKET POSITIONING
Chanel has a strong market positioning within the luxury fashion goods sector. Chanel has approximately one-third share of Frances fashion and luxury goods sector in with a $10.3 billion estimate value of the sector's $35 billion.
Source:-An audit by Swiss and Cayman Islands tax services, financial experts .
Distribution Strategy
The plates collection will be sold only in Chanel stores The strategy is to differentiate this product line from our competitors. The purpose is also to attract more consumers to the store to expose them to other Chanel products. The new product will not be very accessible in terms of distribution. This will help keep the uniqueness of it and not to devaluate the brand image.
Brand attitude
Physique
Chanel suit, little black dress
Personality
Elegant, confident, mystique
Culture
Timeless
Relationship
Standout, Renowned
Chanel
Self-image
classic
CHANEL
TODAY
Money-maker: Perfume
It was first released in 1921 but officially launched as "Chanel N 5" in 1922.
Luxury
Classic
Contemporary
Fashion
SWOT ANALYSIS
Strength:Strong brand image, High-quality, Cult Designer Karl Lagerfeld, Excellent Management. Weakness:Website Does not provide prices Limited geographic coverage. Opportunity:Expanding deeper to the Asian market Threats:-
Competitors of Chanel
Lo Vuitton
Gucci
Louis Vuitton and Gucci are strong competitors because like Chanel, they have a very strong brand image conveyed by the easily recognizable logos. they specialized in leather while Chanel does not.
Chanels notable competitors would include LOreals Lancome, who hold the largest share in luxury Cosmetics and 15 Estee Lauder.
PRODUCT SEGMENTATION
Fashion
Haute couture, ready-to-wear, cruise
Leather goods
Handbags, purses, wallets
Shoes
Boots, high heels, flats
Sport
tennis racket,
Eyewear
Sunglasses and optics
More Chanel
Belts, scarves, hats, umbrellas
Shoes
Iconic and elegant models; Iconic white with black toe
Bags
Divided into:
Perfumes
o o o o
cosmetics
o o o o o Face Nail Eye lips body
BRAND EXTENSION
Chanel has extended their product into sports equipment
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