Upcoming SlideShare
Loading in...5




London College of Fashion

London College of Fashion



Total Views
Views on SlideShare
Embed Views



4 Embeds 119 110 7 1 1



Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
  • Watch designs, like beauty fashions, concentrate on THE FACE.
    WHEN ARE DESIGNERS going to look at the whole watch, please?
    I am 4ft. 11ins. and I'd love to wear a Chanel watch but the hands & bands are industrial/masculine/just plain ugly for a petite person. Thanks! I am the wife of Bill Watson.
    Are you sure you want to
    Your message goes here
Post Comment
Edit your comment

Chanel Chanel Presentation Transcript

  • Chanel
  • History - Coco Chanel
    • Pioneered by the French fashion designer Gabrielle "Coco" Chanel.
    • Revolutionized women's fashion
    • with her elegant and casual looks
    • Helped release women from the corsets era of the 19 th century
  • History - Chanel Modes
    • 1910: First boutique called Chanel Modes and was opened in Paris and sold hats.
    • Introduced her women’s sportswear line.
    • Clothes kept simple and comfortable by taking common fabrics and upgrading them.
    • Clothes were casual yet also chic and elegant.
  • History - Modern Relationship Between Women and Fashion
    • Helped change women’s relationship with their bodies as well their way of life
    • Simple styles reflected wartime sobriety
    • Clothes removed all unnecessary pretentiousness and were built on the freedom of movement
    • The first Chanel couture house was opened in Biarritz, France
  • History -Expanding
    • In 1923: the timeless perfume No.5. was launched
    • In 1924: the “La Société des Parfums Chanel’’ was established to manufacture and sell perfumes and beauty products
    • Chanel also introduced a costume jewellery product line
  • History- Some Trademarks
    • In 1925: Chanel initiated their signature cardigan jacket and “little black dress”
    • Chanel suit: Inspired by men’s wear it consists of a knee-length skirt with walking pleats
    • In 1954: Chanel introduced quilted bag with
    • the shoulder strap
    • Many of Chanel’s initial
    • styles changed little from year to year
  • History-Retirement and Comeback
    • By 1935: Coco Chanel employed 4000 people
    • In 1939: She retired and closed the couture house
    • In 1954: She Made a comeback and was successfully able to revive and restore Chanel
    • She was named the most influential designer of the twentieth century at the 1957 fashion awards
  • History-Karl Lagerfeld
    • Coco Chanel died in 1971
    • Left behind her a an inspiration for classic elegance that will never grow old
    • In 1984 : Karl Lagerfeld took over as art director of Chanel
    • He took the classic styles created by Coco Chanel and created new ways to wear them that meet the needs of the modern women
  • Product Segmentation- Clothes
  • Product Segmentation- Shoes
  • Product Segmentation- Watches
  • Product Segmentation-Jewelry
  • Product Segmentation- Bags
  • Product Segmentation- Perfumes
    • NO.5
    • CHANCE
    • ALLURE
    • COCO
    • NO.19
    • ---------------------------------------
  • Product Segmentation- Cosmetics
    • Face
    • Nails
    • Eyes
    • Lips
    • Body
  • Brand Identity and Core Values
    • Classic
    • Elegance
    • Timeless
    • Exclusivity
    • Interlacing of masculine and feminine
    • Chanel suit
    • Quilted fabric
    • Little black dress
    • Camelia
    • Chain with leather
  • Justification for New Product Line
    • Making a plate collection enables the consumer to enter the Chanel “lifestyle”
    • Enables people to use Chanel in a more everyday way
    • To extend the brand name in plate collection in a luxurious way
    • To make Chanel products something the whole family can enjoy
    • Decorative purposes for the home
  • Trendbook -Chanel Maison
  • Trendbook-Colours
  • Trendbook-For the plates
  • Competitor analysis Missioni Kate Spade Cristofle Price range for luxury brands per set: 600-1200 $
  • The Collection
    • Rue Cambon
    • Le jardin
    • Jour et nuit
    • L’originale
    • Enchanté
    • La mer
    • Simplement gabrielle
  • New Produce Line
  • Simplement Gabrielle
    • -Round
    • -Black & White
    • -Coco Chanel figure
    • -Camelia (two colours)
  • Rue Cambon
    • -Round & Retangular
    • -Black &White
    • -Logo
  • Jour et nuit -Round -Black&Gold&Brown -Big handwriting Rich,bold,
  • L’orginale -Round -Black&White -Classical textile -Logo
  • Le jardin -Round -Black&White -Camelia -Logo -The garden of Chanel
  • Enchanté -Round -Gold & White -Stars & diamonds -logo -Romance
  • La Mer -Round -Black & White -Pearls -Logo
  • Packaging
    • Shape: Round/Square/Rectangular
    • Colour: Black
    • Classical textile: Symbolic logo
    • New line name: la maison
    La Maison
  • Innovation Scales (Product&Packaging)
    • Packaging: Low innovation
    • Product: High innovation
    La Maison
  • New Product Positioning Accessible luxury Inaccessible luxury Classic Modern -The positioning that the new product line want to occupy trough the perception from the target market is: -The unique plate that belongs to those that gives value to classical and beauty products. -To change the usage rate from the middles users to strong and heavy users.
  • Name Justification
    • We will have 7 differents product lines.
    • All of the product lines names are French to remind the qualities from the house of Chanel.
    • The names will be written in cursive on the back of the plates to add a personal element.
    • The names were chosen to match the uniqueness of the design.
    • Each plate has a strong element designed that represents the purpose of its name.
  • Target Market
    • Females, middle age 35-49 years old, married, medium users.
    • The customer profile are for those who identify themselves with the Chanel brand, care about house products, are interested in decoration, have a strong personality, and like to buy luxury products.
    • They are also elegant, fashionable, but not necessarily follow all trends.
  • 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.