CHANEL BABY Carolyn Englander Gabrielle Oliveira Gerlande Lucas Gillian CostallosÂ
CHANEL HISTORY v Founded in 1910 v Little Black Dress, a fashion staple v Introduction of Ready-to-Wear v Chanel in Moscow, Russia v A Russian Affair v Current Product Lines
THE BRAND EXTENSION Vision:
Chanel Baby v Children's Clothing
Redefining fashion, breaking barriers and liberté de la mode
v Children's Accessories
Mission:
v Baby Blankets
To bring fashion and confidence to every age, help them to feel empowered, and to grow up and become leaders of society
MARKET SEGMENTATION, CONSUMER BEHAVIOR LOCATION: v
Moscow, Russia
TARGET: DEMOGRAPHICS v
Young mother's (ages 25-35)
v
Grandmothers (Babushkas)
v
Upper class with high disposable incomes
PSYCHOGRAPHIC v Wealthy, high social status, popular. CONSUMER BEHAVIOR: v Loyal, gift giver, appreciates heirlooms, well dressed
OPULENT OLGA v A married 27-year-old, first time modest mother of one who seeks to give her child only the best v Her husband is an oil tycoon v She is a celebrity Dentist and owns her own Dental office in Moscow. v Her clientele consists of other well-known wealthy Russians. v Spoiled by hers and her in law's family. v Attends mommy and me classes on the weekends with her other new mom girlfriends. v Has a personal stylist that keeps her, and her baby girl's wardrobe filled with the newest Chanel exclusives.
BENEVOLENT BABUSHKA v Retired, fashionable, bougie 72-year-old woman. v Takes care of the family's children and brings them out shopping while parents are working. v Plans the lavish family events. v Spoils the children with anything they want from her favorite store, Chanel. v Encourages her daughters and in laws to have more children. v Has a special room filled with Chanel items she plans on passing down to her grandchildren.
CULTURAL CHALLENGES v Flowers v Cultural appropriation v Superstitions about babies v Pride in heritage v Low Fertility Rate
SWOT / PESTEL OVERVIEW STRENGTH: Tailoring of apps
POLITICAL: ECONOMIC:
WEAKNESS: Refocus marketing toward family
OPPORTUNITIES:
Importance of appearances
THREATS: Popularity of counterfeit goods
Franco-Russian relations Disposable Income
SOCIAL: On average there are 1.57 births per woman in Russia TECHNOLOGICAL:
IoT in retail shops
ENVIRONMENTAL:
Demand for cold weather clothes
LEGAL: Corporate Social Responsibility
ETHICAL CONSIDERATIONSÂ v Ban of furs & exotic skins v Sustainability v Safe working conditions and fair wages
LUXURY BABY CLOTHING COMPETITORS v Fendi v Gucci v Dior v Burberry
WHY WOULD CUSTOMERS BUY FROM CHANEL v
The number one luxury brand in Russia
v
Brand recognition
v
Timeless
v
Elite
v
Sophisticated
v
Quality
v
Heritage
v
History
HOW TO REACH THEM
Omni Channel v Retail v Social Media v E-commerce v Mobile Application
IMC PLANS
v Print Ad in popular fashion magazin
v Influencers with children vFashion show vStore launch party
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