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  • Aiming to attract the new wealth by this they mean that they are trying to attract all the consumers that are acquiring wealth i.e. $1 million net at a younger age. These consumers enjoy the elitness that the brand luxurious side procurs them but need a modernisation of the products. With this new product we have tried to head a little more in towards the desired image in line with the latest advertising.
  • The new and reinterpretated 2.55, adss that are more contemporary
  • Chanel

    1. 2. History <ul><li>Founded by “Coco” Chanel in 1910 </li></ul><ul><li>Fashion revolution </li></ul><ul><li>Karl Lagerfeld in 1983 </li></ul><ul><li>Owned by Alain and Gerard Wertheimer </li></ul>
    2. 3. History - Coco Chanel <ul><li>Pioneered by the French fashion designer Gabrielle &quot;Coco&quot; Chanel. </li></ul><ul><li>Revolutionized women's fashion with her elegant and casual looks </li></ul><ul><li>Helped release women from the corsets era of the 19 th century </li></ul>
    3. 4. History - Chanel Modes <ul><li>1910: First boutique called Chanel Modes and was opened in Paris and sold hats. </li></ul><ul><li>Introduced her women’s sportswear line. </li></ul><ul><li>Clothes kept simple and comfortable by taking common fabrics and upgrading them. </li></ul><ul><li>Clothes were casual yet also chic and elegant. </li></ul>
    4. 5. History - Chanel Modes <ul><li>1910: First boutique called Chanel Modes and was opened in Paris and sold hats. </li></ul><ul><li>Introduced her women’s sportswear line. </li></ul><ul><li>Clothes kept simple and comfortable by taking common fabrics and upgrading them. </li></ul><ul><li>Clothes were casual yet also chic and elegant. </li></ul>
    5. 6. History - Modern Relationship Between Women and Fashion <ul><li>Helped change women’s relationship with their bodies as well their way of life </li></ul><ul><li>Simple styles reflected wartime sobriety </li></ul><ul><li>Clothes removed all unnecessary pretentiousness and were built on the freedom of movement </li></ul><ul><li>The first Chanel couture house was opened in Biarritz, France </li></ul>
    6. 7. History -Expanding <ul><li>In 1923: the timeless perfume No.5. was launched </li></ul><ul><li>In 1924: the “La Société des Parfums Chanel’’ was established to manufacture and sell perfumes and beauty products </li></ul><ul><li>Chanel also introduced a costume jewellery product line </li></ul>
    7. 8. History- Some Trademarks <ul><li>In 1925: Chanel initiated their signature cardigan jacket and “little black dress” </li></ul><ul><li>Chanel suit: Inspired by men’s wear it consists of a knee-length skirt with walking pleats </li></ul><ul><li>In 1954: Chanel introduced quilted bag with </li></ul><ul><li>the shoulder strap </li></ul><ul><li>Many of Chanel’s initial </li></ul><ul><li>styles changed little from year to year </li></ul>
    8. 9. History-Retirement and Comeback <ul><li>By 1935: Coco Chanel employed 4000 people </li></ul><ul><li>In 1939: She retired and closed the couture house </li></ul><ul><li>In 1954: She Made a comeback and was successfully able to revive and restore Chanel </li></ul><ul><li>She was named the most influential designer of the twentieth century at the 1957 fashion awards </li></ul>
    9. 11. History-Karl Lagerfeld <ul><li>Coco Chanel died in 1971 </li></ul><ul><li>Left behind her a an inspiration for classic elegance that will never grow old </li></ul><ul><li>In 1984 : Karl Lagerfeld took over as art director of Chanel </li></ul><ul><li>He took the classic styles created by Coco Chanel and created new ways to wear them that meet the needs of the modern women </li></ul>
    10. 12. Chanel Tradition of Innovation The “Female dandy” The high-low mix Prototype for future classics
    11. 16. Brand identity <ul><li>Personality </li></ul><ul><ul><li>Elegant </li></ul></ul><ul><ul><li>Confident </li></ul></ul><ul><ul><li>Mystique </li></ul></ul><ul><li>Values of the brand </li></ul><ul><ul><li>Quality </li></ul></ul><ul><ul><li>Timeless </li></ul></ul><ul><ul><li>Creative </li></ul></ul><ul><li>Emotional benefits </li></ul><ul><ul><li>Modern </li></ul></ul><ul><ul><li>Graceful </li></ul></ul><ul><ul><li>Superior </li></ul></ul><ul><li>Functional benefits </li></ul><ul><ul><li>Quality </li></ul></ul><ul><ul><li>Material </li></ul></ul><ul><ul><li>Comfort </li></ul></ul><ul><li>Brand attributes </li></ul><ul><ul><li>Strength of the logo </li></ul></ul><ul><ul><li>Trusted brand </li></ul></ul><ul><ul><li>International recognition </li></ul></ul>
