COCO CHANEL

FASHION CHANGES BUT STYLE

ENDURES…

DECEMBER 9,2020
INTRODUCTION
• Gabrielle Bonheur “Coco” Chanel
• 19 August 1883- 10 January 1971

• French fashion designer

• Her extraordinary influence in fashion
was such that she was the only person in
couturier field to be named on Times
100: The Most Important People Of The
Century.
• She revolutionised women’s fashion with
elegance and casual wear.
• Founder of famous brand “Chanel”
History of Brand
Chanel
 1910- Opening of first boutique
“Chanel Modes” in Paris.
 1921- Launch of Signature Perfume
CHANEL N 5
 1932- Launch of high Jewellery
Collection “Bijoux de Diamants”
 1939- Closing of the Chanel House
in Paris before WW 2
 1954-Re-Opening of the Chanel
House.
 1971- Death of COCO CHANEL.
 1983- Karl Lagerfield took over
 Chanel Product

Chanel

Fine Jewellery&
fashion Fragrance Watches
& beauty

Ladies and
Gents wear
Perfumes and Skincare
Make up products
 • Established brand’s high-
end reputation with
premium pricing, exclusivity
Advertisement  and celebrity
endorsement.

•  Great content marketing –

Iconography and heritage
as an integral part of
branding.

• Aesthetics over everything:

creating visual spectacles
to be talked about.
“Chanel released first ever annual reports in 108 years.”

• $9.62 billion – which takes into account sales of the

brand’s ready-to-wear business, accessories, and
cosmetics, including its world-famous Chanel No. 5
fragrance – is significant in large part because it means
that Chanel “is likely the largest single fashion brand
by sales” in the world, per Paton – “outpacing rivals
like Louis Vuitton and Gucci.”

• Fierce competitors are LV, Gucci, Prada and Hermes.

Economic value
• In 2020, the Chanel brand was valued at
approximately 13.7 billion U.S. dollars. In
comparison, the brand's valuation was
5.88 billion U.S. dollars in 2018.
 World Wide Engagement

• Chanel is spread in 310 stores around the world.

• By end of 2019, it recruited 28000 employers.

Globalization of chanel

• American market- partnership with local

companies and Celebrity power.
• European market-Fashion shows and
youngster orientation
• Asian market- Human Psychology and
Advertisement
• Huge impact worldwide was exposure in
shopping malls and exquisite areas.
 Chanel own quality product
• Chanel is known for quality.
• It also exclusively own some of quality fabric.
 CHANEL 5
• Was created mixing 2 category of
perfumes.

• Ideal perfume choice for ladies.

• With sttong brand image, it was

designed to appeal women to free
spirit yet with elegance.

• Pricing strategy is too high which

don’t allow all categorical classes to
purchase it.
Advertisement of
chanel 5 perfume

 Charged £ 18 m for a 2 and a half

minutes trailer.
 Shot in the most charismatic way
but in a simplistic manner with the
iconic chanel little black dress.
Post
“Coco” era
After the death of coco chanel, Her
business was taken over by KARL
LANGERFIELD.

He took over chanel in 1984 and lead it to

great heights.
He designed his own label,Furs For
Fendi of Italy and his moist prestigious
label,Chanel.

Collaboration with h&m in 2014, for an

exclusive range of clothes line.

Karl Langerfield with Coco Chanel brand

ambassador Caroline De Maigret
• Thank you !