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
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.
Allure Homme Sport
Allure Homme Sport Blanche
Strong brand image
Cult Designer Karl Lagerfeld
Limited geographic coverage
Expand deeper into Asian market
Tap on Technology
Threat of New Entrance
Power of Buyers
Threat of Substitutes
Porters 5 Forces
Competitive rivalry - high
Power of Suppliers
Interlacing of masculine and feminine
Little black dress
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
Classical textile: Symbolic logo
New line name: la maison
Product: High innovation
Packaging: Low innovation
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.
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.
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.
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