    12. 17. Trendbook -Chanel Maison
    13. 18. Trendbook-Colours
    14. 27. Product segmentation <ul><li>Fashion </li></ul><ul><ul><li>Haute couture, ready-to-wear, cruise </li></ul></ul><ul><li>Leather goods </li></ul><ul><ul><li>Handbags, purses, wallets </li></ul></ul><ul><li>Shoes </li></ul><ul><ul><li>Boots, high heels, flats </li></ul></ul><ul><li>Eyewear </li></ul><ul><ul><li>Sunglasses and optics </li></ul></ul><ul><li>Jewellery and Watches </li></ul><ul><ul><li>Fine jewellery, costume jewellery </li></ul></ul><ul><li>Fragrances and Beauty </li></ul><ul><ul><li>Parfumes, make-up, skincare </li></ul></ul><ul><li>Sport </li></ul><ul><ul><li>Skies, tennis racket, fishing set </li></ul></ul><ul><li>More Chanel </li></ul><ul><ul><li>Belts, scarves, hats, umbrellas </li></ul></ul>
    15. 28. Product Segmentation- Fashion
    16. 29. Fashion Divided into: Haute Couture, Ready-To-Wear, Cruise Elegant and exclusive fashion, black and white Iconic LBD and tweed suits
    17. 30. Product Segmentation- Shoes
    18. 31. Shoes Iconic and elegant models; Iconic white with black toe
    19. 32. Eyewear Divided into: Sunglasses and Optics Oversized sunglasses with logo on side Classic shapes, black and white
    20. 33. Jewellery and Watches Fine jewellery collection divided per sign: Ultra, Cométes, Matelassé, Camélia, Mademoiselle, Elements de Chanel, Coco Costume jewellery: Collection, Pre-collection, Cruise Watch collection divided by model: J12, J12 Exclusives, Premiere, les Intemporelles de Chanel
    21. 34. Product Segmentation-Jewelry
    22. 35. Product Segmentation- Watches
    23. 36. Leather goods Divided into: Bags, Small leather goods Quilted leather, gold and silver chains Iconic 2.55 bag with shoulder strap
    24. 37. Product Segmentation- Bags
    25. 38. Fragrances and Beauty Long history in fragrances; Iconic Chanel No. 5 Divided by scents female vs. male: Fragrance and Bath & Body Cosmetics divided in: Face, eyes, lips, nails, accessories Précision skincare line: Cleansers, masks, body care, hydration, anti-wrinkle creams
    26. 39. Product Segmentation- Fragrances <ul><li>NO.5 </li></ul><ul><li>CHANCE </li></ul><ul><li>ALLURE </li></ul><ul><li>ALLURE SENSUELLE </li></ul><ul><li>COCO </li></ul><ul><li>COCO MADEMOISELLE </li></ul><ul><li>NO.19 </li></ul><ul><li>CRISTALLE </li></ul><ul><li>--------------------------------------- </li></ul><ul><li>ALLURE HOMME </li></ul><ul><li>ALLURE HOMME SPORT </li></ul><ul><li>ALLURE HOMME SPORT BLANCHE </li></ul><ul><li>ANTAEUS </li></ul><ul><li>PLATINUM EGOISTE </li></ul><ul><li>POUR MONSIEUR </li></ul>
    27. 40. Product Segmentation- Beauty <ul><li>Face </li></ul><ul><li>Nails </li></ul><ul><li>Eyes </li></ul><ul><li>Lips </li></ul><ul><li>Body </li></ul>
    28. 41. Sports Brand extension into sports equipment
    29. 42. More Chanel Divided into: Collection, Pre-collection, Cruise Rich and extravagant accessories
    32. 54. Claudio Diniz EDUCATION Extension Course The Design and Branding of Luxury University of the Arts London, London College of Fashion, UK 2009 MBA in Luxury Brand Management FAAP Business School, Sao Paulo, Brazil 2007-2008 International module MBA Luxury Brand Management ESSEC Business School, Paris, France 2007 Accountancy Universidade Gama Filho, Rio de Janeiro, Brazil 1990-1994 Extensive courses in wine Brazilian Sommeliers Association, São Paulo, Brazil 2004-2006
    33. 55. Claudio Diniz Professional Experience Owner/Director Diniz Eventos Ltda., São Paulo, Brazil 2002 - 2008 Expatriate magazine Columnist and responsible for finances and advertising Sampa Post Magazine, São Paulo, Brazil 2006 - 2008 Free lancer in organzing events M&H Catering Ltd., London, England Inn or Out Catering Ltd., London, England 1999 - 2002 Senior Auditor BKR Auditores e Consultores S/A, Rio de Janeiro, Brazil 1996 - 1998 Semi-Senior Auditor Walter Heuer Auditores Independentes, Rio de Janeiro, Brazil 1994 - 1995
    34. 56. Claudio Diniz Contact: My Blog on Luxury, Fashion & Lifestyle Professionals: Thanks! [email_address] +31 6 24334545