[廣告╱傳媒]CHANEL香奈兒

1、About BrandHistory of CHANEL Chanel This brand is a beautiful and remarkable French woman Gabrielle Chanel was founded and named after her in 1910. Chanel is the whole century, classic is always the fashion and personality, it is a romance. （Coco Chanel 1883一1971） Meaning of the logo Chanel brand lo

2、go is her nickname coco in the two-letter c combination. Brand Value:5.6 billion dollars Brand Position: high consumption groups Brand Idea: Elegant高雅 Concise簡(jiǎn)約 Exquisite精美Brand Identity doubledouble c logo Diamond Check: Diamond Check: white and black white and black Camellia Camellia （山茶花）（山茶花）Rev

3、olution in Fashion Chanel has changed the concept of fashion ，which makes clothing art really get into the 20th century She once said: “We want women from head to toe out of pretense(矯飾). The queen Fabiola is wearing a chanel bagShe encouraged women dressed in a comfortable, color pure, simple and e

4、legant style, she likes black and white. When he was young After coco chanels death in 1971,Designer Karl Lagerfeld became the chief designer and he also made CHANEL become more and more populor. Channel Value Proposition is the business case made by a supplier to attract members of its distribution

5、 (business) channel. This is made up of many elements depending upon the sophistication of the supplier and channel members and the intensity of competition for share of the channel. According to Julian Dent in his book Distribution Channelsthe most important elements are ： Growth - emphasizing the

6、level of demand for the suppliers products or services and the investment it will make in stimulating demand. Profitability - showing the margins, contributions, utilisation of overheads and net profitability that selling the suppliers products or services will deliver to the channel member. This ca

7、n be augmented by special funding and other payments made by the supplier for activities carried out by the channel member (putting items on display or emphasizing them in marketing materials, etc.) or for performance (achieving volume thresholds, reaching a specific segment of the market, etc.) Ret

8、urn on capital - demonstrating the productivity of the channel members investments in inventory, working capital or fixed assets will be improved by engaging with the supplier. For example, a fast turning product will accelerate the channel members inventory turns, increasing the productivity of its

9、 warehouse, shelf space or website. Brand - showing how the association with the supplier will empower the channel members own brand, or allow it to borrow or leverage the suppliers brand. For example, often seen when small dealers and retailers post authorized reseller or similar badges on their le

10、tterhead and premises to demonstrate credibility to the end customer. 1.The elite of produce Unique charm of chanel products to make a person yearning, its high prices let ordinary consumers prohibitive, but brand positioning become more and more elite, even strengthened its weight of the most costl

11、y series products in order to attract more rich man to buy it . They believe that even in the most economically depressed situation , people wont give up the pursuit of good things, because this can exciting everyones morale.2. Make the brand younger They try to please new generation luxury buyers a

12、nd to make this powerful brand get a higher floor, in order to achieve this gold, they use a rare consumer orientated development strategy in the retail business and take example from the “fill the gap” experience .3. Occupy the emerging markets In the world of defending against financial crises , c

13、hanel had done wonders for other luxury brands moral, in addition, got the first chance for them to open up their own emerging markets.4. Keep the noble image They solve their produces by using the form of boutiques, this strategy can steadily reflects its top quality and unique features, symbolic i

14、ts social status, and make customers feel their honorable status of service standards. And to a large extent, it keeps the brand value of chanel Chanel has become the worlds most famous brand It has become a kind of fashion, and it is the pride of the women that they want to have .It insists to prov

15、ide customers with unique exquisite enjoyment, through the acquisition manual mill, on one hand, can use its wonderful artistical excelling nature ,on the other hand, can also help the failing traditional handicraft out of trouble. with the development of times, it absorbs essence from the history,

16、also driving traditional handicraft to enter a new era. 1910Open her first shop 1920- Launch Chanel No.5 and design the little black dress 1930- Close her business 1953- Return to fashion world 1971- Died in the Hotel Ritz. A decade after Chanels death, designer Karl Lagerfeld continue her legacy Ga

17、brielle Coco Chanel was born as Gabrielle Bonheur Chanel in 1883. She established new designs and revolutionized the fashion industry by going back to basics, incorporating elegance, class, and originality. Under her tight reign from 19091971, Coco Chanel held the title as Chief Designer until her d

18、eath on 10 January 1971.u Her early years, however, were anything but glamorous.u Around the age of 20, Chanel became involved with Etienne Balsan and Arthur “Boy” Capel. Both men were instrumental in Chanels first fashion venture. u Opening her first shop on Pariss Rue Cambon in 1910, Chanel starte

19、d out selling hatsuIn the 1920s, Chanel took her thriving business to new heights. She launched her first perfume, Chanel No. 5, which was the first to feature a designers name.uIn 1925, she introduced the now legendary Chanel suit with collarless jacket and well-fitted skirt. Her designs were revol

20、utionary for the timeborrowing elements of mens wear and emphasizing comfort over the constraints of then-popular fashions.uAnother 1920s revolutionary design was Chanels little black dress. She took a color once associated with mourning and showed just how chic it could be for eveningwear. uThe outbreak of World War II that led Chanel to close her businessA little more than a decade after her death, design