FASHION BRAND

Presented By:
Meraj Ahmad

INTRODUCTION
☼ Industry- Fashion

☼ Founder- Gabrielle Coco Chanel
☼ Headquarters- Vendome, Paris

☼ Co owner- Alain Wertheimer, Gerard Wertheimer
☼ Head designer- Karl Lagerfeld ☼ Location in India- Janpath in New Delhi

☼ Revolutionized women's fashion with her elegant and casual looks. ☼ Founded in 1909. ☼ First boutique called Chanel Modes and was opened in Paris in 1910. .History ☼ Pioneered by the French fashion designer Gabrielle "Coco" Chanel.

☼ ☼ ☼ . Karl Lagerfeld took over as Art Director in1984 after her death in 1971. Chanel was revitalized in 1954 after being close down in 1939. France. ☼ The first Chanel couture house was opened in Biarritz. was launched.5. In 1923: the timeless perfume No.Contd….

The logo was given to her by the Chateau de Cremat in Nice. .CHANEL LOGO The signature Chanel logotype is an interlocking double-C one facing forwards the other facing backwards. Originally it was not a logo that Coco Chanel came up with.

modern. elegance. and like to buy luxury products. simplicity. care about house products. ☼ ☼ . Chanel Customers are women who want to identify what Chanel represents which is.Target market ☼ Chanel is Targeting Women between the age 18-39 years. and class. interested in decoration. have a strong personality. The customer profile are for those who identify themselves with the Chanel brand.

. financial experts .3 billion estimate value of the sector's $35 billion. ☼ Chanel has approximately one-third share of Franceʼs fashion and luxury goods sector in with a $10.MARKET POSITIONING ☼ Chanel has a strong market positioning within the luxury fashion goods sector. Source:-An audit by Swiss and Cayman Islands tax services.

☼ ☼ ☼ ☼ . This will help keep the uniqueness of it and not to devaluate the brand image. The new product will not be very accessible in terms of distribution. The purpose is also to attract more consumers to the store to expose them to other Chanel products.Distribution Strategy ☼ The plates collection will be sold only in Chanel stores The strategy is to differentiate this product line from our competitors.

Brand attitude Physique Chanel suit. confident. Renowned Chanel Reflection Interlacing of feminine & Masculine Self-image classic . little black dress Personality Elegant. mystique Culture Timeless Relationship Standout.

☼ Target market: youth .CHANEL TODAY ☼ Money-maker: Perfume ☼ It was first released in 1921 but officially launched as "Chanel Nº 5" in 1922. ☼ It is the most expensive perfume in the world.

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Brand Perception Map Luxury Classic Contemporary Fashion .

Opportunity:Expanding deeper to the Asian market Threats:- . Excellent Management. Weakness:Website Does not provide prices Limited geographic coverage. High-quality. Cult Designer Karl Lagerfeld.SWOT ANALYSIS Strength:Strong brand image.

☼ Chanelʼs notable competitors would include LʼOrealʼs Lancome. who hold the largest share in luxury Cosmetics and 15 Estee Lauder.Competitors of Chanel ☼ Lo Vuitton ☼ Gucci ☼ Louis Vuitton and Gucci are strong competitors because like Chanel. . ☼ they specialized in leather while Chanel does not. they have a very strong brand image conveyed by the easily recognizable logos.

scarves. hats.PRODUCT SEGMENTATION Fashion Haute couture. ready-to-wear. skincare Shoes Boots. make-up. umbrellas . Eyewear Sunglasses and optics • More Chanel Belts. costume jewelry Leather goods Handbags. purses. cruise • Jewelry and Watches Fine jewelry. flats • Sport tennis racket. high heels. wallets • Fragrances and Beauty Perfumes.

Cruise Elegant and exclusive fashion.Product Segmentation.Clothes Divided into: Haute Couture. Ready-To-Wear. blac and white .

Iconic white with black toe .Shoes Iconic and elegant models.

JEWELRY AND WATCHES ne jewelry collection divided per sign: tra. Coco Watch collection divided by model: 12. les Intemporelles de Chanel . J12 Exclusives. Elements de Chanel. Premiere. Matelassé. Mademoiselle.

Bags Divided into: Bags. gold and silver chains . Small leather goods Quilted leather.

Perfumes o o o o o NO.5 Chance Allure Allure Sensuelle Coco cosmetics o o o o o Face Nail Eye lips body .

BRAND EXTENSION Chanel has extended their product into sports equipment ☼ Signature Golf Club ☼ Horse-riding composite helmet ☼ Bicycle ☼ Tennis racket .

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