Capsule Chanel by jenna weisberg

CAPSULE

CHANEL

EXCLUSIVELY AT

B y : J e nn a We is be rg

TABLE OF CONTENTS Executive Summary

Mission Statement and Vision Statement

Social Responsibility Partner

Customer Profile

Customer Narrative

Brand Extension Rationale

Mood Board

Assortment/Classification Plan

Line Sheets

Brand Identity/Competitive Edge

Retailor Partner and Locations

4-Week Store Layout Plan

TABLE OF CONTENTS Jewelry Display Case Key

Display Case – Phase 1

Display Case – Phase 2

Display Case – Phase 3

Marketing Plan – Phase 1

Marketing Plan – Phase 2

Marketing Plan – Phase 3

Press Kit

Press Release

Designer Biography

Group Overview

EXECUTIVE SUMMARY The premium House of Chanel is collaborating with the prestigious Neiman Marcus to produce a limited edition capsule collection of Chanel costume jewelry. Under the label, Capsule Chanel, eleven items capture Coco Chanel’s persona. The collection consists of: Three locket necklaces featuring Coco’s cameo which each represent the top three Chanel perfumes (Coco Mademoiselle, Chanel No. 5, and Chanel Chance); Two cuffs and two bangles embossed with famous Coco quotes; Three rings showcasing Coco’s signature camellia motif; One jewelry box that resembles the façade of the brand’s maison de

couture, established at 31 rue Cambon, Paris, which also plays the song, “Qui Qu'a Vu Coco Dans l'trocadéro,” that inspired Coco’s nickname. These items will be available at select Neiman Marcus locations, and set at the lower end of Chanel’s price range, making the collection attainable to the developing generation of Chanel fanatics. Through a piece of this collection, the wearer emulates the spirit of Coco Chanel, whose prominence always has and always will be prevalent, today and tomorrow.

MISSION STATEMENT To be the ultimate house of luxury, defining style and creating desire, now and forever.

VISION STATEMENT To continue reinterpreting the label’s iconic symbols while still displaying elements of modern trends that represent the current era. In honor of Mademoiselle Coco Chanel’s rebellious attitude, and joie de vivre lifestyle, Chanel’s vision is also to push the limits of design, introduce fresh ideas, and interpret new styles the Coco Chanel way.

SOCIAL RESPONSIBILITY PARTNER National Eating Disorders Association Organization: The National Eating Disorders Association (NEDA) is a non-profit organization dedicated to supporting individuals and families affected by eating disorders. We campaign for prevention, improved access to quality treatment, and increased research funding to better understand and treat eating disorders. We work with partners and volunteers to develop programs and tools to help everyone who seeks assistance. Since 1999, our national toll-free helpline has assisted families, friends and individuals find appropriate treatment. NEDA is proud that our website serves as an entry point for people around the globe to find information on eating disorders. We serve as an important and welcome first stop for those searching for resources. Mission: NEDA supports individuals and families affected by eating disorders, and serves as a catalyst for prevention, cures and access to quality care. Vision: NEDA envisions a world without eating disorders.

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CUSTOMER PROFILE GEOGRAPHIC SEGMENTATION: Region: North West, North East and Mid West City Size: 2,500,000 to 8,000,000 Urban/Rural: Urban and Suburban Climate: Hot, Temperate, and Cold DEMOGRAPHIC SEGMENTATION: Age: 16 to 60 Sex: Female Household Size: 3 to 6 Income: $40,000 to $1,000,000+ Education: High School, College, or College Graduate Occupation: Unemployed, Professional, or Retired SOCIOCULTURAL SEGMENTATION: Culture: American, European, and Asian Sub Culture: Religion: Catholic or Jewish National Origin: American, Italian, French, Russian, German, English, Chinese, Japanese, or Korean

