CHANEL(香奈儿).ppt

.AboutBrand.HistoryofCHANELChanelThisbrandisabeautifulandremarkableFrenchwomanGabrielleChanelwasfoundedandnamedafterherin1910.Chanelisthewholecentury,classicisalwaysthefashionandpersonality,itisaromance.（CocoChanel1883一1971）.MeaningofthelogoChanelbrandlogoishernicknamecocointhetwo-letterccombination.BrandValue:5.6billiondollarsBrandPosition:highconsumptiongroupsBrandIdea:Elegant高雅Concise简约Exquisite精美.BrandIdentitydoubledouble c logo Diamond Check:Diamond Check:white and black white and black Camellia Camellia（山茶花）（山茶花）.RevolutioninFashionChanelhaschangedtheconceptoffashion，whichmakesclothingartreallygetintothe20thcenturySheoncesaid:“Wewantwomenfromheadtotoeoutofpretense(矫饰).ThequeenFabiolaiswearingachanelbagSheencouragedwomendressedinacomfortable,colorpure,simpleandelegantstyle,shelikesblackandwhite.WhenhewasyoungAftercocochanelsdeathin1971,DesignerKarlLagerfeldbecamethechiefdesignerandhealsomadeCHANELbecomemoreandmorepopulor.ChannelValuePropositionisthebusinesscasemadebyasuppliertoattractmembersofitsdistribution(business)channel.Thisismadeupofmanyelementsdependinguponthesophisticationofthesupplierandchannelmembersandtheintensityofcompetitionforshareofthechannel.AccordingtoJulianDentinhisbookDistributionChannels.the most important elements are：Growth-emphasizingthelevelofdemandforthesuppliersproductsorservicesandtheinvestmentitwillmakeinstimulatingdemand.Profitability-showingthemargins,contributions,utilisationofoverheadsandnetprofitabilitythatsellingthesuppliersproductsorserviceswilldelivertothechannelmember.Thiscanbeaugmentedbyspecialfundingandotherpaymentsmadebythesupplierforactivitiescarriedoutbythechannelmember(puttingitemsondisplayoremphasizingtheminmarketingmaterials,etc.)orforperformance(achievingvolumethresholds,reachingaspecificsegmentofthemarket,etc.).Return on capital-demonstratingtheproductivityofthechannelmembersinvestmentsininventory,workingcapitalorfixedassetswillbeimprovedbyengagingwiththesupplier.Forexample,afastturningproductwillacceleratethechannelmembersinventoryturns,increasingtheproductivityofitswarehouse,shelfspaceorwebsite.Brand-showinghowtheassociationwiththesupplierwillempowerthechannelmembersownbrand,orallowittoborroworleveragethesuppliersbrand.Forexample,oftenseenwhensmalldealersandretailerspostauthorizedresellerorsimilarbadgesontheirletterheadandpremisestodemonstratecredibilitytotheendcustomer.marketing strategy&influence .marketing strategy1.The elite of produceUniquecharmofchanelproductstomakeapersonyearning,itshighpricesletordinaryconsumersprohibitive,butbrandpositioningbecomemoreandmoreelite,evenstrengtheneditsweightofthemostcostlyseriesproductsinordertoattractmorerichmantobuyit.Theybelievethateveninthemosteconomicallydepressedsituation,peoplewontgiveupthepursuitofgoodthings,becausethiscanexcitingeveryonesmorale.2.Make the brand youngerTheytrytopleasenewgenerationluxurybuyersandtomakethispowerfulbrandgetahigherfloor,inordertoachievethisgold,theyusearareconsumerorientateddevelopmentstrategyintheretailbusinessandtakeexamplefromthe“fillthegap”experience.3.Occupy the emerging markets Intheworldofdefendingagainstfinancialcrises,chanelhaddonewondersforotherluxurybrandsmoral,inaddition,gotthefirstchanceforthemtoopenuptheirownemergingmarkets.4.Keep the noble imageTheysolvetheirproducesbyusingtheformofboutiques,thisstrategycansteadilyreflectsitstopqualityanduniquefeatures,symbolicitssocialstatus,andmakecustomersfeeltheirhonorablestatusofservicestandards.Andtoalargeextent,itkeepsthebrandvalueofchanel.ChanelhasbecometheworldsmostfamousbrandIthasbecomeakindoffashion,anditistheprideofthewomenthattheywanttohave.Itinsiststoprovidecustomerswithuniqueexquisiteenjoyment,throughtheacquisitionmanualmill,ononehand,canuseitswonderfulartisticalexcellingnature,ontheotherhand,canalsohelpthefailingtraditionalhandicraftoutoftrouble.withthedevelopmentoftimes,itabsorbsessencefromthehistory,alsodrivingtraditionalhandicrafttoenteranewera.influence.1910Openherfirstshop1920-LaunchChanelNo.5anddesignthelittleblackdress1930-Closeherbusiness1953-Returntofashionworld1971-DiedintheHotelRitz.AdecadeafterChanelsdeath,designerKarlLagerfeldcontinueherlegacy.GabrielleCocoChanelwasbornasGabrielleBonheurChanelin1883.Sheestablishednewdesignsandrevolutionizedthefashionindustrybygoingbacktobasics,incorporatingelegance,class,andoriginality.Underhertightreignfrom19091971,CocoChanelheldthetitleasChiefDesigneruntilherdeathon10January1971.uHerearlyyears,however,wereanythingbutglamorous.uAroundtheageof20,ChanelbecameinvolvedwithEtienneBalsanandArthur“Boy”Capel.BothmenwereinstrumentalinChanelsfirstfashionventure.uOpeningherfirstshoponParissRueCambonin1910,Chanelstartedoutsellinghats.uInthe1920s,Chaneltookherthrivingbusinesstonewheights.Shelaunchedherfirstperfume,ChanelNo.5,whichwasthefirsttofeatureadesignersname.uIn1925,sheintroducedthenowlegendaryChanelsuitwithcollarlessjacketandwell-fittedskirt.Herdesignswererevolutionaryforthetimeborrowingelementsofmenswearandemphasizingcomfortovertheconstraintsofthen-popularfashions.uAnother1920srevolutionarydesignwasChanelslittleblackdress.Shetookacoloronceassociatedwithmourningandshowedjusthowchicitcouldbeforeveningwear.uTheoutbreakofWorldWarIIthatledChaneltocloseherbusiness.Alittlemorethanadecadeafterherdeath,designerKarlLagerfeldtookthereinsathercompanytocontinuetheChanellegacy.Todayhernamesakecompanycontinuestothriveandisbelievedtogeneratehundredsofmillionsinsaleseachyear.AboutProduct.ChanelGarments(服装服装)JewelryAccessories（配件）（配件）perfumeCosmetics(化妆品化妆品).NO.5五号香水五号香水NO.19十九号香水十九号香水Perfume.glasses.Jewelry.Bags comparison between Chanel and LVPerfume comparison between Chanel and DiorWatches comparison between Chanel and Rolex.$4100$5000.$4350$10560.Chanel bags are more cheap and suit to girls and womenMoreelegant.Ladys watch.NO.5perfumeChanceperfumeLADYS.$5000150ml.DIORSperfume$59050mlladys$725100mlmens.Thanks for Thanks for watchingwatching.感谢亲观看此幻灯片，此课件部分内容来源于网络，感谢亲观看此幻灯片，此课件部分内容来源于网络，如有侵权请及时联系我们删除，谢谢配合！如有侵权请及时联系我们删除，谢谢配合！