The document provides an overview of Chanel's luxury fashion goods industry and its intellectual property commercialization plan. It discusses the evolution of the luxury fashion industry and introduces Chanel as a French luxury brand founded in 1910. It then summarizes Chanel's marketing strategy, channel mix including digital and traditional marketing plans, as well as intellectual property licensing opportunities. Key points covered include Chanel's brand positioning, celebrity ambassadors, marketing campaigns, social media presence, and three granted patents in the watch, cosmetics, and aging simulation fields.

1. Group E1 | Presentation 27 Aug 2021
Denise Chee Wai Yeng (490F) | Manshaa Khemlani (377H) | Sharon Chan Lai Kuen (992J)
IP COMMERCIALISATION PLAN

2. Evolution of the Luxury Fashion Goods Industry
Middle Ages
Having something
expensive was
considered bad.
The word ‘luxurie’
derived from ‘lust’
and ‘debauchery’.
17th Century
It was during the 17th
century when the word
‘luxury’ began to lose its
negative connotations. The
world’s increasing penchant
for opulence contributed to
an accepting stance on
luxury
20th Century
The demand for luxury
goods increased
throughout the 20th
century
2019
With people getting
wealthier & more brand
conscious, the global
luxury fashion goods hit
US$900 million.

3. Introduction to CHANEL Luxury Fashion Goods
1. A French luxury fashion goods founded by Couturiere
COCO CHANEL in 1910.
2. First foray into fashion clothes. Today, range of
products has expanded to include bags, shoes,
accessories, fragrance, fine jewellery, eye wear,
watches, makeup and skincare.
3. Famous for its timeless elegance and liberated
femininity. Her popularity gained her the No. 2
position in global luxury fashion goods branding. Its
brand “CHANEL” is the most valuable asset the
company owns.

4. SLIDESHOW

5. OVERVIEW ON CHANEL PATENTS
Publications over time

6. CHANEL GLOBAL IP JURISDICTIONS

7. INDUSTRY: LUXURY FASHION GOODS
Patent Number 1
Patent Name: Age Modelling Method
Patent Number: US20190197204
https://patentscope.wipo.int/search/en/detail.jsf?docId=US245423638&_
cid=P20-KS9XVQ-13577-1
Field of Invention:
The invention pertains to the field of image processing in
order to model wrinkles and age spots of the face that are
visible on a picture of the face. The invention also relates to
the simulation of aging or de-aging including the simulation of
wrinkles and ages spots on a face.
Type: Grant
Filed: December 20, 2018
Date of Patent: December 8, 2020
Assignee: CHANEL PARFUMS BEAUTE

8. INDUSTRY: LUXURY FASHION GOODS
Patent Number 2
Patent Name: Mechanism for a watch movement
Patent Number: US20190332059
https://patentscope.wipo.int/search/en/detail.jsf?docId=US275483192&_cid=P2
0-KSA1V7-65208-1
Field of Invention:
The present invention relates to a mechanism for a watch
movement with retrograde and jumping display.
Type: Grant
Filed: March 15, 2017
Date of Patent: May 11, 2021
Assignee: CHANEL SARL

9. INDUSTRY: LUXURY FASHION GOODS
Patent Number 3
Patent Name: Aqueous Perfumes
Patent Number: EP3839023
https://patentscope.wipo.int/search/en/detail.jsf?docId=EP328061190&_cid=P20-
KS9YRK-25271-1
Field of Invention:
Leave-on ethanol-free water-based perfumed compositions
which are stable and, in particular, remain clear during
storage, and which are non-irritating to the skin.
Type: Grant
Filed: December 20, 2019
Date of Patent: June 22, 2021
Assignee: CHANEL INC

10. IP COMMERCIALISATION PLAN

11. CHANEL Marketing Strategy & Positioning
1. CHANEL's brand strategy revolves around the
highest quality, luxury, French origin and heritage
dating back to 1909.
2. CHANEL uses brand ambassadors and celebrities
coupled with a unique pricing and marketing
strategy to promote its products.
3. CHANEL’s target audiences are upper middle class
with sophistication & enjoy high fashion quality
goods.

