Analysis of Chanel Brand Strategies, 2010
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Chanel Brand Analysis | Teo Jia En
Chanel Brand Strategies Analysis
Fashion Management Project 2Teo Jia En, 12565, FH3E
Tutor: Marn
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Chanel Brand Analysis | Teo Jia En
Chanel
Timeless elegance
Woman of her times
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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.
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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
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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
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Chanel Brand Analysis | Teo Jia En
SWOT
Opportunities
1. Expand deeper into Asian market
2. Tap on Technology
Threats 1. Counterfeit goods
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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
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Chanel Brand Analysis | Teo Jia En
Target Audience
Elegant, modern, and classy
Women between the age 18 – 39
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Chanel Brand Analysis | Teo Jia En
Merchandise Info: Classic
Opulent image, no second line
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Chanel Brand Analysis | Teo Jia En
Merchandise Info: Trendy
Trendy products each fashion season
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Chanel Brand Analysis | Teo Jia En
Merchandise Info: Beauty, Skincare & Accessories
Make up, Skincare, Fine jewelry and Watches.
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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
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Chanel Brand Analysis | Teo Jia En
“Fashion fades, style remains.” – Coco Chanel
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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
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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/