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HISTORY COCO CHANEL

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limei zhang

on 12 May 2014

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Transcript of HISTORY COCO CHANEL

CHANEL’S ROLE IN

MODERN RELATIONSHIP BETWEEN
WOMAN & FASHION

Changed the way woman thought of her body and life style.
Used simple and comfortable fabric
Simplified the woman’s clothes by removing all unnecessary elements and designed to free the movement.(boxy lines, shorted skirts, removed the corset and freed the woman for the practical activities made necessary by the war.)
KARL LAGERFELD
Coco Chanel died in 1971, left behind her
classic elegance that will never grow old

In 1984: Karl Lagerfeld took over as an
art director of Chanel

He took the classic styles created by
Coco Chanel and created new ways to
wear them that meet the needs of the
modern women.

BRAND IDENTITY AND CORE VALUES
Classic
Elegance
Timeless
Exclusivity
Interlacing of masculine and feminine
Chanel suit
Quilted fabric
Little black dress
Camellia
Chain with leather

Needs:
Love and belonging, self esteem

Wants:
Creating desire for things that
no one really needs and
charge premium price for them.

Offerings:
Product + emotional experience
which is hard to be delivered
by competitors products

TARGET MARKET
CHANEL No.5
The Truth Behind The Iconic Fragrance
Coco Chanel’s debut marketing strategy for the scent involved inviting a group of elite friends to dine with her at a restaurant on the France Riviera, where she surprised them by spraying them with the perfume.

In a 1954 interview, when asked what she wore to bed, Marilyn Monroe famously said:”Just a few drops of Chanel No.5”----cementing the fragrance’s place in history.

1921-2014
SWOT
ANALYSIS
Strengths



Print Media
TV advertisements
Focuses on internet advertisements
Online shopping
Weaknesses
High cost of brand protection
Lack of control over distribution decisions
Poor time management
Drop in performance

Opportunities
Initially no competitors
World wide expansion
Diversified product range
Arising of new market segment

Threats
Fast changes of consumers tests
Price factors
Increase in the local competition
Lack of protection of property rights
Local competitors in expanded market
CONCLUSION
OVERVIEW


Section 1 Backgrouds of Chanel
Section 2 Representative Chanel
Section 3 SWOT analysis


Assess the business model of luxuries

CHANEL
French Designer: Gabrielle Bonheur Chanel (1883-1971)

Revolutionized woman’s fashion with her elegance and casual look.
HISTORY
COCO CHANEL
Head Designer
product
Conclusion
SUCCESS OF
According to the filing, Sales rose 26% in 2011, the best growth rate among its 5 peers for that year.

Chanel probably represent around 55 percent of its revenue.
1. CHANEL, (2014). CHANEL - Fashion Shows & Accessories, Fragrance & Beauty, Fine Jewellery & Watches.. [online] Available at: http://www.chanel.com/en_GB/ [Accessed 11 May. 2014].

2. Fashionbi.com, (2014). Chanel Financial Report. [online] Available at: http://fashionbi.com/brands/chanel [Accessed 11 May. 2014].

3. http://www.bloomberg.com/news/2013-09-23/chanel-s-wertheimer-family-seen-with-19-billion-fortune.html [Accessed 11 May. 2014].

4. Horton, Ros; Simmons, Sally (2007). Women Who Changed the World. Quercus. p. 103. ISBN 978-1-84724-026-2. [Accessed 8 May. 2014].

5. "Madamoiselle Chanel: The Perennially Fashionable". Chanel. [Accessed 8 May. 2014].

6. Slideshare.net, (2014). CHANEL brand analyses presentation. [online] Available at: http://www.slideshare.net/082011341/lee-brand-analyses-presentation. [Accessed 8 May. 2014].

7.YouTube, (2014). CHANEL N°5 - For the first time - Inside CHANEL. [online] Available at: [Accessed 11 May. 2014].
REFERENCES:
History of Chanel
Flagship product of Chanel: NO.5 Perfume
Chanel's SWOT analysis
CONCLUSION
Full transcript