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Life of Coco Chanel

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by

Betta DeWitt

on 3 March 2015

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Transcript of Life of Coco Chanel

Early Life of Coco Chanel
Early Development of Chanel
Chanel opened her first shop in Paris in 1913, followed by another in Deauville.
Male admirers provided key financial assistance and social connections
Sold hats and a limited line of garments to a dedicated clientele
Much of Chanel's clothing was made of jersey, which was unusual (commonly used for men's underwear)
Chanel's styles with their boxy lines and shortened skirts, allowed women to leave their corsets behind and freed them for the practical activities made necessary by the war
Coco's Legacy
"Coco Chanel is the world's greatest and most influential designer."
Following Chanel's death in 1971, several of her assistants designed the couture and ready-to-wear lines until Karl Lagerfeld took over the haute couture design in 1983 and ready-to-wear in 1984.
Karl Lagerfeld
Lagerfeld looked to past designs; incorporating signature Chanel details, tweed fabrics, colors, gold chains, quilt-stitched leather, and the "CC" logo.
In later collections, he became more irreverent, deconstructing some of the ladylike polish of Chanel's 1960s looks.
Lagerfeld's ability to mine the Chanel archive for inspiration shows the importance of Gabrielle Chanel's contributions to women's fashion
Image by goodtextures: http://fav.me/d2he3r8
Chanel's Major Product Lines
Major Products
Company
Background
Coco Chanel was born Gabrielle Bonheur Chanel in 1883 in Saumur, France.
Her mother died when she was six years old and she was sent to the orphanage of the Catholic monastery of Aubazine, where she learned the trade of a seamstress.
At age 18 she left the orphanage and began working for a local tailor.
She adopted the name Coco during a brief singing career for cafe's and concert halls in 1905-1908.
First a mistress of a wealthy military officer then of an English industrialist, Coco never got married.
Instead of the usual pale-skinned, long-haired and full-bodied women preferred at the time, Chanel had a boyish figure, short cropped hair, and tanned skin. She had a distinct type of beauty that the world came to embrace.
Fashion
Fragrance
Make-up and skincare
Fine jewelery
Watches
Advertising & Social Media
Ads
- Use of celebrities: Brad Pitt, Marilyn Monroe, Nicole Kidman, and Gisele Budchen.
Websites:
www.chanel.com , "Inside Chanel," Chanel News
Facebook
: 14 million likes. Chanel posts photos, advertising and videos of behind-the-scenes runway shows and events.
Instagram:
1.82 million followers
Twitter:
5.6 million followers. Representing Chanel branding with black quilted lambskin as the background.
YouTube:
20,000 subscribers and 5.5 million video views. Behind-the-scenes content that consumers appreciate.
Mobile app:
The Chanel Fashion app gives consumers access to the top and videos form events. Consumers can view looks from the most recent Chanel Fashion show.
Chanel is a privately-held fashion house based in Neuilly-sur-Seine, France, now by the Wertheimer family.
Chanel has operations spread across the United States, United Kingdom, Asia, Australia, and New Zealand.
Brand value is worth $7 billion.
One of the largest companies in the $4 billion global perfume industry.
Sales: $4.7 billion
Forbes lists "#79 World's most valuable brands"
Competitors: Louis Vuitton, Burberry, Prada, Valentino Fashion Group.
“Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.”
-Coco Chanel
By Betta DeWitt & Ally Rhomann
Chanel Continued
Chanel continued to create successful looks for women through the 1920s and '30s.
In 1926, American Vogue likened Chanel's "little black dress" to the Ford, alluding to its almost universal popularity as a fashion basic.
Concept of the dress suitable for day and evening became a staple for Chanel
Also used colorful feminine printed chiffons in her daywear designs
Evening ensembles followed the classic long slim line, but also incorporated tulle and lace to soften and romanticize the look of the garment
The Comeback
Chanel closed the doors of her salon in 1939, when France declared war on Germany.
Following the end of the war, Chanel found herself overshadowed by the early success of Christian Dior
Chanel felt his designs were neither modern nor suitable for the liberated women who had survived another war by taking on active roles in society.
Challenges in her comeback: securing finances, assembling a new staff, seeking new fabrics, competing at age seventy against a new generation
Chanel's comeback collection of couture debuted in 1953. Although it was not a critical success, the designer persevered. Within three seasons, Chanel was enjoying new found respect by updating her classic looks
The Chanel suit became a status symbol for a new generation, made of solid or tweed fabric, with its slim skirt and collarless jacket.
Chanel Boy (Flap) Bag
Importance of practicality
Chanel 2.55 Quilted Bag
Give her a chance to use her hands instead of holding a handbag
Chanel No. 5
"I want to give women an artificial perfume, yes, I really do mean artificial, like a dress, something that has been made. I don’t want any rose or lily of the valley, I want a perfume that is a composition.”
Chanel Tweed Jacket
Chanel Little Black Dress (LBD)
Designed in 1926, called the “Ford” of fashion by American Vogue, because of its unique combination of affordable chic, luxury, simplicity, and unsurpassed femininity.
Gisele Bündchen
The Chanel logo, designed by Coco Chanel herself in 1925, remains unchanged and is one of the most iconic logos in fashion
Chanel controls its entire production chain: from design models to its distribution.
Chanel is organized within five international entities, divided by continent to ensure the development of its international activities. This is last key to its organizational success
Jacques helleu: Artistic director in 1965, knew how to make Chanel’s products become incontrovertible, linking them to a particular muse. Catherine deneuve, carol bouquet
One of the distinctive features of Chanel is that it is a leader in content marketing. It aims to educate customers about the brand history, the artistic life of Coco Chanel, and the brand’s values. “INSIDE CHANEL”


Pricing Strategy


Chanel practices an extension pricing strategy: price of an item is the same no matter where the buyer is located
Chanel has 420 retailers all around the world. prices are the same and determined by Chanel France
Chanel offers its products at top-scale prices to maintain the image of a top quality luxurious brand
Chanel product will never be found discounted or with a special offer
This is how luxury is communicated for this brand
Target Market
Chanel is a brand with strong heritage, but it is also a forward-looking brand aiming to attract a younger audience.
It targets classy, independent, free-spirited young members of the elite. (Marilyn Monroe, Elizabeth Taylor and Jackie Kennedy)
Today Twilight star, Kristen Stewart, is one of the faces of Chanel along with model Cara Delevingne.
The brand wants to transfer Coco Chanel’s qualities to its models and its target audience.
Spring/Summer 2015 campaign emulates rebellious femininity in the form of a street riot.
Unique Position
Coco's Defining Look
CHANEL N°5: THE ONE THAT I WANT - THE FILM
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