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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!
+
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
