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TRANSCRIPT
Abstract This is an illustrated report focusing on Chanel 2.55 flap bag to perceive the marketing of company in the future. By using the marketing mix tool, product, price, place and promotion to illustrate the trend of the luxury market. In addition, in order to know about the marketing environment, the PESTLE analysis will be also covered in this report. In this way, this report might be helpful to get a conclusion that would be an opportunities or challenge for Chanel to consider in following three year.
Name: Szu-han Wang (Celeste) Student ID: 25156306 Tutor: Amanda Bragg-Mollison
Module: Principles of Fashion Marketing Date of submission: Friday, 20th January 2012
University of Southampton- BA Fashion Marketing Level1- Academic year 2011/12
Illustrated Report Chanel 2.55 Flap Bag
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Table of Contents
INTRODUCTION 3
PESTLE ANALYSIS 5 POLITICAL 5 ECONOMICAL 5 SOCIOLOGICAL 7 TECHNOLOGICAL 7 LEGISLATION 8 ENVIRONMENTAL 8
SECTION ONE: CUSTOMER PROFILE AND MARKET RESEARCH 9 CUSTOMER PROFILE 9 MARKET RESEARCH 10
SECTION TWO: PRODUCT AND PRODUCT LIFECYCLE (PLC) 13 PRODUCT 13 CORE PRODUCT 13 TANGIBLE PRODUCT 14 AUGMENTED PRODUCT 14 POTENTIAL PRODUCT 15 PRODUCT LIFECYCLE 15 NEW PRODUCT LINE 17 PRICING 18 PLACE 19
CONCLUSION 21
BIBLIOGRAPHY 24
WORKS CITED 25
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Introduction
Chanel bag is the one, which was every woman desire to have; especially the Chanel
2.55 flag bag. Chanel brand was established by Gabrielle Chanel who started from a
hat business in Paris around 1910 and expanded her business to clothing, perfume and
accessorises. In the mid-1920s the “little black dress” creates a new look for the
women and became a remarkable design of Chanel. (Astrologo and Schiffer 2007,
p.90) As famous of the little black dress that Chanel gradually found its position,
which are elegance and exclusivity so the prices of the Chanel’s products are high.
Figure.1 Chanel, her life
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Not only the little black dress make a big profit for Chanel but also the Chanel No.5
perfume which is an endless product of the brand. Therefore, Chanel will be look as a
high end and luxury market. This report will be narrow down to the accessorise
market focusing on bag, Chanel bag become popular in 1950s because women in that
period wanted to express a different femininity to the austere war years. As a result,
the iconic Chanel 2.55 bag was birth in that period with the idea of the practical
shoulder bag, which is easier for women to carry on the street. (Cox 2007, p.74) Thus,
the Chanel bags became another target for the fashionable women and gain a high
amount of income for the company. Then by using the PESTLE analysis to illustrate
the micro marketing environment of Chanel 2.55 flag bag in below.
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PESTLE analysis
Political
Nowadays, the fashion market starts to spread to aboard so in order to protect there
own fashion brand so that some countries are still having a high imported tariff such
as China. However, there are may international brands open their boutiques in China
recently that it has already become a biggest luxury market all over the world.
According to the report that Chinese people to buy luxury good in the Europe market
is nearly $50 billions, which is four times sales in China. (Dyson 2011) Therefore, the
high tariff might influence the total sales in China, also like other Asian countries.
The taxes issue might also affect the western countries, for example, the 50p tax rate
in Britain could let the wealthy people to decrease spend on the luxury objects. There
is a journal said that the 50p tax might be cancel after 2015 but before this policy
abolish the high end market still might be impact on it. Generally, the high tariff and
tax rate could halt down the luxury market because those expensive products are
bought by those wealthy people, if they don not get the proper and sensible tax on it,
they might not spend more money on those luxury products. Therefore, it might be a
trend to let those having high tax policy countries to reduce their tariff on the luxury
product.