12. CHANEL Marketing Channel Mix
Digital Marketing
1. Official Website
2. Chanel Fan Club
3. Instagram
4. Facebook
5. Twitter
6. YouTube
7. Email Marketing
Traditional Marketing
1. Advertisement
2. TV Commercial
3. Fashion Runway Shows
4. Roadshows & Customer Experience
5. Sponsorships / Brand Placement
6. Licensing

13. #01 Traditional Marketing Plans

14. Advertisement
CHANEL invests in premium ad units &
spent under US$100 million on advertising
in digital, print & national TV last year.
★ Magazines
★ Digital Banners
★ Social Media
Elle, Her World, Flair
Billboards, Premium malls
YouTube, Facebook, Instagram

15. Television Commercial
Nicole Kidman, Celebrity ambassador (2004-2005) Marion Cotillard, current Celebrity ambassador (2020)
With billions of faithful viewers scattered across every continent, the medium of television is the
ultimate platform.
★ 1-min commercial at prime time over 2 month period starting 15th August 2021
★ It will be aired on channel 5, channel 8 & CNA
★ The TV commercial is the launch of CHANEL No. 5 FRAGRANCE

16. Fashion Runway Show
Fashion shows are great at garnering attention and
creating buzz. CHANEL uses fashion shows to create
public interest on its latest fashion trend.
★ Event: 2021 Fall Collection on 29th Aug 2021
★ Location: Takashimaya Level 1 Concourse
★ Products Showcase:
Watch, Accessories, Fine Jewellery, Clothing,
Eyewear, Bags & Shoes.

17. Roadshow & Customers Experience
Roadshow is an experimental marketing strategy where
potential customers are able to have a close up experience
with its products.
★ Events: Product trial & testing. Makeover by famous
makeup artist, Clarence Lee.
★ Location: Isetan at Wisma Atria & CK Tang cosmetic
booth.
★ Date: 21st & 22nd Aug 2021
★ Products: Cosmetics, Perfume & Skincare

18. Sponsorship / Brand Placement
★ Events - Tribeca Film Festival
★ 8m Euros revamp of Palais Galliera
(Paris Fashion Museum)
★ Celebrity Sponsorship
★ Fashion Shows
★ Festivals - Cannes Festival
CHANEL provides event sponsorship which helps to build
credibility & authority around the business.
Customers who attend are given strong reasons to believe the
brand is reliable & trustworthy.

19. 1. Licensing of active patents to other
interested parties in the industry e.g. Age
Modelling Method Patent under certain
agreed terms and conditions.
2. Licensing of abandoned or expired IPs in
portfolio.
3. Sales/Royalty channels on certain patented
methodology, certain cosmetic product
applicators, dispensing pumps and product
dispenser to other companies.
4. Sub-Licensing patents e.g. Mechanism for a
Watch Movement to licensed watchmakers
under certain agreed terms and conditions.
Licensing

20. #02 Digital Marketing Plans

21. CHANEL Official Website
★ CHANEL famously doesn't sell fashion online.
★ It believes e-commerce would deprive the final consumer of a central aspect in the purchase process
- the experience, something the brand wants to maintain only in its physical stores.
★ Cosmetics, skincare, fragrance, sunglasses are available for purchase online but fashion & handbags
are for viewing only.

22. CHANEL Fan Club
CHANEL communicates with customers &
fans through its mobile app, social media
accounts, core website & microsites
including Inside Chanel.
Regularly promoting new campaigns &
latest products.
★ Instagram
★ Facebook
★ Twitter
★ YouTube

23. Instagram
1. @chanelofficial | Instagram photos and videos
2. CHANEL is the most followed luxury brand on
Instagram - 45.8 million followers.
3. In Feb 2018 a user-generated Instagram page
called @welovecoco was launched.
4. Hashtag #welovecoco featuring videos and
photos

24. Facebook
1. After Louis Vuitton, CHANEL is the
Number 2 Leading Luxury Brand with the
most followers (22.9 million) on
Facebook in 2020 (ref Statista on B2C e-
Commerce).
2. Customer engagement
3. New product announcements - Launch of
No 5 The Body Cream in July
4. Events - Unveil High Jewelry No 5
Collection on Jul/Aug

25. Twitter
1. Official Page found on
@CHANEL
2. 13.2 M followers
3. Customer Engagement
4. Showcasing Latest Products
5. Photos & Videos

26. YouTube
1. CHANEL has high-production content
& volume of YouTube videos with
1.86m subscribers.
2. Partners with both traditional
celebrities & high-reach influencers.
3. Makes exquisite video content of
fashion shows, ads with celebrities &
tutorials.
Official CHANEL page:
https://www.youtube.com/channel/UCclHS
nngVTZK7LEOQAzcg1w

27. CHANEL uses many other advertising techniques within their marketing mix. This also includes direct
marketing such as emails and mailshots.
Email Marketing

28. Thank
You
Q&A