Chanel
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Chanel was founded in 1910 by Coco Chanel in Paris. She pioneered casual women's fashion and helped liberate women from the restrictive styles of the 19th century. In 1983, Karl Lagerfeld became the creative director and helped update Chanel's classic styles for modern women. Chanel is now owned by Alain and Gerard Wertheimer and known for its luxury fashion, accessories, fragrances and beauty products.
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Sarah Durham, Brandraising expert and founder of Big Duck: Smart Communications for Nonprofits, will share how you can apply best-practices from the for-profit world and will show us how marketing and branding effectively can be the key to your organization's success.
Based on her book "Brandraising: How to Raise Money and Increase Visibility through Smart Communications," this workshop will challenge you to think about what's unique about your organization and why a teen should be interested in joining it. You'll hear about ways to create the kind of compelling message that expresses the personality of your organization, attracts new members, and takes it to the next level.
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Print and digital media each have advantages and disadvantages for communicating information. Print is tactile, portable, and easier for focused reading but is costly and takes up physical space. Digital media allows for up-to-date and easily accessible information but has validity, credibility, and readability issues due to online distractions. The two can support each other by using print to direct consumers to more online details or using digital ads to generate leads and print pieces to provide persuasive information. Marketers should consider the pros and cons of each based on their target consumers and goals.
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Digital technology is transforming the luxury goods industry. Nearly 60% of luxury sales are now digitally influenced, as consumers research and shop for luxury brands online. Younger consumers especially expect seamless omnichannel experiences from brands across physical and digital channels. To attract new customers and drive growth, luxury brands must adopt a digital mindset and strategy that integrates digital technologies throughout their business, from marketing to customer insights to distribution.
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- 12. Chanel Tradition of Innovation The “Female dandy” The high-low mix Prototype for future classics
- 29. Fashion Divided into: Haute Couture, Ready-To-Wear, Cruise Elegant and exclusive fashion, black and white Iconic LBD and tweed suits
- 31. Shoes Iconic and elegant models; Iconic white with black toe
- 32. Eyewear Divided into: Sunglasses and Optics Oversized sunglasses with logo on side Classic shapes, black and white
- 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
- 36. Leather goods Divided into: Bags, Small leather goods Quilted leather, gold and silver chains Iconic 2.55 bag with shoulder strap
- 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
- 41. Sports Brand extension into sports equipment
- 42. More Chanel Divided into: Collection, Pre-collection, Cruise Rich and extravagant accessories
- 52. Brand Perception Map LUXURY FASHION CLASSIC CONTEMPORARY
- 53. Brand Perception Map LUXURY FASHION CLASSIC CONTEMPORARY
- 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
- 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
- 56. Claudio Diniz Contact: My Blog on Luxury, Fashion & Lifestyle Professionals: www.claudiodiniz-claudiodiniz.blogspot.com Thanks! [email_address] +31 6 24334545
Editor's Notes
- 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