...Executive Summary Chanel No.5 is one of the most popular perfume products on the market. The Chanel N5 has a constant mission to accomplish in satisfying it customers as well as the laws. It is crucial to keep a reasonable price and maintain high quality of the perfume product. Correspondingly, whenever the cost of the product decreases, it means the quality of the product lessens, and luxury product becomes ordinary. "The word perfume derives from the Latin perfumare, meaning to smoke through. Perfume is a mixture of fragrant essential oils or aroma compounds, fixatives and solvents used to give the human body a pleasant scent “(Wikipedia). Chanel N5 is one of the most popular out of the company perfumes. It dominates the market since early 1920 the reason for marketing that products changed dramatically over the years. Chanel No 5 is one of the most popular scents made by Chanel, and it wins over scents form competitors for many reasons. Because Chanel no 5 is one of the oldest perfumes, the marketing strategy for this product has to meets expectations of the consumers. Target Market The consumer demographic segmentation for perfume business includes wealthy individuals mainly woman in their late thirties and older. Perfumes tend to cost much more than any other fragrances. Therefore, not everyone can afford it. The customer driven, and increase in perfumes market is affected by demographic lifestyle. Some people use perfumes for special occasions and others wear it regularly...
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...Melissa Butler Dr. Mark Howell English 112 2/28/2016 Young Love vs Chanel No. 5 In today’s world we see advertisements such as billboards, benches or commercials on TV and almost everywhere else we go. Our society is constantly influenced by advertising. While enthusiastic people work hard to create their masterpiece of a commercial, most people try to avoid them due to the inconvenience of them interrupting their favorite TV show. Today they have become a part of our life and the competition to produce an effective commercial is always booming. A reason for the widening of advertising is certainly the stressful expectation to produce a unique representation of a product that stands out in the market, as well as selling the product itself. TV commercials are used to attract the audience and the producers spend a lot of money and time to obtain the attention of the viewer. The most glamorous commercials I feel are certainly those of perfumes. That is why I chose to do this paper on two perfume TV commercials and examine the features that are used to produce an effective advertisement. One will be a TV commercial of 1962 that deals with the perfume “Young Love” while the other represents the “Chanel No.5 “production of 2006. These are chosen to point out the difference with regard to the use of visuals and text that are important for the development of a commercial. A TV commercial usually consists of text, visuals and sometimes incorporates music. All these features seem...
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...Industry Analysis 4 Target Audience 4 Market Positioning 5 Product 5 Price 6 Place 7 Promotion 7 Advertising 8 Celebrity endorsements 8 Fashion show 8 Movie 8 Competitor Analysis 9 Gucci 9 Louis Vuitton 10 Hermès 10 Recommendation 13 Conclusion 14 References 15 Introduction According to Somma, M (2010), “Chanel is a brand known by everyone, wanted to by nearly all, and also tried and practiced by very few,” making it an appreciated asset. Double "C" logo has become the pride of the global fashion industry, is stand for the brand a woman on this world most like to have. Chanel is famous brands over 90 years’ experience, Chanel has a constantly elegant, artless, well-dressed style, she is expert in breaking through the traditional as initial as twentieth Century 40's to efficaciously "tied up" the ladies into the artless, relaxed, which is maybe the first modern casual ensemble. After Chanel's death, the succession in 1983 by the design genius of Karl Lagerfeld, he has freedom, arbitrary and easily design mentality, and he always unbelievable feeling of the unity of two opposites in the design of works of art, both creative and noble, both French romance, humour, another German severe, fine. He did not change the shape of lines and favourite colour, but from his project from beginning to end all can work out "Chanel" pure style (Chanel 2013). According to Forbes, Chanel is a privately held company held by Alain and Gerard Wertheimer...
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...Chanel ------------------------------------------------- Top of Form Bottom of Form * Born: August 19, 1882 in Saumur, France * Died: January 10, 1971 in Paris, France * Nationality: French * Occupation: Fashion designer Legend. Coco Chanel once declared, "Legend is the consecration of celebrity," and no other fashion designer in history has exceeded either Chanel's celebrity or her legend. She was a fiercely independent lover of dukes, industrialists, and artists; a confidante of many of the creative geniuses of her day—among them, writer Jean Cocteau, painter Pablo Picasso, ballet impresario Sergei Diaghilev, and composer Igor Stravinsky; and a self-created image of the free-spirited "new woman" of the 1920s. Through her personal example and the fashion empire she established, Chanel launched and sustained the movement toward simplicity, practicality, and unfussy elegance in women's clothing. "A fashion that does not reach the streets is not a fashion," she said, and by the early years of the 1920s, Chanel fashion had reached streets throughout Europe and the United States. Early Life. Chanel both obscured and embroidered upon the facts of her early life; as one of her biographers declared, "She was herself a Chanel creation." Though she claimed to have been born in Auvergne in 1893, records show that she was actually born in the poorhouse of the town of Saumur ten years earlier. Her mother, a poorhouse employee, and her father, an itinerant tradesman, were...
