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 1920s
1. 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 1920s
1. 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
1950s
1. 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 1970s
1. 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 VUITTON
2.COACH
3.GUCCI
Chanel 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 Monroe
Chanel spokesperson
CHANEL JEWELLERY
 Brand Performance
1. 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 Value
By 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