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
Q2. What part of the exhibition
could Chinese people understand ?
CHANEL

3. Exhibition Success or not?
Recognition of Western history and Art knowledge
•
More Preference: “Origin”
Reason: personal like, easy to understand
•
Less Preference: “Abstraction” &
“Imaginary”
Reason: personal dislike, difficulty to
understand
Difficult to understand
•Western history and Art are 2 “new”
subjects.
•Manuscripts: Difficult to understand
•Outside the visitor’s understanding →
may create boredom and even
personal dislike
CHANEL
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20

4. Exhibition Success or not?
Difference Culture and Value of Chinese and Western on Art
Q12. Have you been impressed by artists’ work in the
exhibitions? What artist do you impress the most?
• Less Preference:
Manuscripts: Musicians
Manuscripts: Poets
• More Preference:
Haute Couture
Perfumes
CHANEL
10 of
20

5. Exhibition Success or not?
Difference Culture and Value of Chinese and Western on Art
• Western Art
• Chinese Art
Shift in Tradition and Anti-traditional cultural
Event
Antitradition
Culture
CHANEL
Situation
History
Relationship between Man and Nature
Event : Situation
Value Confucius
consistency and continuity in inherent nature
Culture
History
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20

6. Exhibition Success or not?
Difference Culture and Value of Chinese and Western on Art
• Western Art
• Chinese Art
Shift in Tradition and Anti-traditional cultural
Event
Antitradition
Culture
CHANEL
Situation
History
Relationship between Man and Nature
Event : Situation
Value Confucius
consistency and continuity in inherent nature
Culture
History
11 of
20

7. Exhibition Success or not?
Attribute on Brand personality: Coco vs. Chanel
How do you
characterize Chanel?
Chanel
Brand Prism
Which Chanel's characteristic
associate with modern woman?
Physique
Total look for women
Personality
Instinctive, Understated,
Creative, Perfectionist,
Creative
Daring, Sophisticated
Culture
Simplicity, Sophisticated,
Anticipation, Liberation
Self-image
A liberated women’s
lifestyle
Reflection
The modern elegant
women
Relationship
Durable, Flattering,
Respectful
CHANEL
23

8. Exhibition Success or not?
Attribute on Brand personality: Coco vs. Chanel
Which Chanel's characteristic
associate with modern woman?
How do you
characterize Chanel?
creative
feminine
exclusivity
Confident
good taste
strong
personality
fashionable
CHANEL
beautiful
Talent
Talent
charming
Graceful
independent
brave
Avant grade
Confident
Graceful
Beautiful
Confident
Talents
Graceful
good
taste
Independent
feminine
Sophisticated
serious
Sophisticated
Brave
Fashionable
creative
simplicity
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20

9. Was the Culture Chanel exhibition a
success for Chanel?
CHANEL

10. Exhibition Success or not?
Intention to Purchase
Q11. After visited the exhibition, do you want to buy Chanel
product(s)? What is it?
CHANEL
13 of
20

11. Exhibition Success or not?
Understanding of Brand and Purchase Motivation
Q3. What do you think about
Chanel Brand?
CHANEL
Q4. The reason of you purchase Chanel
product:
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20

12. Exhibition Success or not?
Summary
CHANEL
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20

13. Exhibition Success or not?
Mixed Success
Important of Brand Personality
•a vehicle for customers to express their own identity
•a sustainable point of differentiation.
•A brand personality metaphor helps suggests of
relationship that customer has with brand
CHANEL
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20