Chanel & The French Fashion Industry

CHANEL The French Business Model
eurbanista

French Luxury Social Values Product Image Provocation & Sophistication Couture & Accessories Tradition & Individualism

MLLE. CHANEL
Tradition of Innovation
The “female dandy”
The high-low mix
Prototype for future classics

CHANEL
Key Products
Fashion Couture & Ready-to-Wear Accessories Leather Goods, Shoes, Costume Jewelry, Eyewear, Sport Fragrance & Beauty Fragrance, Makeup, Skincare Fine Jewelry & Watches

CHANEL
Style
Quality Comfort Proportions Simplicity Distinction Freedom “ Chanel wore as the independent & strong man she always dreamt to be.” -Salvadore Dali

CHANEL
Codes
Tweed Chain Stitch Braid Gold Lion Buttons Interlocking C’s Contrast Pumps Jackets Camellias Quilting 5 “ Maybe what I’ve done would have killed her, but without me, she would be dead.” -Karl Lagerfeld

CHANEL
Today
Money-Maker: Perfume Target Market: Youth

CHANEL
Communications
Traditional Maintain position of validity in luxury fashion community Fashion Week Print

CHANEL
Communications
Books In-depth information for brand enthusiasts & connoisseurs Authorized, Unauthorized & Satirized

CHANEL
Communications
Short Digital Films Film Depictions Brand education & viral marketing devices International Movies (Authorized & Unauthorized) Lagerfeld’s Film

CHANEL
Communications
Art World Collaborations Restoring image as innovator through relationships Chanel Mobile Art Pavillion, Zaha Hadid Collaborative Artists

CHANEL
Communications
New Media Communicating in the target market’s environment iPhone Application Lagerfeld’s Twitter Feed

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: 25,000 followers, 0 following
Lagerfeld: the brand’s Lead Individual
I have no scene. I go everywhere. I adapt. -Lagerfeld via Twitter

CHANEL French Luxury Evolution Image Product Social Values Couture Accessories Fragrances Selling the dream Building brand loyalty Introducing the brand & BIG MONEY! +

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

Question
(fascinating heritage - brand provocation) = safe use of history
(big money + apathy) = snob appeal
(art world relationships + big parties) = cool friends
(safe use of history) + (snob appeal) + (cool friends) = ?
The model for success in the last decade must evolve for success in the next one.

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 (amateur)
protecting the niche -OR- fake it ‘til you make it

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

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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Chanel & The French Fashion Industry

by Ashley on Jun 03, 2009

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Chanel & The French Fashion Industry — Presentation Transcript