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...Establishment and recognition: 1909 through 1920s In 1909, Gabrielle Chanel opened a shop on the ground floor of Étienne Balsan's apartment in Paris—the beginnings of what would later become one of the greatest fashion empires in the world.[1] The Balsan home was a meeting place of the hunting elite of France and the gentlemen brought their fashionable mistresses along, giving Coco the opportunity to sell the women decorated hats. During this time, Coco Chanel struck up a relationship with Arthur 'Boy' Capel, a member of the Balsan men's group. He saw a businesswoman in Coco and helped her acquire her location at 31 Rue Cambon in Paris by 1910.[1] There was already a couture shop in the building, and so Coco was not allowed in her lease to produce couture dresses.[1] In 1912, Coco Chanel opened her first millinery shop in Paris and in 1913, Chanel introduced women's sportswear at her new boutique in Deauville and Biarritz, France. Chanel's designs tended to be simple rather than opulent in look. She detested the fashions of women who came to these resort towns.[1][3] World War I affected fashion. Coal was scarce and women were doing the factory jobs that men had held prior to the war; they needed warm clothing that would stand up to working conditions. Chanel fossella's designs from this era were affected by the new idea of women's sports. During World War I, Coco opened another larger shop on Rue Cambon in front of the Hôtel Ritz Paris.[1] Here she sold flannel blazers, straight...
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...In 1909, Gabrielle Chanel opened a shop on the ground floor of Étienne Balsan's apartment in Paris—the beginnings of what would later become one of the greatest fashion empires in the world.[2] The Balsan home was a meeting place of the hunting elite of France and the gentlemen brought their fashionable mistresses along, giving Coco the opportunity to sell the women decorated hats. During this time, Coco Chanel struck up a good relationship with Arthur 'Boy' Capel, a member of the Balsan men's group. He saw a businesswoman in Coco and helped her acquire her location at 31 Rue Cambon in Paris by 1910.[2] There was already a couture shop in the building, and so Coco was not allowed in her lease to produce couture dresses.[2] In 1912, Coco Chanel opened her first millinery shop in Paris and in 1913, Chanel introduced women's sportswear at her new boutique in Deauville and Biarritz, France. Chanel's designs tended to be simple rather than opulent in look. She detested the fashions of women who came to these resort towns.[2][5] World War I affected fashion. Coal was scarce and women were doing the factory jobs that men had held prior to the war; they needed warm clothing that would stand up to working conditions. Chanel fossella's designs from this era were affected by the new idea of women's sports. During World War I, Coco opened another larger shop on Rue Cambon in front of the Hôtel Ritz Paris.[2] Here she sold flannel blazers, straight linen skirts, sailor tops, long jersey sweaters...
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...Gabrielle Bonheur Chanel was born on August 19, 1883. Her parents were Albert Chanel and Jeanne Devolle. In 1895, her mother died of bronchitis, and therefore her father sent his daughters to the covent of Abazine in Corrèze. He has never been there since that day. During this time, she learned the skills of sewing. Chanel wanted to be a seamstress, but not plying her needle. She began to sing at café concerts. The popular songs oh hers was ’’Qui qu’a vu Coco’’, so she acquired the nickname’’ Coco’’. She got her start in hats and she wasn’t afraid to be her own model. According to Khurana, Coco said ‘’I don’t do fashion, I’m fashion’’. Etienne Balsan, her first love who gave her the opportunity to into a higher social life. For this reason, she met Arthur Capel, known as ‘’ Boy ’’ and became his mistress. Capel fascinated with the talent and the personality of Coco, therefore he provided the funds for her to rent commercial premises on the rue Cambon. However, Capel was died in a car accident on the road to meet Coco. It was a blow for her, after that she devoted herself to the job wholeheartedly. However, Coco has had informal relationship with a soldier of Nazism during Second World War. As a result, she suffered criticism by French, but her products were still popular with the Americans and British. This essay will outline how Coco Chanel is one of the most influential women in the fashion world. Coco Chanel witnessed the death of luxury, the passage of the nineteenth century...