Race: Caucasian, Hispanic, African-American, Oriental, or Latino Social Class: Middle Class and Upper Class Marital Status: Single, Married, Divorced, or Widowed Psychographics: Achievers, Strivers, and Cultured in Art AFFECTIVE AND COGNITIVE SEGMENTATION: Degree of Knowledge: Novice and Expert Benefits Sought: Prestige Attitude: Daring, Optimistic, and Joyous BEHAVIORAL SEGMENTATION: Brand Loyalty: Divided and Undivided Loyalty Store Loyalty: Divided and Undivided Loyalty Usage Rate: Light, Medium, and Heavy User Status: Current User and Potential User Payment Method: Cash or Credit Card Media Usage: Magazines and TV Usage Situation: Home, Work, and/or Vacation

CUSTOMER NARRATIVE

…GABI… Gabi is a twenty-five-year-old fashion enthusiast that loves to shop, spend time with her friends, and hit up the trendiest bars and restaurants around New York City. Although she can never see herself living anywhere else—except for Paris—Gabi loves to travel and experience the fashions of different cultures. As soon as her alarm goes off—at 6 a.m. on the weekdays and 11 p.m. on the weekends—Gabi wakes up from her silk covered bed to make a fresh cup of Starbucks. She drinks her coffee and usually has fruit and eggs for breakfast while reading her favorite magazines: Vogue, W and Harper’s Bazaar. After Breakfast, Monday through Friday, Gabi gets ready for work. As a Fashion Marketing graduate student from Parsons in New York, it is only natural that she is the head of the shoe department at Nordstrom. Gabi loves designer labels. However, Gabi is very price conscious in the sense that she only purchases the items that she absolutely has to have. Nonetheless, such items tend to include Chanel handbags,

Christian Louboutin sling-back pumps, or chic outfits from Nordstrom (where she gets a 30% discount). For her lunch break, Gabi and her coworkers grab a quick bite to eat at the Nordstrom Café. Gabi and the girls check their iPhones, gossip, and discuss plans for the weekend. Loving what she does, Gabi’s workdays go by quickly. Once her shift ends, Gabi meets up with her boyfriend, Nate, for dinner back at their apartment on the west side of Manhattan. After dinner, Gabi and Nate curl up on their comfy couch and watch movies until its time for bed around 10 p.m. Gabi’s nightly rituals include taking care of her general hygiene By taking a shower, applying a facemask, and brushing her teeth with her pink toothbrush (Nate’s, of course, is blue). While waiting for her hair to air dry, Gabi selects her outfit for work the next day. After, she finishes drying her hair. Next, Gabi climbs into bed and reads the latest fashion news from Style.com and

WWD.com on her MacBook Air laptop. Then, Gabi reads a few pages from one of her fashion books, which overflow her bookshelf that is 2’ wide, 1’deep, and 4’ high. Currently, she is reading “The Gospel According to Coco Chanel: Life Lessons from the World’s Most Elegant Women”, by Karen Karbo. When

she has finished reading, Gabi turns off her lamp and falls asleep with the T.V. playing in the background. She usually watches recorded shows from the CW, HBO, or E! Her favorites are

Gossip Girl, Sex and the City, and Fashion Police. Once the morning arrives, she repeats her daily routine all over again, unless it is the weekend. On Saturday and Sunday, Gabi’s morning habits of drinking Starbucks coffee, eating fruit and eggs, and reading her magazines take place at 11 a.m. or 12 p.m. instead. The time depends on how late she stayed out the night before. The rest of the morning is spent lounging around the apartment with Nate, surfing the Internet for sales on Gilt and Ideeli, or catching up on reading. For lunch, Gabi either stays in with Nate or makes a salad or sandwich, or she meets up with her girls. After, Gabi gets ready for a night out in the city. Because she has time, Gabi normally curls her hair, and wears a chic dress with stiletto heels. Although she comes home between 1 a.m. and 3 a.m., Gabi still does her nightly routine, but skips reading, and goes to bed.

BRAND EXTENSION RATIONALE With the sense of exclusivity that Chanel exudes, its attainability is limited. Set at lower price points, Capsule Chanel expands the scope of the Chanel customer to the new and youthful emerging generation of Chanel enthusiasts. Upholding the label’s luxurious essence, fine craftsmanship and quality materials are still exhibited. That aspect, along with the representation of the legendary fashion designer, enables the capsule collection to continue demonstrating Chanel’s worthiness of its everlasting prominence.

