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Chanel & French Luxury - Marketing lecture 2010
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  • 1. CHANEL The French Business Model
    • Ashley Davidson @ eurbanista.com
  • 2. French Luxury Social Values Product Image Provocation & Sophistication Couture & Accessories Tradition & Individualism
    • Tradition of Innovation
      • The high-low mix
      • Prototype for future classics
      • The “female dandy”
  • 4. CHANEL
    • Key Products
    Fashion Couture & Ready-to-Wear Accessories Leather Goods, Shoes, Costume Jewelry, Eyewear, Sport Fragrance & Beauty Fragrance, Makeup, Skincare Fine Jewelry & Watches
  • 5. CHANEL
    • Style
    Quality Comfort Proportions Simplicity Distinction Freedom “ Chanel wore as the independent & strong man she always dreamt to be.” -Salvadore Dali
  • 6. CHANEL
    • Codes
    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. CHANEL
    • Today
    Money-Maker: Target Market: Perfume Youth
  • 8. CHANEL
    • Communications
    Traditional Maintain position of validity in luxury fashion community Fashion Week Print
  • 9. CHANEL
    • Communications
    Books In-depth information for brand enthusiasts & connoisseurs Authorized, Unauthorized & Satirized
  • 10. CHANEL
    • Communications
    Short Digital Films Film Depictions Brand education & viral marketing devices International Movies (Authorized & Unauthorized) Lagerfeld’s Film
  • 11. CHANEL
    • Communications
    Art World Collaborations Restoring image as innovator through relationships Chanel Mobile Art Pavillion, Zaha Hadid Collaborative Artists
  • 12. CHANEL
    • Communications
    New Media Communicating in the target market’s environment iPhone Application Lagerfeld’s Twitter Feed
  • 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
    • Tradition
    • Maintains classic stylistic codes
    • Individualism
    • Visual image protected
    • One-way channel: Chanel talks, you listen
      • Twitter: 385,000 followers, 0 following
    • Lagerfeld: the brand’s Lead Individual
    I have no scene. I go everywhere. I adapt. -Lagerfeld via Twitter
  • 14. CHANEL French Luxury Evolution Image Product Social Values Couture Accessories Fragrances Selling the dream Building brand loyalty Introducing the brand & BIG MONEY! +
  • 15. CHANEL French Luxury Evolution Image Product Social Values
    • Provocation
    • No longer socially progressive
    • Identity in opulence, snobbery
    • Relationships with provocative artists
    • Sophistication
    • Expert construction, sober
    • Connections in art world
    • Connoisseurship of Lagerfeld
    • Elegant communications
  • 16.
    • (fascinating heritage - brand provocation) =
    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. French Luxury, Digital Future
    • With minimal effort, Chanel leads the pack in digital communications.
      • Lagerfeld’s Twitter Feed
      • CHANEL iPhone Application
      • CHANEL.com, e-Newsletters & Viral Videos
      • Facebok Fan Page (no fan posting allowed)
    protecting the niche -OR- fake it ‘til you make it
  • 18. French Luxury, Digital Future
    • Is a one-way conversation enough for a luxury market that expects personalized service?
    protecting the niche -OR- fake it ‘til you make it
  • 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