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...Chanel ------------------------------------------------- World War II In 1939, at the beginning of World War II, Chanel closed her shops, maintaining her apartment situated above the couture house at 31 rue Cambon. She claimed that it was not a time for fashion.[18] Three thousand female employees lost their jobs.[39] The advent of war had given Chanel the opportunity to retaliate against those workers who, lobbying for fair wages and work hours, had closed down her business operation during the general labor strike in France in 1936. In closing her couture house, Chanel made a definitive statement of her political views. Her violent loathing of Jews, inculcated by her convent years and sharpened by her association with society elites had solidified her beliefs. She shared with most of her circle the conviction that Jews were a Bolshevik threat to Europe.[39] During the German occupation Chanel resided at the Hotel Ritz, which was also noteworthy for being the preferred place of residence for upper echelon German military staff. Her romantic liaison with Hans Günther von Dincklage, a German officer who had been an operative in military intelligence since 1920,[40] facilitated her arrangement to reside at the Ritz.[41] World War II, specifically the Nazi seizure of all Jewish-owned property and business enterprises, provided Chanel with the opportunity to gain the full monetary fortune generated by "Parfums Chanel" and its most profitable product, Chanel No. 5. The directors...
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...price of XX will be justifiable by the quality of the perfume and will symbolise success and wealth to those that buy it. According to research by Mintel in ‘Market Share’ of their 2010 Women’s Fragrances report; ‘L’Oréal[->0] has become the largest fragrance house in the UK by a significant margin’ and ‘Coty a[->1]nd Chanel c[->2]ontinue to grow their fragrance businesses by focusing on their key strengths within the market’; so combined with the statistics in figure one, the main competitors for XX are L’Oreal, Chanel and Coty. This report will focus on Armani Code for Women by Giorgio Armani; who are owned by L’Oreal, as stated on their website; and Chanel No.5 as the two main competitors for XX. Armani and Chanel are two well established, high class brands. Armani has a vast range of products; clothes for men, women and children, watches, jewellery and beauty products. Armani sells glasses, sunglasses, accessories and have even recently launched a cross-branded mobile phone with Samsung (World of Armani). Chanel offer similar products to Armani, they also sell clothes, accessories, jewellery and watches. Chanel also sells skincare and make-up (Chanel Website). The products they sell are obviously high quality; with Armani’s website describing their glasses as ‘frames of life’ and Chanel’s website advertising...
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...Gabrielle Bonheur “Coco” Chanel was a woman who invented some of the classic fashion pieces we wear today. Coco Chanel was a very popular fashion designer beginning her career as a hat maker in France during the time period of 1910- 1983. She was the creator of the brand Chanel which is now famous all around the world. Her life motto was, “If you were born without wings, do nothing to prevent them from growing” ( Saltari and Manferto 23).The house of Chanel is still popular today and her clothing remains timeless. Three things that were noteworthy in Chanel’s life was her background, the launch of her brand, and her impact on designers today. Gabrielle Bonheur “Coco” Chanel was born on August 19, 1883 in Saumur, France. Chanel’s parents were named Jeanne Devolle and Albert Chanel. Her mom passed away a few years after and Chanel’s father dumped her on the grounds of an orphange. She was raised by nuns there who taught her the work of a seamstress. Some people say that the C’s in her logo were...
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...French Luxury perfumes Industry of French Luxury perfumes ------------------------------------------------- Table of contents Executive Summary 3 I. Industry Overview 4 II. PESTEL Analysis 9 1. Economical& Social 9 2. Legal 12 III. PORTER 14 1. Rivalry among existing competitors 14 2. Threat of new entrants 14 3. Threat of substitute products or services 15 4. Bargaining power of suppliers 15 5. Bargaining power of buyers 15 IV. Individual Part – DIOR 16 1. Company Background 17 2. SWOT Analysis 19 3. Company Analysis 20 4. Competencies and resources of the firm 22 5. Conclusion and Recommendations 24 V. Individual Part - CHANEL 27 1. Company Background 28 2. Financial aspect 31 1. SWOT of the company 32 3. Company Analysis 33 4. Competencies and ressources 34 5. Conclusions and Recommendations 35 VI. Individual Part – Yves-Saint-Laurent 37 1. Company Background 38 2. SWOT Analysis 41 3. External Environmental factor 42 4. Competences and resources of the firm 42 5. Recommendations 43 VII. Bibliography 45 IX. Appendices 47 1. PESTEL 48 2. Survey 51 3. Results 52 ------------------------------------------------- Executive Summary The 19th century perfumery industry knew a revolution. The occurrence of modern chemistry with organic chemistry, which permit to create new synthetic molecules with the same olfactory quality than of the rarest species. Moreover, in the same time...
