Year 1 BA(Hons) Degree Fashion Media & Industries Course (Fashion Marketing and Management Specialism)

1. Chanel Brand Analysis | Teo Jia En

2. Chanel
Timeless elegance
Woman of her times
Chanel Brand Analysis | Teo Jia En

3. History
Founded by Coco Chanel in
1909, France
House of Chanel owned by
Alain Wertheimer and
Gerard Wertheimer
Over 200 boutiques
worldwide.
Chanel Brand Analysis | Teo Jia En

4. PEST
Chanel Brand Analysis | Teo Jia En
Political 1. Regulations to reduce piracy
Economic 1. Increasing purchasing power of
the developing world
2. Worldwide economic crisis
rebound
Social 1. Asians value prestige brand
Technology 1. Growth of broadband
2. Emergence of mobile internet

5. SWOT
Chanel Brand Analysis | Teo Jia En
Strength 1. Strong brand image
2. High-quality
3. Cult Designer Karl Lagerfeld
4. Excellent Management
Weakness 1. Website
2. Limited geographic coverage

6. SWOT
Chanel Brand Analysis | Teo Jia En
Opportunities 1. Expand deeper into Asian
market
2. Tap on Technology
Threats 1. Counterfeit goods

7. Porter’s 5 Forces
Threat of New Entrance
High
Power of Buyers
Relatively High
Threat of Substitutes
High
Power of Suppliers
Low
Competitive Rivalry
High
Chanel Brand Analysis | Teo Jia En

8. Target Audience
Elegant, modern, and classy
Women between the age 18 – 39
Chanel Brand Analysis | Teo Jia En

9. Merchandise Info: Classic
Opulent image, no second line
Chanel Brand Analysis | Teo Jia En

10. Merchandise Info: Trendy
Trendy products each fashion
season
Chanel Brand Analysis | Teo Jia En

11. Merchandise Info: Beauty, Skincare & Accessories
Make up, Skincare, Fine jewelry
and Watches.
Chanel Brand Analysis | Teo Jia En

12. Conclusion
1. Invest in the emerging markets
2. Pay more attention to the counterfeit and possible invest in
technology to prevent it
3. Increase emphasize on new media technology
Chanel Brand Analysis | Teo Jia En

13. Chanel Brand Analysis | Teo Jia En
“Fashion fades, style remains.” – Coco Chanel

14. References
Chanel Brand Analysis | Teo Jia En
Coco Chanel – GerdaBuxbaum, Icons of Fashion The 20th Century, 1999
Chanel S.A. Profile - http://companies.jrank.org/pages/886/Chanel-
Sa.html#ixzz14CjtJOnJ
Chanel S.A Profile - http://www.linkedin.com/company/chanel?trk=null
Brand longevity: No. 5 is alive! - http://www.allaboutbranding.com/index.lasso?article=421
Botte, D.,2007. Chanel, Collections and Creations
Chanel FAQ on Karl Lagerfeld - http://www.chanel.com/en_US/fragrance-beauty/FAQ-28105
The Man Every Woman Wants To Meet - http://joongangdaily.joins.com/article/view.asp?aid=2873865
Chanel Case Study: WorldEvent.com - http://www.worldevents.com/ourevents/ChanelCaseStudy.shtml
Chanel’s Website - http://www.chanel.com/
Chanel’s Day of Disgrace or Power of Market? - http://www.koreatimes.co.kr/www/news/biz/2010/08/123_38917.html
Chanel’s luxury dream is turning to dusthttp://www.marketingweek.co.uk/opinion/chanels-luxury-dream-is-turning-to-
dust/3016913.article
China’s Luxury Market Sees Rapid Growth - http://www.just-style.com/comment/chinas-luxury-market-sees-rapid-growth_id106031.aspx

15. References
Chanel Brand Analysis | Teo Jia En
Chanel and BMW Gen Y's preferred luxury brands, study finds
- http://www.retailinasia.com/article/sectors/luxury/2010/05/study-finds-chanel-and-bmw-gen-ys-preferred-luxury-brands
Fake Luxury Items Targeted In New York City Crackdown - http://www.brandchannel.com/home/post/2009/12/10/Fake-Luxury-Items-
Targeted-In-New-York-City-Crackdown.aspx#continue
China’s Luxury Market Booms - http://english.cntv.cn/program/bizasia/20100818/101544.shtml
Developing World Leading Economic Rebound - http://ipsnews.net/news.asp?idnews=51147
Prestige Brands - Market research best practice: 30 visions for the future : a compilation of discussion papers, case studies and
methodologies from ESOMAR
Mobile Internet Services Marketing Set to Boom - http://www.clickthrough-marketing.com/mobile-internet-marketing-services-set-to-
boom-19677185/
The Allure of Chanel - http://www.parisvoice.com/index.php?option=com_content&task=view&id=242&Itemid=56
Perfume aimed at youngest women, its toughest market -http://www.nytimes.com/2002/08/15/business/media-business-advertising-
chanel-makes-big-pitch-for-new-perfume-aimed-young.html
The Allure of Chanel - http://www.parisvoice.com/index.php?option=com_content&task=view&id=242&Itemid=56
Chanel’s Website - http://www.chanel.com/
Coach, Gucci, Burberry have lion share of website visits. - http://red-luxury.com/2010/10/27/coach-gucci-juicy-burberry-have-lion-share-
of-luxury-web-visits/