Chanel - Part 3 Exhibition Evaluation

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Chanel - Part 3 Exhibition Evaluation

  1. 1. Theme 1 Theme 2 Theme 3 Theme 4 Theme 5 The origins of the legendary The free pursuit of The abstract essence of The illusion of inspiration The hidden luxury ABSTRACTION IMAGINARY ORIGIN LIBERTY Charlotte. Lee INVISIBILITY 28/05/2013 CHANEL
  2. 2. Agenda CULTURE CHANEL Exhibition Q2. What part of the exhibition could Chinese people understand ? CHANEL
  3. 3. Exhibition Success or not? Recognition of Western history and Art knowledge • More Preference: “Origin” Reason: personal like, easy to understand • Less Preference: “Abstraction” & “Imaginary” Reason: personal dislike, difficulty to understand Difficult to understand •Western history and Art are 2 “new” subjects. •Manuscripts: Difficult to understand •Outside the visitor’s understanding → may create boredom and even personal dislike CHANEL 9 of 20
  4. 4. Exhibition Success or not? Difference Culture and Value of Chinese and Western on Art Q12. Have you been impressed by artists’ work in the exhibitions? What artist do you impress the most? • Less Preference: Manuscripts: Musicians Manuscripts: Poets • More Preference: Haute Couture Perfumes CHANEL 10 of 20
  5. 5. Exhibition Success or not? Difference Culture and Value of Chinese and Western on Art • Western Art • Chinese Art Shift in Tradition and Anti-traditional cultural Event Antitradition Culture CHANEL Situation History Relationship between Man and Nature Event : Situation Value Confucius consistency and continuity in inherent nature Culture History 11 of 20
  6. 6. Exhibition Success or not? Difference Culture and Value of Chinese and Western on Art • Western Art • Chinese Art Shift in Tradition and Anti-traditional cultural Event Antitradition Culture CHANEL Situation History Relationship between Man and Nature Event : Situation Value Confucius consistency and continuity in inherent nature Culture History 11 of 20
  7. 7. Exhibition Success or not? Attribute on Brand personality: Coco vs. Chanel How do you characterize Chanel? Chanel Brand Prism Which Chanel's characteristic associate with modern woman? Physique Total look for women Personality Instinctive, Understated, Creative, Perfectionist, Creative Daring, Sophisticated Culture Simplicity, Sophisticated, Anticipation, Liberation Self-image A liberated women’s lifestyle Reflection The modern elegant women Relationship Durable, Flattering, Respectful CHANEL 23
  8. 8. Exhibition Success or not? Attribute on Brand personality: Coco vs. Chanel Which Chanel's characteristic associate with modern woman? How do you characterize Chanel? creative feminine exclusivity Confident good taste strong personality fashionable CHANEL beautiful Talent Talent charming Graceful independent brave Avant grade Confident Graceful Beautiful Confident Talents Graceful good taste Independent feminine Sophisticated serious Sophisticated Brave Fashionable creative simplicity 12 of 20
  9. 9. Was the Culture Chanel exhibition a success for Chanel? CHANEL
  10. 10. Exhibition Success or not? Intention to Purchase Q11. After visited the exhibition, do you want to buy Chanel product(s)? What is it? CHANEL 13 of 20
  11. 11. Exhibition Success or not? Understanding of Brand and Purchase Motivation Q3. What do you think about Chanel Brand? CHANEL Q4. The reason of you purchase Chanel product: 14 of 20
  12. 12. Exhibition Success or not? Summary CHANEL 15 of 20
  13. 13. Exhibition Success or not? Mixed Success Important of Brand Personality •a vehicle for customers to express their own identity •a sustainable point of differentiation. •A brand personality metaphor helps suggests of relationship that customer has with brand CHANEL 16 of 20

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