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Chanel

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by

lucile girard

on 16 December 2014

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Transcript of Chanel

History
4 P
SWOT
TODAY
as global brand

Strengths
Weaknesses
opportunities
threats
Excellent brand image
History
Symbol of all luxury industry
High range of prices
Exuberant prices : Haute Couture
Affordable products : Perfumes
World well-known
Very linked to Karl Lagarfeld
disappearance ?
retirement ?
excesses ? (as Galianno for Dior)
Chanel counterfeits
Luxury sector : New markets
emerging countries
hispanic population in USA
losses of profits
bad for the brand image
Strong competiton
LVMH - Vuitton / Fendi / Givenchy / ...
PPR - YSL / Gucci / Balenciaga / ...
Luxury sector : End of the crisis
2010 = year "horribilis"
2011 = the recovery year
Products
Accessories
Fragrances
Fine Jewellery
Watches
Sport
Eyewear
Shoes
Leather goods
Skin Care
Make-Up
Price
Velben good
positive elasticity
Good quality > High prices
Place
Fashion & accessories
Exclusive distribution
Chanel Boutique
Big and rich cities(Famous streets)
Eyewear
Exclusive & selective
distribution
Chanel Boutique
Selected eyewear retailers
Fragrance & make up & skincare
Exclusive & selective distribution
Chanel Boutique
Selected perfumeries (Marionnaud, Sephora, Printemps…)
Selected E-Shopping websites
Only BOOTS.COM / GARDEN.CO.UK /DEBENHAMS
Fine jewellery & watches
Exclusive & selective distribution
Chanel Boutique
Selected watch and jewellery retailers (Royal Quartz, Maier)
Promo
Commercial with famous casting and producers.
Musée d’Orsay, Paris.
Modernization of the communication
the fashion show on your iPhone
- 6 times per year
- Videos
- Looks
- Nearest shops
1909 to 1971
Gabrielle CHANEL
« Coco »
1910: first headwear shop rue Cambon
thanks to Arthur 'Boy' Capel.
1913: introduces women’s sportwear in Paris
new boutique in Deauville.
1915: first couture house in Biarritz
1921: CHANEL N°5
“Simplicity is the keynote of all true elegance”
1924: first costume jewlery collection
Harper’s Bazzar :
“one of the most revolutionary designs of our time.”
1928: “the little black dress”
1932: diamond exhibition, necklaces pieces like “Comet” and “Foutain” re-intoduced in 1993.
1939: retirement of Coco during W.W.II.
1953: re-opened her couture house in Paris
1955: launch of the 2/55 quilted bag line & fragrance « Pour Monsieur »
1957:  won the Fashion Awards in Dallas
“the most influential designer of the twentieth century.”
1971: end of the Coco Chanel era
Dozen of International Awards
CHANEL N°19
The post Coco
1983: Karl Lagerfeld as Chief Designer
1980s: more than 40 Chanel boutiques
worldwide
1987: first watch made its debut
1999: sunglasses and eyeglasses
200 Chanel boutiques Worldwide
Owned by Alain and Gerard Wertheimer, the grandsons of the early Chanel partner Pierre Wertheimer.
Chanel group employs 3000 persons in France, including the Bourjois lab.
CHANEL N°5: highest sale in history
Fashion
Full transcript