Chanel History and Competitors

Only available on StudyMode
  • Download(s) : 1289
  • Published : December 9, 2011
Open Document
Text Preview
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



Still their most successful perfume today, nearly 86 years later

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







Industry Analysis

Global Issue


The profit shrink ,especial in cosmetics
Reason



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


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


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





Chanel Competitors

Gucci


Based in the Netherlands



Specializes in clothing, cosmetics, shoes
Strong brand identity



PRADA


Based in Milan, Italy



Fashion leader
Known for its runway shows



LVMH


Louis Vuitton



Based in Paris, France
One of the oldest fashion company in the world



SWOT
Chanel Strength

Cloth Fashion  haute couture luxury goods  perfume  jewelry  watches  beauty products  eyeglasses

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

Button
Decorative Chain

Cloth cont.
Cut Fabric
Lining

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

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

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 high price Chanel limited productions Chanel beauty productions





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 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



 



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


A. More focus on younger generation



More ideas in clothing design
More research in African market



Conclusion


From history to nowadays



Faces opportunity and challenges
Future development



tracking img