Chanel Brand Analysis | Teo Jia En

Chanel Brand Strategies Analysis

Fashion Management Project 2Teo Jia En, 12565, FH3E

Tutor: Marn

Chanel Brand Analysis | Teo Jia En

Chanel

Timeless elegance

Woman of her times

Chanel Brand Analysis | Teo Jia En

History

Founded by Coco Chanel in 1909, France

House of Chanel owned by Alain Wertheimer and Gerard Wertheimer

Over 200 boutiques worldwide.

Chanel Brand Analysis | Teo Jia En

PEST

Political 1. Regulations to reduce piracy

Economic 1. Increasing purchasing power of the developing world

2. Worldwide economic crisis rebound

Social 1. Asians value prestige brand

Technology

1. Growth of broadband 2. Emergence of mobile internet

Chanel Brand Analysis | Teo Jia En

SWOT

Strength 1. Strong brand image2. High-quality3. Cult Designer Karl Lagerfeld4. Excellent Management

Weakness

1. Website2. Limited geographic coverage

Chanel Brand Analysis | Teo Jia En

SWOT

Opportunities

1. Expand deeper into Asian market

2. Tap on Technology

Threats 1. Counterfeit goods

Chanel Brand Analysis | Teo Jia En

Porter’s 5 Forces

Threat of New Entrance

High

Power of BuyersRelatively High

Threat of SubstitutesHigh

Power of Suppliers Low

Competitive RivalryHigh

Chanel Brand Analysis | Teo Jia En

Target Audience

Elegant, modern, and classy

Women between the age 18 – 39

Chanel Brand Analysis | Teo Jia En

Merchandise Info: Classic

Opulent image, no second line

Chanel Brand Analysis | Teo Jia En

Merchandise Info: Trendy

Trendy products each fashion season

Chanel Brand Analysis | Teo Jia En

Merchandise Info: Beauty, Skincare & Accessories

Make up, Skincare, Fine jewelry and Watches.

Chanel Brand Analysis | Teo Jia En

Conclusion

1. Invest in the emerging markets

2. Pay more attention to the counterfeit and possible invest in technology to prevent it

3. Increase emphasize on new media technology

Chanel Brand Analysis | Teo Jia En

“Fashion fades, style remains.” – Coco Chanel

Chanel Brand Analysis | Teo Jia En

References

Coco Chanel – Gerda Buxbaum, Icons of Fashion The 20th Century, 1999

Chanel S.A. Profile - http://companies.jrank.org/pages/886/Chanel-Sa.html#ixzz14CjtJOnJ

Chanel S.A Profile - http://www.linkedin.com/company/chanel?trk=null

Brand longevity: No. 5 is alive! - http://www.allaboutbranding.com/index.lasso?article=421

Botte, D.,2007. Chanel, Collections and Creations

 

Chanel FAQ on Karl Lagerfeld - http://www.chanel.com/en_US/fragrance-beauty/FAQ-28105

The Man Every Woman Wants To Meet - http://joongangdaily.joins.com/article/view.asp?aid=2873865

Chanel Case Study: WorldEvent.com - http://www.worldevents.com/ourevents/ChanelCaseStudy.shtml

Chanel’s Website - http://www.chanel.com/

Chanel’s Day of Disgrace or Power of Market? - http://www.koreatimes.co.kr/www/news/biz/2010/08/123_38917.html

Chanel’s luxury dream is turning to dusthttp://www.marketingweek.co.uk/opinion/chanels-luxury-dream-is-turning-to-dust/3016913.article

China’s Luxury Market Sees Rapid Growth - http://www.just-style.com/comment/chinas-luxury-market-sees-rapid-growth_id106031.aspx

Chanel Brand Analysis | Teo Jia En

References

Chanel and BMW Gen Y's preferred luxury brands, study finds

- http://www.retailinasia.com/article/sectors/luxury/2010/05/study-finds-chanel-and-bmw-gen-ys-preferred-luxury-brands

Fake Luxury Items Targeted In New York City Crackdown - http://www.brandchannel.com/home/post/2009/12/10/Fake-Luxury-Items-Targeted-In-New-York-City-Crackdown.aspx#continue

China’s Luxury Market Booms - http://english.cntv.cn/program/bizasia/20100818/101544.shtml

Developing World Leading Economic Rebound - http://ipsnews.net/news.asp?idnews=51147

Prestige Brands - Market research best practice: 30 visions for the future : a compilation of discussion papers, case studies and methodologies from ESOMAR 

 

Mobile Internet Services Marketing Set to Boom - http://www.clickthrough-marketing.com/mobile-internet-marketing-services-set-to-boom-19677185/

The Allure of Chanel - http://www.parisvoice.com/index.php?option=com_content&task=view&id=242&Itemid=56

Perfume aimed at youngest women, its toughest market -http://www.nytimes.com/2002/08/15/business/media-business-advertising-chanel-makes-big-pitch-for-new-perfume-aimed-young.html

The Allure of Chanel - http://www.parisvoice.com/index.php?option=com_content&task=view&id=242&Itemid=56

Chanel’s Website - http://www.chanel.com/

 

Coach, Gucci, Burberry have lion share of website visits. - http://red-luxury.com/2010/10/27/coach-gucci-juicy-burberry-have-lion-share-of-luxury-web-visits/