ChanelThe luxurious fashion

brand

● Chanel is one of the most established high fashion brand , that was founded in early 1909 by Gabriella Coco Chanel.

● Chanel brand has 5 divisions including haute couture, accessories, fragrances, skincare and makeup, fine jewelers and watches

Chanel perfumes

●Chanel perfumes are perfumes with long history, that has taken place in 1920, By creating and launching legendary Chanel #5

●For today Chanel brand has another eleven highly successful perfumes such as Coco, Coco Mademoiselle, Cristalle, Chance and etc.

● Chanel has invited the most popular celebrities to endorse its fragrances starting from Marilyn Monroe, Katrin Deneuve, Audrey Tautou…

Marylyn Monroe commercial

Keira Knightly commercial

Nicole Kidman commercial

Audrey Tautou commercial

What makes Chanel perfume brands so successful?

• The great personality and huge input in fashion industry made by the late couturier and founder Gabriella Chanel

• Using Chanel fragrances allow consumers become a part of the great history

• Chanel brand is the synonym of class and elegance

Chanel’s Haute Couture

Coco Chanel and the story of little black dress

• Chanel encouraged and inspired the style we typically envision when we think of flappers. She was fond of working with neutral colors and soft easy-to-wear jersey fabrics that were simple in shape and cut. Chanel was able to infuse comfort and sophistication into fashion, and this combination was considered revolutionary. It was during her early work, that Chanel designed and introduced the first little black dress to the world.

‘Luxury must be comfortable, otherwise it is not luxury…’

Coco Chanel

Chanel target market

• Chanel in its clothing line have totally exclusive products so-called haute couture, the target audience is the high societal, high income female consumers.

• Besides it, Chanel offers prêt-o-parte as well. Therefore Chanel clothes are also available for

the wider audience.

Competitors

• Chanel’s main competitor is Christian Dior• Christian Dior the fashion star of last century

was always the second after Chanel…• New era brings new head designers for both

of brands that brings new turn to century old competition

Karl Lagerfeld versus John Galliano

Comparison

• Karl Lagerfeld is known as the designer of high class, elegant and aristocratic style. He is the designer in style of Coco Chanel herself

• John Galliano is known for his not ordinary view of high fashion, too modern, some fashion line shows the trends but in actual life cannot be worn.

Comparison

Karl Lagerfeld for Chanel John Galliano for Christian Dior

Chanel versus Christian Dior

• Karl Lagerfeld's approach to the haute couture is elegant and classic and that narrows Chanel's target market, therefore most of brand’s consumer’s are ladies after the 30th

• John Galliano’s approach brought the new, fresh image for the old, classic brand, while attracting customers of all ages

Chanel brand future vision