Economical
Due to the recession in recent years, many businesses have been a slump, however,
the luxury market did not have a big drop in this recession because of the emerging
economies, particularly in Asia. For instant, LVMH has reported a big jump in profits
thank to the luxury goods that there is a high request from emerging economies
countries. (BBC News 2011) Although the economic recession did not impact so
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much on luxury brands, the inflation it is exist because of the oil crisis and the
developing countries, which might affect the luxury goods. It has been shown from
the Graph.1 that the luxury price inflation is incredibly higher than the overall price
inflation in China. As a result, the consumers might not buy those luxury products,
especially for those middle class generations. (Graph.2) On the other hand, it is also
possibly that like Chinese people those who did not because of the high price to stop
buying luxury goods. As the inflation they would like to put their money on those
”valuable” product also could keep it worthy so they might decide to invest the
brand’s stocks or buying luxury products like Chanel bag.
Graph.1 Luxury Consumer Price Index vs. national CPI over last five years Graph.2 Luxury sales difference between top-class and middle-class
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Sociological
Increasing number of countries have turned into aging population society, so there are
more senior in the world especially Europe. “People aged 60 and over make up nearly
25 percent of the European population, compared with 16 percent in the US.”
(Okonkwo 2011, p.608) It might be a problem for those geographers but not for the
luxury market. Since those seniors have high disposable income so they could spend
more money on luxury products. In addition, for Chanel itself it original target
customers are in the age 40s above so will not have a big impact on the brand also it
might cause a positive influence because of the emotional connection between those
seniors and young generations that might give younger consumers a special view of
point toward this luxury brand. Despite of the aging population, the multi-culture also
became another social trend, as the huge Chinese millionaires and the rising Indies’s
market, more and more luxury brands are toward to the Asia marketplace. It might be
a big change for Chanel because it might need to create and fuse some oriental
elements that let Asian more acceptable. However, Chanel bag may not face this
problem because the design of Chanel 2.55 bag is unique and timeless.
Technological
In this century, the social media is massive also it is an important bridge between
company and the customers. First, the magazines are an vital part of the fashion but
nowadays there are more people are using blog, Facebook and Titter to express their
idea when they have any comment on those fashionable product they are promoting it
at the same time. Likewise, Chanel has its own official website giving all the basic
information for the costumers but it is not enough. The customers now are eager to
know more about inside such as the idea of the creation so the Chanel News come for
it. Besides, the common of the smart phone that more customers fancy for getting
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quite click on their phone so Chanel also has its own application for those 3G addict.
Moreover, the online shopping is also another new trend recently and the future but
Chanel have not got an official online shopping link on its website which might be an
extra element needs to be improved.
Legislation
“Trade policies have had the most significant impact on the growth in international
trade and the geography of production.”(C.Mead 2011, p.302) After China reforming
their trade policy, many companies which including Chanel start to relocate their
textile industry in China because of the cheaper manufacturing and shipping costs.
Apart from the cheaper costs, the prosperity of the Asia that the factories developing
into the main market is necessary. However, there is another concern as well,
including the qualities and environmental issue. Additionally, as many factories are
migrate to China led to high-unemployed rate in the developed countries such as
Mexico and Europe. Therefore, Chanel should keep examining their products to
ensure the best quality.
Environmental
It is important to save our energy and material in this day and age so the sustainable
environment became a vital conscious and the responsibility for all of the business
and human. As a result, Chanel launched its “Winted software” for the use of
packaging companies to operate in the cosmetic market that it could reduces the half
of the emissions. (Doran 2011) While it showed that it is for the cosmetic market, it
could be applied in the packaging of the accessories. In addition, increasing of luxury
brands began to create more eco-friendly products; for example, Chanel had released
a shopping bag for customers. Moreover, the Chanel bags are timeless and
exclusivity, which is very lasting so it would not be too waste material.
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Section one: customer profile and market research
Customer profile
Chanel is an international designer brand, which has been well known in 1950s.
Chanel had a high reputation and qualities in its product so the price and is obvious
high that Chanel should be categories as haute couture fashion. (Graph.3) Beside, the
brand identity of Chanel is elegance and classic led to the fact that appealing to
consumers who seek to become more graceful. It has been said by Coco Chanel that
elegance means being beautiful both on the inside and out that is central concept of
the brand; in addition, there are many design was inspired by the femininity as the
rising of the women’s right. As a result, their original target customers might be
middle-aged woman having a reasonable income also independent. However, since
Karl Lagerfeld has been the chairman of Chanel, they expended their customer to
slightly younger. For example, there are many celebrities like to wear Chanel bag to
express their unique style. From those celebrities segmentation could found that the
Graph. 3 Positioning map
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target consumers have expended to modern and fashionable women. (Figure.2) In
addition, Chanel already has long history of the brand so it developed it could keep it
initial market and catch the consumers’ loyalty, therefore, it also mean that it possible
become to have some relationship in the heritage consequence which is more mentally
affect.
