Marketing Strategy Evaluation Essay

1305 words - 5 pages

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 thoughout France for its simplicity. In the years 1915 and 1917, Harper’s Bazaar mentioned that Chanel’s name was “on the list of every buyer.” (Chanel Fashion Model Directory, 2008).
Furthermore, the other source support of influence on fashion and popularity that Chanel logo and counterfelting is the practical part of the signature Chanel logotype – the interlocking double C (one facing forwards the other facing backwards.) Originally, it was not a logo that Coco Chanel came up with, but the logo was given her by the Cheteau de Cramet in Nice. The logo was not trademarked untill the opening of the first Chanel stores. (Chanel Logo Design and History, 2010.) The logo of Chanel are not only provided for many purchasers which they can use the items of various reasons in particular events such as fashion show or in Red carpet events, and promotion of different organizations, but Chanel is one of the world’s leading fashion in present. (appendix 1)
Current Brand Status Analysis
The symbolic of the fashion shows or advertising campaigns, such as Chanel are necessary for businesses because of purchaser and hospitality point of views which tend to be a softer brand by imbuing the heritage of the arts and sciences in its...

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