Họ và tên: Dương Ngọc Hân – 10

Lớp: S2
When you think of big names in fashion, what's one of the first brand names you
think of? How about popular perfume brands? It's possible you might think of the
same name for both – Chanel, which is the name of the ambitious French woman
Gabrielle "Coco" Chanel.
Coco Chanel lost both her parents at a young age and grew up without much
money. However, she became one of the most important and wealthy female
designers of our time. A possible key to Chanel's amazing business success was
her intelligent and creative use of basic business techniques: expansion,
diversification, and marketing.
Chanel's first business, in 1909, was a hat shop in Paris. And Chanel soon began
making clothes for women that changed women's fashions forever. She designed
affordable, practical, and comfortable clothes. She modeled many of her fashions
on men's sport clothes; she made wearing pants a fashionable thing for women to
do. Women were crazy about her clothes!
Chanel's next step was to expand her stores. In 1914, a rich boyfriend financed the
next two clothing stores she opened in France. During the 1920s, her business
continued to grow and be profitable and she decided to diversify her product line.
In 1923, she took a risk and launched a perfume, Chanel No. 5. It was the first
perfume to have a designer name. Chanel No. 5 is still the company's flagship
product today.
During World War I and II, Chanel's stores closed or had big financial losses.
However, she was able to turn her business around in 1954 by designing new
clothes based on her 1930s clothing styles. As her business rebounded, Chanel's
fashions became very popular again - this time in Europe and the United States,
especially with movie stars in Hollywood. Her reputation was safe once again.
Chanel understood very well how to package and market her products. Today, the
Chanel double "C" logo is on a variety of quality products in shops throughout the
world.
Coco Chanel died in 1971, but she will always be remembered as a great
businesswoman, a talented designer, and the first woman to create a world-famous
brand name.
(Source:https://www.englishforums.com/English/
CococanelGeneralComprehension/bmmmbj/post.htm)
Choose the best answer from the choice A, B, C and D.
1. What is NOT mentioned is the basic business technique of Chanel?
A. extension
B. diversification
C. negotiation
D. advertising
Answer: C
Para 2, L.4-5: basic business techniques: expansion, diversification, and marketing.
2. In what year does Chanel's business start to grow and become profitable?
A. 1909
B. 1914
C. 1920
D. 1923
Answer: C
Para 4, L.2-3: During the 1920s, her business continued to grow and be profitable
and she decided to diversify her product line.
3. Which of the following is Chanel's symbol?
A. Double C
B. CD
C. Double D
D. LV
Answer: A
Para 5, L.7: The Chanel double "C" logo is on a variety of quality products in
shops throughout the world.
4. Answer the following question.
How did Chanel turn her business around after the war?
Answer: Chanel was able to turn her business around in 1954 by designing new
clothes based on her 1930s clothing styles. ( Para 5, L.2-3)
What does each of the following underlined words/phrases refer to?\
5. …, which is the name of the ambitious French woman.
Which = Chanel (Para 1, L.3)
6. … . It was the first perfume to have a designer name.
It = Chanel No. 5 (Para 4, L.4)
Which words in the passage mean the following?
7. Costing less money than expected: AFFORDABLE (Para 3, L.3)
8. The general opinion that people have about someone or something:
REPUTATION (Para 5, L.5)
Fill in each blank with ONE suitable word from the passage. Put it in its
correct form or tense if necessary.
9. She has some ………… plans for her business.
Answer: AMBITIOUS (Para 1, L.3)
10. The retail chain has its ……….. in New York and branches in 13 states.
Answer: FLAGSHIP (Para 4, L.5)