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Chanel Presentation

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Mona Wang

on 25 November 2014

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Transcript of Chanel Presentation

HISTORY
COCO CHANEL
French Designer: Gabrielle Bonheur Chanel (1883–1971)

Revolutionized woman's fashion with her elegance and casual look
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, shortened skirts, removed the corset and freed the woman for the practical activities made necessary by the war. )
COCO CHANEL's MILESTONES
1883 - Was born

1910 - Chanel Modes was opened in Paris selling Millinery.

1921 - Launched Chanel no. 5

1924 - “La Société des Parfums Chanel’’ was established to manufacture and sell perfumes
and beauty products

1925 - Introduced signature cardigan jacket & little black dress

1935 - Employed 4,000 people

1939 - Retired and closed the couture house

1954 - Chanel reopened her boutique, 31 Rue Cambon, after closing for World War II.

1957 - Chanel was named the most influential designer of twentieth century at fashion award

1971 - Passed away (88 Years old)
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

TARGET MARKET
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

CHANEL No. 5
Coco Chanel, By channeling her grief into creativity, this ‘perfume of eternity’ was her personal gift to herself.

Coco Chanel starred in No. 5’s first publicity campaign herself in 1937, shot by photographer François Kollar for the US version of Harper’s Bazaar. Unusually, the perfume wasn’t advertised in France until the 1940s.

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 French 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.

The Truth Behind The Iconic Fragrance
1921 - 2013
COMPETITORS

Established since 1854, Paris, France, one of the main divisions of LVMH

One of the oldest fashion company in the world

More than 390 shops worldwide

Product: luggage, handbags, other leather goods shoes. Clothing, jewelry and watches.

Established in Florence in 1921 by Italian company based in the Netherlands

Specializes in clothing, cosmetics, shoes, jewelry and watches

Strong brand identity

More than 425 stores worldwide

Established in 1946, Paris, France, by Christian Dior, a French couturier

Became renowned for its feminine elegance, with delicate shoulders, tight waist and full skirt, was inspired by the spirit of Parisian women.

Specializes in cosmetic, skin care, handbags, sunglasses , and watches

More than 160 stores worldwide

CULTURAL FACTORS
Culture-Hollywood culture helps to boost the popularity of the products of ‘luxury’ brands. In addition movie stars like Nicole Kidman, Audrey Tatou, Brad Pitt took part in ad campaigns.

SOCIAL FACTORS
Social class-appeals to upper and middle class.
Membership groups: If one hang around a social group of well off upper class individuals, by using Chanel product she is identifying herself as part of a social group that she wishes to belong
Reference group: Celebrities, older generation
Roles and status: belonging high social class, young, elegant educated women

PERSONAL FACTORS
Age: 19-50 (Since 2002, with the launch of Chance perfume, Chanel is targeting women between the age 18-39)
Socioeconomic status: wealthy or young professional women
Lifestyle: Classic but adventurous at the same time
Personality: sophisticated-upper class and charming

PSYCHOLOGICAL FACTORS
Motivation: love and belonging, social and self-esteem status
Perception: subliminal messages in movies, books, TV shows etc.
Learning: providing high quality reinforces repurchases
Attitude: expensive but provide high quality

CHANEL CUSTOMER AFFECTED
ADVERTISING
ADVERTISING
TRADITIONAL MEDIA
NEW MEDIA
TV ads
Magazine
Brochure
Poster
Bill board
Website
Social medias
Video Online
Mobile Application
ADVERTISING TECHNIQUES
Covert Advertising
Celebrity Endorsement
Testimonial

“Where should one use perfume?" a young woman asked. "Wherever one wants to be kissed.”
“A girl should be two things: classy and fabulous.”
― Coco Chanel
PRÉCIEUX
CHANEL
PRODUCT
PRÉCIEUX
is a fancy long lasting
fragrance that contains
a sparkling gold powder inside.
It's good for party,
celebration, anniversary
or any other special occasions.


BRAND
FOOTPRINT
Infinite luxurious and elegant fragrance with sparklingly dusty gold, and the long lasting precious scent, reflecting the timelessness of Coco Chanel.
Target Customers

Gender: Female
Ages: 18 - 35 years old
Well-educated, middle - upper class
TARGET
AUDIENCE
A woman who has passion with what she does. She has a great sense of high fashion, loves socializing and glamorous lifestyle. She always dress herself nice and taking a good care of herself. She loves attention and values face saving
INSIGHT
She sometimes fantasizes romance, and she wants to be loved, cherished and respected. By doing so, she believes that woman should look pretty and charming all the time.
STRATEGY
A scent of precious
The endless romance
ANTICIPATED
RESPONSE
With this perfume that contains the sparkling gold powder, I will definitely capture everyone eyes and take their breath away. I will look special even under the dim light. People will recognize me. It helps me boost up my self-esteem and confidence.
19.2-billion fortune
net revenue of US$5.9-billion in 2011
Sales rose 26% in 2011

The company had an Ebitda margin of 24% in 2011, beating L’Oreal’s 19%, Estee Lauder’s 17% and Kering’s 23%. LVMH’s margin was 26% and Prada was the top performer with 29%.

PROBLEM
It's not everyday wear perfume.
SOLUTION
Also provide the
non-shimmer version.
"Time couldn't affect my love to you because you're too precious to me."

REFERENCE

http://www.answers.com/topic/chanel-s-a
http://www.buzzle.com/articles/different-types-of-advertising.html
http://www.nytimes.com/2007/09/10/business/media/10adnewsletter1.html?pagewanted=print
http://issuu.com/teojiaen/docs/teo_jia_en_chanel_brand_strategies_analysis
http://www.buzzle.com/articles/different-types-of-advertising.html

http://www.luxurydaily.com/chanel-uses-social-media-channels-to-push-film-engage-consumers/
http://www.wantchinatimes.com/news-subclass-cnt.aspx?id=20130327000049&cid=1102
http://mashable.com/2012/10/23/the-5-best-brad-pitt-chanel-no-5-ad-parodies/
"Chanel Designer Fashion Label, Bags, Belts, Jewellery & RTW Designs". Designerzcentral.com. Retrieved 2012-09-04.
http://www.designerzcentral.com/fashion-designers/143-chanel/#.Unc_tK5Luy0

"Gabrielle "Coco" Chanel (1883–1971) and the House of Chanel". Heilbrunn Timeline of Art History, The Metropolitan Museum of Art (New York).
http://www.metmuseum.org/toah/hd/chnl/hd_chnl.htm

McAuley, James (1 September 2011). "The Exchange: Coco Chanel and the Nazi Party". The New Yorker. Retrieved 4 September 2011.
http://www.newyorker.com/online/blogs/books/2011/09/the-exchange-coco-chanel.html

"Flash Back Friday: The Legend of the Chanel Logo’s Double C". Retrieved 14 January 2013.
http://www.lachanelphile.com/2012/06/29/flash-back-friday-the-legend-of-the-chanel-double-c/

"A message from Chanel". Chanel Inc. Retrieved 8 May 2009.
http://www.chanelreplica.com/

“VOGUE Coco Chanel” Online Magazine
http://www.vogue.co.uk/person/coco-chanel

ENDLESS ROMANCE
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