MOOD BOARD

ASSORTMENT/CLASSIFICATION PLAN 1 YEAR 1 2

2013 2014

2 SEASONS A B

Spring/Summer Resort

3 CLASSES 1 2 3 4 5

Locket Necklace Cuff Bangle Ring Jewelry Box

4 SUB CLASSES 1

Locket Necklace 1 2 3

Cuff 1 2

Coco Mademoiselle Chanel No. 5 Chanel Chance

“I Don’t Do Fashion. I Am Fashion.” “Fashion Fades. Style Remains.”

Bangle 1 2

Ring 1 2 3

“A Girl Should Be Two Things: Classy and Fabulous.” “In Order To Be Irreplaceable, One Must Always Be Different.”

Wrap-Around Charm Bubble

Jewelry Box 1

Musical Jewelry Box

EXAMPLE 2A11: Coco Mademoiselle Locket Necklace

1 2 3 4

2014 Spring/Summer Necklace Coco Mademoiselle

LINE SHEET

Coco Cameo Locket Necklace (C oco Mademoiselle) Style #: 2A11 Retail: $350 Size: 16” Drop Color: Silver/White

LINE SHEET

Coco Cameo Locket Necklace (C hanel No. 5) Style #: 2A12 Retail: $325 Size: 14” Drop Color: Silver/B lack

LINE SHEET

Coco Cameo Locket Necklace (C hanel C hance) Style #: 2A13 Retail: $325 Size: 12” Drop Color: Silver/White

LINE SHEET

Quote Cuff (“I Don’t Do Fashion. I Am Fashion.”) Style #: 2A21 Retail: $250 Size: One Size Color: Hot Pink Letters, Black Cuff

LINE SHEET

Quote Cuff (“Fashion Fades. Style Remains.”) Style #: 2A22 Retail: $250 Size: One Size Color: Sky Blue Lett ers, Black Cuff

LINE SHEET

Quote Bangle (“A Gir l Should Be Two Things: C lassy and Fabulou s.”) Style #: 2A31 Retail: $250 Size: One Size Color: Bright Or ange Letters, Clear Bangle

LINE SHEET

Quote Bangle (“In Order To B e Irreplaceable, One Must Always Be Different .”) Style #: 2A32 Retail: $250 Size: One Size Color: Lime Green Lett ers, Clear Bangle

LINE SHEET

Wrap-Around Camellia Ring Style #: 2A41 Retail: $150 Sizes: 5-8 Color: Hot Pink and Bright Orange Camellias, Clear Band

LINE SHEET

Camellia Charm Ring Style #: 2A42 Retail: $150 Sizes: 5-8 Color: Blue Logos, Silver C harm, Clear Band

LINE SHEET

Camellia Bubble Ring Style #: 2A43 Retail: $150 Sizes: 5-8 Color: Multi-Colored Camellia, Clear Band/Bu bble

LINE SHEET

Jewelr y Box

(Resembles the façade of the Chanel maison de couture, 31 rue Cambon, Paris; Plays the song,“Qui Qu'a Vu Coco Dans l'trocadéro.”)

Style #: 2A51 Retail: $700 Size: One Size Color: Silver Adornments, Clear Panels, Pink Quilted Cushion

BRAND IDENTITY/COMPETITIVE EDGE BRAND IDENTITY Timeless, Chic, and Feminine SELLING APPEAL The “Here Today, Here Tomorrow” jewelry capsule collection for Chanel features classic elements of Mademoiselle’s persona. Through this collection, the customer is able to own a piece of jewelry that corresponds with current trends while representing the history of a fashion icon. • • • •

