Ma Marque

CHANEL

HISTORY• Chanel is a Parisian fashion house founded by the late

couturier Coco Chanel.• Gabrielle "Coco" Chanel heralded new designs and

revolutionized the fashion industry by going "back to basics", incorporating elegance, class, and originality.

• Under her tight reign from 1909-1971, Coco Chanel held the title as ‘Chief Designer’ until her death on January 10, 1971.

• recognized as one of the most chic in the haute couture (The leading establishments or designers for the creation of exclusive fashions).

• Specializes in luxury goods like ready-to-wear, handbags, perfumery, and cosmetics among others.

The Road…Establishment and recognition: 1909 through 1920s1. In 1909, 1st Chanel store opened on the ground floor of the Balsan's

apartment in Paris. 2. The Balsan home was a meeting place of the hunting elite of France

and gave Coco the opportunity to sell the women decorated hats.3. Meet Arthur Capel, a member of the Balsan men's group, who helped

her acquire her location at 31 Rue Cambon in Paris by 1910.4. In 1913, Chanel introduced women's sportswear at her new boutique

in Deauville and Biarritz, France.5. During World War I, Chanel opened in front of the Hotel Ritz Paris,

and sold flannel blazers, straight linen skirts, sailor tops, long jersey sweaters and skirt-jackets.

6. Following the fashion trends of the 1920s, Chanel produced beaded dresses.

7. 1921 saw the introduction of her first perfume Chanel No. 5.

The Road…

Parfums Chanel: the late 1920s1. Parfums Chanel was founded in 1924 by Pierre Wertheimer to

produce and sell perfumes and beauty products.2. In 1924, Coco also introduced her first costume jewelry which

were a pair of pearl earrings, one black, one white.3. She introduced her signature cardigan jacket in 1925 and in

1926, the ‘little black dress,' and a tweed, inspired by visits to Scotland.

4. As the couture Chanel and Parfums Chanel gained success, business relations between Coco and Pierre were sour.

The Road…

Chanel and Nazi affiliation: 1930s through 1950s1. Coco designed a line for petite women in 1937.2. Chanel premiered an exhibition of jewelry in 1932 dedicated

to the diamond. Several of the pieces, including the "Comet" and "Fountain" necklaces were re-introduced by Chanel in 1993.

3. When World War II began in 1939, Only her parfums and accessories were sold in her existing boutiques.

4. And with the rumors of Coco Chanel and Nazi affiliation the brand came to its death.

The Road…

Chanel's comeback: 1950s through 1970s1. Chanel returned to Paris in 1953 to find that fashion designer

Christian Dior now dominated the couture market.2. Chanel re-introduced the "Chanel suit" and introduced the Chanel

chain handled quilted leather handbags in February 1955.and her first eau de toilette for men, Pour Monsieur (which has also been marketed under the name "A Gentleman's Cologne")

3. In 1974, the House of Chanel launched Cristalle eau de toilette, which was designed when Coco Chanel was alive.

4. 1978 saw the launch of the first non-couture, prêt-à-porter line and worldwide distribution of accessories.

Le Statistique• Chanel’s fashion became known in 1915 throughout France for its

simplicity.• In the years 1915 and 1917, Harper's Bazaar (Harper's Bazaar is a well-

known American fashion magazine, first published in 1867) mentioned that Chanel's name was "on the list of every buyer.“

• For Parfums Chanel - Wertheimer retained 70% of Parfums Chanel, while Bader retained 20%, and Coco a modest 10%.

• Throughout the 1930s, Elsa Schiaparelli was competing more strongly with the House of Chanel, but this was only a short term rivalry

• After WWII Pierre Wertheimer returned to Paris to control Wertheimer family holdings and Coco Chanel sold the complete rights to her name to the Wertheimers for Perfumes Chanel, in exchange for a monthly stipend.

• After collaboration Chanel’s spring collection received the Fashion Oscar at the 1957 Fashion Awards in Dallas.

CHANEL PRODUCTS

Top Three Fashion Brands

According to the site Fashion brand the top three brands in the fashion world are as follows

1.LOUIS VUITTON2.COACH3.GUCCIChanel comes in top 10 brands .

How would I choose top 3???

If I were to choose top 3 brands then I would lay emphasis on the follow:

1.Quality of the product/ perceived quality

2.‘WOW’ factor

3.Past experience with the product/company.

QUALITY• If a product fulfils the customer’s expectations, the customer will

be pleased and consider that the product is of acceptable or even high quality. If his or her expectations are not fulfilled, the customer will consider that the product is of low quality

• Quality needs to be defined firstly in terms of parameters or characteristics, which vary from product to product.

• Perceived quality can be defined as the customer's perception of the overall quality or superiority of a product or service with respect to its intended purpose, relative to alternatives. Perceived quality is, first, a perception by customer

• For fashion product perceived quality is more important as the customer places the product higher than that of the competitors and thus the ‘WOW’ factor.

WOW Factor

• The degree to which the first impression of something makes a person say Wow! A surprise, originality, coolness factor.

• This concept of an unknown but vital quality also extends into other worlds, such as business and entertainment

• ‘WOW’ factor is a certain indefinable quality which may promote one product over another in the eyes of customers.

• “WOW is something that you have to put some though into” by Jess customer specialist for Best Buy Blue Shirts.

• ‘WOW’ factor can also be interchangeable used with ‘X’ factor.

