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Chanel Brand Strategies Analysis Report

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Chanel Brand Strategies Analysis Report
CHANELʼS BRAND STRATEGIES
ANALYSIS REPORT

Prepared for:
Marn Lim, Klintonn Poh, Circe Henestrosa

Prepared by:
Teo Jia En 12565 FH3E
4th November 2010

Fashion Management DE1207 Project 2
Lasalle College of the Arts

TABLE OF CONTENTS

1.0 Executive Summary
November 4, 2010

2.0 Company Background and History
2.1 History of Chanel and Information on Chanel S.A.
2.2 Chanel Asia Pacific and Singapore boutiques

3.0 Industry Analysis
3.1 Target Audience
3.2 Market Positioning
3.3 Market Sector
3.4 Competitor Analysis

4.0 Company Analysis
4.1 SWOT: Micro economical analysis
4.2 PEST: Macro economical analysis
4.3 Comparison of Chanel in Europe vs. Singapore
4.4 Product Development and Collection
4.5 Types and Range of Merchandise In-store
4.6 Timeline of Product Development Process
4.7 Prices and Seasons.

5.0 Strategic Analysis & Recommendations
5.1 Recommendations
5.2 Conclusion

6.0 Appendix
Appendix A: Chanel High Quality Details
Appendix B: Chanel Publicity Campaigns Featuring Global Celebrities Appendix C: Chanel Famous Collection Appendix D: Chanel Range of Merchandise
Appendix E: Chanel Reissue 2.55 And Exclusive Bags

7.0 References
7.1 Book Sources
7.2 Journal & Analyst Sources
7.3 Web Sources
7.4 Image Sources

8.0 Endnotes

1.0 Executive Summary
November 4, 2010

As global economy is recovering, the number of wealthy Asians willing to spend on luxury goods is also increasing. In a technology world today, both young and old rely on the Internet and increasingly, smart phones for entertainment and information on the go.

Chanel is an established luxury fashion and beauty company in France, founded by the stylish Coco Chanel, famous for revolutionizing womenʼs fashion and introducing timeless elegance and style.

Apart from a long history, Chanelʼs strength also lies in cult


References: November 4, 2010 7.1 Book Sources Buxbaum, G., Icons of Fashion, 1999. Prestel. 7.2 Journal & Analyst Sources Duttge, W., 2008 BusinessWeek.com., 2007. Chanelʼs American in Paris. [Online] Available at: http://www.businessweek.com/magazine/content/07_05/b4019069.htm [Accessed 1 November 2010] TopNews.com., 2009   November 4, 2010 Available at: http://topnews.com.sg/content/2163-singapore-see-arrival- chanel-boutique [Accessed 1 November 2010] JoongAngDaily.com., 2007 Kent, J., 2010. CNN.com. China Models Luxury Brands. [Online] Available at: http://edition.cnn.com/2010/BUSINESS/10/21/china.models.luxury.brands/ind ex.html?section=cnn_latest [Accessed 1 November 2010] Karl Lagerfeld talks to CNN UE2008Fr.com. French Industry Figures 2008. [Online] Available at: http://www.eu2008.fr/PFUE/lang/en/accueil/Bienvenue_en_France/economie/i ndustrie.html [Accessed 1 November 2010] Brandt, N., 2009 Brandz Top 100 Most valuable global brands 2010. [Online] Available at: http://www.millwardbrown.com/libraries/optimor_brandz_files/2010_brandz_to p100_report.sflb.ashx [Accessed 1 November 2010] Ritzon, M., 2010 Han, J., 2009, The Korea Times. Chanelʼs Day of Disgrace or Power of Market? [Online] Available at:   November 4, 2010 http://www.koreatimes.co.kr/www/news/biz/2010/08/123_38917.html [Accessed 1 November 2010] CNTV, 2010, Chinaʼs Luxury Market Sees Rapid Growth. [Online] Available at: http://www.just-style.com/comment/chinas-luxury- market-sees-rapid-growth_id106031.aspx [Accessed 1 November 2010] Patton, D., 2009, JustStyle.com   November 4, 2010 Chanel.com: FAQ Information on Fashion Seasons [Online] Available at: http://www.chanel.com/en_US/fragrance-beauty/FAQ-28105 [Accessed 1 November 2010] WWD Beauty Report International, 2004
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