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Chanel Brand Marketing

ChanelBrand Marketing


ChanelBrand Marketing

ChanelBackground Information

Chanelis a family owned private company that markets various products inthe line of clothing, fragrance, handbags and watches. The brand iswell known and associated with its little black dress, Chanel No. 5perfume and the Chanel suit. The brand is ranked as one of the mostdesirable in the world among the Chinese luxury consumers. The houseof Chanel commenced in 1909 when Gabrielle Chanel opened a millineryshop, and it was his constant interaction with different mistressesaccustomed to fashion that catalyzed the success of the brand. Thegrowth of the brand has been associated with constant revamping andmodification of the different styles to meet the changing needs ofthe customers in the market (Park &amp Park, 2016). The targetaudience for Chanel’s products is mainly focused on young womenaged between 18 and 45 years.

BrandPersonality Spectrum

Theprimary values of Chanel’s brand include elegance, luxury, quality,attention to detail, and less is the best approach. The growth ofChanel can be mainly attributed to its ability to draw the attentionof the young people, particularly women who would want to beassociated with luxury and quality products. According Park and Park(2016), Chinese young women are more drawn to luxurious products andthis explains why the market in is viable for Chanel. Based on thebrand personality spectrum the main attributes to be considered inthe case of Chanel Brand include its pricing strategies, brandquality, target customers, and the advertisement strategies.

Accordingto Coco Chanel agirl needs to be two things: classy and fabulous,and this means that the brand immensely correlates to the classic andtraditional personality aspect. Cutting edge can also be used todescribe the brand. The success of the brand has been based onleveraging on societal values towards luxurious products andservices. There is a need to constantly change to embrace thechanging needs in the market. Further to illustrate that the productis cutting edge, Chanel has constantly used celebrities to endorsenew products. The move is geared towards elucidating emotionalattachments by the customers to the celebrity endorsers (Ramaseshan &ampStein, 2014). The strategy is also crucial to ensure that the cuttingedge provision is illustrated significantly, this is owing to thefact that celebrities tend to associate with awesome or cutting edgeproducts in the market. Modern or high tech perspective isillustrated in the marketing of the brand. As discussed before, thetarget market is young women aged between 18 to 45 years (Qian &ampWang, 2010). Modernity is also illustrated by the use of celebritiesin the marketing of the product.

Carefulthinking and planning of the brand is mainly attributed to thequality of the end product. In fact, Chanel Brand is rated as one ofthe most reputable luxury brands in the market and this is mainlyattached to the quality of its products which shows immenseexperience in the design and development of the products.Professionalism is depicted in the nature of the end productsdeveloped by the company (Ramaseshan &amp Stein, 2014). Since itsinception, Chanel has leveraged on the skills of its directors tocome forth with quality products appealing to the target customers.In addition, the luxury market is all about personalization andcustomization of products and this explains the personable andfriendly nature of the brand to its target customers.

CurrentlyChanel still operates under a discrete and secretive fashion system.The focus of the brand has been placed on direct customerinteractions and elucidation of intimacy among the customers. Theseare key operational strategies that the company has adopted over thelast years as it has refused to market its products online regardlessof the fact that more and more companies are leveraging on theplatform to make sales (Roy, Khandeparkar, &amp Motiani, 2016).Chanel has mainly aligned to the provision of highly tailored andcustomized products that take into perspective sessions with the VIPcustomers. Generally, Chanel has been able to sustain and nourish itsintimacy and exclusivity. The launch of products has alwayscorrelated to the founding icons’ values and principles, and a goodexample was the launch of the “Little Black Jacket” in 2012. Thiswas a celebration of the timeless classic designs and the fact thatonly specific parties were invited shows a high sense ofexclusiveness. Moreover, Chanel has managed to instill a tightfashion system that is focused on the needs of the young femalegeneration. This explains why there is a higher marginal scoreamongst the target audience.