Market research
Furthermore, Chanel brand image for the consumers are classic, exclusivity and
quilted lining that might attract more wealthy customers, which could represent their
good taste on fashion. Beside, many Chanel customers are desire to purchase beauty
and high quality living standard which might regard as in high-class society. However,
Chanel bag did not only focus on fashion trend but it also remain its original design
that make it become so timeless. Just as Gabrielle Chanel had said “above all a style.
Fashion passes, style remains.”
In order to get a useful marketing plan so choosing two different companies’ 2010
annual report, which are Burberry and LVMH because these two companies are
Katy Perry, age: 28; Vanessa Hudgens, age: 24; Kirsten Dunst, age: 30 (left to right) Figure.2 Chanel 2.55 with celebrities
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belong to luxury level as Chanel’s competitors that having the similar target
customers. However, there is a big different from these two companies that LVMH is
a group of corporative company including many brands such as Louis Vuitton, Dior,
Fendi and so on. Basically, the character of these reports is quite different that the
report of LVMH is an overview of all group business but according to the Tabel.1, the
fashion and leather goods got the highest profit that might indicate that Chanel could
more devote to investing their products on accessories section than cosmetic. On the
other hand, in the Burberry report contains more detail on their clothing section.
(Table.2) Although, it might be slightly different in these two reports, it has showed
the similar concept to encourage more investors and attract more shareholders to
support them. (LVMH 2010) (Burberry 2011)
In addition, it must be recognised that the overseas market has become a significant
change in these two reports. (Table.3) As this table point out that the retail network
Table.1 LVMH 2010 revenue by business group Table.2 Burberry 2010 Retail and wholesale revenue by product
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will be expanded into other regions not only in the western world especially in the
Asia market. However, comparing to the data could discover some interesting
phenomenon that the total market of Burberry are mainly in the west as the Burberry
has a strong heritage of Britain but LVMH are more in others market; for example,
the totally revenue of LVMH have 16% in Japan because they have designed and
combined the oriental element into their products. Therefore, it is a tricky point for
Chanel to develop new regions because the company should consider about the
culture difference to create their product more acceptable for the new customers.
The reports have expressed a similar viewpoint that the multi-media channel and
sustainable environment will be a direction for companies to make efforts in it in the
future. Hence, Chanel might aim to develop its online shopping and offer much more
convenient location access for consumers. Even though these two reports have
different PR style to promote their company, it have remained accurate figure to
support their future planning in order to make the company more valuable.
Table.3 Burberry and LVM Revenue by geographic region
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Section two: product and product lifecycle (PLC)
Product
The original Chanel 2.55 flag bag was made in February of 1955 so called 2.55.
Nevertheless, the original have been a little changed after 1980s by designer Karl
Lagerfeld. The notable difference is that the lock on the Reissue is the original lock,
which is called “Mademoiselle Lock”, but the Classic one is the “double C” lock. In
order to commemorate the 50th anniversary of the 2.55 so Karl Lagerfeld re-made it in
February 2005. (Dusil 2007) Whatever Reissue 2.55 flap bags or Classic one, it keeps
the legend and value of Chanel to be a global best seller until now.
Core product
2.55 flag bag is an iconic product of Chanel has a high commemoration, which is the
first shoulder bag so it is convenient to carry when women go shopping. In addition,
making a 2.55 bag require a delicate manufacturing process that means it should in a
best quality to stratify the need of customers. Moreover, as the 2.55 flag bag has been
sell over fifty years so the customers might have an exceptional attach with the brand.
Figure.3 Chanel Reissue 2.55 flap bag (left); Chanel Classic 2.55 flap bag (right)
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Tangible product
Perceptibly, the branding is a big reason for customers to buy it because of the high
reputation of the brand. Besides, the design feature might be another justification such
as the quilted leather and the chain shoulder straps, which are a signature of Chanel
products. Also the iconic locking with the trademark gives it tangible value. In
addition, multi-layer pockets inside of the bag let it become more functional.