Quality Materials Fine Craftsmanship Chic Elements Feminine Attributes

DISTINCT CHARACTERISTICS • • • •

Company Heritage Iconic Symbolism Design Aesthetic Timeless Silhouettes

RETAILOR PARTNER AND LOCATIONS NEIMAN MARCUS Arizona: Scottsdale

Illinois: Chicago—Michigan Avenue Chicago—Oakbrook

California: Beverly Hills San Diego San Francisco

Massachusetts: Boston Nevada: Las Vegas

Colorado: Denver

New York: White Plains

Florida: Bal Harbour Orlando Palm Beach

Texas: Dallas—Downtown

Hawaii: Honolulu

4-WEEK STORE LAYOUT PLAN

GL AS S WAL L D IS PL AY

CAPSULE COLLECTION JEWELRY DISPLAY CASE

JEWELRY DISPLAY CASE KEY

JEWEL RY BOX

NECKLACE ON NECK DISPLAY

RING

BANGLE

CUFF

DISPLAY CASE – PHASE 1: INTRODUCTORY

DISPLAY CASE – PHASE 2: MAINTENANCE

DISPLAY CASE – PHASE 3: PRIVATE SALE

MARKETING PLAN PHASE 1: INTRODUCTORY OBJECTIVE: Introduce the new products and attract a new target consumer.

STRATEGY: Advertise a launch event.

TACTIC: Advertisements about a launch event will appear on the Chanel News website, the Neiman Marcus website, as well as on the Neiman Marcus Facebook page. Print ads will be placed in Neiman Marcus store locations, as well as in Vogue, Harper’s Bazaar, Elle, Marie Claire , and In Style magazines for the December 2013 and January 2014 issues. The launch event will take place on Saturday, February 7, 2014, and will be held in each store location during store hours.

CONTROL METHOD: Exclusively for the launch event, the opportunity to personalize select pieces is provided. Customers will have the option of getting a name, date, and/or brief personal message engraved on their purchased locket necklaces and/or jewelry boxes. For those that purchase bracelets and/or rings, their items will come in a special, limited edition jewelry pouch with a sketch of Coco Chanel.

MARKETING PLAN PHASE 2: MAINTENANCE OBJECTIVE: Increase sales of the new products and increase brand loyalty from the new consumer.

STRATEGY: Advertise and provide a gift with purchase.

TACTIC: Advertisements of a gift with purchase will appear on the Neiman Marcus website, as well as their Facebook Page. Print ads will be placed in the select Neiman Marcus store locations and in the March 2014 issues of Vogue, Harper’s Bazaar, Elle, Marie Claire , and In Style magazines for the January and February issues. The gift with purchase special will begin on Saturday, March 1, 2014, and will continue throughout the month.

CONTROL METHOD: When purchasing a piece of the capsule collection, the customers will be given a complimentary booklet detailing the history and making of Chanel fine jewelry and costume jewelry, with images from both vintage and modern collections. A inside look of the jewelry atelier, Goossens Paris House, is featured along with a CD containing behind the scenes videos on making jewelry.

MARKETING PLAN PHASE 3: PRIVATE SALE OBJECTIVE: Sell the remaining merchandise and continue maintaining the business of brand loyal customers.

STRATEGY: Hold a private sale.

TACTIC: From Saturday, March 22, 2014 until Saturday, April 5, 2014, a private sale will be held in each of the selected Neiman Marcus locations during store hours. Items from the capsule collection will be marked down 35%. Invitations will be sent via the mail and/or e-mail addresses in the computer system of Neiman Marcus.

CONTROL METHOD:

Along with the 35% markdown, customers that purchase items during the private sale will be provided with complimentary press kits for the upcoming ready-to-wear collection.

CAPSULE

CHANEL

EXCLUSIVELY AT

PRESS KIT

PRESS RELEASE

CHANEL LAUNCHES COSTUME JEWELRY CAPSULE COLLECTION EXCLUSIVELY AT SELECT NEIMAN MARCUS LOCATIONS New York, NY—On Saturday, February 7, 2014 CHANEL will debut its costume jewelry capsule collection titled, Capsule Chanel. It will be available at select NEIMAN MARCUS locations: Scottsdale, Arizona; Beverly Hills, California; San Diego, California; San Francisco, California; Denver, Colorado; Bal Harbour, Florida; Orlando, Florida; Palm Beach, Florida; Honolulu, Hawaii; Chicago—Michigan Avenue, Illinois; Chicago— Oakbrook, Illinois; Boston, Massachusetts; Las Vegas, Nevada; White Plains, New York, and Downtown Dallas, Texas.

