All data from public. Just for acedmic propose

1. Theme 1
Theme 2
Theme 3
Theme 4
Theme 5
The origins of the legendary
The free pursuit of
The abstract essence of
The illusion of inspiration
The hidden luxury
ABSTRACTION
IMAGINARY
ORIGIN
LIBERTY
Charlotte. Lee
INVISIBILITY
28/05/2013
CHANEL

2. Agenda
CULTURE CHANEL Exhibition
CHANEL

3. Chanel S.A.
Brand Prism
Gabrielle "Coco" Bonheur
Chanel (1883 – 1971)
Design Inspiration
•Comfort, Easy and Practicality
•Male aesthetic into her design
•Emancipation of women from
“corseted silhouette”
Source: Michel Chevalier, Luxury Brand Management: A World of Privilege, John Wilet et Son Ltd, 2008, P188
CHANEL
1
of
20

4. CHANEL S.A. Background
Milestone of History
Perfume
NO.5
1910
Gabrielle
Coco Chanel
Haute
Bijouterie
1921
Hats
Male
Perfume
1932
1955
1915
1929
1955
Haute
Couture
Accessories
Leather
goods
CHANEL
Elite
Jewelry
Glasses
2000
1993
1987
Watchmaking
1999
Cosmetics
Karl
Lagerfeld
26

5. Company Background
CHANEL: Brand Identity Prism & Product Line
Physique
Total look for women
Personality
Instinctive, Daring, Creative,
Perfectionist, Understated,
Sophisticated
Culture
Simplicity, Sophisticated,
Anticipation, Liberation
A brand associated with a wide product family
Couture
Ready to Wear
Leather goods
Jewelry
Watch
Self-image
A liberated women’s lifestyle
Reflection
The modern elegant women
Relationship
Durable, Flattering,
Respectful
CHANEL
Perfume
Cosmetics
Accessories
Sport
Tattoo
Key principles of Chanel : Intimacy and Direct Consumer Interaction
25

6. Marketing Communication
CHANEL: 360⁰ Marcom
Fashion Show/ Ads
Traditional position in
luxury fashion community
Books
In-depth information for
connoisseurs
Film Depictions
Brand education and viral
marketing devices
Art
Restoring image as
innovator
New Media
Communication
CHANEL
27

7. Culture Chanel
Marcom: Art and Exhibition
Little Black Jacket (2012)
Tokyo, New York, Taipei,
Hong Kong, London, Moscow,
Sydney, Paris, Berlin, Seoul
Culture Chanel (2011 – 2012)
Shanghai, Beijing, Guangzhou
Northern Women in
Chanel (2011 2013)
Stockholm,
Helsinki Finland
Chanel Mobile Art
Exhibition (2008)
Hong Kong, Tokyo,
New York, Moscow,
London, Paris
Icon Meets
Icons (2009)
Dubai
CHANEL
2
of
20

8. Agenda
CULTURE CHANEL Exhibition
CHANEL

9. lenah hina
Culture Chanel in China
China = Luxury market
•40% cores luxury clientele from China
(32 millions)
•1st luxury market in 2015 (estimate)
•Chinese customer behaviour will be
egoistic and rational
Chanel in China
•2nd most-desired brand in China
•> $10 billion in annual sales
•Challenges of Chanel in China:
“undifferentiated images in the
eyes” of Chinese consumers
CHANEL
3
of
20

10. lenah hina
lenahChanel in China
hina
Culture
Undifferentiated images in the eyes of Chinese
Challenges of Chanel in China:
“undifferentiated images in the
eyes”
Target
Client
CHANEL
4
of
20

11. lenah hina
Culture Chanel in China
Challenges of Chanel in China:
“undifferentiated images in the
eyes”
Target
Client
CHANEL
4
of
20

12. lenah hina
Culture Chanel in China
“Culture Chanel is an exhibition specially made for China, … It
is the biggest ever exhibition that Chanel has organized in
China”
“We would like to take this opportunity to share with the
Chinese people our brand’s culture, history and values …”
------ Xu Beini, a marketing executive from Chanel China.
CHANEL
5
of
20