Although the original 2.55 bags only have four colour but nowadays there are more
choice of colour and sizing for the Classic 2.55. The packaging keeps it simple using
black and white to decorate it that still remains its own sense of quality. (Figure.4)
Augmented product
Chanel is regarded as a luxury brand so it should have high-class serving. In addition,
it is must to have a warranty period that could get the customer loyalty because of the
guarantee. It also give customer knowledge to protect from buying the counterfeit
product through the website. Apart from those services, we can find the new creation
and information through the website or smart phone.
Figure.4 Packaging of Chanel
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Potential product
Even though the Classic 2.55 bags already have had different colour, the Reissue 2.55
only have four colour so it might be an potential to make more colour in Reissue 2.55.
Moreover, it should establish its official online shopping website that makes customer
more convenient to buy the Chanel bag in fear of the counterfeit.
Product lifecycle
It is generally recognised that there are four stages in the PLC diagram. (Graph.4) The
first stage start from launching a new product and then because of the promotion and
popularity that will rapidly make a huge profit in stage two. However, in the end of
the stage three, as the competition and products become unfashionable that the sales
begin to decline and will be gone and make no profit in stage four. It is very true in
most of the product practically in the fashion market but it did not apply on Chanel
2.55 bags. The reason why it did not apply on Chanel 2.55 that Chanel bags making
with a sophisticated process so it will not make a huge stock, therefore, it could
remain it value in high price. (Figure.5) In addition, 2.55 bag is classic and suit for
Profit
Sales
Pre-launch Innovators
Early Majority
Late Majority
Laggards
Time
Sale
s and
Pro
fit Stage1 Stage2 Stage3 Stage4
Graph.4 Product lifecycle diagram
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any type of wearing. It is clear that Chanel bag will be exclusive and did not fit in the
PLC diagram also have good sales for over fifty years.
Figure.5 The 7 steps of making a Chanel handbag
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Section three: new product pricing and channel distribution
New product line
Although Chanel 2.55 bag will not become a laggard, it is still important for Chanel to
launch a new product line because it is very competitive in the fashion industry.
Besides, the fashion trend will be change every season so that the companies should
adopt the new trend to create new product in order to keep ahead of the fashion. For
example, Chanel launched a new product line called “Mademoiselle” in Spring 2011.
This product line remains the quilted leather, which is the iconic feature of Chanel but
also design to be a bowling style bag that makes the bag looking edgy and modern.
Apart from the character of the product, Chanel employed an American actress, Blake
Lively to be their new brand endorsement. Chanel is quite brave to use a young
actress to be their new face because launching a new product line has had potential
risk such as investment cost. Furthermore, Chanel wants to expend their target
customers to younger generation like Blake Lively who is only 25 years old. Whereas,
during the economic rescission it is under high risk that younger generation might not
have extra money to spend on the luxury goods. On the other hand, the brand
Figure.6 Chanel Mademoiselle Bag Campaign
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reputation and designer effect could still get the customer’s loyalty. As a result,
pricing is a significant strategy to a new product line.
Pricing There are many types of pricing strategies for a new product such as prestige pricing,
premium pricing and price skimming. (Kotler et al. 2005, p.688-701) In the Table.4
could find that the same type of bag due to different material and brand having a wide
range of pricing. Especially for the high-end brand like Chanel, the company should
keep their pricing higher and stocking in lower volumes to maintain their exclusivity.
Likewise, the material is play an important part in it which could be seen from the
Table.4 that the leather product will be more expensive than the polyurethane one; in
particular the lambskin leather is much more valuable so that the Chanel bag fixed
their price over 1,500 pounds. Moreover, making a Chanel bag needs high-quality
material and huge artificial skill so the manufacturing costs will be slightly higher
which is the prestige pricing strategy because the high standard could catch the
customers’ loyalty. Also the branding could added “premium” value to the customers
led to Chanel could make their price at 2,100 pounds.
Table.4 Comparing to the different blowing bags
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Place
In spite of the pricing, placing is another element in the marketing mix. Therefore, the
anticipation of the store interior and windows display should be gracious and elegant
in Chanel boutiques matching to its brand identities. Undoubtedly, walking into
Chanel boutique is nice and comfortable because of the considerate service and
exquisite decoration. Before going inside the boutique, the strong black and white
colour with it symbolic logos and fonts might catch the customers’ attention. In
addition, the window display of Chanel is creative and also expressing it
manifestation of classic fashion. Though Chanel did not have an official online-shop
website, it offers customers an E-brochure to catch the new released products.
