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Marketing analysis and strategy
Marketing analysis and strategy
Marketing evaluation
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CHANEL is a French fashion house founded by the couturier Gabrielle “Coco” Chanel that was built for the purpose of fashion display such as a classic style, specialy luxury goods (haute couture, ready-to-wear, handbags, perfumery, and cosmetics among others) (Chanel Fashion Model Directory, 2008). This is related to Coco Chanel little black dress: short, sleeveless, in a pleated black chiffon. Coco Chanel introduced it in a time between the wars, which held thousands of people’s attention at the time. In addition, Coco Chanel is well know for many fashionists who are coming to be fashion designer. This is the main purpose for the marketing of Chanel. Additionally, since the Chanel brand has been created on various types of goods. For example, advertising campaign and the fashion show by collection in the different of time such as autumn/winter time. This is more focusing on Chanel handbag fields.
Furthermore, this essay will analyses the brand of Chanel in term of brand strategic marketing in particular of cilents’ perspectives which objects to the development on the brand, then it demonstrates of the brand to build on the long term management of brand and recommends the possible strategies on higher brand’s value to benefit to the clients and the brand’s equality
The history of CHANEL
According to an official site of Chanel is mentioned that “ in 1909, Gabrielle Chanel opened a shop on the ground floor of (Etienne Balsan’s) apartment in Paris – the beginning of what would later become one of the greatest fashion empires in the world “ ( Chanel Fashion Model Directory, 2008 ). Furthermore, Gabrielle Chanel is a pioneer to create the ideas of Coco Chanel, which is simple and practical. Morever, her taste became famous in 1915...
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...managing the business through the progression in the future.
Works Cited
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In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
Being able to create a movement of her own, Modernism and changing fashion for women, Chanel will forever be known as a remarkable fashion designer. I believe the fact that she put a woman’s worth as her main focus into creating her designs is what made consumers around the world admire her work. She knew that in the 20th century, to be elegant and fashionable meant money and a lot of it. The materials used for trendy clothing were very costly. This leads to Chanel using jersey as her main fabric choice. It was a cheaper fabric of choice. Most may wonder why she chose this fabric therefore you must know that Chanel did not come from a family full of riches and wealth. She became wealthy because she knew what it was like to be deprived of it and suffer in poverty. Her past impacts her genius ways of thinking to be able to create such clothing. Along with using jerseys as her fabric, Chanel’s main goal when creating a new design is to keep the men clothing in mind. The clothing was fitting but not suffocating. This changed the whole world’s outlook on how women should appear. It gave women the independence, confidence and power to say “Hey, I’m no different from a male and there is no set way to how I should look as a female if I so do not choose”.
Givenchy greatly influenced the fashion world. He is known for his classic dresses, elegance, glamour, and flowing lines. His designs in the 50s and 60s are the base of classic. Some of his vintage dresses can frequently be seen on the red carpets. He helped Audrey Hepburn to shape her unique style and made it flawless. Her little black dress from movie Breakfast at Tiffany’s made a history and opened a new chapter in the fashion world. House of Givenchy is on a new chapter with Italian Riccardo Tisci continuous Givenchy’s elegant style.
Coco Chanel, born Gabrielle Bonhuer Chanel, on August 19, 1883 in Saumur, France was an amazing woman who redefined fashion as we know it today. She was a clothing designer who revolutionized the fashion industry with her suits, little black dresses, and avant garde flare. Because of this quickly in her young life she became well know, and rose to be the fashion icon that she is today. From the timeless designs that are still popular to this day, and the sophisticated outfits that can be paired with great accessories Chanel has done it all. When it comes down to it though it was Coco Chanel’s philosophy that “luxury must be comfortable, otherwise it’s not luxury” that lead to her success. (“Coco Chanel”)
Sarkar, A. N., & Singh, J. (2005). New paradigm in evolving brand management strategy. Journal of Management Research, 5(2), 80-90. Retrieved from http://search.proquest.com/docview/237238894?accountid=28644
She started a new relationship with a wealthy English Industrialist called Arthur Edward 'Boy' Capel. He was an English polo play. Chanel knew he would be able to help her develop her career. Arthur Edward 'Boy' Capel saw the potential in Chanel and offered to finance her first designer shop at 21.
Coco Chanel was a fashion inspiration who ruled the fashion empire for decades. Her classic timeless pieces changed the look of fashion. Her hard work and dedication is greatly appreciated throughout the fashion world today. With the help of her many wealthy partners, Chanel put her creative mind to work and created the world’s most popular haute couture house.
Coco was emerging into the upper class. Her past was almost behind her and her dreams were in reach. “Her new simple and comfortable designs became popular, and success soon followed; she soon added clothing to her selection of hats. People were as fascinated by Chanel as they were by her designs, often coming into her shop just to see what she looked like. As she grew in fame, her illegitimate birth and lower class origins gradually disappeared, and Chanel became a full, if unique, member of Parisian society” (Dow 92).
Marketing is a core pillar of an organization and contribute significantly in its prosperity through attaining the laid down targets as well as scope of development. The position of an organization is hugely based on its competitiveness and capacity to capture a significant portion of the market in relation to the prevailing needs of consumers. Interaction of the organization with the consumers and the potential consumer in the market arena is attained through the marketing wing of the organization (Ferrell& Hartline, 2012). The preferences of the consumer and avenues of satisfaction are aligned to the established marketing frameworks. However, the success of organization marketing is highly inclined to the marketing strategies formulated and adapted towards coping with competition and eventually enhancing firm competitiveness.
Fashion in France was an always popular, ever changing aspect of society. Fashion changed back then just as rapidly as it does now. This facet of culture blossomed during the nineteenth century. Even still today, fashion plays a huge part in lives of everyone across the world and Paris still stands to be one of the major fashion hubs of the world.
Gabrielle Chanel remains one of the most well-known fashion designers of all time. She was born on August 19, 1883 in France and died in 1971. Chanel revolutionized the fashion industry with her distinctive style. After the death of her mother, she spent much of her childhood in an orphanage. The challenges of her early life helped build her strong character which influenced her path in life. Chanel was nicknamed “Coco” after a lost dog in a popular song she loved to sing. Her early career was funded by a succession of her rich lovers. This allowed her to open her first shop in Paris in 1910. She sold hats as well as some garments. Coco developed a significant following of clientele who enjoyed her practical sportswear creating great success.
The story of Coco Chanel's rise from obscure beginnings to the heights of the fashion world.
Market opportunities for breakfast cereals is vast, some segments of the market have been neglected, most notably that of the over-50’s. Insightful presentations were given at the “Older, Richer, Wiser” Conference that would suggest the over 50’s market segment is targetable.
Secondly, some light has been thrown on the previous researches by various authors on the similar topics by providing with a summarised form of the same. It helps in better understanding of the ongoing concepts and perceptions on the concept of brand and its importance.
...& MAKLAN, S. 2007. The role of brands in a service-dominated world. Journal of Brand Management, 15, 115-122.