Chanel classic creative poster
Chanel classic poster
Chanel's business philosophy, whether it's classic Chanel or Paul who plays games between tradition and fashion? Paul smith? Fast fashion? Zara, which is all the rage, still goes to the world with China elements? Shanghai beach? These seemingly different clothing brands can always change the fashion world with their own unique lifestyles. Evergreen brand with a long history and unique products is based on its core products. In order to adapt to the aging of traditional markets and the multi-level needs of emerging markets, they use their respective advantages to seek sustainable development.
Fashion features: both luxurious and simple.
Chanel brand is special because it is practical and gorgeous, drawing inspiration from the living environment and creating a simple and comfortable fashion philosophy. Because of this, people can easily distinguish Chanel's brand style two-piece tweed suit, sportswear with strong masculine elements, diamond-shaped pattern symbolizing Kangpeng Street, artificial jewelry that breaks old values, two-color spliced sheepskin shoes, camellia totem with strong feminist color and chanel no.5 perfume that pays equal attention to luxury and simplicity.
Marketing strategy 1: product? Elite?
The unique charm of Chanel products is desirable, but the high price makes ordinary consumers discouraged, but the brand positioning is becoming more and more elite, and even the weight of the most luxurious series is added to its products to attract more? Super rich? Wallet. Chanel brand has always been at the top of luxury brands, and high quality and high price are the only way to maintain its brand image and existence value. In the face of the global economic downturn, Marin, global president of Chanel? Kikate decided to make a global exhibition of flowing art for her iconic diamond handbag. Although some people think that it is unwise to sell the most expensive handbags in the world at this time, Mu Lin believes that even in the lowest economic downturn, people will not give up the pursuit of beautiful things, because it can boost everyone's morale.
Marketing strategy 2: brand? Young?
In 2002, 43-year-old Mu Lin was the CEO of L 'Oré al France and Banana Republic of America. Zikate became the global president of Chanel, and her goal was to lead this powerful brand by pleasing a new generation of luxury buyers. In order to achieve this goal, she adopted a rare consumer-oriented development strategy in luxury retail, and borrowed from Gap's? Fill the gap in the market? Experience. Mulin, who has experience in European and American fashion brands, has taken Chanel's marketing further, and together with the cooperation with designer Carl, has set a brand value of $6543.8+0.5 billion.
Marketing strategy three: occupy emerging markets
With the depression of western social economy, luxury goods have also been severely impacted, and emerging markets such as Russia, China and Brazil have become new growth points of luxury goods sales. At the end of 2009, by designer Carl? The advanced handicraft workshop series of Chanel brand led by Lagerfeld came to Shanghai, China, and presented Chanel, which spans the eastern and western hemispheres and runs through Chinese and western cultures, to the world? Paris, Shanghai? Series launched in 2008? Paris, Moscow? Part of another emerging market expansion plan after this series. At the beginning of 20 10, Chanel launched a series of luxury surfboards in another emerging country, Brazil. It must be said that in the process of resisting the global financial crisis, Chanel boosted the morale of many luxury brands, and at the same time seized the opportunity to explore emerging markets for itself.
Marketing Strategy 4: Maintain noble channel image.