Figure.7 Chanel boutique at 31 rue Cambon, Paris
Figure.8 Window display at Harrods, London
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As an immortal brand, the distribution channel of Chanel used is indirect marketing
channel but it is a fairly different from high street brands. (Graph.5) As Chanel holds
the principle of giving the best service for customers; it did have too many emerging
retailers to sell their product (exclusive the cosmetic market that has franchise). In
fact, the accessories products only sell in own specialty store and some specific
department store such as Harrods and Selfridges due to Chanel do not want to over
expose the brand to keep their brand value as classic.
Manufacturer Retailer Consumer
Department Store Specialty Store
Overseas Branch
A retail store that carries a narrow product line with a deep assortment within that line
A retail organization is managed by specialist buyers or merchandisers.
Graph.5 Channel of distribution
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Conclusion
According to previous sections, it is fairly certain that the marketing mix elements
have a strong linkage with each other that includes the 7Ps (product, pricing, place,
promote, process, physical evidence and people). Owing to get the competitive
advantage that a brand should acquire its position including the customer
segmentation and target market which have been mentioned in section one. Added to
this, in section two revealing how a product to be characteristic because it is important
for a brand, product or service to be differentiated in a unique way from competitors.
(Posener 2011, p.60) In spite of the product, the marketing strategies for launching a
new product and place element will affect sales and market that have been discussed
in section three. That is meant to be more consumers based that it is important for a
fashion brand to concern more about the consumers need and want. In conclusion, it is
Figure.9 Chanel iPhone application
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important for Chanel to do a marketing strategy and planning in order to adopt the
new trend. In this way, based on the SWOT analysis (Table.5) Chanel might face
some challenge and opportunities in the future.
Table.5 SWOT analysis
STRENGTHS WEAKNESS
1. Prestige of the brand 2. Metal connection with the brand:
loyalty 3. Designer endorsement: Karl
Lagerfeld in charge of the campaign
4. Advertising: using new face of the celebrities
5. High qualities of the product 6. Strong management and design
1. The risk of the new product line 2. Lack of the official online
shopping 3. Not too many distribution
channel: most of the boutiques are located in the mega city
4. In shortage of the human resource: need professional seller
OPPORTUNITIES THREATS
1. Developing new market to emerging countries
2. Opening trade policy could bring more marketplaces
3. Expanding consumer group: middle class women and enlarging age level
4. Marketing innovation: fashion show, social media and website
5. Devoting to the suitable environment: eco-packaging and secondhand market
1. High imported tariff in emerging markets
2. Highly competition with the big companies such as LVMH
3. Overseas problem: diversity culture led to different need and want
4. Currency and cash flow
First, as the globalisation Chanel has been expanded it international market but it
conceals many potential risks such as different shopping behaviour and customs
duties. Although it contain many points need to be considered, Chanel could start
from introducing historical prestige of the brand and combining the local character to
promote their product and increase their overseas market. Second, technology
advanced quickly so the digitalisation certainly became a part of our life; therefore, E-
commerce it is necessary for Chanel that they could get the consumer patterns through
it. Also the revolution of new media might impact on the commercial strategies; for
instance, iPad and Smartphone become popular that consumer might change their
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shopping habit to buy the product through the technology, which is instant and
convenient. However, in order to keep exclusivity of Chanel brand value that it might
not launching on-line shopping website because it regards to the services and product
quality. Chanel could fuse the music and high-tech making an interactive program to
appeal more consumers. Last but no least, the consumer trend has been changing
recently, in that case, consumer groups need to be observed and kept updating.
Besides, consumers in luxury market became more complicate and cross over age-
level widely so customisation is suit for the prospects of Chanel. To sum up, Chanel
must have a clear brand position and target that will not give up their exclusive and
classic statue because of the brand value but it still need to accept the environment
change and new fashion trend. If Chanel can put those points into practice, it will
surely hold its place in luxury market and become more successful.