Chanelemploys highly discrete and sensual images that mainly correlate withthe “Lover” brand archetype. Chanel can be described as avoluptuous, passionate sensual character that adopts and implementsthe perspectives of intimacy, secretiveness, and subtlety (Lloyd &ampWoodside, 2013). A good example of an aspect that has reinforced thebrand archetype is the images of the founder that is embedded in thevarious products and has been portrayed in different movies. Inaddition to the feisty image of the founder, there are additional andfamous quotes made on the use of the brand like that of MarilynMonroe has plummeted the realization or correlation to the “Lover”archetype. Marilyn Monroe depicts “What do I wear in bed? Why,Chanel No.5 of course?”

Marketingand Brand Personality

Chanelfocusses mainly on dark images that imply association to culture,mystery and class an aspect that tends to resonate with the targetcustomers. Many Chanel perfume ads are mainly in black and white andthis give the brand a feel of the old work, clothes and otheraccessories on the display, give the brand a sense of modern, fashionand sophistication. At the same time, the brand makes use ofcelebrity images on most occasions. In fact, celebrity endorsement isthe main marketing approach that Chanel follows since it is all aboutclass and fashion. All of Channels branding is designed in such a waythat it appears cultured, rich and classy in line with the targetcustomer specifications. The sole reason why Chanel targets youngwomen is based on the fact that they are trendy and easily getacclimatized with new designs and innovations that are uniquelytailored to meet their tastes and this is clearly illustrated in themarketing strategies adopted by the company (Högström, Gustafsson,&amp Tronvoll, 2015).


LouisVuitton is the closest competitor to Chanel. Unlike Chanel thatinvests on more conservative marketing strategies, Louis Vuittontends to leverage on experimental marketing techniques. In 2012 Louiswas very active owing to its campaign that was carried out acrossvarious platforms in the world. The campaign was termed “L’A duVoyage”. Through improved marketing strategies and vigorouscampaigns, Louis Vuitton has managed to stay afloat in the luxuryindustry. However, the issue on whether it will hold longer itscurrent position is a matter that cannot be answered adequatelypegged on the fact that companies like Chanel are revitalizing theirmarketing campaigns.

Justlike Chanel, Louis Vuitton focusses on the rich and young people whoare termed as trendy and classy. The target customer base has thewill and resources to harness the purchase of the products. Further,as compared to Chanel which scores highly in the “Lover”archetype, Louis Vuitton scores highly in the “Ruler” archetype.Louis Vuitton assumes an authoritative, structured and flawless modelin accessing its customers (Högström, Gustafsson, &amp Tronvoll,2015). Despite the small differences exhibited by both brands, theytarget a common market base which makes them fierce competitors inthe industry.

Evaluationand Summary

Itis easy to think that globally recognized brands like Chanel andLouis Vuitton have no problem when it comes to cultural tractiongeneration since they have been in the market longer enough to buildglamour, aspiration and desire. However, the assumption is wrong. Infact according to a test conducted, it can be concluded that luxurybrands like Chanel have been outshone by large corporations likeApple and Samsung. Further, the aspect of globalization seems to eatinto the profits of the luxury brands. The main competitive advantageof luxury brands is cemented on the principles of scarcity, intimacyand uniqueness factors that have been compromised by globalizationand the rise of free flow of goods and services.

Moreover,in a world characterized with counterfeit products, the whole aspectof purity becomes a problem to implement. In order to build and holdits presence in the market, Chanel has resorted to aligning itsoperations to its founding values and this explains why it has notembraced fully the use of the internet. Originality, classic, modernand uniqueness are key factors in Chanel as a source of inspirationto the customers.

Inconclusion Chanel is well placed to compete effectively in the marketowing to its decades of principles and values. The brand is stillbuild on the premise of tradition, culture, richness and style. Allthese factors play an integral role in ensuring that Chanel as abrand remains competitive in the market. The target customer offers abetter source of income to enhance the company’s operations.Celebrity endorsements and reliance on ads skewed to fit thetraditional model in design suffice as viable options in theenhancement of the luxury business.


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