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Prepared by :Besa Azemi 
Lecturer:Prof.Juliana Angelovska
Chanel is an established luxury 
fashion and beauty company in 
France,founded by the stylish 
Gabrielle Coco Chanel. 
Fa...
 It is recognized as one of the most 
established in haute couture,specializing 
in luxury goods. 
Chanel has always spec...
The Chanel logotype comprises two interlocked, opposed letters-C, one faced 
left, one faced right. The logotype was given...
 Target audience 
- Chanel Costumers are women who want to identify what 
Chanel represents which is ; 
Elegance ,simplic...
Company Analysis: 
1.Strong brand image:The story of stylish Coco Chanel ,who 
famously said “fashion passes;style remains...
Marketing Strategy 
When it comes to “CHANEL”, even for male 
customers who don’t understand fashion they 
also know this ...
Why do people fall in love with the Chanel brand? Why do people 
trust the brand? There are two main marketing strategies ...
•Chanel Suit •Quilted Fabric 
•Perfume 
CHANEL N5
•Little Black Dress •Camelia 
•Chain with Leather
Chanel Target in Market is to fullfil : 
• Needs –love and belonging,self esteem. 
• Wants –creating a desire for things 
...
- Chanel costumer affected 
Hollywood culture always helps 
to boost the popularity of 
“luxury”brands.In addition 
movie ...
It is said that Chanel's mission 
statement is "To be the Ultimate 
House of Luxury, defining style and 
creating desire, ...
Coco chanel
Coco chanel
Coco chanel
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Coco chanel

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coco chanel

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Coco chanel

  1. 1. Prepared by :Besa Azemi Lecturer:Prof.Juliana Angelovska
  2. 2. Chanel is an established luxury fashion and beauty company in France,founded by the stylish Gabrielle Coco Chanel. Famous for revolutionizing woman fashion and introducing timeless elegance and style.
  3. 3.  It is recognized as one of the most established in haute couture,specializing in luxury goods. Chanel has always specialized in items such as simple suits,dresses,woman pants,and costume jewelry. - Coco Chanel designs and creations are timeless considering the basic silhouettes have remained consistent from generation to generation. The privately house of Chanel is jointly owned by Alain wertheiner and Gerard Wertheiner.They are grandsons of the early Chanel Partner Pierre Wertheiner.Chanel S.A.S designs,manufacture,and retails fashion and beauty products,and other accessories.Chanel was founded in 1909 and is headquarted in France with over 200 boutiques worldwide.
  4. 4. The Chanel logotype comprises two interlocked, opposed letters-C, one faced left, one faced right. The logotype was given to Chanel by the Château de Crémat, Nice, and was not registered as a trademark until the first Chanel shops were established.Along with other makers, Chanel is a target of counterfeiters.China is prime supplier. An authentic classic Chanel handbag retails from around US$4,150, while a counterfeit usually costs around US$200. Beginning in the 1990s, all authentic Chanel handbags were numbered. Logotype ~
  5. 5.  Target audience - Chanel Costumers are women who want to identify what Chanel represents which is ; Elegance ,simplicity,modern,and class.Chanel cosmetics are targeted at a younger consumer but they still retain the “classic”market,which is their forte.Since 2002,with the launch of Chance perfume,Chanel is targeting between the age 18-39. Market Positioning - Chanel has a strong market positioning within the luxury fashion goods sector.Drawing on an audit by Swiss and Cyman Islands tax services,financial experts estimate that Chanel has approximately one-third share of France’s fashion and luxury goods sector in 2008,with a $10.3billion estimate value of the sector’s$35billion.
  6. 6. Company Analysis: 1.Strong brand image:The story of stylish Coco Chanel ,who famously said “fashion passes;style remains”,coveys a very strong message of Chanel’s timeless elegance style. 2.High quality:Beauty is in the details.Chanel is famous for tweed fabric,embroidery,chain and button. 3.Cult Designer Karl Lagerfeld:Always reinventing Chanel,he is known to have changed nothing yet everything about Chanel.Always daring to try something different for each show,keeping the consumer’s interest in Chanel. 4.Excellent Management:Training for Chanel’s associates is critical,to differentiate them with their service.Consultants are sent to Paris to understand the heritage of the house and gathered for a conference for updates,acknowledgement and training for new products.
  7. 7. Marketing Strategy When it comes to “CHANEL”, even for male customers who don’t understand fashion they also know this brand. Obviously, Chanel’s visibility and popularity can be imagined. Up until now, CHANEL is prevailing nearly a century. “Chanel represents a kind of style, a unique style of enduring”, Chanel Lady described her own design, not thinking about what to do next, but ask yourself the following to perform, in what way is so encouraging her will never stop. Coco had a searching spirit, a set way of viewing the world, a dignity that was untouchable. She had ‘nothing in common with romantic heroines doomed to be martyrs to love’ and ‘more than anything valued her hard won freedom, a freedom she was to defend at every turn’. It is the injection of Coco’s personality and emotional direction and strength which drives the brand essence.
  8. 8. Why do people fall in love with the Chanel brand? Why do people trust the brand? There are two main marketing strategies which make Chanel gain a big success. Master the customer psychology: CHANEL not only aim in the original product function or interest fluctuation for the product. The perceptual level but also pay attention to finely packing products. For example: nowadays, in order to meet the increasing demand of customers’ sense, Chanel lady will open a few upscale fashion shops and trendy boutiques in certain area which can let customers to try overall model in a relaxed and comfortable environment. The key to the success of Chanel is not only selling products, but also establishing a concept which these principles can be finished. Marketing gimmick clever: speaking of marketing products, Chanel lady is born writers, in addition to wear on herself, besides that she also invited her family, friends, and contemporary model to endorse their products. She sprayed No.5 perfume in all the fitting room and gave it to the most cherished customers. But Karl, The practice of lattice Fiji is different from the Chanel lady; Karl Lagerfeld is made of Chanel clothing modeling. He personally designed and palm mirror for all fashion event, at the same time play a chief designer and spokesman of the Angle Color.
  9. 9. •Chanel Suit •Quilted Fabric •Perfume CHANEL N5
  10. 10. •Little Black Dress •Camelia •Chain with Leather
  11. 11. Chanel Target in Market is to fullfil : • Needs –love and belonging,self esteem. • Wants –creating a desire for things that no one really needs and charge premium prizes for them. • Offerings –Product + emotional experience wich is hard to be delivered by competitors products.
  12. 12. - Chanel costumer affected Hollywood culture always helps to boost the popularity of “luxury”brands.In addition movie stars like Nicole Kidman,Audrey Tatou,Brad Pitt took part in ad campaings.
  13. 13. It is said that Chanel's mission statement is "To be the Ultimate House of Luxury, defining style and creating desire, now and forever." The mission of Chanel's "look" has always portrayed an image of elegance, grace and style from the beginning of the brand up until to modern times. The visionary of the company is for fashion to be functional. The company was shaped on Coco Chanel's term of reshaping femininity for women of her time. Chanel continues after almost a century to inspire women with it's timeless taste of fashion. Although a woman who has never owned a Chanel item is probable to have something influenced by the iconic brand. oMission Statement

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