Maketing Report of Chanel - 2564 Words

Introduction Chanel started its business in Paris in 1909 and opened outlets in different countries for example, opened a boutique in 1913 in France, and it becomes one of the largest fashion brands in the world. It has produced clothing, footwear, handbags, cosmetics, fragrances and jewelries1 which are shopping goods. The characteristic of Chanel’s products are audacious, perfectionist, unique, passionate and visionary2. Chanel has won few FiFi awards which is a popular award in fragrance market between 1973 and 2006. Although Chanel is a well-known brand in the fashion market in the world; it still has some strong competitors to compete with it for example, Escada and Anna Sui. Chanel N °5 is the earliest, the most successful and†¦show more content†¦B. Age According to a 2001 Womens Fragrance Track Consumer Study, cosmetic are used most often by consumers 18-to-34 years old. So, Chanels aggressive plans specialize conspicuously in the under-30 age category. They also claimed that â€Å"Young consumers are the lifeblood of the beauty industry.† Therefore, Chanel sets this segment to captures the fancy of this fickle young group of consumers between the ages of 18 and 29.6 Chanel also bids to attract target younger consumers in college or holding their first jobs. 2. Psychographic - Personality characteristic Different Chanel products will represent different characteristics for its consumers to reveal their personality and seductiveness, such as fragrance. For female, N °5 shows an indefinable femininity, and Chance conveys a youthful, sexy and romantic attitude8. For male, Ð GOЇSTE expresses the subtlety of a warm and powerful bouquet, and Allure Homme Sport shows a sparkling and energizing freshness. Moreover, there are three ranges of fragrance- perfume, eau de perfume and eau de toilette to suit their needs and taste. Buying Situations for Chanel Benefits sought Based on using cosmetics have some benefits such as building up confident, making themselves prettier and stressing the own character. Therefore, Chanel should divide the market into groups to find out which group that people have the needs and wants to achieve the benefits of cosmetics. We use the five key steps in segmenting and targeting marketsShow MoreRelatedA Marketing Campaign Proposal for Victoria Beckham in Brazilian Market4283 Words   |  18 PagesBA (Hons) Fashion Management Unit: The Future of Fashion: A Business Perspective A Marketing Campaign Proposal For Victoria Beckham in Brazilian Market Yuou Du DU_10286856 Word Count †¢ Academic Report 2490†¢ Reï ¬â€šective Report 983 Submit Date November 13 20121 Table of Contents 1.o Executive Summary! 2.0 Aim and Objectives! 3.0 The Global Luxury Market! 3.1 Market Recovery and Growth! 3.2 Importance of Tourists Spending! 3.3 Engagement in Social Medias! 1 2 3 3 3 3 4.0 The Brazilian