AGENDAOverview of brand image of ChanelHistoryName JustificationProduct SegmentationSWOT analysis of Chanel brand
Chanel S.A., commonly known asChanel is a French fashion housefounded by the couturierGabrielle "Coco" Chanel, wellestablished in haute couture,specializing in luxury goods(haute couture, ready-to-wear,handbags, perfumery, andcosmetics among others).
Objectives of choosing Chanel Let people know about how a high-endfashion brand established Shows how a old brand still survive today Explore the core values of the company Stem out the brand’s speciality in the luxuryfashion market
IDEAS OF CHANELRevolutionized haute couture fashion (which meandcustom-fitted clothing)Brought fashion business in to part of “society”Designs are back to basics – elegance, class andoriginalityBeauty is about presenting yourself to garnerrespect from others
CHANEL LOGOThe signature Chanel logotype is aninterlocking double-C (one facingforwards the other facingbackwards.) Originally, it was not alogo that Coco Chanel came up with.The logo was given to her by theChateau de Cremat in Nice. The logowas not trademarked until the openingof the first Chanel stores
Brand Identity and Core Values Classic Elegance Timeless Exclusivity Interlacing of masculine and feminine Chanel suit Quilted fabric Little black dress Camelia Chain with leather
History Coco Chanel Pioneered by the French fashion designer Gabrielle "Coco" Chanel. Revolutionized womens fashion with her elegant and casual looks Helped release women from the corsets era of the 19th century
History Modern Relationship Between Women and Fashion Helped change women’s relationship with their bodies as well their way of life Simple styles reflected wartime sobriety Clothes removed all unnecessary pretentiousness and were built on the freedom of movement Clothes kept simple and comfortable by taking common fabrics and upgrading them. Clothes were casual yet also chic and elegant.
Name Justification Chanel will have 7 differents product lines. All of the product lines names are French to remind the qualities from the house of Chanel. The names will be written in cursive on the back of the plates to add a personal element. The names were chosen to match the uniqueness of the design. Each plate has a strong element designed that represents the purpose of its name.
Coco Chanel revolutionized haute couture fashion by replacing the traditional corseted silhouette with the comfort of simple suits and long, slender dresses. Chanel frequently incorporated ideas from male fashion into her designs.
Chanelis one of most popular designer shoes. The brand is very popular all over the world The Chanel Shoes are available in different, nice looking and charming colors and best qualities, also at very reasonable prices.
The first Chanel watch, named Premiere, debuted in 1987. The first model of the Chanel J12 watches line was introduced in 2000. In 2005, Chanel designers introduced the J12 line into the area of fine jewelry timepieces – they developed the jewelry watch that was equipped with the tourbillion. In 2006, the line was joined by Chanel J12 Haute Joaillerie set with 597 baguette-cut diamonds, followed by the creation of the Chanel J12 Tourbillon Haute Joaillerie. In 2007, Chanel launched its first J12 GMT model. In 2008, Chanel initiated the partnership with Audemars Piguet, who developed the J12 calibre 3125, equipped with an innovative automatic movement.
Product Segmentation Perfumes NO.5 CHANCE ALLURE ALLURE SENSUELLE COCO COCO MADEMOISELLE NO.19 CRISTALLE --------------------------------------- ALLURE HOMME ALLURE HOMME SPORT ALLURE HOMME SPORT BLANCHE ANTAEUS PLATINUM EGOISTE POUR MONSIEUR
The most famous Chanel perfume is Chanel brand No 5. It was invented by the perfumier Ernst Beaux. Chanel No 5 was intended to be the most expensive perfume in the world. Coco Chanel used to spray Chanel brand perfume around her fitting rooms. Its a trick that fashion houses still use because it lifts the mood of the client.