Experience• According to Marketing Management by Kotler – customers learn about

brands through past experience with product and its marketing program.

• The term "user experience“ can be defined as "the overall perception and comprehensive interaction an individual has with a company, service or product. A positive user experience is an end-user's successful and streamlined completion of a desired task."

• Experience branding - Strategists are increasingly thinking beyond product to the full extent of the brand experience, which is consistently reinforced organization-wide in all customer interactions.

• In order to create brand experiences your brand should tell a consistent, inspiring story at every consumer touch point. For that, you need a new approach. A new logic. A new Method.

• The ultimate payoff of branding is and has always been to differentiate itself and to establish an emotional link with the consumer.

Product Differentiators

The three product differentiators of Chanel V/S top three brands are – 1. Haute couture: refers to the creation of exclusive custom-fitted

clothing. Haute couture is made to order for a specific customer, and it is usually made from high-quality, expensive fabric and sewn with extreme attention to detail and finish, often using time-consuming, hand-executed techniques

2. "simplicity is the keynote of all true elegance“ said Coco Chanel. Chanel designs are simple cut like in square purses or watches.

3. The company has had many high-profile celebrities as spokesmodels, including Catherine Deneuve (1970s Chanel No.5 spokesmodel), Nicole Kidman (early 2000s Chanel No. 5 spokesmodel), Audrey Tautou (current Chanel No.5 spokesmodel), and most famously, Marilyn Monroe (1950s Chanel No. 5 spokesmodel) pictured splashing herself with a bottle of Chanel No. 5. The image is certainly the most famous of all Chanel advertisements, and continues to be one of the most popular advertisement photos in the history of marketing, used in countless biographies, and still selling in large quantities as a poster and art piece using Marilyn Monroe as the model.

RESONANCE TABLE

BRAND SAILENCE:

1. Chanel not only has brand awareness but recognition and

absolute recall among the elite class, which are their target

audience.

2. Chanel has developed a number of brand elements through

ages. The Chanel logo, there patent jewellery design-flower,

brand spokespersons are few of the element that has

strengthen brand recall.

CHANEL LOGO

Marilyn MonroeChanel spokesperson

CHANEL JEWELLERY

Brand Performance1. Style and design: Chanel believes that simplicity is

elegant, therefore they combine simple cut with basic design whether its ready to wear or purses to jewellery.

2. Price: High priced commodities/products make them niche product as in not many people are able to afford it hence giving the user a ‘WOW’ factor.

3. Alain Wertheimer, revamped Chanel No.5 sales by reducing the number of outlets carrying the fragrance from 18,000 to 12,000. He removed the perfume from drugstore shelves, and invested millions of dollars in advertisement for Chanel cosmetics. This ensured a greater sense of scarcity and exclusivity for No.5, and sales rocketed back up as demand for the fragrance increased.

Brand Imagery

• A profile is a collection of personal data

associated to a specific user. A profile refers

therefore to the explicit digital representation

of a person's identity. Haute couture is unique

to Chanel where they customize there

products to their customers.

Personality and ValueBy Coco Chanel

• Camellias: The seeming simplicity of masterpiece is sure proof of its grace.• Baroque: Why does all I do become byzantine?• Metelasse: Elegance is in the lines.• Commete: I wanted to cover women with constellations! With stars! Stars of all

sizes.• Pearls: A women’s true value counts most when she shines of beauty and

peace.• Charms: Luck is a way of being, luck is my soul.• Black and White: I have said that black comprises everything. So does white.

They possess absolute beauty.

These are various designs offered by Chanel to its customers. These design reflect customers values and personality.

Brand Judgment

• Chanel gives the utmost importance to the quality of its gemstones, pearls and precious materials. Their beauty and rarity are the objective of most precise and demanding research. Chanel only uses the most sought after gemstones and pearls from the most exotic origin and tolerates no flaw in beauty.

Brand Judgment

• Superiority: the design are patented by the company. The design are exclusive to the Chanel hence make their customer superior to other.

Brand Feeling

• Social Approval: Chanel is one of the top 10 brands in the fashion world. Its associated to beauty, simplicity and elegance. A Chanel uses is neighbour envy.

• Self Respect: Any product which raises your image not only in other’s eyes but your as well. Wearing Chanel gives one inner satisfaction and makes u feel special.

Brand Resonance

• Attachment: ‘Once a Chanel user always a Chanel person’ said Jasmeet Mann, loyal Chanel customer.

• Chanel creates that WOW factor which creates an attachment or bonding between user and the brand

Innovation

• Major strength and difference lay in its incomparable creativity linked directly to its origin.

• The flexibility and mobility that gave originality to the 1932 collection perpetuates the notion of artistic and technical freedom always evident in Mademoiselle’s Creation.

• Chanel, the fashion house, has an application for the latest release of the iPhone, CHANEL – Haute Couture Show F/W 08/09.

Interview• Neloo Mann has to ask the lady at the coffee morning

which perfume she wore, “As soon as she entered the hall the fragrance filled her entire body.”

• COCO Mademoiselle Chanel Paris perfume, is what she is a proud owner of.

• She picked up the 100 ml bottle for 67 $ from a duty free shop in London.

• “Its out of the world”, she said. “Its an evening perfume and only a little is enough for the fragrance to last for lifetime.”

• In its very first use, Neloo has become a loyal user of the brand.

• Ph no -02222177305