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CHANEL. Presented by: Jessica Bercier-History and Competitors Liu Paisha-Sasha-Industrial Analysis Liu Zheng-Leo-Globalization Shu Yue-Alice-SWOT Analysis. History. Gabrielle “Coco” Chanel Started in 1909 Known for simple and classic looks. Chanel No. 5. Introduced in 1922

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chanel

CHANEL

Presented by:

Jessica Bercier-History and Competitors

Liu Paisha-Sasha-Industrial Analysis

Liu Zheng-Leo-Globalization

Shu Yue-Alice-SWOT Analysis

history
History
  • Gabrielle “Coco” Chanel
  • Started in 1909
  • Known for simple and

classic looks

chanel no 5
Chanel No. 5
  • Introduced in 1922
  • Still their most successful perfume today, nearly 86 years later
coco chanel
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
global issue
Global Issue

Reason

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

risks
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

future trend
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

gucci
Gucci
  • Based in the Netherlands
  • Specializes in clothing, cosmetics, shoes
  • Strong brand identity
prada
PRADA
  • Based in Milan, Italy
  • Fashion leader
  • Known for its runway shows
slide12
LVMH
  • Louis Vuitton
  • Based in Paris, France
  • One of the oldest fashion company in the world
slide13

Globalization

America

Europe

Asia

Oceania

slide14

American Market

A. Partnerships with Local Companies

B. Positive Influences by Celebrities

slide15

European Market

Youngster Orientation Strategy

Fashion Shows

slide16

Asian Market

Consumer Psychology

Wears

Social Status

slide17

Asian Market

Advertising Modification

Coco Lee

Think Pink collection-Asia exclusive

slide18

Oceania

Advertising for Chanel No.5

Nicole Kidman

Shifting Products into Malls

swot chanel strength
SWOTChanel Strength

Cloth Fashion

  • haute couture luxury goods
  • perfume
  • jewelry
  • watches
  • beauty products
  • eyeglasses
slide20

Embroidery

Tweed Fabric

Chanel production is known for its quality. Some of the cloth is exclusively owned by Chanel.

Button

Decorative Chain

cloth cont
Cloth cont.

Cut

Fabric

Lining

camellia and chanel logo
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.

karl lagerfeld
Karl Lagerfeld

The Chanel Chief Designer who is leading Chanel to another peak in its fashion development.

chanel perfume
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 .

chanel weakness
Chanel Weakness
  • Chanel high price
  • Chanel limited productions
  • Chanel beauty productions
chanel opportunity
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
chanel threat
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.
short term
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
long term recommendations
Long- term Recommendations
  • A. More focus on younger generation
  • More ideas in clothing design
  • More research in African market
conclusion
Conclusion

From history to nowadays

Faces opportunity and challenges

Future development