Chanel & The French Fashion Industry

CHANEL The French Business

Modeleurbanista

French Luxury

Social Values

Product

Image Provocation & Sophistication

Couture & Accessories

Tradition & Individualism

MLLE. CHANEL

•Tradition of Innovation•The “female dandy”

•The high-low mix •Prototype for future classics

CHANELKey Products

Fashion Couture & Ready-to-Wear

AccessoriesLeather Goods, Shoes, Costume Jewelry, Eyewear, Sport

Fragrance & BeautyFragrance, Makeup, Skincare

Fine Jewelry & Watches

CHANELStyle

QualityComfort

ProportionsSimplicityDistinctionFreedom

“Chanel wore as the independent & strong man she always dreamt to be.”

-Salvadore Dali

CHANELCodes

TweedChain Stitch

BraidGold Lion ButtonsInterlocking C’s Contrast Pumps

JacketsCamelliasQuilting

5

“Maybe what I’ve done would have killed her, but without me, she would be dead.”

-Karl Lagerfeld

CHANELToday

Money-Maker: Perfume

Target Market: Youth

CHANELCommunications

TraditionalMaintain position of validity in luxury fashion community

Fashion Week Print

CHANELCommunications

BooksIn-depth information for brand enthusiasts & connoisseurs

Authorized, Unauthorized & Satirized

CHANELCommunications

Short Digital Films

Film DepictionsBrand education & viral marketing devices

International Movies (Authorized & Unauthorized)Lagerfeld’s Film

CHANELCommunications

Art World CollaborationsRestoring image as innovator through relationships

Chanel Mobile Art Pavillion, Zaha HadidCollaborative Artists

CHANELCommunications

New MediaCommunicating in the target market’s environment

iPhone ApplicationLagerfeld’s Twitter Feed

CHANELFrench Luxury Evolution

Image

Product

Social Values

For me, Chanel is like music. There are certain notes and you have to make another tune with them.

-Lagerfeld via Twitter

Tradition• Maintains classic stylistic codes

Individualism• Visual image protected• One-way channel: Chanel talks, you listen

• Twitter: 25,000 followers, 0 following• Lagerfeld: the brand’s Lead Individual

I have no scene. I go everywhere. I adapt.

-Lagerfeld via Twitter

CHANELFrench Luxury Evolution

Image

Product

Social Values

Couture Accessories Fragrances

Selling the dream Building brand loyaltyIntroducing the brand

&BIG MONEY!

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CHANELFrench Luxury Evolution

Image

Product

Social Values

Provocation• No longer socially progressive• Identity in opulence, snobbery• Relationships with provocative artists

Sophistication• Expert construction, sober• Connections in art world• Connoisseurship of Lagerfeld• Elegant communications

Question(fascinating heritage - brand provocation) = safe use of

history(big money + apathy) = snob appeal (art world relationships + big parties) = cool friends

(safe use of history) + (snob appeal) + (cool friends) = ?

The model for success in the last decade must evolve for success in the next one.

French Luxury,Digital Future

With minimal effort, Chanel leads the pack in digital communications.• Lagerfeld’s Twitter Feed• CHANEL iPhone Application• CHANEL.com, e-Newsletters & Viral Videos• Facebok Fan Page (amateur)

protecting the niche -OR- fake it ‘til you make it

French Luxury,Digital Future

Is a one-way conversation enough for a luxury market that expects personalized service?

protecting the niche -OR- fake it ‘til you make it

French Luxury,Digital Future

Loving someone is fine, but they have to love you back or it doesn’t work.

-Lagerfeld via Twitter

Balancing Individualism with Isolation

(Thanks, Mr. Lagerfeld. I couldn’t have said it better myself!)

protecting the niche -OR- fake it ‘til you make it