TABLE OF CONTENTS
Introduction 3
From Coco to Karl - A Legend lives on 3
The 6 P’s 8
Product 8
Price 10
Place 11
Promotion 12
People 13
Positioning 13
Benchmarking 16
SWOT-Analysis 19
Micro economical analysis 19
Macro economical analysis 22
Recommendations 24
Conclusion 25
INTRODUCTION
Elegance, wealth, high class and originality; these are the first words which come to mind, when thinking of Chanel.
We as a group decided to choose Chanel as our subject, because of several reasons and questions that came to our mind. We strive to find out what the image of this brand is like today (classical, dusty or modern), and what Chanel has been doing to constantly promote the image of the label?
It is commonly known that Chanel, impersonated by its famous female founder and designer Coco Chanel, has over time evolved into being a huge fashion empire which is irreplaceable for the development of the fashion branch in the 20th century.
From Coco to Karl - A Legend lives on
COCO CHANEL
In 1912 Coco “Gabrielle” Chanel (1883-1971) founded the label bearing her name in Paris, France (Rue de Cambon) . Coco Chanel was one of the first fashion designers in her country as we know them today. She revolutionized female fashion first and foremost with the famous “Little Black”, the replacement of the Corset. Also trousers and the classical tweed (tweed as a garn was a revolution of the used materials) became socially acceptable thanks to Coco.
After the successes in designing clothes, Coco Chanel decided to enter other markets: fragrances and jewellery. She launched her first and worldwide most successful fragrance called Chanel No.5 as well as the first Chanel jewellery collection . ...