Chanel

History - Coco Chanel Pioneered by the French fashion designer

Gabrielle "Coco" Chanel.

Revolutionized women's fashion with her elegant and casual looks

Helped release women from the corsets era of the 19th century

History - Chanel Modes

1910: First boutique called Chanel Modes and was opened in Paris and sold hats.

Introduced her women’s sportswear line.

Clothes kept simple and comfortable by taking common fabrics and upgrading them.

Clothes were casual yet also chic and elegant.

History - Modern Relationship Between Women and Fashion

Helped change women’s relationship with their bodies as well their way of life

Simple styles reflected wartime sobriety

Clothes removed all unnecessary pretentiousness and were built on the freedom of movement

The first Chanel couture house was opened in Biarritz, France

History -Expanding

In 1923: the timeless perfume No.5. was launched

In 1924: the “La Société des Parfums Chanel’’ was established to manufacture and sell perfumes and beauty products

Chanel also introduced a costume jewellery product line

History- Some Trademarks In 1925: Chanel initiated their signature cardigan jacket and “little

black dress”

Chanel suit: Inspired by men’s wear it consists of a knee-length skirt with walking pleats

In 1954: Chanel introduced quilted bag with the shoulder strap Many of Chanel’s initial styles changed little from year to year

History-Retirement and Comeback By 1935: Coco Chanel employed 4000 people

In 1939: She retired and closed the couture house

In 1954: She Made a comeback and was successfully able to revive and restore Chanel

She was named the most influential designer of the twentieth century at the 1957 fashion awards

History-Karl Lagerfeld Coco Chanel died in 1971

Left behind her a an inspiration for classic elegance that will never grow old

In 1984 : Karl Lagerfeld took over as art director of Chanel

He took the classic styles created by Coco Chanel and

created new ways to wear them that meet the needs of the modern women

Product Segmentation- Clothes

Product Segmentation- Shoes

Product Segmentation- Watches

Product Segmentation-Jewelry

Product Segmentation- Bags

Product Segmentation- Perfumes NO.5 CHANCE ALLURE ALLURE SENSUELLE COCO COCO MADEMOISELLE NO.19 CRISTALLE--------------------------------------- ALLURE HOMME ALLURE HOMME SPORT ALLURE HOMME SPORT BLANCHE ANTAEUS PLATINUM EGOISTE POUR MONSIEUR

Product Segmentation- Cosmetics

Face Nails Eyes Lips Body

Brand Identity and Core Values Classic Elegance Timeless Exclusivity Interlacing of masculine and feminine Chanel suit Quilted fabric Little black dress Camelia Chain with leather

Justification for New Product Line Making a plate collection enables the consumer to enter the

Chanel “lifestyle”

Enables people to use Chanel in a more everyday way

To extend the brand name in plate collection in a luxurious way

To make Chanel products something the whole family can enjoy

Decorative purposes for the home

Trendbook -Chanel Maison

Trendbook-Colours

Trendbook-For the plates

Competitor analysis

Missioni Kate Spade Cristofle

Price range for luxury brands per set: 600-1200 $

The Collection

Rue Cambon Le jardin Jour et nuit L’originale Enchanté La mer Simplement gabrielle

New Produce Line

Simplement Gabrielle

-Round

-Black & White

-Coco Chanel figure

-Camelia (two colours)

Rue Cambon

-Round & Retangular

-Black &White

-Logo

Jour et nuit

-Round

-Black&Gold&Brown

-Big handwriting

Rich,bold,

L’orginale

-Round

-Black&White

-Classical textile

-Logo

Le jardin

-Round

-Black&White

-Camelia

-Logo

-The garden of Chanel

Enchanté

-Round

-Gold & White

-Stars & diamonds

-logo

-Romance

La Mer

-Round

-Black & White

-Pearls

-Logo

Packaging

Shape: Round/Square/Rectangular Colour: Black Classical textile: Symbolic logo New line name: la maison

La Maison

Innovation Scales (Product&Packaging)

Packaging: Low innovation

Product: High innovation

La Maison

New Product Positioning

Accessible luxury

Inaccessible luxury

Classic Modern

-The positioning that the new product line want to occupy trough the perception from the target market is:

-The unique plate that belongs to those that gives value to classical and beauty products.

-To change the usage rate from the middles users to strong and heavy users.

Name Justification We will have 7 differents product lines.

All of the product lines names are French to remind the qualities from the house of Chanel.

The names will be written in cursive on the back of the plates to add a personal element.

The names were chosen to match the uniqueness of the design.

Each plate has a strong element designed that represents the purpose of its name.

Target Market

Females, middle age 35-49 years old, married, medium users.

The customer profile are for those who identify themselves with the Chanel brand, care about house products, are interested in decoration, have a strong personality, and like to buy luxury products.

They are also elegant, fashionable, but not necessarily follow all trends.

Distribution Strategy The plates collection will be sold only in Chanel stores

The strategy is to differentiate this product line from our competitors.

The purpose is also to attract more consumers to the store to expose them to other Chanel products.

The new product will not be very accessible in terms of distribution.

This will help keep the uniqueness of it and not to devaluate the brand image.