INTRODUCING Gabrielle Bonheur Chanel (1883-1971) She is the founder of the famous luxury fashion brand Chanel. Was founded in 1910 in Paris, Prance French fashion designer who ruled Parisian haute couture for almost six decades
In 1921, the legendary perfume icon Chanel No. 5
In 1924, Chanel raised the level of popular tweed to become a high-class material for every woman
CHANEL CO Their mentality is that Chanel products represent power and status. Women believe that the bold interlocking C stamped on their bags or shoes symbolizes their wealth and class.
ONSUMERS
Over the past few decades, the needs of Chanel consumers have changed. They changed as the target audience dropped to young adults, not just middle-aged women.Designs will need to be modernized and able to catch up with new trends faster.
CHANEL “Diamond Forever” Bag. This bag made from crocodile skin was produced in 2007. Limited quantity, and precious materials make Diamond Forever worth up to 261,000 USD (about 6 billion VND)
BOY CHANEL bag named from Boy Capel, the great love of Coco's life. Capel's style of dress, especially her coats, inspired her to create classic designs for the house. Their love affair lasted nine years, even after Boy's marriage, until his death in late 1919.
CHANEL’S SE
ic
hic
nom
Beh
CUSTOMER PROFILE
ra p
ral
Socio
u avio
- eco
o e G
p a gr
c i h
De m og
Psychographic
GMENTATION
STRATEGY
MARKETING
“
No discount
“
Don't care about the opponent
“
Do not sell on social networks
MARKET
ING MIX
1. Chanel Price/
Pricing Strategy
2.Chanel Place & D
istribution Strategy
Brand equity in the
Marketing Strategy
$ 7.2 billion
Competitive Advantage i
n the Marketing Strategy
Large SKU and str
ong brand portfolio
D. HOW TO IMPROVE
IT ?
Fighting Counterfeits
The covid pandemic is raging in every country in the world . Chanel should reduce perfume production and produce hand sanitizer instead