197 1 year cocoa? From Chanel's death to the early 1980s, the main designers of Chanel brand changed several times, but basically Chanel's clothes still stood. Until 1983 1 month Carl? After Lagerfeld became the chief designer of Chanel, the situation changed. At that time, Chanel was called "Sleeping Beauty". Although she is respected, it doesn't mean that she can make money. Chanel brand needs to be revived, Carl? Lagerfeld's task is to wake up a "sleeping woman".
At that time, the concept of brand revival did not exist. But Carl. Lagerfeld did interpret this idea with action. Carl. Lagerfeld was born with determination, never studied hard, never got any certificates, and relied entirely on improvisation. He knows that he is not a visionary, and he knows what he wants to do and how to do it.
1984, Carl? Lagerfeld first launched the haute couture collection in his second year in charge of Chanel. In Carl? In Lagerfeld's view, every six-month cycle is meaningful, because he loves change, never misses anything, and will not be held back by anything. He knows that fashion is short-lived, risky and unfair. He must always walk on thin ice and take the next step before it breaks.
In order to get Chanel brand out of the haze quickly, Carl? Lagerfeld not only designs Chanel fashion, but also works as a part-time print advertising photographer of Chanel, serving as the behind-the-scenes director of Chanel art blockbusters and accepting the invitation of Chanel's cross-border cooperation. Carl. Lagerfeld once said in an interview: "I only put forward ideas and designs. The question is constantly changing, and I do it because there is no definite answer. "
Carl. Lagerfeld mysteriously unified two opposing artistic feelings in his design, which is both bold and dignified. Nowadays, the Lagerfeld version of Chanel brand is richer in color, more elegant and simple in tailoring, and has the characteristics of integrating elegance and fantasy.
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Lagerfeld Chanel leads the fashion trend in the fields of high fashion, high-end ready-to-wear, perfume, jewelry, watches, leather products, make-up, personal care, clothing accessories and so on. "Chanel extends from clothing to accessories, watches and perfumes, which can guide and cultivate potential consumers." Li Zhe, management consulting partner of Zhengluojunce, said.
Now, Carl? Lagerfeld brought Chanel back to life and created another myth.
"You can say that if Carl? Which model Lagerfeld makes red, this model must be red, no matter which country the model is from. " Qian Dandan's words are enough to make people understand why Carl? Lagerfeld is called "Caesar" in fashion.
"There were some supermodels in the 1990s, related to Carl? Lagerfeld is closely related. In recent years, Heidi, the designer of Dior menswear? Osman, so is Carl? Lagerfeld survived. " Zhang Dachuan said.
"He knows a lot about fashion design, so he is the boss of fashion rivers and lakes. Now Chanel's position in the world is inseparable from him. Many people think that Chanel is not too biased towards young people, but towards people with spending power. In fact, Chanel's latest clothes are all suitable for young people. For Carl? Lagerfeld, an old designer, can keep pace with the times, never give up the original things, inject vitality into fashion design and make an ancient brand glow with new vitality. In fact, it is not easy, because many brands have failed. " Zhang Dachuan said.
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"As a luxury, Chanel's success lies in its concentration, persistence and innovation over the past 100 years. Chanel's target customers are elegant and fashionable women with spending power. Because customers are focused and customers are concentrated, in terms of marketing, Chanel pays more attention to leading fashion and leading consumers' word of mouth with fashion instead of overwhelming advertisements. " Li Zhe said, "Chanel doesn't simply define the target consumers by age, but pays more attention to consumers' life attitude, lifestyle and consumption appreciation ability. Some luxury brands, although their business in China is growing rapidly, have become' owning XX brand equals owning wealth and face' due to marketing orientation and marketing means, and are sought after by high-income people. Although they meet the needs of some consumers to show off their wealth, the brand connotation has been ignored. "
Marketing goal: Chanel's marketing goal is undoubtedly to achieve leading product quality to attract high-end markets.
Seize a group of loyal consumers and expand the market as much as possible on this basis, but the premise is to ensure a stable consumer group. With the support of these "die-hard" consumers, Chanel naturally does not need to cut prices to promote product sales. What he has to do is to maintain the luxury, nobility and excellent quality of the products. 2. Product cost: Chanel products need a relatively long process from design to production, and they are unique.
Unique and exquisite design and excellent product quality can be compared with works of art, and it is impossible to realize large-scale assembly line production like many fast-moving consumer goods, so the product cost is definitely quite high, so from the perspective of product cost, the pricing of products should also be very high. 3. Market structure and demand: Chanel's market structure is monopolistic competition, and it is produced by itself.
Our products have monopoly rights, but at the same time Chanel is also facing fierce competition, such as BURBERRY, GUCCI, Hermès and other similar positioning brands. Although the price also needs to compete with these brands, after all, Chanel is the price maker of its own products and has certain pricing freedom. ?
Local distribution channels?
Chanel has boutiques in many countries around the world, but they are located in bustling business districts and high-end department stores. Chanel's different products have different distribution channels. Take Chinese mainland as an example. Chanel's perfume, make-up and skin care products have distribution points in 36 cities all over the country, while boutiques selling high-end clothing and accessories are only opened in Beijing, Shanghai, Hangzhou and Guangzhou, and distribution points selling watches and high-end jewelry are only located in Beijing and Shanghai. It fully explains the relationship between the market demand of products and the number of distribution points. The establishment of distribution channels in China basically reflects the global distribution channels of different product lines. ?
Promotion strategy?
Advertising: Chanel's advertisers are mainly magazine print advertisements and TV advertisements. ?
Magazines introducing Chanel products are generally brand-oriented, and usually appear in magazine advertisements together with other luxury brands. Like vogue and elle It can be said that all major fashion magazines are gathering places for Chanel advertisements. Of course, this magazine advertisement has also achieved good results, because the people targeted by the magazine are the potential consumer groups of Chanel?
Chanel's TV commercials are undoubtedly successful. Anyone who has seen Chanel TV commercials can feel Chanel's elegant, concise and exquisite style from the elaborate advertising evening.