CHANEL

Theme 1The origins of the legendary

ORIGIN

Theme 2The free pursuit of

LIBERTY

Theme 3The abstract essence of

ABSTRACTION

Theme 4The illusion of inspiration

IMAGINARY

Theme 5The hidden luxury

INVISIBILITY

Charlotte. Lee 28/05/2013

CHANEL

AgendaCULTURE CHANEL Exhibition

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Chanel S.A.Brand Prism

Source: Michel Chevalier, Luxury Brand Management: A World of Privilege, John Wilet et Son Ltd, 2008, P188

Gabrielle "Coco" Bonheur Gabrielle "Coco" Bonheur ChanelChanel (1883 – 1971)(1883 – 1971)

Design InspirationDesign Inspiration

•Comfort, Easy and Practicality

•Male aesthetic into her design

•Emancipation of women from “corseted silhouette”

26CHANEL

CHANEL S.A. BackgroundMilestone of History

Hats1910

1915Haute

Couture

Haute Bijouterie

1932

Male Perfume

1955

1987Watch-making

1999Cosmetics

Perfume NO.51921

1929Accessories

1955Leather goods

Elite Jewelry1993

Glasses2000

GabrielleCoco Chanel

KarlLagerfeld

25CHANEL

Company BackgroundCHANEL: Brand Identity Prism & Product Line

A brand associated with a wide product family

Couture Ready to Wear Leather goods Jewelry Watch

Perfume Cosmetics Accessories Tattoo Sport

PhysiquePhysique

Total look for women

PersonalityPersonality

Instinctive, Daring, Creative, Perfectionist, Understated, Sophisticated

CultureCulture

Simplicity, Sophisticated, Anticipation, Liberation

Self-imageSelf-image

A liberated women’s lifestyle

ReflectionReflection

The modern elegant women

RelationshipRelationship

Durable, Flattering, Respectful Key principles of Chanel : Intimacy and Direct Consumer InteractionConsumer Interaction

27CHANEL

Marketing CommunicationCHANEL: 360⁰ Marcom

Fashion Show/ AdsFashion Show/ Ads

Traditional position in luxury fashion community

BooksBooks

In-depth information for connoisseurs

Film DepictionsFilm Depictions

Brand education and viral marketing devices

ArtArt

Restoring image as innovator

New MediaNew Media

Communication

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Culture ChanelMarcom: Art and Exhibition

Little Black Jacket (2012)Little Black Jacket (2012)

Tokyo, New York, Taipei, Hong Kong, London, Moscow, Sydney, Paris, Berlin, Seoul

Northern Women in Northern Women in Chanel (2011 - Chanel (2011 - 2013)2013)

Stockholm, Helsinki Finland

Chanel Mobile Art Chanel Mobile Art

Exhibition (2008Exhibition (2008))Hong Kong, Tokyo, New York, Moscow, London, Paris

Icon Meets Icon Meets Icons (2009)Icons (2009)

Dubai

Culture Chanel (2011 – 2012)Culture Chanel (2011 – 2012)Shanghai, Beijing, Guangzhou

CHANEL

AgendaCULTURE CHANEL Exhibition

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lenah hinaCulture Chanel in China

China = Luxury market China = Luxury market •40% cores luxury clientele from China (32 millions)

•1st luxury market in 2015 (estimate)

•Chinese customer behaviour will be egoistic and rational

Chanel in China Chanel in China •2nd most-desired brand in China

•> $10 billion in annual sales

•Challenges of Chanel in China: “undifferentiated images in the eyes” of Chinese consumers

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lenah hinaCulture Chanel in China

Challenges of Chanel in China: “undifferentiated images in the eyes”

Target Target

ClientClient

lenah hinaUndifferentiated images in the eyes of Chinese

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lenah hinaCulture Chanel in China

Challenges of Chanel in China: “undifferentiated images in the eyes”

Target Target

ClientClient

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lenah hinaCulture Chanel in China

“Culture Chanel is an exhibition specially made for China, … It

is the biggest ever exhibition that Chanel has organized in

China”

“We would like to take this opportunity to share with the

Chinese people our brand’s culture, history and values …”

------ Xu Beini, a marketing executive from Chanel China.