The document provides a history of the Chanel brand and outlines plans for a new product line of Chanel plates. It discusses how Coco Chanel revolutionized women's fashion in the early 1900s with her simple yet elegant styles. The document then outlines Chanel's expansion into perfumes, jewelry, bags and other products. It proposes launching a new line of decorative plates inspired by Chanel's iconic styles and symbols to extend the brand into home goods. The proposed plate collection includes 7 different designs that will only be sold in Chanel stores to maintain an exclusive brand image.

1. Chanel

2. History - Coco Chanel Pioneered by the French fashion designer Gabrielle "Coco" Chanel. Revolutionized women's fashion with her elegant and casual looks Helped release women from the corsets era of the 19 th century

3. History - Chanel Modes 1910: First boutique called Chanel Modes and was opened in Paris and sold hats. Introduced her women’s sportswear line. Clothes kept simple and comfortable by taking common fabrics and upgrading them. Clothes were casual yet also chic and elegant.

4. 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 The first Chanel couture house was opened in Biarritz, France

5. History -Expanding In 1923: the timeless perfume No.5. was launched In 1924: the “La Société des Parfums Chanel’’ was established to manufacture and sell perfumes and beauty products Chanel also introduced a costume jewellery product line

6. History- Some Trademarks In 1925: Chanel initiated their signature cardigan jacket and “little black dress” Chanel suit: Inspired by men’s wear it consists of a knee-length skirt with walking pleats In 1954: Chanel introduced quilted bag with the shoulder strap Many of Chanel’s initial styles changed little from year to year

7. History-Retirement and Comeback By 1935: Coco Chanel employed 4000 people In 1939: She retired and closed the couture house In 1954: She Made a comeback and was successfully able to revive and restore Chanel She was named the most influential designer of the twentieth century at the 1957 fashion awards

8. History-Karl Lagerfeld Coco Chanel died in 1971 Left behind her a an inspiration for classic elegance that will never grow old In 1984 : Karl Lagerfeld took over as art director of Chanel He took the classic styles created by Coco Chanel and created new ways to wear them that meet the needs of the modern women

9. Product Segmentation- Clothes

10. Product Segmentation- Shoes

11. Product Segmentation- Watches

12. Product Segmentation-Jewelry

13. Product Segmentation- Bags

14. 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

15. Product Segmentation- Cosmetics Face Nails Eyes Lips Body

16. 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

17. Justification for New Product Line Making a plate collection enables the consumer to enter the Chanel “lifestyle” Enables people to use Chanel in a more everyday way To extend the brand name in plate collection in a luxurious way To make Chanel products something the whole family can enjoy Decorative purposes for the home

18. Trendbook -Chanel Maison

19. Trendbook-Colours

20. Trendbook-For the plates

21. Competitor analysis Missioni Kate Spade Cristofle Price range for luxury brands per set: 600-1200 $

22. The Collection Rue Cambon Le jardin Jour et nuit L’originale Enchanté La mer Simplement gabrielle

23. New Produce Line

24. Simplement Gabrielle -Round -Black & White -Coco Chanel figure -Camelia (two colours)

25. Rue Cambon -Round & Retangular -Black &White -Logo

26. Jour et nuit -Round -Black&Gold&Brown -Big handwriting Rich,bold,

27. L’orginale -Round -Black&White -Classical textile -Logo

28. Le jardin -Round -Black&White -Camelia -Logo -The garden of Chanel

29. Enchanté -Round -Gold & White -Stars & diamonds -logo -Romance

30. La Mer -Round -Black & White -Pearls -Logo

31. Packaging Shape: Round/Square/Rectangular Colour: Black Classical textile: Symbolic logo New line name: la maison La Maison

32. Innovation Scales (Product&Packaging) Packaging: Low innovation Product: High innovation La Maison

33. New Product Positioning Accessible luxury Inaccessible luxury Classic Modern -The positioning that the new product line want to occupy trough the perception from the target market is: -The unique plate that belongs to those that gives value to classical and beauty products. -To change the usage rate from the middles users to strong and heavy users.

34. Name Justification We 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.

35. Target Market Females, middle age 35-49 years old, married, medium users. The customer profile are for those who identify themselves with the Chanel brand, care about house products, are interested in decoration, have a strong personality, and like to buy luxury products. They are also elegant, fashionable, but not necessarily follow all trends.

36. Distribution Strategy The plates collection will be sold only in Chanel stores The strategy is to differentiate this product line from our competitors. The purpose is also to attract more consumers to the store to expose them to other Chanel products. The new product will not be very accessible in terms of distribution. This will help keep the uniqueness of it and not to devaluate the brand image.