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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
1 of 20CHANEL
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
2 of 20CHANEL
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
3 of 20CHANEL
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
4 of 20CHANEL
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
4 of 20CHANEL
lenah hinaCulture Chanel in China
Challenges of Chanel in China: “undifferentiated images in the eyes”
Target Target
ClientClient
5 of 20CHANEL
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.