chanel

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By Anna Nadolska

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Table of Contents 04

Brand Heritage

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Brand Values

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Brand Assets

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Brand Identity

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Brand Consumers

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Brand Postioning

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Brand Commications Mix

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Conclusion

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B R AN D HER I TAGE

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hanel is one of the most known luxury brands in the world, and was founded by Gabrielle (Coco) Chanel in 1909. The company provides fashion, accessories, shoes, fragrances, beauty products and jewellery. Nowadays, the brand is guided by Karl Lagerfeld, who became a creative director in 1983; a couple years after Coco Chanel died.

The brand’s heritage is a vital element of the marketing and promotional process, which connects with its consumers usually for a long term relationship. Gabrielle Chanel was born in 1883 in Saumur, France. The foundress of the brand was taught how to sew at an early age, which helped her with developing her ideas. Her first hats boutique was opened in 1910 in Paris.

Chanel, as a revolutionist, started using jersey in her sportswear designs, which lead to opening another boutique in 1913, which is still a company’s headquarters today. Subsequently, Garbielle created and launched her first, iconic fragrance called Chanel N5 in 1921 and makeup line, including lip products and powders in 1924. Her main features in everyday wear was presented in 1925 Chanel suit, which contains collarless boucle jacket and fitted mini skirt. As a innovating designer, Chanel was using and introducing men’s wear elements, which made women fashion more comfortable, than it used to be. This made and endured Gabrielle’s work in its style modern, timeless and is easily

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BR AN D VALU E S

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rand values are ingredients, which build a trademark and “should be connecting and engaging” in terms of customers relation. As Gabrielle Chanel created her designs the only in their own way as for early XX century, nowadays it is easy to identify, which garments have a close relationship with the brand and its heritage. One of legendary and still up to date creations is the little black dress. Gabrielle Chanel wanted to convince people, that black can be as well an elegant colour as everyday wear. The initial designs included different varieties of a simple, black dress, which became a modern uniform for today’s women.

As mentioned before, another brand’s characteristic is a two – garment suit, made of buckled tweed, which is also an elegant and timeless piece.

Generally, revolutionising women’s wardrobe by producing clothes of jersey, was meant to be a substitute of expensive fabrics like silk or satin, however this increased the popularity of her products. Additionally another aim for the use of jersey was to make busy women feel comfortable and younger. Also introducing trousers not only for sports purpose, but also casual wear was a big relief for those living an active lifestyle. On the other hand another brand’s iconic piece are

Chanel’s two- toned shoes (beige and black), which their aim was to make a persons legs look longer. They were called “pumps” by Coco. Nowadays, they are transformed from classy low heel pointy shoes to different styles, but this depends on the time of year and latest trends occurring. Likewise using jersey, Chanel decided to produce fake pearls with gold to provide affordable jewellery, which people could wear everyday. According to makeup, Chanel is associated with bright, red lips, minimal eye makeup and radiant skin. Furthermore, Gabriele created and started wearing quilted handbags with a chain, which is one of the most recognisable products of her brand.

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BR AND ASSE TS

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arl Lagerfeld, as a creative director of Chanel, is definitely the right person to take over Chanel’s spotlight. Expression, ability to adapt and simplicity are things, that allow him to achieve success with anything he works with. He knows exactly how to manage and transform a brand with such a great heritage. One of the things he never disappoints with is choosing models and ambassadors for the company. The selection is closely connected with strong personality of the model, her expression, which is associated with the founder. Karl usually chooses actresses, which are well known which allows the brand to stay on top of the market by having familiar faces. Evidently the first model and face of the iconic Chanel No5 was Ines de la Fressange. Then, in order, Carole Bouquet, Vanessa Paradis, Anna Mouglalis, Claudia Schiffer, Nicole Kidman, Diane Kruger, Selma Blair, Keira Knightley, Audrey Tautou, Lily Allen, Blake Lively, Kristen Stewart, Lily-Rose Depp and Willow Smith. What is surprising, is that Kate Moss was not mentioned in the article due; a supermodel who was the face of a perfume Mademoiselle and was taking part in other campaigns, like photo modelling for the spring/summer collection 2004 in 2001-2005.

But this was due to the fact that Moss was living an uninhibited lifestyle. One day she got caught in a picture using cocaine. After this

scandal, Chanel and other companies decided not to renew the contract with the model; to reduced the chance of causing a negative image for the companies. As Kate was one of the top models by this time, it was a loss for the company, however she was later replaced with Keira Knightley, who was able to take her spot due to her being equally recognisable.

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BR AND IDENTIT Y

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rand identity are the elements associated with the brand, for example the logo, colours and specified product’s style. As the brand’s prysm says, there is a few factors, which affect on customer’s perception of the brand and encourage them to consume the products. One of them is a logo, and Chanel’s one is one of the most recognisable logos in the world. The interlocking Cs trademark was invented in Gabrielle’s teenage years, which she spent with in an orphanage ran by nuns. It was inspired by the orphanages stained-glass windows. Also the architecture, where Coco Chanel lived heavily influenced on her later jewellery designs. This part of her life had a huge impact on creating the image of the brand we see today. One of the strongest Chanel’s feature is a classic suit, which even after over 50 years is still and continues to be sold internationally.

This sophisticated and comfortable garment is a timeless piece, which has been proved as its design is still copied today by mass-market designers. As the

designer once said, she was used to being copied, which later paid off in her success and worldwide fame. Furthermore another iconic and timeless invention was the little black dress, this was a classy garment, which every woman should have in their wardrobe. Another, non-clothing association with the brand are the signature fragrances. It all started with Chanel N5 personally created by Gabrielle.

Nowadays, it is the most recognisable perfume in the world, which is definitely a value for the brand. Also, the bottle of this scent is slightly changed by Chanel House every ten years. What is interesting, Chanel N5 has not been updated from the original formula until 2016, in compare to other scents like Allure.

