Chanel & French Luxury - Marketing lecture 2010

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Chanel & French Luxury - Marketing lecture 2010

  1. 1. CHANEL The French Business Model <ul><li>Ashley Davidson @ eurbanista.com </li></ul>
  2. 2. French Luxury Social Values Product Image Provocation & Sophistication Couture & Accessories Tradition & Individualism
  3. 3. MLLE. CHANEL <ul><li>Tradition of Innovation </li></ul><ul><ul><li>The high-low mix </li></ul></ul><ul><ul><li>Prototype for future classics </li></ul></ul><ul><ul><li>The “female dandy” </li></ul></ul>
  4. 4. CHANEL <ul><li>Key Products </li></ul>Fashion Couture & Ready-to-Wear Accessories Leather Goods, Shoes, Costume Jewelry, Eyewear, Sport Fragrance & Beauty Fragrance, Makeup, Skincare Fine Jewelry & Watches
  5. 5. CHANEL <ul><li>Style </li></ul>Quality Comfort Proportions Simplicity Distinction Freedom “ Chanel wore as the independent & strong man she always dreamt to be.” -Salvadore Dali
  6. 6. CHANEL <ul><li>Codes </li></ul>Tweed Chain Stitch Braid Gold Lion Buttons Interlocking C’s Contrast Pumps Jackets Camellias Quilting 5 PARIS “ Maybe what I’ve done would have killed her, but without me, she would be dead.” -Karl Lagerfeld
  7. 7. CHANEL <ul><li>Today </li></ul>Money-Maker: Target Market: Perfume Youth
  8. 8. CHANEL <ul><li>Communications </li></ul>Traditional Maintain position of validity in luxury fashion community Fashion Week Print
  9. 9. CHANEL <ul><li>Communications </li></ul>Books In-depth information for brand enthusiasts & connoisseurs Authorized, Unauthorized & Satirized
  10. 10. CHANEL <ul><li>Communications </li></ul>Short Digital Films Film Depictions Brand education & viral marketing devices International Movies (Authorized & Unauthorized) Lagerfeld’s Film
  11. 11. CHANEL <ul><li>Communications </li></ul>Art World Collaborations Restoring image as innovator through relationships Chanel Mobile Art Pavillion, Zaha Hadid Collaborative Artists
  12. 12. CHANEL <ul><li>Communications </li></ul>New Media Communicating in the target market’s environment iPhone Application Lagerfeld’s Twitter Feed
  13. 13. CHANEL French Luxury Evolution Image Product Social Values For me, Chanel is like music. There are certain notes and you have to make another tune with them. -Lagerfeld via Twitter <ul><li>Tradition </li></ul><ul><li>Maintains classic stylistic codes </li></ul><ul><li>Individualism </li></ul><ul><li>Visual image protected </li></ul><ul><li>One-way channel: Chanel talks, you listen </li></ul><ul><ul><li>Twitter: 385,000 followers, 0 following </li></ul></ul><ul><li>Lagerfeld: the brand’s Lead Individual </li></ul>I have no scene. I go everywhere. I adapt. -Lagerfeld via Twitter
  14. 14. CHANEL French Luxury Evolution Image Product Social Values Couture Accessories Fragrances Selling the dream Building brand loyalty Introducing the brand & BIG MONEY! +
  15. 15. CHANEL French Luxury Evolution Image Product Social Values <ul><li>Provocation </li></ul><ul><li>No longer socially progressive </li></ul><ul><li>Identity in opulence, snobbery </li></ul><ul><li>Relationships with provocative artists </li></ul><ul><li>Sophistication </li></ul><ul><li>Expert construction, sober </li></ul><ul><li>Connections in art world </li></ul><ul><li>Connoisseurship of Lagerfeld </li></ul><ul><li>Elegant communications </li></ul>
  16. 16. <ul><li>(fascinating heritage - brand provocation) = </li></ul>Question (big money + apathy) = (art world relationships + big parties) = cool friends snob appeal safe use of history (safe use of history) + (snob appeal) + (cool friends) = ? BRAND HERITAGE + ASPIRATIONAL VALUE + OPINION LEADERS Luxury’s model for success in the last decade must evolve for success in the future.
  17. 17. French Luxury, Digital Future <ul><li>With minimal effort, Chanel leads the pack in digital communications. </li></ul><ul><ul><li>Lagerfeld’s Twitter Feed </li></ul></ul><ul><ul><li>CHANEL iPhone Application </li></ul></ul><ul><ul><li>CHANEL.com, e-Newsletters & Viral Videos </li></ul></ul><ul><ul><li>Facebok Fan Page (no fan posting allowed) </li></ul></ul>protecting the niche -OR- fake it ‘til you make it
  18. 18. French Luxury, Digital Future <ul><li>Is a one-way conversation enough for a luxury market that expects personalized service? </li></ul>protecting the niche -OR- fake it ‘til you make it
  19. 19. French Luxury, Digital Future Loving someone is fine, but they have to love you back or it doesn’t work. -Lagerfeld via Twitter Balancing Individualism with Isolation (Thanks, Mr. Lagerfeld. I couldn’t have said it better myself!) protecting the niche -OR- fake it ‘til you make it

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