BRAND STUDY OF
Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.� -Coco Chanel
ABOUT THE BRAND Founder -Gabrielle Bonheur Chanel “coco chanel” Target audience- men and women from higher class Tagline-Be your own hero; There’s no thrill like discovery; Explore your world; Keep it classy USP- haute couture and ready to wear clothes Each year they presented six collections Product- Bags, shoes, dresses, watches, perfumes, accessories French privately held company owned by Alain Wertheimer and Gérard High fashion house that specializes in haute couture and ready-to-wear clothes, luxury goods, and fashion accessories. Chanel is especially famous for her signature skirt suits, quilted handbags, cardigan jackets and “the little black dress“. As is visible today, her fashions stand the test of time and did not change much from generation to generation.
Feminine boldness
Simplicity
Classy but Stylish
Independent
Vintage elegance
Comfort
TARGET AUDIENCE Chanel Costumers are women who want to identify what Chanel represents which is ; Elegance ,simplicity, modern and class. Younger consumer but they still retain the “classic” market, which is their forte. With its brand image of strong, flattering and feminine Chanel clothes are designed to appeal to women of a free spirit who don’t need to sexualize themselves to still look flattering.
BRAND HISTORY
Chanel was founded in 1909 by Coco Chanel an iconic French fashion designer. Chanel is known for redesigning the constrictive, opulent clothing and jewellery of the 19th century into a much more elegant and simplistic fashion with dresses, blouses, suits, trousers and jewellery. Chanel revolutionized high fashion and couture fashion by replacing structured silhouettes, typically based upon corsets with garments that were functional whilst being flattering to a woman’s figure. With a plethora of famous French actresses soon sporting Chanel hats, her reputation was soon established and in 1913 women sportswear was introduced following the start of World War One.
FOUNDED 1909/1910
1920 Chanel created the first pair of trousers for women
1916 Chanel launch the first Jersey Haute Couture, Chanel Little Black Dress
1926 Introduction to the legendary Chanel suit collarless jacket And well-fitted skirt
1924 First Perfume, Chanel No. 5 And the first Jewellery collection
1955 Chain handle collection of bag
INSPIRATION FOR CHANEL Chanel takes much of its inspiration from old styles, reviving fashions from the past into a more contemporary, comfortable and stylish look, often adding its own simplistic twist to it in the process. Coco Chanel the founder of Chanel, based much of her designs on highlighting feminine boldness in character and believed in a strong, independent, de-sexualized woman who was still flattering to look upon in a more elegant way. When Chanel was put into new ownership in 1983 under Karl Lagerfeld as the head designer he followed Coco’s beliefs and stuck to a similar yet elegant style of design, keeping the brands image.
CHANEL LOGO The Chanel logo, designed by Coco Chanel herself in 1925, consists of two interlocked and opposing letters “C” for her name, “Coco Chanel”. It remains unchanged since and at the same time, one of the most iconic logos in fashion industry. Chanel logo is arguably the most recognized logo in the world. The striking, opposite-facing and interlocking C’s is a striking and bold design, created by the brand’s namesake and founder, Coco Chanel, in 1925.
BRAND IDENTITY
BRAND IMAGE ď ƒ
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From a global perspective, Chanel adopted the communication codes of a luxury brand. Chanel is trying to develop a more human brand image, in maintaining an elitist tone, forced symbol of luxury brands. The spirit of their adverts is minimalist and simple. One more time we can notice the exclusive image of simplicity, minimal suggesting the lettering. https://youtu.be/zx1R49B_tzw
BRAND LOYALTY Chanel position in the market is strong. It lies in the luxury goods market with other brands such as Louis Vuiton. Chanel also has iconic pieces of clothing which is known for Chanel herself creating them, for instance: the little black dress and tweed jacket. When observing the Chanel store, it was clear that there is a certain type of customer who shop this luxurious brand fashion garment. The typical typical Chanel customer loves to shop at all the most premium brands and a high disposable income, money is no object
REFERENCES
ttps://brandstrategymanagement.wordpress.com/tag/brand-loyalty/ ttps://brandstrategymanagement.wordpress.com/tag/brand-image/ ttps://brandstrategymanagement.wordpress.com/tag/brand-image/ ttps://chanelhomme1.wordpress.com/brand-identity-prism/ ttps://www.slideshare.net/082011341/lee-brand-analyses-presentation ttps://www.slideshare.net/ryanmaunder14/chanel-presentation-43097848 ttps://econsultancy.com/why-chanel-is-the-most-influential-luxury-brand-on-socia ttps://printempspastel.wordpress.com/2015/04/01/case-study-coco-chanel/ ttps://issuu.com/teojiaen/docs/teo_jia_en_chanel_brand_strategies_analysis ttps://www.researchprospect.com/chanels-brand-identity-and-personality/ ttps://www.mbaskool.com/brandguide/lifestyle-and-retail/2576-chanel.html