New product line for Chanel

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Proposition of new product line for Chanel made up within group of 4 participants of "Luxury brand management and product design" by London College of Fashion, 2011

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New product line for Chanel

  1. 1. NEW TYPE OF PRODUCT
  2. 2. STUDY OF THE BRAND
  3. 3. CHANEL HISTORY GABRIELLE CHANEL  Fashion designer. Born on August 19, 1883  The trademark are suits and little black dresses .
  4. 4. BRAND HISTORY1916 Chanel Launch the first Jersey Haut Couture, Chanel’slittle black dress1920 Chanel created the first pair of trousers for woman1924 First perfume, Chanel No. 5 and the first jewelrycollection1926 Introduction of the legendary Chanel suit collarlessjacket and well-fitted skirt. Last days of corsets and otherconfining garments1955 the matelassé and the chaine handle collection of bags2.55
  5. 5. PRODUCTS SEGMENTATION
  6. 6. LEATHER GOODSClassic, iconic, eternal
  7. 7. SMALL LEATHER GOODS Sofisticaded but pratical
  8. 8. SHOESByzance Collection Exuberant, Luxury, Riches.
  9. 9. ACCESSORIES Precius Luxury
  10. 10. READY TO WEAR Classy Fabulous
  11. 11. READY TO WEAR Modern Elegante
  12. 12. HAUTE COUTURE WEEDDING DRESS Purity Classic high hand made
  13. 13. HAUTE COUTUREEternal Classic Modern
  14. 14. PERFUMESHigh quality luxury
  15. 15. MAKE UPDramatic intense
  16. 16. LICENSED PRODUCTS Lifestyle
  17. 17. CHANEL`S NEW PRODUCT CATEGORY Table Sets Porcelain Collection
  18. 18. JUSTIFICATION OF THE NEW TYPE OF PRODUCT1. To increase the loyalty of existing customers2. To contribute to the “total look” of the brand3. To reinforce the trust on the high quality of the brand4. To be a requiring brand
  19. 19. ANALYSIS OF THE EXISTING
  20. 20. SAMPLE OF DISHESFloral Theme Modern Contemporary Ethinic Japonese Casual
  21. 21. COMPETITIVE ANALYSIS1. Rosenthal, since 1885, France2. Versace by Rosenthal3. Bernardaud, since 1863, France (Rue Royale)4. Haviland, since 1842, France (Rue Royale)5. Meissen, since 1708, Germany (Europe`s first porcelain)6. Faïencerie de Niderviller since 1735, France7. The Royal Crown Derby Porcelain Company, since 1878, UK8. Hermes, since 1837, France9. Merdinger, Switzerland, 3 gen.back
  22. 22. Rosenthal, since 1885, FranceVersace by Rosenthal 100 €
  23. 23. since 1863, France (Rue Royale) 100 €since 1708, Germany (Europe`s first porcelain 400 €producers)
  24. 24. Faïencerie de Nidervillersince 1837, France since 1735, France 300€ since 1878, UK
  25. 25. Swiss brand, 3 generationback, using gold finishingin dishes 700 EU
  26. 26. TRENDBOOKSource of inspiration
  27. 27. CHANEL Essentiel
  28. 28. CHRISTMAS LIMITED COLLECTION Byzance style
  29. 29. JEWELLERY COLLECTIONCamelia Baroque
  30. 30. PACKAGING
  31. 31. SEMIOTICSSYMBOLS MEANINGSROUND SHAPE A classical shape for a dishPORCELAIN Classic. Elegance. traditional. High class Precious. Luxurious. Richness CHANEL symbol. Sophistication + classicism.GOLD Christmas decoration. Past values: tradition, elegance.ANCIENT THEMES(BYZANCE) Homogeneity with Byzance collection 2010-2011. Loyalty to the brandCHANEL (NAME) Chanel brings the richness of Byzance to your Christmas table
  32. 32. NEW PRODUCT POSITIONING Unaccessibl eClassic Modern Accessible
  33. 33. INNOVATION VALUE SCALE 0 15 LOW MEDIUM HIGH INNOVATION INNOVATION INNOVATION• The product remains absolutely faithful to the brand• Traditional Chanel symbols are found in every table setcollection• It follows the style already created for other categories
  34. 34. NAMING OF THE PRODUCTJEWELLERY COLLECTIONCreated following the Chanel jewellery collection launched by thebrand in 2010-11CHANEL EssentielDesigned based on iconic Chanel signs and symbolsCHRISTMAS LIMITED COLLECTIONChristmas as a spirit of religious celebration. Byzantine art as basedon religious symbols.
  35. 35. CLIENTS SEGMENTATION SEGMENTATION TARGETGEOGRAPHICAL WorldwideDEMOGRAPHICAL Upper class, Middle and Older Age Looking for recognition, StatusPSYCHOLOGICAL seekersUSE-RELATED Brand Loyalty Events, Christmas, Marriage, andUSE-SITUATION Anniversaries
  36. 36. POPS & PODS POPS PODSFINE BONE CHINA Best Quality PorcelainHISTORICAL Chanel Spirit of unique designsLUXURY Totally new product in ChanelLIMIT EDITION Antique Collectors Attached to a unique CharismasFABULOUS DESIGN Event
  37. 37. DISTRIBUTION CHANNELS Coco Chanel Stores & Boutiques Worldwide Website Window Show in Prestigious Superstores Promotional Gifts for Celebrities Promotional Campaign Launching time before the CharismasSpecial Offer for Dealers and Agents Worldwide
  38. 38. FIX COST The calculation are based on 2 months production time UNITS 5,000 10,000 20,000MOULDS 500 Euro 500 Euro 500 EuroProduction costMOULDS 24h 24h 24hProductionTimePlan Cost/Unit 10 Euro 10 Euro 10 EuroTotal Cost 50,000 Euro 100,000 Euro 200,000 Euro
  39. 39. VARIABLE COST The calculation are based on 2 months production time UNITS 5,000 10,000 20,000Porcelain 8 Euro 7 Euro 6 EuroColoring 7 Euro 6 Euro 5 EuroGold Plated 35 Euro 30 Euro 25 EuroPackaging 30 Euro 25 Euro 20 EuroLabor/ Unit 120 Euro 120 Euro 120 EuroTotal Variable 200 Euro 188 Euro 176 EuroCost/Unit
  40. 40. RETAIL PRICE The calculation are based on 400% basis UNITS 5,000 10,000 20,000Fix Cost 10 10 10Variable Cost 200 188 176Total Production Cost 210 198 186Retail Price/Unit 810 Euro 792 Euro 744 EuroCapital Investment 1,100,000 Euro 2,080,000 Euro 3,720,000 Euro
  41. 41. CONCLUSION New product is expected to successful and be well accepted in the market due to unique type of productby Chanel Also it stands up the high quality and values of the brand Loyal customer are supposed to embrace the new product since it is love brand & lifestyle
  42. 42. PROJECT SUBMITTED BY: Monica Soares Ana Domingo Mazin Balilah Narmina Agayeva

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