Principles of fashion marketing project 1
CHANEL MARKETING REPORT -2.55HAND BAG
Amanda lili
Chanel originates from France and is a long established brand in Europe, with fashion shows and carried out yearly. Well aware of the need to remain relevant in a fast-changing world, Chanel woks to continually attract a younger customer base whilst retaining her classic market group. This is partly achieved through Karl Lagerfeld, who found a thousand different ways yo reinterpret the houseâ€&#x;s icons and archives and took the double C insignia places it had never been before and strong publicity campaigns featuring global celebrities such as Nicole Kidman, Keira Knightley and Lily Allen.
One of the most iconic
designer
bags in the world is Coco
Chanel's
quilted chain-handle bag,
the Chanel
2.55; still as popular today
as its initial
creation in 1955. During the
1980s, a
Chanel bag was the most
coveted
status symbol, according to
Anna
Johnson in her book
Handbags,
the Power of the Purse. With its famous quilting, the 2.55 is based on the quilted coats worn by boys at the race track, as Coco Chanelâ€&#x;s designs were influenced by her love of horse racing.
Today the Chanel 2.55 purse is just as much an It bag as it always was. In 2005 , in celebration of the bag's 50th anniversary, Karl Lagerfeld (who took over creative leadership of the Chanel fashion house in 1983) revived the design exactly as Mademoiselle Chanel had made it, and the reissue proved even more popular than its original, according to Caz Moss, in her Female First article "Chanel 2.55 Handbag." The chief desiner of chanel is Karl Lagerfeld. He is a German Fashion designer, artist and photo
grapher based in Paris, France. He Has collabo rated on a variety of fashion and art related
projects, mostno tably as head designer and creative director for the fashion house.
Let‟s review the fashion trends in the past 40 years. Trends of past 40 years
1960s
Miniskirts
Skinny pants
Go-go boot
Baby doll dress
1970s
Platform shoes
Track suits
Earth shoes
Leisure suits
1980s
Status bag( Big shoulder bag )
Polo shirts
leg-warmers
Punk
1990s
Power bead bracelets
Pashmina
Tattoo
Capri pants
Over the last 40 years we can find the changes we have seen to our high streets and local shops have been as drastic as any in technology ,those changes may all leaded by celebrities, magazines and runway shows.
There are more indicators than that,for example: Task 1 Political: Chanel is a well know international company, therefore the implementation of strong regulations to reduce piracy rate is particularly crucial in asia area. Although chanel has the emerging markets with huge potential, but because of the dampener on sales of bags and accessories as a result of uncontrolled piracy in asia. Economic: Increasing purchasing power of the developing world: an increased in income for the consumers lead to more desiring luxury goods is a positive sign for chanel. Worldwide economic crisis rebound: economy is recovering from the crisis, a positive outlook in consumer behavior and hence possible increased sales for chanel.
Social: Most of Asians believe that brands like chanel increases the value of the one who uses it. Chanel may consider producing more products with visible logo placements in asia. Technology: Growth of broadband: The growth of high-speed broadband internet connections had redefined advertising possibilities. Emergence of mobile internet: Brought about by the introduction of smart phones like iphone,black berry has a massive public appeal. Legal: Taxations on chanel bags in asia area are quite heavy, hence would cause black market. Environmental: Chanel proposed “green fashion�, clothing usually to use the organic primary material, for example has not executed the agricultural chemicals the cotton, the reuse material and so on, does not use harmful chemical reagent or the bleaching agent dyes.
Task 2 Chanel customers 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 „classicâ€&#x; market. In the past fifteen years Chanel's target market expanded to reach out to more customers.
In
2009, pop singer Lily Allen became the face of Chanel's new handbag line called Coco Cocoon. When Chanel used the young singer in their advertisements
they
wanted
to
catch
the
attention of a younger market without losing their original target customers. Through this carefully selected upgrades of their design they manage to keep old customers like the wealthy Parisian ladies in their Chanel dresses as well as attracting young women buying expensive handbags but also apparel from the ready to wear shows. This positioning makes Chanel unique as a luxury fashion brand. Competitors in the fashions industry such as Chloe or Balenciaga often attract a younger 25-50 segment. However, companies such as Herms attract older customers as well.
