Présentation au sujet: "Chanel. History - Coco Chanel Pioneered by the French fashion designer Gabrielle "Coco" Chanel. Revolutionized women's fashion with her elegant and casual."— Transcription de la présentation:
History - Coco Chanel Pioneered by the French fashion designer Gabrielle "Coco" Chanel. Revolutionized women's fashion with her elegant and casual looks Helped release women from the corsets era of the 19 th century
History - Chanel Modes 1910: First boutique called Chanel Modes and was opened in Paris and sold hats. Introduced her women’s sportswear line. Clothes kept simple and comfortable by taking common fabrics and upgrading them. Clothes were casual yet also chic and elegant.
History - Modern Relationship Between Women and Fashion Helped change women’s relationship with their bodies as well their way of life Simple styles reflected wartime sobriety Clothes removed all unnecessary pretentiousness and were built on the freedom of movement The first Chanel couture house was opened in Biarritz, France
History -Expanding In 1923: the timeless perfume No.5. was launched In 1924: the “La Société des Parfums Chanel’’ was established to manufacture and sell perfumes and beauty products Chanel also introduced a costume jewellery product line
History- Some Trademarks In 1925: Chanel initiated their signature cardigan jacket and “little black dress” Chanel suit: Inspired by men’s wear it consists of a knee-length skirt with walking pleats In 1954: Chanel introduced quilted bag with the shoulder strap Many of Chanel’s initial styles changed little from year to year
History-Retirement and Comeback By 1935: Coco Chanel employed 4000 people In 1939: She retired and closed the couture house In 1954: She Made a comeback and was successfully able to revive and restore Chanel She was named the most influential designer of the twentieth century at the 1957 fashion awards
History-Karl Lagerfeld Coco Chanel died in 1971 Left behind her a an inspiration for classic elegance that will never grow old In 1984 : Karl Lagerfeld took over as art director of Chanel He took the classic styles created by Coco Chanel and created new ways to wear them that meet the needs of the modern women
Product Segmentation- Clothes
Product Segmentation- Shoes
Product Segmentation- Watches
Product Segmentation- Bags
Product Segmentation- Perfumes NO.5 CHANCE ALLURE ALLURE SENSUELLE COCO COCO MADEMOISELLE NO.19 CRISTALLE --------------------------------------- ALLURE HOMME ALLURE HOMME SPORT ALLURE HOMME SPORT BLANCHE ANTAEUS PLATINUM EGOISTE POUR MONSIEUR
Product Segmentation- Cosmetics Face Nails Eyes Lips Body
Brand Identity and Core Values Classic Elegance Timeless Exclusivity Interlacing of masculine and feminine Chanel suit Quilted fabric Little black dress Camelia Chain with leather
Justification for New Product Line Making a plate collection enables the consumer to enter the Chanel “lifestyle” Enables people to use Chanel in a more everyday way To extend the brand name in plate collection in a luxurious way To make Chanel products something the whole family can enjoy Decorative purposes for the home
Trendbook -Chanel Maison
Trendbook-For the plates
Competitor analysis Missioni Kate Spade Cristofle Price range for luxury brands per set: 600-1200 $
The Collection Rue Cambon Le jardin Jour et nuit L’originale Enchanté La mer Simplement gabrielle
Packaging Shape: Round/Square/Rectangular Colour: Black Classical textile: Symbolic logo New line name: la maison La Maison
Innovation Scales (Product&Packaging) Packaging: Low innovation Product: High innovation La Maison
New Product Positioning Accessible luxury Inaccessible luxury ClassicModern -The positioning that the new product line want to occupy trough the perception from the target market is: -The unique plate that belongs to those that gives value to classical and beauty products. -To change the usage rate from the middles users to strong and heavy users.
Name Justification We will have 7 differents product lines. All of the product lines names are French to remind the qualities from the house of Chanel. The names will be written in cursive on the back of the plates to add a personal element. The names were chosen to match the uniqueness of the design. Each plate has a strong element designed that represents the purpose of its name.
Target Market Females, middle age 35-49 years old, married, medium users. The customer profile are for those who identify themselves with the Chanel brand, care about house products, are interested in decoration, have a strong personality, and like to buy luxury products. They are also elegant, fashionable, but not necessarily follow all trends.
Distribution Strategy The plates collection will be sold only in Chanel stores The strategy is to differentiate this product line from our competitors. The purpose is also to attract more consumers to the store to expose them to other Chanel products. The new product will not be very accessible in terms of distribution. This will help keep the uniqueness of it and not to devaluate the brand image.