Strategy Analysis of Chanel

Résumé du document

We have decided to study Chanel for our university case study because it is an internationally well-known brand; one of the most famous and notorious in the luxury industry.
Today Chanel belongs to the Wertheimer brothers who are the grandchildren of one of Coco's associates. The company was created by Gabrielle Chanel in 1909. The Wertheimer brothers, whose fortune, worth 3, 5 billion Euros (year 2009), is the 10th largest in all of France, have placed all their capital in Switzerland.
In this document, we are going to answer the following question:

How has Chanel managed to remain the mystical brand of choice?
We have established the following plan, to present the company, its history, 4 P's and SWOT analysis, so that we can explain the existing strategies of the brand. Also, we will propose recommendations for Chanel to keep its position of leadership on the luxury market.

Extraits

[...] 1978: Launching of Ready-to-wear and accessories 1983: Karl Lagerfeld become the artistic director of Fashion (Haute Couture, Ready-to-wear and accessories), he opened a second boutique in Paris Avenue Montaigne; 1986: Maison Chanel receives the "Golden Thimble Award" for his Haute Couture Collection Fall-Winter 1986 1987: creation of Chanel watches 1988: "Council of Fashion Designers of America awards Maison Chanel and gives Karl Lagerfeld the Special Award. 1993: Launching of Chanel jewelry. 1999: a new stage for the 100 Chanel boutiques worldwide. [...]

[...] -The forgery -GIVENCHY -Fendi -Giorgio ARMANI Competitors and mapping Mapping: Success strategies A study of the success of the Chanel Maison: We will first focus on the history of the creator, Gabrielle Chanel who was a simple and visionary woman, who liberalized and changed feminine fashion with new fabrics and cuts. The brand icons are: the bag multicolor shoes, jewelry, camellia, the famous tweed jacket, perfume n5 and the little black dress. Brand items are: chains, numbers 5 and 19, black and white, metallic lic colouring, double C and masculine femininity. In 1983, the fashion designer Mr. [...]

[...] Her list of achievements was eloquent. In a 20 year career, Chanel has successfully popularized the smock, Jersey, pants, jewels, tweeds, and a little black dress. She was also the first fashion designer to have created a fragrance and a line of cosmetics. In 1935, Chanel employed workers, owned 5 buildings in Cambon Street and sold about products a year. But the beginning of the Second World War marked the decline of the house. In 1939, the Couture House closed its doors. [...]

[...] The "Total look" Chanel was born, and was exported to the United States. In the early 30's, Coco became a fashion adviser for movie stars like Greta Garbo and Marlene Dietrich. 1932: A fine jewellery collection The very feminine, Mademoiselle Chanel had a strong "taste" for jewelry. She never went out without her pearls. In 1924, she opened a jewelry store. As usual, she was surrounded by talented people such as Etienne de Beaumont and Duke Fulco Verdura, who contributed to the development of the jewelry home. [...]

[...] The company was created by Gabrielle Chanel in 1909. The Wertheimer brothers, whose fortune, worth billion Euros (year 2009), is the 10th largest in all of France, have placed all their capital in Switzerland. In this document, we are going to answer the following question: How has Chanel managed to remain the mystical brand of choice? We have established the following plan, to present the company, its history P's and SWOT analysis, so that we can explain the existing strategies of the brand. [...]