Analysis of Chanel Brand Strategies, 2010

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Year 1 BA(Hons) Degree Fashion Media & Industries Course (Fashion Marketing and Management Specialism)

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Analysis of Chanel Brand Strategies, 2010

  1. 1. Chanel Brand Analysis | Teo Jia En
  2. 2. Chanel Timeless elegance Woman of her times Chanel Brand Analysis | Teo Jia En
  3. 3. History Founded by Coco Chanel in 1909, France House of Chanel owned by Alain Wertheimer and Gerard Wertheimer Over 200 boutiques worldwide. Chanel Brand Analysis | Teo Jia En
  4. 4. PEST Chanel Brand Analysis | Teo Jia En Political 1. Regulations to reduce piracy Economic 1. Increasing purchasing power of the developing world 2. Worldwide economic crisis rebound Social 1. Asians value prestige brand Technology 1. Growth of broadband 2. Emergence of mobile internet
  5. 5. SWOT Chanel Brand Analysis | Teo Jia En Strength 1. Strong brand image 2. High-quality 3. Cult Designer Karl Lagerfeld 4. Excellent Management Weakness 1. Website 2. Limited geographic coverage
  6. 6. SWOT Chanel Brand Analysis | Teo Jia En Opportunities 1. Expand deeper into Asian market 2. Tap on Technology Threats 1. Counterfeit goods
  7. 7. Porter’s 5 Forces Threat of New Entrance High Power of Buyers Relatively High Threat of Substitutes High Power of Suppliers Low Competitive Rivalry High Chanel Brand Analysis | Teo Jia En
  8. 8. Target Audience Elegant, modern, and classy Women between the age 18 – 39 Chanel Brand Analysis | Teo Jia En
  9. 9. Merchandise Info: Classic Opulent image, no second line Chanel Brand Analysis | Teo Jia En
  10. 10. Merchandise Info: Trendy Trendy products each fashion season Chanel Brand Analysis | Teo Jia En
  11. 11. Merchandise Info: Beauty, Skincare & Accessories Make up, Skincare, Fine jewelry and Watches. Chanel Brand Analysis | Teo Jia En
  12. 12. Conclusion 1. Invest in the emerging markets 2. Pay more attention to the counterfeit and possible invest in technology to prevent it 3. Increase emphasize on new media technology Chanel Brand Analysis | Teo Jia En
  13. 13. Chanel Brand Analysis | Teo Jia En “Fashion fades, style remains.” – Coco Chanel
  14. 14. References Chanel Brand Analysis | Teo Jia En Coco Chanel – GerdaBuxbaum, Icons of Fashion The 20th Century, 1999 Chanel S.A. Profile - http://companies.jrank.org/pages/886/Chanel- Sa.html#ixzz14CjtJOnJ Chanel S.A Profile - http://www.linkedin.com/company/chanel?trk=null Brand longevity: No. 5 is alive! - http://www.allaboutbranding.com/index.lasso?article=421 Botte, D.,2007. Chanel, Collections and Creations Chanel FAQ on Karl Lagerfeld - http://www.chanel.com/en_US/fragrance-beauty/FAQ-28105 The Man Every Woman Wants To Meet - http://joongangdaily.joins.com/article/view.asp?aid=2873865 Chanel Case Study: WorldEvent.com - http://www.worldevents.com/ourevents/ChanelCaseStudy.shtml Chanel’s Website - http://www.chanel.com/ Chanel’s Day of Disgrace or Power of Market? - http://www.koreatimes.co.kr/www/news/biz/2010/08/123_38917.html Chanel’s luxury dream is turning to dusthttp://www.marketingweek.co.uk/opinion/chanels-luxury-dream-is-turning-to- dust/3016913.article China’s Luxury Market Sees Rapid Growth - http://www.just-style.com/comment/chinas-luxury-market-sees-rapid-growth_id106031.aspx
  15. 15. References Chanel Brand Analysis | Teo Jia En Chanel and BMW Gen Y's preferred luxury brands, study finds - http://www.retailinasia.com/article/sectors/luxury/2010/05/study-finds-chanel-and-bmw-gen-ys-preferred-luxury-brands Fake Luxury Items Targeted In New York City Crackdown - http://www.brandchannel.com/home/post/2009/12/10/Fake-Luxury-Items- Targeted-In-New-York-City-Crackdown.aspx#continue China’s Luxury Market Booms - http://english.cntv.cn/program/bizasia/20100818/101544.shtml Developing World Leading Economic Rebound - http://ipsnews.net/news.asp?idnews=51147 Prestige Brands - Market research best practice: 30 visions for the future : a compilation of discussion papers, case studies and methodologies from ESOMAR Mobile Internet Services Marketing Set to Boom - http://www.clickthrough-marketing.com/mobile-internet-marketing-services-set-to- boom-19677185/ The Allure of Chanel - http://www.parisvoice.com/index.php?option=com_content&task=view&id=242&Itemid=56 Perfume aimed at youngest women, its toughest market -http://www.nytimes.com/2002/08/15/business/media-business-advertising- chanel-makes-big-pitch-for-new-perfume-aimed-young.html The Allure of Chanel - http://www.parisvoice.com/index.php?option=com_content&task=view&id=242&Itemid=56 Chanel’s Website - http://www.chanel.com/ Coach, Gucci, Burberry have lion share of website visits. - http://red-luxury.com/2010/10/27/coach-gucci-juicy-burberry-have-lion-share- of-luxury-web-visits/

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