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Esa=Say Essay

1924 words - 8 pages

Coco Chanel is an exclusive French luxury fashion brand most people know about. It is the one brand that has remained classic and pure. Chanel never has anything outrageous or too out there in their collections, it is just basic as Coco Channels motto has always been “back to basics”. The classic black and white pattern of Chanel will always remain a legend and has been quite successful with the company being worth billions of dollars. The private company has been called the powerhouse of fashion being owned by Alain and Gerard Wertheimer who were Coco Chanel's early business partners. The little black dress ,Chanel no.5, and the black and white suit are the most known products of Chanel. High profile models and movie stars have always been the ones representing the high fashion company. Anyways, enough background information, my key message is how I figured out the marketing plan of Channel’s perfume ad for Mademoiselle. The specific perfume Mademoiselle is a popular fragrance by Chanel that is fresh and young quite resembling young Coco Chanel. This bottle of perfume is considered a luxury being priced around 120$. Finding out the marketing plan of this certain ad all starts out with the core marketing concepts of every company.

First and foremost, the reason I chose to do research on this ad is because I found it to be interesting since my favorite actress and brand were in one photograph for this ad. But the challenge started when I started thinking “how did this ad come together?” but I think I figured out the answer. It all starts out with the core marketing concepts. Lets start off with Chanel's mission statement which is "To be the Ultimate House of Luxury, defining style and creating desire, now and forever." In order to meet the standards of this mission statement, the company needs to firstly sell the correct product and services. Without a doubt Chanel certaintly does this by selling elegent haute couture, and resort collections that all capture the image of being sophisticated, classy, yet very stylish. There is Chanel makeup, accessories, perfume, handbags, fashion clothing, skin care, and even a mens collectoin. Through the wide range of products and services, customers have a lot to choose from. But in order to sell all these different products through marketing, the product needs to meet peoples needs so that customers can be satisfied. Chanel product are all high quality luxurious products. In order to make sure of this Chanel is one of the few high fashoin brands that do not offer buying their products online. Chanel respresentives state that Our clothes are quite sophisticated and one of our strengths is alterations. To be able to wear Chanel clothes, you need to try them on. You need to be in the fitting room. You need to have a tailor who alters the clothes to fit exactly to your body. I think it’s part of Chanel. It’s more than just our service. It’s part of our differentiation to have ready-to-wear that is perfect for...

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