CHANEL The French Business Model eurbanista

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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

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

Key Products

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

Style

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

Codes

CHANEL Today Money-Maker: Perfume Target Market: Youth

Today

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

Communications

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

Communications

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

Communications

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

Communications

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

Communications

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

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

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

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.

(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

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)

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

Is a one-way conversation enough for a luxury market that expects personalized service?

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