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Chanel\'s Online and Offline Brand Management
- 1. CHANEL Online and Offline Brand Management Glodine Jourdan, MBA Candidate 2010
- 3. Agenda My Background and Interest Industry Trends Chanel.com The Framework Important Points Final Thoughts
- 5. Industry Trends: Drivers to Growth Increase in Standard of Living Democratization Globalization Accessibility New Markets International Travel Global Mass Media The Internet as a multi-dimensional sales channel
- 6. Industry Trends: Luxury’s Balancing Act
- 9. Industry Trends: The Internet An increasingly important sales channel 27% of consumers purchase luxury apparel online 18-24 year olds more likely to purchase luxury apparel online at 42% 72% of High Net Worth Individuals (HNWI) bought online in 2008, higher than any other income level HNWIs report that the internet has changed how they shop at 52%, higher than any other income level
- 10. Industry Trends: The Internet An increasingly profitable channel Sale of luxury fashion goods online increased almost fourfold from ’01-’06; trend is expected to continue beyond 2009
- 11. Industry Trends: The Internet Those are conversations you should monitor, and also aim to influence
- 12. Chanel.com Captures the essence of the brand…
- 13. Chanel.com, Cont’d …But is missing the e-retail component
- 15. Offline Brand Management Strategy
- 19. The Customer expects you to be online. You need to be where your customers are
- 20. Brand managers need both online and offline expertise in order to manage the brand holistically
- 21. Important to manage online conversations on social networking sites
- 22. Offline Brand management should drive online brand management
- 24. Identified challenges and opportunities
- 25. Briefly proposed a solutionI would like to discuss the last point in greater detail Glodine Jourdan Haas MBA Candidate 2010 Glodine_jourdan@mba.berkeley
- 26. Thank you! Glodine Jourdan Haas MBA Candidate 2010 Glodine_jourdan@mba.berkeley
Editor's Notes
- Essentially people make more money, can buy whatever they want due to accessibility of goods. A large part of this is due to international travel and the growth of the internet. The global luxury fashion sector is estimated to be worth US$130 billion. The sector is one of the few industrial segments that have remained a constant world economy contributor with an annual growth rate of approximately 20 per cent although we’ve seen some decline in the past few years.
- Luxury brand managers must engage in a delicate balancing act.
- Recent market segmentations have generally identified the following consumer segments in the online channel. Many luxury customers tend to be experimental and convenience shoppers
- This is critical for luxury brands because any conversations online are conversations you should take part of and affect if possible
- On the topic of luxury and the online channel, Chanel captures the essense of the brand
- This is a missed opportunity
- The A/O Test helps to analyze the type of luxury brand you are, your customer types, and determines whether you are doing well in current offline brand strategy. The online brand management process first looks at the type of products you sell to determine if they are conducive to e-retail, then goes through the strategic options to build a strong online channel. The final step helps put together a strategy for social media and the web as a whole
- I would like to discuss the last point in greater detail and speak with you about the value I will bring as a consultant to solve your e-retail strategy.