In order to maintain a sense of exclusivity, CHANEL strives to satisfy their brand loyal customers by upholding a set of high standards through high quality and high price points. However, a younger generation of fans of the designer label is increasing. By providing costume jewelry items at the lowest end of our price range, CHANEL is able to please the emerging generation of

CHANEL enthusiasts. Made with quality materials, fine craftsmanship along with their representation of the legendary fashion designer, the price points of the capsule collection are justifiable. These new customers are able to obtain a piece of costume jewelry that depicts Coco Chanel’s style and spirit.

The capsule collection features necklaces, bracelets, rings, and a jewelry box. The collection consists of the following: Three different locket necklaces with Coco’s cameo that pertain to three of CHANEL’s most popular fragrances: Chanel No. 5, Coco Mademoiselle, and Chanel Chance; Four bracelets— two cuffs and two bangles—are embossed with a famous Coco Chanel quote in designated vibrant colors; Three rings highlight the camellia motif in three different styles; And, a jewelry box is also showcased with glass panels, a pink quilted cushion, and silver adornments mimicking the façade of the maison de couture at 31, rue Cambon, Paris. When wound up, the jewelry box also plays the song, “Qui Qu'a Vu Coco Dans l'trocadéro,” which inspired the nickname, Coco.

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“Coco loved the idea of costume jewelry, and this collection really emulates Coco’s persona and captures the iconic symbols of the House of Chanel,” said Laetitia Crahay, creative director of CHANEL accessories and artistic director of Maison Michel.

Gabrielle ‘Coco’ Chanel founded CHANEL, the international luxury goods company, in France in 1924. The company, which is privately held, offers a broad range of luxury products, including Ready-to-Wear, fragrance, cosmetics, leather goods, accessories, Fine Jewelry and Watches, through a U.S. network of 24 boutiques and at select retailers. Haute Couture collections are presented exclusively in Paris. CHANEL maintains 151 boutiques and shops worldwide, including the legendary House of CHANEL on the rue Cambon in Paris. Under the guidance of designer Karl Lagerfeld, the House of CHANEL remains dedicated to luxury, fashion, style and image.

DESIGNER BIOGRAPHY For many, the name Chanel embodies elegance, glamour, and luxury, but there is more to the name than the adjectives that describe it. Rather, there is vast meaning behind the legendary fashion designer’s rise to her legacy—a legacy that she herself created. From rags to riches, the story of Gabrielle Bonheur “Coco” Chanel did not begin with a lovely childhood. On August 19, 1883, in Saumur, France, the renowned fashion designer was born out of wedlock. Her illegitimacy was the foundation of her resentment towards her upbringing. At the age of twelve, her mother, Jeanne Devolle, died of Tuberculosis. With that loss followed another. Gabrielle’s father, Albert Chanel, an already subpar parent, was unable to provide for his family. As a result, Albert farmed out his sons for child labor, and sent Gabrielle and her sisters to an orphanage run by nuns of the Congregation of the Sacred Heart of Mary at Aubazine, France—a place that would later become a monumental influence for her design aesthetic. At age 18, Gabrielle left the orphanage. From working in a tailor’s shop, she became a skilled dressmaker by the age of 20. In

addition, Gabrielle and her sisters, Adrienne and Julie—together, “The Three Graces,”—became the entertainment for young cavalry officers as they accompanied them to events, including concerts at the café, La Rotonde. This was the origin for Gabrielle’s nickname, Coco. While one signer was resting her voice, Gabrielle went on stage and performed the song, “Qui Qu'a Vu Coco Dans l'trocadéro?” (Translated, “Who Has Seen Coco at the Trocadéro?). Though not the best singer, the audience chanted “Coco, Coco!” and the performance became routine. Around the same time, Coco became involved with Étienne Balsan, an army officer and a wealthy French socialite. Throughout their relationship, Coco was exposed to the French high society and introduced to its elite members. Coco wore her own creations to the lavish events and parties Étienne took her to, as well as the ones he hosted at his home, the Royallieu. The aristocratic women were drawn to her style, especially her hats, and began placing orders. By 1908, Coco set up her first millinery shop in Étienne’s Paris apartment. However, after a few years, Coco left Étienne for one of his friends, Arthur “Boy” Capel, who, in 1910, financially backed and helped establish Chanel Modes, a millinery salon at 21 rue Cambon, Paris. That same year, Chanel was licensed as a modiste,

