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Chanel Brand Pitch
1. CHANELABOUT THE ICONIC BRAND
A STORY
Ingrid Harb & J. Ademar Perez CHANEL Brand Pitch February 29, 2016
2. Introduction
● BACKGROUND: A BRIEF HISTORY
● BRAND CREATION & POSITIONING
● BRAND BUILDING
● CONCLUSIONS & RECOMMENDATIONSHAUTE
COUTURE
READY-
TO-WEAR
LUXURY
GOODS
FASHION
ACCESSORIES
Presentation Overview
LITTLE
BLACK DRESS
NO. 5 CHANEL
SUIT
3. A Brief History
Founder:
Gabrielle Bonheur “Coco” Chanel
● 1883: Gabrielle is born in Saumur, France
● 1910: Chanel opens first shop; sells hats
● 1971: Chanel dies
● 1978: CHANEL brand expands globally; has first
“ready-to-wear” collection
● 1925: Chanel designs iconic logo; debut of CHANEL suit
● 1983: Karl Lagerfeld appointed Artistic Director
● 1926: Debut of Little Black Dress
● 1921: CHANEL No. 5 is introduced
● 1924: First line of cosmetics introduced
● TODAY: CHANEL sells jewellery, ready-to-wear, and more in Asia, Europe,
the Middle East, North and South America, and Oceania.
Headquartered in Paris, France
4. Brand Relationships
BLEU DE CHANEL
ALLURE HOMME
ÉGOÏSTE
PLATINUM ÉGOÏSTE
POUR MONSIEUR
ANTAEUS POUR HOMME
Nº5
COCO MADEMOISELLE
CHANCE
CHANCE EAU VIVE
CHANCE EAU FRAÎCHE
CHANCE EAU TENDRE
COCO NOIR
COCO
Nº19
ALLURE
ALLURE SENSUELLE
CRISTALLE
GARDÉNIA...
Monolithic Endorsed
SWIMWEAR
Independent
5. Customer-Based Brand Equity
Identity Meaning Response Relationships
A high-fashion house
Luxury Fashion Brand
Overrated Brand
Haute couture, ready-to-wear, luxury
goods, and fashion accessories
A symbol of wealth, accomplishment,
and aspirations
A symbol of class division
“Chanel is above all a style.”
-Coco Chanel
Stylish, classic, timeless, elegant
Over-priced, questionable quality,
common
The ultimate house of luxury
now and forever
Strong customer-loyalty with this
extreme
No consumer relationship with this
extreme
BM
CS
6. Competitive Framework of Reference
18 TO 40
YEARS OLD
Target Consumer
● People who love fashion
● Desire to display uniqueness
● High-Income, usually
● International
Similarities
HIGH FASHION HOUSES
ACCESSORIES & LUXURY GOODS
Differences
STYLE
PLACE OF ORIGIN
“Chanel is above all a style.”
-Coco Chanel
Brand Mantra
Competitors
7. Brand Elements
Memorability Meaningfulness Likability
Transferability Adaptability Protectability
Interlocking Cs are unique;
distinct shape inherently memorable
Black colour represents
elegance, elitism, and wealth
Cs and “Chanel” brand name are
beloved amongst consumers
Both brand name and Cs are used on
clothing, packaging, jewellery, and more
May be no need to update; hasn’t changed
(May upset consumer base if changed)
Globally successful brand;
counterfeited often
8. Tactical Contributions to Brand Elements
Brand Name
Unique, memorable, and simple
URLs Logos
Packaging
www.chanel.com
Extensions for stores in Asia, Europe,
the Middle East, North and South America,
and Oceania
The logo hasn’t changed since
Coco Chanel designed it in 1925
(Occasionally Cs are encased in a circle)
9. Places Licensing
People
Secondary Brand Associations & Sources
Carole Bouquet
Catherine Deneuve
Inès de La Fressange
Nicole Kidman
Keira Knightley
Marilyn Monroe
Gisele Bündchen
Vanessa Paradis
Audrey Tautou
Gaspard Ulliel
FRANCE
CoO
● Europe
● Asia
● Middle East
● North America
● South America
● Oceania
Employees: 10,000+
July 24, 2014
10. Conclusions and Recommendations
Strengths Weaknesses
Opportunities Threats
Recommendations:
● Don’t allow brand to be diluted
● Expand into Africa as more nations become developed
● Strong Global presence
● Strong brand associations
● Constant Reinvention
● Established base of timeless inspirational characters
● Art Directors don’t live forever
● Highly competitive market with little differences between
competitors
● Further brand expansion, especially in Africa
● A more robust online store
● Continued growth of counterfeit products
● Overall decline in luxury goods purchases
