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Chanel New Product

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Branding for Luxury Products

Branding for Luxury Products

Published in: Lifestyle, Business

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  • 1. CHANEL Presented by: Birgit Clemence Sonia
  • 2. INTRODUCTION
  • 3. CONTENTS History Target Market Introducing New 4 P’s Product SWOT Market Competition Opportunity Recommendations Materials/Designs
  • 4. HISTORY Gabrielle quot;Cocoquot; Chanel born on 19 August 1883 1909 a shop on the ground floor of the Balsan's apartment in Paris Her fashion became known in 1915 throughout France for its simplicity 1921 Chanel No. 5
  • 5. HISTORY 1932 an exhibition of jewelry World War II Coco Chanel retired 1955 first eau de toilette for men Chanel died on January 10, 1971 at the age of 87 1980s more than 40 boutiques opened worldwide 1983 Lagerfeld took over as a chief designer
  • 6. the limited edition chanel bespoke silk chanel bike scarf chair chanel segway chanel “essential” bag
  • 7. NEW PRODUCT Pet’s Luxury Goods collars and leashes Prada Gucci Gucci Prada Prada Louis Vuitton Louis Vuitton
  • 8. market opportunity Sales of pet goods and services are growing at 6.5% a year 93% of owners buy at least one gift for their pets each year, and 55% buy four or more Whatever is hot for people will soon be translated for pets
  • 9. materials / design Diamonds High-quality leather Gold (18k white/ customized pink) Rust-resistant hardware
  • 10. target Affluent/Super- Affluent pet owners New Money (+Old) Celebrities
  • 11. PRODUCT 4 P’s Fashion & Accessories Fragrance & Beauty Fine Jewelry & Watches
  • 12. PRICE 4 P’s OUR PRODUCT Leather Collar - $ 190 to $ 350 Leash - $ 250 to $ 450 Customized Leather Collar+Diamonds - $4000 + (depends on the order) Spring/Summer 2009 Essential Handbag Chanel Croc Biarritz $1525 - $2995 $43,150 Skis $ 575 $ 5250 $ 395 $ 30 $ 45 $ 115 $ 4500 $ 100
  • 13. PLACE 4 P’s North and South America Europe Asia Headquarters in Paris Hong - Kong NY over 200 boutiques in 100 countries upscale shopping districts, department stores and malls inside major Las Vegas Paris airports
  • 14. PROMOTION 4 P’s Launching event
  • 15. SWOT
  • 16. COMPETITION direct
  • 17. COMPETITORS MAPPING !quot;#$%&'( 56789:( '!!quot; ;255<( &!quot; :=>6(?:-quot;%4(=quot;%@-.A( %!quot; $!quot; #!quot; !quot; 2.%3quot;*.*44( )*+quot;&#,-.( /0%1*(
  • 18. COMPETITION indirect
  • 19. recommendations Attract new segment of customers by adding new products Improve cosmetics line (develop a men’s line of facial products) Invest in the emerging markets, open more stores Pay more attention to the counterfeit (adopt technology to limit it) May consider an option of joining companies (such as LVMH) for financial security

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