Chanel Brand Management
How does marketing strategy of the brand
succeed in making Chanel remaining Chanel?
P a g e | 2
Luxury marketing is a different world within marketing. Conventional theories are completely shaken up. Identity is a key metric for luxury brands: the objective is to build a myth around a name, a label and a history. This special feature, combined with the recent democratisation of the sector forced my motivation to choose a luxury brand as the subject of my study. Indeed, luxury goods that were previously reserved for the “Happy Few” gradually popularised over the past twenty years: RISC Institute showed that more than one over two Europeans bought a luxury-‐brand product over the past six months. Some of them, like perfumes and accessorizes are now purchased by the largest majority. How does luxury brands deal with this evolution and how do they control their image?
succeed in making Chanel remaining Chanel?
P a g e | 2
Luxury marketing is a different world within marketing. Conventional theories are completely shaken up. Identity is a key metric for luxury brands: the objective is to build a myth around a name, a label and a history. This special feature, combined with the recent democratisation of the sector forced my motivation to choose a luxury brand as the subject of my study. Indeed, luxury goods that were previously reserved for the “Happy Few” gradually popularised over the past twenty years: RISC Institute showed that more than one over two Europeans bought a luxury-‐brand product over the past six months. Some of them, like perfumes and accessorizes are now purchased by the largest majority. How does luxury brands deal with this evolution and how do they control their image?