Market Research Branding Research Chanel Lily Allen Microresearch
BRAND POSITIONING The Chanel & Lily Allen case
During May 2009, news emerged that Karl Lagerfeld had asked the English singer Lily Allen to model a collection of Chanel line bags for the 2009/10 autum/winter season. Lily Allen, although she might be musically talented she is far from the type of model that has previously been used in Ad Campaings. This poses three interesting questions: · How will the choice of Lily Allen as its image affect the Chanel brand? · What is Chanel looking for with an image such as Lily Allen? · Does this collection pave the way for a change in the selection of models?
HOW IS CHANEL IMAGE PERCEIVED? Young women between the ages of 18 and 25 believe that this is an exclusive brand but generally for older women. Women aged between 25 and 39: · Esteem rises. · Consumers appear (mainly accesories and cosmetics) · Both size and price become an insue. Women over the age of 40: · Believe the image is positive. · Think that Chanel is ideal for women… · Think that Chanel is a brand that any women could wear... After the incorporation of Lily Allen: · The opinions of younger women barely changed. · Those between 25 and 39 thought that it rejuvenated the brand. · Over 40’s believe that the brand image is younger and more informal. They feel they appear younger having to change brand.
WHAT KIND OF IMAGE DOES LILY ALLEN SEND? Whilst she is not well known in non-English speaking countries: Among the youngest group, 18 - 24: Among 25 - 39: For over 40’s: · The most liberal feel she makes change happen. · Other are beginning to hear or her through Chanel. · The image thet have of her is the one given to them by Chanel. · The most conservative feel she is vulgar . · She’s known mostly due to articles in gossip magazines. · She is practically unknown amongst those who don’t read gossip magazines (high class)
A NEW MODEL OF MODEL? Not totally, however: · Women who read gossip columns (middle class) are often conditioned by what they read. · Women who have to make an effort to look good like her more. · She is “Chaneled”… (some interviewers have stated), improving her image… · Women who don’t read gossip columns have a better percepcion of her. In conclusion, Lily Allen brings a breath of fresh air to Chanel, attracting potential costumers, generally younger, but above all changing the brand in the eyes or its existing costumers, who now see it as being younger and less formal. · Lily Allen is not the face of Chanel, but of a line of products, bags.
THE EXPERTS’ OPINION · “360º campaings ” Where the intention is to appear in the media as much as possible and cause an impresión on potential costumers. · Promote life, an idea developed by Olivero Toscani whith his Benetton campaings, but whilst they were real live, here we have the type defined by Lily Allen herself as “ fucking fantastic”. The reasons for Chanel incorporating Lily Allen are: · Chanel can avoid being overshadowed by the celebrity used in their advertising campaign.
METHODOLOGY: Focus group: · In person: three groups of women aged 18 – 24, 25 – 39 and 40 or over, between 7 and 10 people. · internet: two groups of women aged 18 - 24 and 25 - 39. Delphi: · Expert test: in marketing and advertisment, music and fashion. Deep interview was given to 50 women to many diferents nationalities; Spanish, British, North american, Brasilian, Argentinian, Venezuelan, Portuguese, German and Russian; the majority residents in Spain and Great Britain, but also in their native countries. Analysis of the content of gossip columns, specializing in music and fashion press. Also an analysis of internet forums about gossip, fashion and music.