FASHION BRAND

Presented By:
Meraj Ahmad

INTRODUCTION
Industry- Fashion

Founder- Gabrielle Coco Chanel

Headquarters- Vendome, Paris

Co owner- Alain Wertheimer, Gerard Wertheimer

Head designer- Karl Lagerfeld Location in India- Janpath in New Delhi

History
Pioneered by the French fashion designer Gabrielle "Coco" Chanel. Founded in 1909.

Revolutionized women's fashion with her elegant and casual looks.

First boutique called Chanel Modes and was opened in Paris in 1910.

Contd.

The first Chanel couture house was opened in Biarritz, France.

In 1923: the timeless perfume No.5. was launched. Chanel was revitalized in 1954 after being close down in 1939. Karl Lagerfeld took over as Art Director in1984 after her death in 1971.

CHANEL LOGO
The signature Chanel logotype is an interlocking
double-C one facing forwards the other facing backwards. Originally it was not a logo that Coco Chanel came up with. The logo was given to her by the Chateau de Cremat in Nice.

Target market

Chanel is Targeting Women between the age 18-39 years. The customer profile are for those who identify themselves with the Chanel brand, care about house products, interested in decoration, have a strong personality, and like to buy luxury products. Chanel Customers are women who want to identify what Chanel represents which is; elegance, simplicity, modern, and class.

MARKET POSITIONING
Chanel has a strong market positioning within the luxury fashion goods sector. Chanel has approximately one-third share of Frances fashion and luxury goods sector in with a $10.3 billion estimate value of the sector's $35 billion.

Source:-An audit by Swiss and Cayman Islands tax services, financial experts .

Distribution Strategy

The plates collection will be sold only in Chanel stores The strategy is to differentiate this product line from our competitors. The purpose is also to attract more consumers to the store to expose them to other Chanel products. The new product will not be very accessible in terms of distribution. This will help keep the uniqueness of it and not to devaluate the brand image.

Brand attitude
Physique
Chanel suit, little black dress

Personality
Elegant, confident, mystique

Culture
Timeless

Relationship
Standout, Renowned

Chanel

Reflection Interlacing of feminine & Masculine

Self-image
classic

CHANEL
TODAY

Money-maker: Perfume

It was first released in 1921 but officially launched as "Chanel N 5" in 1922.

It is the most expensive perfume in the world.

Target market: youth

Brand Perception Map

Luxury

Classic

Contemporary

Fashion

SWOT ANALYSIS
Strength:Strong brand image, High-quality, Cult Designer Karl Lagerfeld, Excellent Management. Weakness:Website Does not provide prices Limited geographic coverage. Opportunity:Expanding deeper to the Asian market Threats:-

Competitors of Chanel
Lo Vuitton

Gucci

Louis Vuitton and Gucci are strong competitors because like Chanel, they have a very strong brand image conveyed by the easily recognizable logos. they specialized in leather while Chanel does not.

Chanels notable competitors would include LOreals Lancome, who hold the largest share in luxury Cosmetics and 15 Estee Lauder.

PRODUCT SEGMENTATION
Fashion
Haute couture, ready-to-wear, cruise

Jewelry and Watches

Fine jewelry, costume jewelry

Leather goods
Handbags, purses, wallets

Fragrances and Beauty

Perfumes, make-up, skincare

Shoes
Boots, high heels, flats

Sport
tennis racket,

Eyewear
Sunglasses and optics

More Chanel
Belts, scarves, hats, umbrellas

Product Segmentation- Clothes

Divided into:
Haute Couture, Ready-To-Wear, Cruise

Elegant and exclusive fashion, blac and white

Shoes
Iconic and elegant models; Iconic white with black toe

JEWELRY AND WATCHES

ne jewelry collection divided per sign:

tra, Matelass, Mademoiselle, Elements de Chanel, Coco

Watch collection divided by model:

12, J12 Exclusives, Premiere, les Intemporelles de Chanel

Bags

Divided into:

Bags, Small leather goods

Quilted leather, gold and silver chains

Perfumes
o o o o

NO.5 Chance Allure Allure Sensuelle Coco

cosmetics
o o o o o Face Nail Eye lips body

BRAND EXTENSION
Chanel has extended their product into sports equipment

Signature Golf Club Horse-riding composite helmet Bicycle Tennis racket

THANK YOU