or a designer of women’s fashions. By 1919, Gabrielle Chanel was officially registered as a couturière, with a maison de

couture established at 31 rue Cambon, Paris. Throughout her career, Chanel revolutionized women’s fashion through her menswear inspired garments, her display of functionality, and her emphasis on comfort. Chanel became synonymous with jersey fabric, tweed suits, little black dresses, two-toned shoes, quilted flap bags, the camellia motif, the combination of costume jewelry with fine jewelry—especially ropes and ropes of pearls—and, of course, Chanel No. 5 perfume. However, there was a period when Coco was absent from the fashion scene. Fortunately, this did not last long. In 1954, Coco staged a comeback at the revamped rue Cambon. Her simple suits and dresses, which echo the streamlined styles of the prewar years, lead many to proclaim the aging couturier démodé. From then on, the Chanel brand continued to grow into a luxury designer label.

Gabrie lle Bonhe ur Chanel August 19, 1883 – Janu ar y 10, 1971

GROUP OVERVIEW NECKLACES Lockets with Coco Chanel Cameo (Intended to hold a 1”x 1” sized photo. Intended use can also be to contain solidified perfume, items sold separately at Chanel cosmetic counters)

(C h an el No . 5) S tyle # : 2A1 2 R eta il: $ 32 5 S ize : 14 ” Dr op C o lo r: S ilv er/ B la ck

(Co co Ma dem ois elle ) S tyle # : 2A1 1 R eta il: $ 35 0 S ize : 16 ” Dr op C o lo r: S ilv er/ Wh ite

(Ch a ne l C h an ce) S tyle # : 2A1 3 R eta il: $ 32 5 S ize : 12 ” Dr op C o lo r: S ilv er/ Wh ite

BRACELETS Black Cuffs with Coco Chanel Quotes

(“I D o n’t D o Fa sh ion . I A m Fa sh ion .”) S tyle # : 2A2 1 R eta il: $ 25 0 S ize : On e S iz e C o lo r: H ot Pin k L et ter s, B lac k C uff

(“Fas hio n Fades . St yle Re ma ins .”) S tyle # : 2A2 2 R eta il: $ 25 0 S ize : On e S iz e C o lo r: S ky B lu e L et te rs, Black C uff

BRACELETS Clear Bangles with Coco Chanel Quotes

(“A Girl S h ou ld Be Tw o Th in gs : Clas sy an d Fab u lo u s.” ) S tyle # : 2A3 1 R eta il: $ 25 0 S ize : On e S iz e C o lo r: B rig h t Ora ng e L et te rs, C lear B an g le

(“In Orde r To Be I rrep laceab le, On e M u st A lw ays Be D iffere nt .”) S tyle # : 2A3 2 R eta il: $ 25 0 S ize : On e S iz e C o lor: L im e Gre en Le tt ers, C lea r Bang le

CAMELLIA RINGS

W rap-Aro u nd C am ellia R in g S tyle # : 2A4 1 R eta il: $ 15 0 S ize s: 5-8 C o lo r: H ot Pin k an d B righ t Oran g e C am ellias, C lear B an d

C am ellia B ub ble R ing S tyle # : 2A4 3 R eta il: $ 15 0 S ize s: 5-8 C o lo r: M u lt i-C o lo red C am ellia, C lear Ban d/Bu bb le

C am ellia Ch a rm R ing S tyle # : 2A4 2 R eta il: $ 15 0 S ize s: 5-8 C o lo r: Blue Lo g o s, S ilv er C h arm , An d C lea r Ba nd

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JEWELRY BOX (Resembles the façade of Chanel’s maison de couture at 31 rue Cambon, Paris; Plays the song, “Qui Qu'a Vu Coco Dans l'trocadéro,” which gave Mademoiselle Chanel her nickname, Coco)

S tyle # : 2A5 1 R eta il: $ 70 0 S ize : On e S iz e C o lo r: S ilv er A dorn m en ts, C lea r Pan els, P in k Q uilt ed C us hio n