FALL/WINTER 2013 BUYING PLAN
JORDAN CAUSEY | JUNE OUYANG | NICOLE DRAIN
“ IN ORDER TO BE
IRREPLACABLE, ONE MUST ALWAYS BE DIFFERENT.
“
COCO CHANEL
2
CHANEL FALL/WINTER 2013
MISSION
TO BE THE ULTIMATE HOUSE OF LUXURY, STYLE AND CREATING DESIRE, NOW AND FOREVER.
4
CHANEL FALL/WINTER 2013
CHANEL FALL/WINTER 2013
5
LIEUX: 310
128
2
6
CHANEL FALL/WINTER 2013
70 94 10
6
CHANEL FALL/WINTER 2013
7
MARCHÉ CIBLE
Chanel is unlike most fashion brands in that it targets to different markets which helps the company to expand and develop even more. The market segments for Chanel are women of all ages that want to identify with what Chanel represents which is; elegance, simplicity, modern, and class. The customers of Chanel are not only diverse by age but also in social class. Income levels range from lower class to upper class levels.
8 8
CHANEL FALL/WINTER 2013 CHANEL FALL/WINTER 2013
CHANEL FALL/WINTER 2013
9
10 CHANEL FALL/WINTER
2013
TENDANCES DU MARCHÉ
“
I never think about other
people, I only think about
“
my clients.
KARL LAGERFELD
The main silhouette seen on for this fall in the market place are rounded shoulder-oversized coats. Key prints include: animal print, and radical floral prints Key Runway looks: Include training pants, Monochromatic sets, and Mid-length skirts Key items are baroque detailing, midi skirts, and thigh high boots Colors seen in fall 2013 range from muted natural colors to bright bolds. Chanel follows some of these trends including the oversized coat and rounded shoulders, thigh high boots, along with bold pinks and blues in the Fall 2013 collection
CHANEL FALL/WINTER 2013
11
12 CHANEL FALL/WINTER
2013
TENDANCES DE RUE
The key silhouette seen is long coats in a variety of shades Key prints include: plaid, and houndstooth Key street looks include: 90s grunge looks, mod, and utility styles Key items are high waist flare bottoms, cape-coat, and utility tops Key colors seen on the streets are range from dark to light bold hues Chanel follows these trends with the incorporation of plaid prints, bold colors, and long coats.
CHANEL FALL/WINTER 2013
13
CONCURRENTS
STRENGTHS: Markets products across the world through network of 300+ exclusive stores of which 180 are directly operated Exclusive presence and wide product range Operates 33 production units across the globe
FALL 2013 ELEMENTS: 60’s inspired silhouettes Dark, solid color palette Subtle prints
14 CHANEL FALL/WINTER
2013
STRENGTHS: Established fashion house Strong global presence Effective advertising and branding
FALL 2013 ELEMENTS: Gingham prints 50’s silhouettes
CHANEL FALL/WINTER 2013
15
CONCURRENTS
STRENGTHS: Comfortable and functional clothes Strong brand equity customer loyalty
and
Market leaders in this segment of luxury fashion Classic and timeless designs
FALL 2013 ELEMENTS: Film Noir Lingerie
16 CHANEL FALL/WINTER
2013
STRENGTHS: Luxury quality Owns 7 Parisian ateliers Strong brand identity Good presence and wide product range Multi-generational customer loyalty FALL 2013 ELEMENTS: 60s inspired silhouettes Dark solid rich subtle prints
colors,
CHANEL FALL/WINTER 2013 17
18 CHANEL FALL/WINTER
2013
PLAN D’ACHAT
CHANEL FALL/WINTER 2013
19
BOUTIQUES
15 East 57th Street New York, New York 10022 212 355 5050 10:00 am – 6:30 pm
20 CHANEL FALL/WINTER
2013
400 North Rodeo Drive Beverly Hills, California 90210 310 278 5500 10:00 am – 6:00 pm
CHANEL FALL/WINTER 2013
21
SOMMAIRE
Chanel has many strengths that makes the multi-billion dollar company strongly established within the elusive designer and haute couture market. The strength of an established brand started by Coco Chanel, carried forward by the talented and creative Karl Lagerfeld and an amazing marketing and management team that has proved Chanel’s ability to attract young consumers since late 90’s till today. Chanel’s success is truly a result of the house’s decision to remain true to Chanel, always desiring to be a style, for “Fashion fades, but style remains”.
22 CHANEL FALL/WINTER
2013
We have, therefore, planned a modest increase of 6% in sales this season due to the dedication of our loyal clients and the growing admiration from young professionals. Instead of taking risks, our plan is based on realistic financial expectations. We have noticed a steady increase in profits since 2009 as we, globally, recover from the economic recession. We feel optimistic that this trend in Luxury retail will continue to grow, however, we have and will remain dedicated to our loyal customers by providing tasteful and chic garments to fit into each of their individual lifestyles.
CHANEL FALL/WINTER 2013
23
BEAU DECEMBER 2012