Chanel

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London College of Fashion

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  • 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.
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  • Chanel

    1. 1. Chanel
    2. 2. History - Coco Chanel <ul><li>Pioneered by the French fashion designer Gabrielle &quot;Coco&quot; Chanel. </li></ul><ul><li>Revolutionized women's fashion </li></ul><ul><li>with her elegant and casual looks </li></ul><ul><li>Helped release women from the corsets era of the 19 th century </li></ul>
    3. 3. History - Chanel Modes <ul><li>1910: First boutique called Chanel Modes and was opened in Paris and sold hats. </li></ul><ul><li>Introduced her women’s sportswear line. </li></ul><ul><li>Clothes kept simple and comfortable by taking common fabrics and upgrading them. </li></ul><ul><li>Clothes were casual yet also chic and elegant. </li></ul>
    4. 4. History - Modern Relationship Between Women and Fashion <ul><li>Helped change women’s relationship with their bodies as well their way of life </li></ul><ul><li>Simple styles reflected wartime sobriety </li></ul><ul><li>Clothes removed all unnecessary pretentiousness and were built on the freedom of movement </li></ul><ul><li>The first Chanel couture house was opened in Biarritz, France </li></ul>
    5. 5. History -Expanding <ul><li>In 1923: the timeless perfume No.5. was launched </li></ul><ul><li>In 1924: the “La Société des Parfums Chanel’’ was established to manufacture and sell perfumes and beauty products </li></ul><ul><li>Chanel also introduced a costume jewellery product line </li></ul>
    6. 6. History- Some Trademarks <ul><li>In 1925: Chanel initiated their signature cardigan jacket and “little black dress” </li></ul><ul><li>Chanel suit: Inspired by men’s wear it consists of a knee-length skirt with walking pleats </li></ul><ul><li>In 1954: Chanel introduced quilted bag with </li></ul><ul><li>the shoulder strap </li></ul><ul><li>Many of Chanel’s initial </li></ul><ul><li>styles changed little from year to year </li></ul>
    7. 7. History-Retirement and Comeback <ul><li>By 1935: Coco Chanel employed 4000 people </li></ul><ul><li>In 1939: She retired and closed the couture house </li></ul><ul><li>In 1954: She Made a comeback and was successfully able to revive and restore Chanel </li></ul><ul><li>She was named the most influential designer of the twentieth century at the 1957 fashion awards </li></ul>
    8. 8. History-Karl Lagerfeld <ul><li>Coco Chanel died in 1971 </li></ul><ul><li>Left behind her a an inspiration for classic elegance that will never grow old </li></ul><ul><li>In 1984 : Karl Lagerfeld took over as art director of Chanel </li></ul><ul><li>He took the classic styles created by Coco Chanel and created new ways to wear them that meet the needs of the modern women </li></ul>
    9. 9. Product Segmentation- Clothes
    10. 10. Product Segmentation- Shoes
    11. 11. Product Segmentation- Watches
    12. 12. Product Segmentation-Jewelry
    13. 13. Product Segmentation- Bags
    14. 14. Product Segmentation- Perfumes <ul><li>NO.5 </li></ul><ul><li>CHANCE </li></ul><ul><li>ALLURE </li></ul><ul><li>ALLURE SENSUELLE </li></ul><ul><li>COCO </li></ul><ul><li>COCO MADEMOISELLE </li></ul><ul><li>NO.19 </li></ul><ul><li>CRISTALLE </li></ul><ul><li>--------------------------------------- </li></ul><ul><li>ALLURE HOMME </li></ul><ul><li>ALLURE HOMME SPORT </li></ul><ul><li>ALLURE HOMME SPORT BLANCHE </li></ul><ul><li>ANTAEUS </li></ul><ul><li>PLATINUM EGOISTE </li></ul><ul><li>POUR MONSIEUR </li></ul>
    15. 15. Product Segmentation- Cosmetics <ul><li>Face </li></ul><ul><li>Nails </li></ul><ul><li>Eyes </li></ul><ul><li>Lips </li></ul><ul><li>Body </li></ul>
