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Prepared by :Besa Azemi
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.
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
fashion and beauty products,and other
accessories.Chanel was founded in
1909 and is headquarted in France
with over 200 boutiques worldwide.
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.
- 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
- 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.
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.
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.
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.
•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
that no one really needs and charge
premium prizes for them.
• Offerings –Product + emotional
experience wich is hard to be delivered by
- Chanel costumer affected
Hollywood culture always helps
to boost the popularity of
movie stars like Nicole
Pitt took part in ad campaings.
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