Task 3 Market research company: -Unity Marketing -TNS Global market research Unity Marketing is a boutique market research firm specializing in consumer insights for marketers and retailers that sell luxury goods and experiences to the 'masses as well as the classes.' Unity marketing company is to Commission a custom research study of the business, brand awareness, target market to achieve 'future vision' for the business. In another hand, TNS Global is a market research experts focus exclusively on researching specific industry sector issues and understand inside out the challenges. With market research operations spanning over 80 countries, TNS boasts a powerful global network. In each country they could combine the benefits of industry specialisation & research expertise, to deliver powerful insights. Although Unity and TNS are both very helpful to chanel, but it is more appropriate to use TNS as chanel is a global company needs specialist market research expertise and global brand insight services and solutions.
Task 4
-Chanel 2.55 handbag In the early 1920s, Coco Chanel became frustrated with having to carry her handbags in her arms. Coco then decided to create a handbag that allowed her to use her arms freely.The Chanel 2.55 was inspired by straps found on the soldier's bags. The bag has a number of features: 1, The lining. The lining‟s brown colour represents the colour of the uniforms at the convent where she grew up. 2, The zippered compartment. There is a zippered compartment at the inside of the front flap. That‟s where Chanel is rumoured to have stored her love letters in her original bag. 3, The backside. The backside has a back outside flap for storage of money. 4, The chains. The chains were attached by leather-threaded chain inserted though eyelets. The caretakers of the convert she grew up at hold the keys at their waist dangling from the same type of chains as the 2.55 shoulder strap chains. 5, The front lock. The bag originally came with a front lock called “the Mademoiselle Lock” (in reference to Coco Chanel never marrying). Since the 1980s versions can also be supplied with a lock in the shape of a double CC logo. These called “Classic Flaps”. 6, The pattern. The bag has a quilted diamond or herringbone pattern on the exterior. In 2005 Karl Lagerfeld revived the 2.55 design exactly as Coco had made it for it's 50th anniversary and the new Reissue was even more popular than the original release. Although Chanel 2.55 may just look like another designer bag each aspect of it's design contains a little part of the fashion icon that was Coco Chanel- therefore making it a true icon of fashion itself.
Task 5 A product life cycle refers to the time period between the launch of a product into the market till it is finally withdrawn. This cycle is split into four different stages. 1. Early Adoption: Objective: build an ecosystem of partners, established in your target niche, that will help you dominate it. 2 Early Majority - Mass Adoption: Objective: Coverage: Rapid recruitment and enablement of as many partners as possible 3 Late Majority - Conservatives: Objective: Maximise profit 4. Trailing Adoption- Laggards: Objective: Maximise service revenue
For example CHANEL 2.55 hand bags is in the maturity stage at the moment, they are famous and has a lot of celebrities carrying their bags. Chanel was one of the first designers that started to use celebrities to promote the brand. Important persons who have made a higher value for the brand are Marilyn Monroe, Nicole Kidman, Greta Garbo and Audrey Hepburn.
Task 6 Product development may involve modification of an existing product or its presentation, or formulation of an entirely new product that satisfies a newly defined customer want or market niche.
Chanel is a worldwide reference in the domain of perfumes. The company originally introduced its range in developed countries with populations enjoying high purchasing power, which is only logical regarding the brand's luxury reputation and its prestigious history. Chanel now has to face the growing globalization phenomenon, which forces the company to settle in new markets and expand its reputation towards tough competitors. The risks of launching a new product could be high costs and time consuming. The biggest con of creating a new product is the unknown competition.Many ideas and products change a hundred times before they are released. For example, chanel launched
Channe chance lEAU DE TOILETTE in 2008, 3 months later, CHANCE EAU
FRAICHE are introduced. Chance Eau t FRAICHE is stronger and longer lasting perfume suitable for woman aged between 30-50 where Channe chance lEAU DE TOILETTE is more fresh and toilette for young audience. Fromm this we can see that Chanel takes into consideration the market angle more than it is getting blame for.
Task 7 Chanelâ€&#x;s product prices reflect the opulent image of chanel, The pricing has to be consistent with the positioning. A little research reveals a classic 2.55 Chanel bag varies between $2301 to $3199, and the annual turnover for 2.55bags are 500milllions, that is about 170000 bags sold per year.
