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Chanel stratrgy

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CHANEL

GROUP I

CHANEL

founded by the French fashion designer Gabrielle "Coco" Chanel.

She Revolutionized women's fashion with her elegant and casual looks.

Helped release women from the

corsets era of the 19th century

CHANEL history

1910: First boutique called Chanel Modes and was opened in Paris and sold hats.

Introduced her womens sportswear line.

Clothes kept simple and comfortable by taking common fabrics and upgrading them.

Clothes were casual yet also chic and elegant.

In 1923: the timeless perfume No.5. was launched.

In 1924: the La Socit des Parfums Chanel was established to manufacture and sell perfumes and beauty productsChanel also introduced a costume jewellery product line.

CLOTH

Product Segmentation

Shoes

Watches

Jewelry

Bags

No.5

Chance

Allure

Allure Sensuelle

Coco

Coco Mademoiselle

No.19

Cristalle

Allure Homme

Allure Homme Sport

Allure Homme Sport Blanche

Antaeus

Platinum Egoiste

Pour Monsieur

Perfumes

Strength

Strong brand image

High-quality

Cult Designer Karl Lagerfeld

Excellent Management

Weakness

Website

Limited geographic coverage

SWOT analysis

Opportunities

Expand deeper into Asian market

Tap on Technology

Threats

Counterfeit goods

Threat of New Entrance

High

Power of Buyers

Relatively High

Threat of Substitutes

High

Porters 5 Forces

Competitive rivalry - high

Power of Suppliers

Low

Classic

Elegance

Timeless

Exclusivity

Interlacing of masculine and feminine

Chanel suit

Quilted fabric

Little black dress

Camelia

Chain with leather

Brand Identity and Core Values

Making a plate collection enables the consumer to enter the Chanel lifestyle

Enables people to use Chanel in a more everyday way

To extend the brand name in plate collection in a luxurious way

To make Chanel products something the whole family can enjoy

Decorative purposes for the home

Justification for New Product Line

Shape: Round/Square/Rectangular

Colour: Black

Classical textile: Symbolic logo

New line name: la maison

Packaging

La Maison

La Maison

PRODUCT&PACKAGING

Product: High innovation

Packaging: Low innovation

Innovation Scales

We will have 7 differents product lines.

All of the product lines names are French to remind the qualities from the house of Chanel.

The names will be written in cursive on the back of the plates to add a personal element.

The names were chosen to match the uniqueness of the design.

Each plate has a strong element designed that represents the purpose of its name.

Name Justification

Females, middle age 35-49 years old, married, medium users.

The customer profile are for those who identify themselves with the Chanel brand, care about house products, are interested in decoration, have a strong personality, and like to buy luxury products.

They are also elegant, fashionable, but not necessarily follow all trends.

Target Market

The plates collection will be sold only in Chanel stores

The strategy is to differentiate this product line from our competitors.

The purpose is also to attract more consumers to the store to expose them to other Chanel products.

The new product will not be very accessible in terms of distribution.

This will help keep the uniqueness of it and not to devaluate the brand image.

Distribution Strategy

1. Invest in the emerging markets

2. Pay more attention to the counterfeit and possible invest in technology to prevent it3. Increase emphasize on new media technology

Other strategies

Thank you