31 RUE
CAMBON
CHANEL
CORPORATE PROFILE : Chanel is a French brand that was founded in 1909 by Gabrielle « Coco » Chanel. The designer opened her first boutique durant the same year, selling ready-to-wear clothing and luxury goods. A huge other part of the brand’s market is the beauty and skin scare products, counting on the perfumes also. The brand was mostly introduce to the fashion world dur to the launching of the Chanel No. 5 perfume which is still a top selling perfume nowadays. The designer was as well a « rule breakers » by being the first giving to women the ability to start wearing pants. It was indeed during the 1st World War (1914-1918) that women were obligated to cover their husbands in the factories, so they had to be confortable and dressed adequately. Chanel products are now sold in Chanel boutiques and department stores around the world, counting 310 flagships all over the globe. The brand counts on chairman Alain Wertheimer’s family since the beginning. Chanel’s style stagnated for years until Karl Lagerfeld took over the designs and revived the label by tapping a younger market.
MARKET POSITION Chanel offers a large scale of products, from readyto-wear clothes, leather goods, beauty and skin cares products, perfumes, watches and jewelry. It is considered as one of the most luxurious brand of the market, sharing it with Louis Vuitton and Dior, having also a meaningful background, and Gucci that proposes the same kind of products and being both very important in the perfumery market.
CURRENT SITUATION Chanel nowadays is one of the most powerful brands counting on Karl Lagerfeld, a great fashion designer, photographer, director and German publisher. This makes of him a fashion genius being able to adapt himself at any kind of situations. He has been the artistic director of the Chanel haute couture house in Paris since 1983, of the Italian Fendi house in Rome since 1965 and of his own line since 1984. He has a big sense of sophistication which give him all the success that he deserves. Chanel never stops innovating and playing with time, old and traditional products adapted to the new era.
COMMUNICATION Chanel plays on a very classic communication. The brand uses printed media the most with a luxurious and sober graphic even though the newest collections are really into showing the logo. The Chanel house also uses the internet to stage the brand. They use many cinematography effects in order to give to their ads an even more profesional, sophisticated and modern effects. This « courts métrages » are uploaded most of the time in the brand’s Youtube Channel and on the official website. In order to attract and retain the consumer’s attention, the house uses icons as Nicole Kidman or Vanessa Paradis, for instance to represent the brand.
TARGET Market Chanel Couture target is the women of 30-60 who are into fashionable items and luxury goods. The brands for many women represent the peak of the elegance and they are determined to pay the quality and the idea that the products will never be judged as old-fashioned. The target have large incomes, from the upper middle class to the upper high class. There is no specific geography position for Chanel customers. The collection will be based in the 100rd 31, Rue de Cambon anniversary. This is why the whole products selection will represent the most famous Chanel store opened. The target is obviously the most loyal Chanel customers as it is a really limited collection.
GOALS The brand’s customers are charged premium prices for any item of the brand, which means that they really trust the brand to give them the aesthetic aspect they want to represent. Wearing a Chanel classic bag give to consumers a high, elegant and classy image. Once you own a Chanel item you have as a goal to fit a a certain category of the society. With the permanent
new collection, The goal is to make collection, so my customers will feel
exclusive, as it is not a the value of the product.
WHERE TO LOOK FOR INSPIRATION Chanel is an exclusive brand that sill has competitors. The products are considered as unique and proper to the House but it keeps being a modern and trendy one, which makes it, with the time more and more complicated to be apart from other. The logo, quote or brand’s identity words are more and more shown. The competitors item are a good inspirational way to find the aspects of the collection that will be launched. Of course, the goal is to represent and claim the 100th anniversary of the most famous and iconic store of all time.
CHANEL
AXL JANSEN Photography
EDITORIAL Couleurs et Chanel
EDITORIAL BRIEF Couleurs et Chanel represent the ability for the brand to work with colors; thing that many consumers though it was impossible. Chanel is breaking the black window, opening the door to colors. The audience will feel excited to be able to see how the brand managed to do it, and value it with a dark-grey background. A background that represent a parking wall, not painted, which give a big contrast between the products and garment shown from a so classic, and elegant brand.
AXL JANSEN Photography
STYLISM The style chosen in the photography will obviously show the Chanel’s colored collection, still keeping the essence of the brand.
MODEL CASTING The three models are women, who are thin and discret in order to give more light to the clothes and its colors. The expression is totally neutral.
MAKE-UP AND HAIR The hair is shown in a few pictures, as very strict ponytail. In other photographies, it is covered by a boater.
AXL JANSEN Photography
CHANEL
100 Rue de cambon
31
CATALOG
31
rue n cambo
100 100
100 100
WEBSITE The website gives a sneak peak of the collection and the behind the scenes of its creation.
BIBLIOGRAphy References Website : 31, Rue de Cambon. (2019). Available at: https://chanelruedecambon.wordpress.com/couleurs-et-chanel/ Issuu : Available at: https://issuu.com/home/published/chanel_no_bibli [Accessed 30 Jan. 2019]. Marketing mix of Chanel, Bhasin, H. (2019) : Available at: https://www.marketing91.com/marketing-mix-chanel/ Chanel Madame Figaro : Available at: http://madame.lefigaro.fr/style/chanel-soffre-une-nouvelle-boutique-au-19-rue-cambonparis-231118-151906 [Accessed 30 Jan. 2019]. Etsy : Available at: https://www.etsy.com/fr/listing/588151018/chanel-31-rue-cambon-boutique-paris-art CHANEL website Available at: https://www.chanel.com/es_ES/moda.html Instagram CHANEL (@chanelofficial) : Available at: https://www.instagram.com/chanelofficial/?hl=fr Instagram Hashtag #31ruecambon Available at: https://www.instagram.com/explore/tags/31ruecambon/?hl=fr Jansen, A. Photography(2019). Available at: http://www.axljansen.com/galleries/view/92677 Pinterest. (2019). Chanel. Available at: https://www.pinterest.fr/pin/424745808577707454/ Vault. (2019). Chanel, Inc Available at: http://www.vault.com/company-profiles/personal-care/chanel,-inc/company-overview. aspx
Indesign Sara El Hassen BA Fashion marketing & communication, Level 5, 2018-2019 5FAMK003C Visual and video techniques CWK1 Teacher/s: Nicolas Godon