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Bibliography Astrologo, A., and Schiffer, N., 2007. High Fashion Handbags: Classic Vintage Designs. Schiffer Publishing Ltd. BBC News. ,2011. LVMH profits from luxury goods demand. Retrieved 9 January,2012 from BBC News: http://www.bbc.co.uk/news/business-14301013 Burberry. ,2011. Burberry plc - 2011/11. Retrieved 9 January, 2012 from Burberry official website: http://www.burberryplc.com/bbry/images/icon_pdf.gifB C.Mead. ,2011. Trade policies. In L. Welters, & A. Lillethun, The fashion reader (2nd Edition ed., p. 302). Oxford: Berg. Cox, C. ,2007. Bags: an illustated history. London: Aurum Press Ltd. Doran, S. ,2011. Luxury, Sustainability, PPR & Chanel. Retrieved 9 January, 2012 from Luxury Society: http://luxurysociety.com/articles/2011/03/luxury-sustainability-ppr-chanel Dusil, V. ,2007. Chanel Classic Flap Bag vs. Reissue 2.55. Retrieved 9 January,2012 from PurseBlog: http://www.purseblog.com/chanel-bags/chanel-classic-flap-bag-vs-reissue-255.html Dyson, J. ,2011. Chinese luxury good import tariff change set to boost cashmere market. Retrieved January,2012 from http://ei.wtin.com/article/B67ZAmVSFLY/2011/11/25/chinese_luxury_good_import_tariff_change_set_to_boost_cashme/ Kotler, P., Wong, V., Saunders, J., & Armstrong, G. ,2005. Principles of Marketing (4th Edition ed.). Essex: Pearson Education Limited. LVMH. ,2010. LVMH financial report. Retrieved 9 January,2012 from LVMH: http://www.lvmh.com/uploads/assets/Com-fi/Documents/en/Reports/LVMH_RA_2010_GB.pdf Okonkwo, U. ,2011. Luxury fashion branding. In l. welters, & a. lillethun, The fashion reader (2nd edition ed., p. 608). Oxford: Berg. Posener, H. ,2011. Marketing Fashion. London: Laurence King Publishing Ltd., p.60
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Works Cited Figure.1: Picardie, J. ,2011. Chanel, her life. Retrieved 9 January, 2012 from Chanel News: http://chanel-news.chanel.com/en/category/coco/ Figure.2: Retrieved 10 January, 2012 from blogs: http://www.igeekpurses.co/chanel-2/katy-perry-looks-classy-and-sophisticated-with-chanel-255-purse# and http://instantbeauty.wordpress.com/2007/12/25/my-new-love-chanel-255-purse/ Figure.3: Retrieved 10 January, 2012 from Chanel offical websit: http://www.chanel.com/fashion/7-fashion-accessories#7-bags-chanel-accessories-1,1 Figure.4: Ivy 2009. Retrieved 10 January, 2012 from blog: http://tw.myblog.yahoo.com/jw!tEwngKuLBRSmAEEoVxuHn1G3/article?mid=47006 Figure.5: Retrieved 10 January, 2012 from blogs: http://fashionpearlsofwisdom.co.uk/2009/11/the-chanel-2-55-handbag-history-facts-fakes-and-the-find-of-a-century.html Figure.6: Retrieved 10 January, 2012 from Chanel offical websit: http://mademoiselle.chanel.com/en_GB#/campaign Figure.7: Retrieved 10 January, 2012 from Chanel offical websit: http://www.chanel.com/ Figure.8: Saillant O. ,2011. Outside Harrods. Retrieved 9 January, 2012 from Chanel News: http://chanel-news.chanel.com/en/category/the-places/ Figure.9: Retrieved 16 January, 2012 from Chanel News: http://chanel-news.chanel.com/en/category/the-places/ Graph.1: Retrieved 9 January, 2012 from Businessinsider: http://www.businessinsider.com/china-luxury-market-inflation-2011-7#ixzz1TILnt0zH Graph.2: Retrieved 9 January, 2012 from economist: http://www.economist.com/blogs/freeexchange/2009/09/march_of_the_handbags Graph.3: Self-made diagram Graph.4: Self-made graph
Graph.5: Self-made diagram
Table.1: LVMH. ,2010. LVMH financial report. Retrieved 9 January,2012 from LVMH: http://www.lvmh.com/uploads/assets/Com-fi/Documents/en/Reports/LVMH_RA_2010_GB.pdf
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Table.2: Burberry. ,2011. Burberry plc - 2011/11. Retrieved 9 January, 2012 from Burberry official website: http://www.burberryplc.com/bbry/images/icon_pdf.gifB Table.3: Self-made comparing table
Table.4: Self-made chart
Table.5: Self-made table