    16. 16. Brand Identity and Core Values <ul><li>Classic </li></ul><ul><li>Elegance </li></ul><ul><li>Timeless </li></ul><ul><li>Exclusivity </li></ul><ul><li>Interlacing of masculine and feminine </li></ul><ul><li>Chanel suit </li></ul><ul><li>Quilted fabric </li></ul><ul><li>Little black dress </li></ul><ul><li>Camelia </li></ul><ul><li>Chain with leather </li></ul>
    17. 17. Justification for New Product Line <ul><li>Making a plate collection enables the consumer to enter the Chanel “lifestyle” </li></ul><ul><li>Enables people to use Chanel in a more everyday way </li></ul><ul><li>To extend the brand name in plate collection in a luxurious way </li></ul><ul><li>To make Chanel products something the whole family can enjoy </li></ul><ul><li>Decorative purposes for the home </li></ul>
    18. 18. Trendbook -Chanel Maison
    19. 19. Trendbook-Colours
    20. 20. Trendbook-For the plates
    21. 21. Competitor analysis Missioni Kate Spade Cristofle Price range for luxury brands per set: 600-1200 $
    22. 22. The Collection <ul><li>Rue Cambon </li></ul><ul><li>Le jardin </li></ul><ul><li>Jour et nuit </li></ul><ul><li>L’originale </li></ul><ul><li>Enchanté </li></ul><ul><li>La mer </li></ul><ul><li>Simplement gabrielle </li></ul>
    23. 23. New Produce Line
    24. 24. Simplement Gabrielle <ul><li>-Round </li></ul><ul><li>-Black & White </li></ul><ul><li>-Coco Chanel figure </li></ul><ul><li>-Camelia (two colours) </li></ul>
    25. 25. Rue Cambon <ul><li>-Round & Retangular </li></ul><ul><li>-Black &White </li></ul><ul><li>-Logo </li></ul>
    26. 26. Jour et nuit -Round -Black&Gold&Brown -Big handwriting Rich,bold,
    27. 27. L’orginale -Round -Black&White -Classical textile -Logo
    28. 28. Le jardin -Round -Black&White -Camelia -Logo -The garden of Chanel
    29. 29. Enchanté -Round -Gold & White -Stars & diamonds -logo -Romance
    30. 30. La Mer -Round -Black & White -Pearls -Logo
    31. 31. Packaging <ul><li>Shape: Round/Square/Rectangular </li></ul><ul><li>Colour: Black </li></ul><ul><li>Classical textile: Symbolic logo </li></ul><ul><li>New line name: la maison </li></ul>La Maison
    32. 32. Innovation Scales (Product&Packaging) <ul><li>Packaging: Low innovation </li></ul><ul><li>Product: High innovation </li></ul>La Maison
    33. 33. 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.
    34. 34. Name Justification <ul><li>We will have 7 differents product lines. </li></ul><ul><li>All of the product lines names are French to remind the qualities from the house of Chanel. </li></ul><ul><li>The names will be written in cursive on the back of the plates to add a personal element. </li></ul><ul><li>The names were chosen to match the uniqueness of the design. </li></ul><ul><li>Each plate has a strong element designed that represents the purpose of its name. </li></ul>
    35. 35. Target Market <ul><li>Females, middle age 35-49 years old, married, medium users. </li></ul><ul><li>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. </li></ul><ul><li>They are also elegant, fashionable, but not necessarily follow all trends. </li></ul>
    36. 36. Distribution Strategy <ul><li>The plates collection will be sold only in Chanel stores </li></ul><ul><li>The strategy is to differentiate this product line from our competitors. </li></ul><ul><li>The purpose is also to attract more consumers to the store to expose them to other Chanel products. </li></ul><ul><li>The new product will not be very accessible in terms of distribution. </li></ul><ul><li>This will help keep the uniqueness of it and not to devaluate the brand image. </li></ul>

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