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...Assignment II – Advertising campaign analysis “Chanel N˚5, Inevitable.” The Advertising campaign for Chanel N˚5, released on October 15th, 2012, had for the fist time a man as its spokes model: no more, no less than Brad Pitt. The choice created a lot of noise regarding the price of this commercial (around 7 million dollars just for Brad Pitt) in connection to its potential impact. It is a 35 seconds commercial that has Brad Pitt speaking in a poetic and sensual approach; he talks, in low pitch voice about journeys, plans and dreams as things that pass, but Chanel stays, wherever he goes, relating the product as his luck, his fate and his fortune. Target Audience Chanel N˚5 has a specific target audience. The perfume targets women starting from 30 years old. It is a high price product, from $70 to $300, depending on the size. It is a very classical product existing since 1920. This campaign tries to bring Chanel N˚5 as an inevitable product, giving the women targeted the feeling of being safe and stable wherever Chanel is. Not just about the journeys, the plans, but about the dreams - the present and the future. It plays with their psychological as it targets mainly the influential young-adults generation to start using it. Psychographically it targets the women with high educational level, the businesswomen and the classy lifestyle. Principles and Commandments The campaign message follows several principles and commandments. They don’t try to entertain...
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...Coco Chanel Fashion designer. Born on August 19, 1883, in Saumur, France. With her trademark suits and little black dresses, Coco Chanel created timeless designs that are still popular today. She herself became a much revered style icon known for her simple yet sophisticated outfits paired with great accessories, such as several strands of pearls. As Chanel once said,“luxury must be comfortable, otherwise it is not luxury.” Her early years, however, were anything but glamorous. After her mother’s death, Chanel was put in an orphanage by her father who worked as a peddler. She was raised by nuns who taught her how to sew—a skill that would lead to her life’s work. Her nickname came from another occupation entirely. During her brief career as a singer, Chanel performed in clubs in Vichy and Moulins where she was called “Coco.” Some say that the name comes from one of the songs she used to sing, and Chanel herself said that it was a “shortened version of cocotte, the French word for ‘kept woman,” according to an article in The Atlantic. Around the age of 20, Chanel became involved with Etienne Balsan who offered to help her start a millinery business in Paris. She soon left him for one of his even wealthier friends, Arthur “Boy” Capel. Both men were instrumental in Chanel’s first fashion venture. Opening her first shop on Paris’s Rue Cambon in 1910, Chanel started out selling hats. She later added stores in Deauville and Biarritz and began making clothes. Her first...
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...Gabrielle Chanel was born in the French town of Saumur on the 19th of August 1883. She was one of 5 children and when her mother died; her father couldn’t manage on his own so the girls went to an orphanage and the boys to work on a farm. Gabrielle stayed at the orphanage and visited grandparents on holidays until 1900 when she moved in with them. She went to a local convent school with her aunt Adrienne who was almost the same age as Gabrielle, she remained a valued friend. Gabrielle and Adrienne learned to sew at the convent so were able to get jobs as dress makers when they had finished school. Gabrielle’s earliest ambition was to be on stage and during her time off from work she was a regular cafe and bar singer, through this she gained the nick name Coco from singing her own version of a song called ‘Qui qu’a vu coco?’. Through this circuit Chanel met Etienne Baslan, a wealthy military officer; she became his mistress and went to live with him when she was aged 25. Chanel’s appearance was always very modest and neat, very different to that of Baslan’s rich friends who were always very made up with lace and frills. Baslan owned alot of horses and was into horse racing, Chanel learnt to ride whilst living with him, women traditionally wore side saddle skirts yet Chanel could be found in the same masculine clothes as the stable hands, first showing her rebellion in fashion which eventually translated in her collections. One of Chanels passions was trimming her own shop bought...
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...Outline Product: Multiplx Chanel Perfume Client: Chanel Introduction [ADA] Chanel was founded in 1910. It has a long history in the fashion industry. As a market leader, it shows continuous innovation to defend its market share from market challengers, e.g. Gucci, Dior, etc. COCO believed that product innovation can keep consistency of brand image. Chanel’s perfume contributes nearly 40% of the global perfume industry. Adding new element and advanced technology into perfume are seen as a valuable creation perfume history thus enhances the competitiveness of Chanel. Communication Market Analysis Opportunity analysis In the perfume industry, there is only pure essence of a single scent in a bottle. Using the same scent in different occasions is boring, drab and tedious. Hence, a 3-in-one perfume can be designed and offered to tap the high income level of office ladies whose life is with all the glamour, wealth and splendid. They display a keen interest in everything new. With more flavors, the perfume can improve their mood to feel refreshed and even as a self-confidence improver. Consumer markets Market segmentation by consumer groups: Demographics -Gender: Since the establishment of Chanel’s perfume in 1870, it mainly targeted at women. It is found that Chanel has great potential to further develop such upscale perfume for women. -Age: The main target of Chanel is consumers who aged from 30 to 45. From the emphasis of mature and exquisite design of the...
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