CHANEL(香奈兒)講解課件

AboutBrandHistoryofCHANEL"Chanel"ThisbrandisabeautifulandremarkableFrenchwomanGabrielleChanelwasfoundedandnamedafterherin1910."Chanel"isthewholecentury,"classic"is"alwaysthefashionandpersonality",itisa"romance."（CocoChanel1883一1971）Meaningofthelogo"Chanel"brandlogoishernickname"coco"inthetwo-letter"c"combination.BrandValue:5.6billiondollarsBrandPosition:highconsumptiongroupsBrandIdea:Elegant高雅

Concise簡約

Exquisite精美BrandIdentity

doubleclogoDiamondCheck:whiteandblackCamellia（山茶花）RevolutioninFashionChanelhaschangedtheconceptoffashion，whichmakesclothingartreallygetintothe20thcentury

Sheoncesaid:“Wewantwomenfromheadtotoeoutofpretense(矯飾)."ThequeenFabiolaiswearingachanelbagSheencouragedwomendressedinacomfortable,colorpure,simpleandelegantstyle,shelikesblackandwhite.

Whenhewasyoung

Aftercocochanel’sdeathin1971,DesignerKarlLagerfeldbecamethechiefdesignerandhealsomadeCHANELbecomemoreandmorepopulor.ChannelValuePropositionChannelValuePropositionisthebusinesscasemadebyasuppliertoattractmembersofitsdistribution(business)channel.Thisismadeupofmanyelementsdependinguponthesophisticationofthesupplierandchannelmembersandtheintensityofcompetitionforshareofthechannel.——AccordingtoJulianDentinhisbook"DistributionChannels"themostimportantelementsare

：Growth

-emphasizingthelevelofdemandforthesupplier'sproductsorservicesandtheinvestmentitwillmakeinstimulatingdemand.Profitability

-showingthemargins,contributions,utilisationofoverheadsandnetprofitabilitythatsellingthesupplier'sproductsorserviceswilldelivertothechannelmember.Thiscanbeaugmentedbyspecialfundingandotherpaymentsmadebythesupplierforactivitiescarriedoutbythechannelmember(puttingitemsondisplayoremphasizingtheminmarketingmaterials,etc.)orforperformance(achievingvolumethresholds,reachingaspecificsegmentofthemarket,etc.)Returnoncapital-demonstratingtheproductivityofthechannelmember'sinvestmentsininventory,workingcapitalorfixedassetswillbeimprovedbyengagingwiththesupplier.Forexample,afastturningproductwillacceleratethechannelmember'sinventoryturns,increasingtheproductivityofitswarehouse,shelfspaceorwebsite.Brand-showinghowtheassociationwiththesupplierwillempowerthechannelmember'sownbrand,orallowitto"borrow"orleveragethesupplier'sbrand.Forexample,oftenseenwhensmalldealersandretailerspost"authorizedreseller"orsimilarbadgesontheirletterheadandpremisestodemonstratecredibilitytotheendcustomer.

marketing

strategy&influence

marketing

strategy1.TheeliteofproduceUniquecharmofchanelproductstomakeapersonyearning,itshighpricesletordinaryconsumersprohibitive,butbrandpositioningbecomemoreandmoreelite,evenstrengtheneditsweightofthemostcostlyseriesproductsinordertoattractmorerichmantobuyit.Theybelievethateveninthemosteconomicallydepressedsituation,peoplewon’tgiveupthepursuitofgoodthings,becausethiscanexcitingeveryone’smorale.2.MakethebrandyoungerTheytrytopleasenewgenerationluxurybuyersandtomakethispowerfulbrandgetahigherfloor,inordertoachievethisgold,theyusearareconsumerorientateddevelopmentstrategyintheretailbusinessandtakeexamplefromthe“fillthegap”experience.3.OccupytheemergingmarketsIntheworldofdefendingagainstfinancialcrises,chanelhaddonewondersforotherluxurybrands’moral,inaddition,gotthefirstchanceforthemtoopenuptheirownemergingmarkets.4.KeepthenobleimageTheysolvetheirproducesbyusingtheformofboutiques,thisstrategycansteadilyreflectsitstopqualityanduniquefeatures,symbolicitssocialstatus,andmakecustomersfeeltheirhonorablestatusofservicestandards.Andtoalargeextent,itkeepsthebrandvalueofchanelChanelhasbecometheworld'smostfamousbrandIthasbecomeakindoffashion,anditistheprideofthewomenthattheywanttohave.Itinsiststoprovidecustomerswithuniqueexquisiteenjoyment,throughtheacquisitionmanualmill,ononehand,canuseitswonderfulartisticalexcellingnature,ontheotherhand,canalsohelpthefailingtraditionalhandicraftoutoftrouble.withthedevelopmentoftimes,itabsorbsessencefromthehistory,alsodrivingtraditionalhandicrafttoenteranewera.influenceTheCocoChanelera1910—Openherfirstshop1920–-LaunchChanelNo.5anddesignthelittleblackdress1930---Closeherbusiness1953---Returntofashionworld1971---DiedintheHotelRitz.AdecadeafterChanel’sdeath,designerKarlLagerfeldcontinueherlegacy

Gabrielle"Coco"ChanelwasbornasGabrielleBonheurChanelin1883.Sheestablishednewdesignsandrevolutionizedthefashionindustrybygoing"backtobasics",incorporatingelegance,class,andoriginality.Underhertightreignfrom1909–1971,CocoChanelheldthetitleas'ChiefDesigner'untilherdeathon10January1971.Herearlyyears,however,wereanythingbutglamorous.Aroundtheageof20,ChanelbecameinvolvedwithEtienneBalsanandArthur“Boy”Capel.BothmenwereinstrumentalinChanel’sfirstfashionventure.

OpeningherfirstshoponParis’sRueCambonin1910,ChanelstartedoutsellinghatsInthe1920s,Chaneltookherthrivingbusinesstonewheights.Shelaunchedherfirstperfume,ChanelNo.5,whichwasthefirsttofeatureadesigner’sname.In1925,sheintroducedthenowlegendaryChanelsuitwithcollarlessjacketandwell-fittedskirt.Herdesignswererevolutionaryforthetime—borrowingelementsofmen’swearandemphasizingcomfortovertheconstraintsofthen-popularfashions..Another1920srevolutionarydesignwasChanel’slittleblackdress.Shetookacoloronceassociatedwithmourningandshowedjusthowchicitcouldbeforeveningwear.TheoutbreakofWorldWarIIthatledChaneltocloseherbusinessAlittlemorethanadecadeafterherdeath,designerKarlLagerfeldtookthereinsathercompanytocontinuetheChanellegacy.Todayhernamesakecompanycontinuestothriveand

isbelievedtogeneratehundredsofmillionsinsaleseachyearAboutProduct

Chanel

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