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BR AND CONSUMERS

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consumer is a person who is a member of the market place, but not necessarily a markets target. In other words, a consumer is the end user of the product. In Chanel’s case, this group is associated with people who value classy style and high quality, luxury products. The brand targets people from around the world, both male and female, who are mainly upper-class between the ages of 18-50 years old. Nevertheless make up, beauty care products and fragrances from Chanels line are definitely more affordable products that the brand proposes, as the average starting prices per a product is between 30-50 pounds.

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his is an option not only for true Chanel fans, but also for those, who like high quality beauty products, but can not necessarily afford more expensive goods which they would like to be identified with. Chanel consumers are the kind of people, who definitely value a classy style, but do not necessarily follow all current market trends.

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BR AND POSITIONING

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rand positioning is a tool, which helps the brand to manage the way, that consumers perceive it. In other words, positioning is about being recognisable, visible and understood within its values by the audience. With that said, what makes Chanel special in compared to other brands, is its uniqueness closely connected with the story and its heritage. As the founder is considered as a revolutionist, the brand with her name is settled in the audience’s minds within the values she created. Brands consumers, especially women know exactly, that fashion, which Chanel has in offer is always made with the same classy style, pattern and never goes out of style – because it is obvious, that the brand is a good taste in itself. This is a clever way to engage consumers and make them gain a relationship and trust the brand. Even though the designs are timeless, the way they are adapted makes them comfortable,

which allows customers to fit in urban active lifestyle. As Chanel evolved this brand from its beginning within clothes, jewellery and perfumes, then makeup products, nowadays it provides an even wider range of products.

Chanel nowadays, offers also skin care products, a much wider range of perfumes and makeup products, jewellery, bags, shoes, watches and eye wear. Chanel N5 is one of the best selling perfumes in the world, beating its competitor Dior. Demographically these products tend to be consumed by people in well developed markets which are US, France, Germany and United Kingdom.

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BR AND COMMUNIC TIONS MIX

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hanel, as one of the most prestigious brands in the world it is very well advertised, currently especially on the internet for the audience to reach. It has always been good at selecting models and advertising their products. In the beginning, it was only magazines, billboards and then it all was revolutionised in a virtual world. It was particularly focused on fragrance advertisements, but there was also make up products, watches and eye wear, which they did advertisements for as well.

makes any enquiries easier and evidently makes the website user-friendly. Chanel, as most of luxury brands does not really need to reduce its products prices. As the company is able to reach the audience and engage them enough, because nowadays it is important to be an active company online, as it is the best way to reach the target audience, as it is the easiest method due to the wide use of electronic devices nowadays. In regards, Chanel is active on social media like Instagram with having 26 million followers, Twitter with 13 million followers and Facebook with over 20 million subscribers, and by having a Youtube and Google plus account. Furthermore on all of them, the followers can see newest campaigns and catwalks or pictures taken from those events. Everything is made in a specific aesthetic and spectacular way, which is eye-catching and encourages the viewer to be active on those channels or profiles.

Also the website is easy to use, and looks very professional and is designed in a simple style with taste, which definitely represents the brands true identity. Customers are able to shop online on orders over £80, however it applies to makeup products, skincare and perfumes only. Customer is ensured about receiving a compliment of samples, an unique packaging and returns on every order.

According to other products, websites users are only able to see the product description, price and store location, where it is physically available.

In september 2017, there was a loud pop-up to launch a new Gabrielle fragrance, the first one after fifteen years. This new perfume was previously advertised in the video posted on Chanels youtube channel, with starred an actress called Kristen Stewart, who is the face of this fragrance as well as the make up line promoting bold colours. Chanel offers the most iconic packaging - the luxury bag embroidered with a camellia – which was Gabrielle’s favorite flower. It highlights the brands heritage values and makes consumers feel special, as they get a luxury product in an appropriate packaging.

It is one of vital factors, as the whole product outside as well as outside, must be inspiring.

The consumers are able to sign up on Chanel’s official website with an email for a newsletter subscription, which can be even allow the consumer to pick a particular category, these being; fashion, fragrance, beauty, jewellery and watches.

This definitely allows Chanel to promote the latest trends directly to their audience, as it is sent straight to their inboxes. Also, what is important, is that the consumers can directly the company by allowing them to send a message from their website - this 17

CONCLUSION

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n conclusion, Chanel is definitely one of the most respected luxury brands with values rooted in its history, starting with revolutions made by a founder, Gabrielle Chanel. Its classy and overtime style reaches the audience not only looking for latest trends, but also people, who value a good taste in fashion and style. It also makes the brand being versatile for a wide age range. The way the brand is presented in social media or catwalks makes it special and always keep its values. The fashion shows are always spectacular, everything is done perfectly to the last detail. Models promoting newest campaigns are chosen within their strong personalities, to remind people and their consumers about Gabrielle being a strong woman who succeed her dreams.

Brand has many assets, which are key elements of the brand, created originally obviously by Coco.

The signature elements which are the brands logo, little black dress, classic suit and the quilted handbag with a chain, which are still copied by other designers – smaller or bigger brands,

testifies about the brands global success. However what the company could improve is selling more products online, than they do currently. That would definitely improve sales which would increase their profits, as this advantage of easy access is a very important element to their disposal.

Overall, Chanel is an unrepeatable brand, which a lot of people are inspired by. Unfortunately, very often affects negatively on a brands sales, which is a prevalent problem of most of luxury brands.

The main strength of the brand is its heritage, genius founder and a creative director, who leads it perfectly adapting what is classy and valuable, to the current market. Chanel is a style itself, it is a way of being, as the brand has personality and kind of mystery, which every woman wants to be.

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