Your SlideShare is downloading. ×
Chanel - Part 4 Problem & Suggestion
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Chanel - Part 4 Problem & Suggestion


Published on

Exhibition Recommendation + 2 Video …

Exhibition Recommendation + 2 Video
All data from public. Just for acedmic propose

Published in: Marketing, Technology, Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 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. Agenda CULTURE CHANEL Exhibition CHANEL
  • 3. Suggestion Exhibition Interpretation • Integrated Marketing Communications Replay some films of the Coco Chanel legend before holding exhibition. It emphasis audience knowledge about what era Coco lived it • Contextual Interpretation Using poignant contrast of Coco Chanel’s contribution at her era. Emphasis the pioneer images and creativity of Coco Chanel CHANEL 17 of 20
  • 4. Suggestion Exhibition Interpretation • Virtuality and Reality It helps to create the illusion that the physical existence of those work of art was entirely function of the sensory experience - virtual reality of Coco Chanel apartment - Screen behind exhibit to show its meaning and heritage CHANEL 18 of 20
  • 5. Suggestion Exhibition Interpretation Websites Smartphones Social Media CHANEL 19 of 20
  • 6. Conclusion Experiential marketing • Experiential marketing is the act of connecting consumers with a brand through a live interaction • This experience provides consumers with the ability to understand a product or brand by using their senses and engaging with it • Success experiential marketing requires planning to use the right measures at the right time along with the right messages CHANEL 20 of 20
  • 8. Methodology 2 Information sources Netography •6 bloggers from 3 main-stream blogs (total 300 messages) •analyses the comment of bloggers about their Culture Chanel discussion Quantitative Survey •72 respondents •from Culture Chanel communities or discussion blogs •Questionnaire completed 23% (total 312 visitors) CHANEL 21
  • 9. Exhibition Success or not? Recognition of Western history and Art knowledge • Less Preference: “Abstraction” & “Imaginary” Reason: personal dislike, difficulty to understand • Q5. There were 5 themes in the exhibitions. Please comment your preference on them: 1 (very dislike) to 5 (very like) More Preference: “Origin” Reason: personal like, easy to understand Q6. Which the theme you give the highest score? Why? CHANEL Q7. Which the theme you give the lowest score? Why? 21
  • 10. Exhibition Success or not? Difference Culture and Value of Chinese and Western on Art Q9. What kind of exhibits impress you a lot? Q12. Have you been impressed by artists’ work in the exhibitions? What artist do you impress the most? Q10. What kind of exhibits impress you less? • Less Preference: Manuscripts: Musicians & Poets • CHANEL More Preference: Haute Couture Perfumes 22
  • 11. Exhibition Success or not? Intention to Purchase Q4. The reason of you purchase Chanel product: Q3. What do you think about Chanel Brand? Q11. After visited the exhibition, do you want to buy Chanel product(s)? What is it? CHANEL 24
  • 12. APPENDIX EXHIBITION: The Origins of the legendary ORIGIN CHANEL 29
  • 13. APPENDIX EXHIBITION: The free pursuit of LIBERTY CHANEL Hidden Luxury INVISIBILITY 30
  • 14. APPENDIX EXHIBITION: The abstract essence of ABSTRACTION CHANEL The illusion of inspiration IMAGINARY 31