chanel fall 2013 buying plan

F A L L / W I N T E R 2 0 1 3 B U Y I N G P L A N

JORDAN CAUSEY | JUNE OUYANG | NICOLE DRAIN

2 CHANEL FALL/WINTER 2013

IN ORDER TO BEIRREPLACABLE,

ONE MUST ALWAYSBE DIFFERENT.

COCO CHANEL

““


MISSION

TO BE THE ULTIMATE HOUSE OF LUXURY, STYLE ANDCREATING DESIRE, NOWAND FOREVER.

5CHANEL FALL/WINTER 2013


2

128

LIEUX: 310


6

9410

70


MARCHÉ CIBLE

Chanel is unlike most fashion brands in that it targets to different markets which helps the company to expand and develop even more.

The market segments for Chanel are women of all ages that want to identify with what Chanel represents which is; elegance, simplicity, modern, and class.

The customers of Chanel are not only diverse by age but also in social class.

Income levels range from lower class to upper class levels.



TENDANCES DU MARCHÉ

The main silhouette seen on for this fall in the market place are rounded shoulder-oversized coats.

Key prints include: animal print, and radical floral prints

Key Runway looks: Include training pants, Monochromatic sets, and Mid-length skirts

Key items are baroque detailing, midi skirts, and thigh high boots

Colors seen in fall 2013 range from muted natural colors to bright bolds.

Chanel follows some of these trends including the oversized coat and rounded shoulders, thigh high boots, along with bold pinks and blues in the Fall 2013 collection

I never think about other

people, I only think about

my clients.

KARL LAGERFELD

“ “


TENDANCES DE RUE

The key silhouette seen is long coats in a variety of shades

Key prints include: plaid, and houndstooth

Key street looks include: 90s grunge looks, mod, and utility styles

Key items are high waist flare bottoms, cape-coat, and utility tops

Key colors seen on the streets are range from dark to light bold hues

Chanel follows these trends with the incorporation of plaid prints, bold colors, and long coats.


CONCURRENTS

STRENGTHS:

Markets products across the world through network of 300+ exclusive stores of which 180 are directly operated

Exclusive presence and wide product range

Operates 33 production units across the globe

FALL 2013 ELEMENTS:

60’s inspired silhouettes

Dark, solid color palette

Subtle prints



STRENGTHS:

Established fashion house

Strong global presence

Effective advertising and branding

FALL 2013 ELEMENTS:

Gingham prints

50’s silhouettes



STRENGTHS:

Comfortable and functional clothes

Strong brand equity and customer loyalty

Market leaders in thissegment of luxury fashion

Classic and timeless designs

FALL 2013 ELEMENTS:

Film Noir

Lingerie

CONCURRENTS



STRENGTHS:

Luxury quality

Owns 7 Parisian ateliers

Strong brand identity

Good presence and wide product range

M u l t i - g e n e r a t i o n a l customer loyalty

FALL 2013 ELEMENTS:

60s inspired silhouettes

Dark solid rich colors, subtle prints



PLAN D’ACHAT


15 East 57th Street

New York, New York 10022

212 355 5050

10:00 am – 6:30 pm

BOUTIQUES


400 North Rodeo Drive

Beverly Hills, California 90210

310 278 5500

10:00 am – 6:00 pm


Chanel has many strengths that makes the multi-billion dollar company strongly established within the elusive designer and haute couture market. The strength of an established brand started by Coco Chanel, carried forward by the talented and creative Karl Lagerfeld and an amazing marketing and management team that has proved Chanel’s ability to attract young consumers since late 90’s till today. Chanel’s success is truly a result of the house’s decision to remain true to Chanel, always desiring to be a style, for “Fashion fades, but style remains”.

SOMMAIRE


We have, therefore, planned a modest increase of 6% in sales this season due to the dedication of our loyal clients and the growing admiration from young professionals. Instead of taking risks, our plan is based on realistic financial expectations. We have noticed a steady increase in profits since 2009 as we, globally, recover from the economic recession. We feel optimistic that this trend in Luxury retail will continue to grow, however, we have and will remain dedicated to our loyal customers by providing tasteful and chic garments to fit into each of their individual lifestyles.

BEAU DECEMBER 2012

chanel fall 2013 buying plan

Documents

customers of chanel

coco chanel4 chanel

bold colors

t i o n

t i g e n e r

n t e r

long coats

lower class