CHANEL

Theme 1The origins of the legendary

ORIGIN

Theme 2The free pursuit of

LIBERTY

Theme 3The abstract essence of

ABSTRACTION

Theme 4The illusion of inspiration

IMAGINARY

Theme 5The hidden luxury

INVISIBILITY

Charlotte. Lee 28/05/2013

CHANEL

Q2. What part of the exhibition could Chinese people understand ?

AgendaCULTURE CHANEL Exhibition

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Exhibition Success or not?Recognition of Western history and Art knowledge

Difficult to understandDifficult to understand

•Western history and Art are 2 “new” subjects.

•Manuscripts: Difficult to understand

•Outside the visitor’s understanding → may create boredom and even personal dislike

• More Preference:More Preference: “Origin” Reason: personal like, easy to understand

• Less Preference: Less Preference: “Abstraction” & “Imaginary”

Reason: personal dislike, difficulty to understand

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Exhibition Success or not?Difference Culture and Value of Chinese and Western on Art

• Less Preference: Less Preference: Manuscripts: Musicians Manuscripts: Poets

• More Preference: More Preference: Haute Couture Perfumes

Q12. Have you been impressed by artists’ work in the exhibitions? What artist do you impress the most?

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Exhibition Success or not?Difference Culture and Value of Chinese and Western on Art

Value: Confuciusconsistency and continuity in inherent nature

EventEvent SituationSituation

HistoryHistoryCultureCulture

• Chinese Art Chinese Art Relationship between Man and Nature

Anti-tradition

SituationSituationEventEvent

CultureCultureHistoryHistory

• Western Art Western Art Shift in Tradition and Anti-traditional cultural

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Exhibition Success or not?Difference Culture and Value of Chinese and Western on Art

Value: Confuciusconsistency and continuity in inherent nature

EventEvent SituationSituation

HistoryHistoryCultureCulture

• Chinese Art Chinese Art Relationship between Man and Nature

Anti-tradition

SituationSituationEventEvent

CultureCultureHistoryHistory

• Western Art Western Art Shift in Tradition and Anti-traditional cultural

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Exhibition Success or not?Attribute on Brand personality: Coco vs. Chanel

How do you characterize Chanel?

Which Chanel's characteristic associate with modern woman?

ChanelBrand Prism

PhysiquePhysique

Total look for women

PersonalityPersonality

Instinctive, Understated, CreativeCreative, Perfectionist, Daring, Sophisticated

CultureCulture

Simplicity, Sophisticated, Anticipation, LiberationLiberation

Self-imageSelf-image

A liberated women’s lifestyle

ReflectionReflection

The modernmodern elegant women

RelationshipRelationship

Durable, Flattering, Respectful

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Beautiful

ConfidentConfidentTalentsTalents

GracefulGraceful

Independent

exclusivity

brave

Confidentcreative

fashionable

feminine

good taste

independent

strong personality Sophisticated

Talent

Graceful

Avant grade

beautiful

Brave

charming

creative

feminine

good taste

Graceful

serious

simplicity

Confident

Fashionable

Sophisticated

Talent

Exhibition Success or not?Attribute on Brand personality: Coco vs. Chanel

How do you characterize Chanel?

Which Chanel's characteristic associate with modern woman?

CHANEL

Was the Culture Chanel exhibition a success for Chanel?

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Q11. After visited the exhibition, do you want to buy Chanel product(s)? What is it?

Exhibition Success or not?Intention to Purchase

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Q4. The reason of you purchase Chanel product:

Q3. What do you think about Chanel Brand?

Exhibition Success or not?Understanding of Brand and Purchase Motivation

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Exhibition Success or not?Summary

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Exhibition Success or not?Mixed Success

Important of Brand Personality

•a vehicle for customers to express their own identity

•a sustainable point of differentiation.

•A brand personality metaphor helps suggests of relationship that customer has with brand