Chanel & French Luxury - Marketing lecture 2010

CHANEL The French Business Model ,[object Object]

French Luxury Social Values Product Image Provocation & Sophistication Couture & Accessories Tradition & Individualism

MLLE. CHANEL ,[object Object],[object Object],[object Object],[object Object]

CHANEL ,[object Object],Fashion Couture & Ready-to-Wear Accessories Leather Goods, Shoes, Costume Jewelry, Eyewear, Sport Fragrance & Beauty Fragrance, Makeup, Skincare Fine Jewelry & Watches

CHANEL ,[object Object],Quality Comfort Proportions Simplicity Distinction Freedom “ Chanel wore as the independent & strong man she always dreamt to be.” -Salvadore Dali

CHANEL ,[object Object],Tweed Chain Stitch Braid Gold Lion Buttons Interlocking C’s Contrast Pumps Jackets Camellias Quilting 5 PARIS “ Maybe what I’ve done would have killed her, but without me, she would be dead.” -Karl Lagerfeld

CHANEL ,[object Object],Money-Maker: Target Market: Perfume Youth

CHANEL ,[object Object],Traditional Maintain position of validity in luxury fashion community Fashion Week Print

CHANEL ,[object Object],Books In-depth information for brand enthusiasts & connoisseurs Authorized, Unauthorized & Satirized

CHANEL ,[object Object],Short Digital Films Film Depictions Brand education & viral marketing devices International Movies (Authorized & Unauthorized) Lagerfeld’s Film

CHANEL ,[object Object],Art World Collaborations Restoring image as innovator through relationships Chanel Mobile Art Pavillion, Zaha Hadid Collaborative Artists

CHANEL ,[object Object],New Media Communicating in the target market’s environment iPhone Application Lagerfeld’s Twitter Feed

CHANEL French Luxury Evolution Image Product Social Values For me, Chanel is like music. There are certain notes and you have to make another tune with them. -Lagerfeld via Twitter ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],I have no scene. I go everywhere. I adapt. -Lagerfeld via Twitter

CHANEL French Luxury Evolution Image Product Social Values Couture Accessories Fragrances Selling the dream Building brand loyalty Introducing the brand & BIG MONEY! +

CHANEL French Luxury Evolution Image Product Social Values ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],Question (big money + apathy) = (art world relationships + big parties) = cool friends snob appeal safe use of history (safe use of history) + (snob appeal) + (cool friends) = ? BRAND HERITAGE + ASPIRATIONAL VALUE + OPINION LEADERS Luxury’s model for success in the last decade must evolve for success in the future.

French Luxury, Digital Future ,[object Object],[object Object],[object Object],[object Object],[object Object],protecting the niche -OR- fake it ‘til you make it

French Luxury, Digital Future ,[object Object],protecting the niche -OR- fake it ‘til you make it

French Luxury, Digital Future Loving someone is fine, but they have to love you back or it doesn’t work. -Lagerfeld via Twitter Balancing Individualism with Isolation (Thanks, Mr. Lagerfeld. I couldn’t have said it better myself!) protecting the niche -OR- fake it ‘til you make it

Chanel & French Luxury - Marketing lecture 2010

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Chanel & French Luxury - Marketing lecture 2010