chanel presented by: jessica bercier-history and competitors liu paisha-sasha-industrial analysis...
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CHANELCHANELPresented by:
Jessica Bercier-History and CompetitorsLiu Paisha-Sasha-Industrial Analysis
Liu Zheng-Leo-GlobalizationShu Yue-Alice-SWOT Analysis
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History
Gabrielle “Coco” Chanel
Started in 1909
Known for simple and
classic looks
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Chanel No. 5
Introduced in 1922
Still their most successful perfume today, nearly 86 years later
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Coco Chanel
Connection with the Germans
Fashion Oscar in 1957
Even after her death in 1971, she lives on as an icon to many in the fashion industry today.
Chanel, post Coco
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Industry Analysis
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Global Issue
The profit shrink ,especial in cosmetics
Disorder competition in international market Current Situation France & US France : profit down from 2007 to now US: 0.8% growth in 2007 Worldwide *cosmetics sales increase just 3.6% in 2006,
not a great change in 2007
Reason
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Risks
High Duty In China, the customs added 60% to the cost of goods
Different Concepts Compare western countries and China on perfume preference
Fake Goods Difficult to distinguish
In every corner, especially in developing countries
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Future trend
Pay more attention to emerging markets Some brands are just in developed cities, not yet found in
small cities, or developing countries
Reducing the price---- cost of good Currently, the cost is too high for average citizens who
want to buy it
Expand the man cosmetics market continually Currently, not universal like woman cosmetics
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Chanel Competitors
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Gucci
Based in the Netherlands
Specializes in clothing, cosmetics, shoes
Strong brand identity
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PRADA
Based in Milan, Italy
Fashion leader
Known for its runway shows
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LVMH
Louis Vuitton
Based in Paris, France
One of the oldest fashion company in the world
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Cloth Fashion haute couture luxury goods perfume jewelry watches beauty products eyeglasses
SWOTChanel Strength
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Chanel production is known for its quality. Some of the cloth is exclusively owned by Chanel.
Tweed Fabric
Decorative Chain
Button
Embroidery
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Cloth cont.Cut
LiningFabric
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Camellia and Chanel Logo
Camellia is an important design factor in Chanel’s design.
Chanel’s logo is two C together which has become one of the most recognized labels in the world.
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Karl Lagerfeld
The Chanel Chief Designer who is leading Chanel to another peak in its fashion development.
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Chanel Perfume
No5, No19, COCO, Cristall , ALLURE , CHANCE, and N°22, CUIR DE RUSSIE, GARDENIA, BOIS DES ILES, UNE FLEUR DE CHANEL and Chanel male perfume: Allure .
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Chanel Weakness
Chanel high price
Chanel limited productions
Chanel beauty productions
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Chanel Opportunity
Expand business in emerging market more rapidly.
Mobile art exhibition in seven cities in China. The first is in Hong Kong.
Opening of its largest global franchised store in Tokyo
Chanel 2008/2009 winter season
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Chanel Threat
Chanel counterfeits and illegal use of its double-C logo.
Chanel will face a strong competition in China market and meet a lot of difficulties.
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Short-term
Find ways to lower the prices of products in emerging markets
Improve its cosmetic line Develop a men’s line of facial products Allocate the investment in expanding
emerging market reasonably Pay attention to the fakes and may adopt
technology to limit them
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Long- term Recommendations
A. More focus on younger generation
More ideas in clothing design
More research in African market
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Conclusion
From history to nowadays
Faces opportunity and challenges
Future development