This is because of the high quality
controlled and each operation is down to the minutest detail. With its own plants, chanel can ensure that no outside manufacturer will omit the steps and jeopardize the quality of the goods. People really do hold strongly to the idea that you get what you pay for. From marketing prospective, pricing is also decided by demand, costs of production and environmental factors. For example, what possible actions might competitors takes or legal laws announced by the local government.
Task 8 Chanel's brand image has been updated by the endorsement of younger actresses and models. Nicole Kidman and Kate Moss have been the face of Chanel for cosmetics. Channel offers the classic items in their stores throughout the year whilst introducing new, trendy products with each fashion season. Range of merchandise includes fashion apparels and shoes, accessories, fragrance, make up, skincare, fine jewelry and watches. Place Chanel sells their clothes, bags and shoes only through directly owned stores. Except for one store in Tokyo where you can buy
the bags. Their eyewear, sunglasses and
makeup can be bought in
licensed stores within the same product
category. For example can
you buy sunglasses in stores where you find
other brands of
sunglasses. The reason of only having this kind
of distribution is so that
Chanel can have total control over the selling
of the products and in that
way keep a better control over the brand.
Chanel often attract
elder women with its elegant and feminine
style but it also attract
younger women nowadays. Those famous
people using the brand
will also been seen as some kind of
ambassadors because
people who will see them wear the clothes will
connect them with the
brand.
Positioning Positioning is the strategic placement that a brand wishes to have in the market. Chanel is positioning itself as a luxury brand with high design and high image.They have good quality control systems and as same as distribution of the products.
Task 9 A distribution channel can be as short as being direct from the vendor to the consumer or may include several interconnected intermediaries such as wholesalers, distributors, agents, retailers. Each intermediary receives the item at one pricing point and moves it to the next higher pricing point until it reaches the final buyer. The method that chanel using is to directly transport from the manufactures then distribute to different stores.
Retailer Distributor Retailer Manufactures Distributor
export to retailer in other countries
Chanel uses advertisement in Magazines as Vogue and Elle and they also uses street billboards and commercials. They use direct marketing, you can subscribe for on their homepage. They also promote the brand through their fashion shows.. They always have their shows in Paris every year. But in another hand, a big weakness of Chanel is that the company is not offering an online-shop at its homepage! The internet as a sales channel is nowadays essential for luxury brands .By not providing an e-retail options the company losses enormous profits and customers. Secondly, when Karl Lagerfeld designed fashion for the celebrities, the clothes are almost nowhere to find and not advertised at all, especially the in-store representation of the apparel is very weak and not attractive to the young public at all.
Task 10 The recommendations from the CEO of Chanel, Maureen Chiquet are presentedas follow: “In order to increase the sales and revenues Chanel has to acquire new markets and distribution channels into their strategy. Therefore we recommend to open stores in so called “it-locations” as for example Soho in NY or the 6th arrondissement in Paris. The shop design of these stores should be more focused on the new generation, by offering the hippest trends and collections. Furthermore we recommend to focus on the consistency of the brand, what should be realized by centralizing the headquarters, which are so far divide into 5 separated locations. The advantage of this centralization is a higher communication consistency and a better controlling of the whole brand. Another strategy we recommend is strengthening of the HNWI-customers. By offering ultra-luxe goods as for example this alligator bag amounting to € 26,000 new target markets are developed.
Besides that, we recommend the extension of Chanel’s product lines, by implementing new sub-brands, as for example a interior decoration line in the heritage Coco Chanel style, as you can see on the following picture, the brand would set new trends and increase their market presentence.” First of all, there is the great opportunity of market expansion in new and not satisfied areas as Asia and Russia. Chanel for example has already boutiques in 23 cities in China, there is still huge demand in the upper-class societies, they are nevertheless having great potential and offering huge opportunities for luxury brands. There as well as in the European market the development of the upper-class society is increasing. This socio-economical change is leading to another chance for chanel. Chanel has many strengths that makes it the reputation of the company and established within the elusive designer and haute couture market. The strength of an established brand started by coco chanel, then carried forward by talented and creative karl Lagerfeld and an amazing marketing and management team. To prepare for an even brighter future, chanel could consider investing into emerging market by opening more stores aborad because there is an increase in income for people in china and india, and this leads to more demand for luxury goods. chanel should open more stores in this emerging markets, and tapping onto new media marketing to remain relevant in a technology society and particularly to attract younger consumers. Last but not least, chanel can work with the government boards to clamp down on counterfeit goods at cross-boarder checkpoints.
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