CHANEL HAS BEEN A HOUSEHOLD NAME IN THE FASHION INDUSTRY SINCE 1915, COURTESY OF GABRIELLE CHANEL WHO REVOLUTIONISED THE WOMEN'S FASHION INDUSTRY BY BRINGING ELEGANCE AND SIMPLE DESIGN TO OVER-DESIGNED, OPULENT FASHION. TODAY, MORE THAN A CENTURY LATER, COCO CHANEL'S ICONIC STYLE LEGACY CONTINUES TO ENDURE, CHARACTERISED BY THE THREE QUALITIES THAT RUN THROUGH HER TIMELESS PIECES: SIMPLICITY, ELEGANCE AND COMFORT. SYNONYMOUS FOR BRAND EQUITY AND EXCLUSIVITY, CHANEL TEND TO STEER CLEAR FROM COLLABORATIONS BUT, IF WELL CHOSEN, A BRAND COLLABORATION COULD EXTREMELY BENEFIT THE COMPANY AS IT HAS DONE FOR MANY OF IT'S COMPETITORS, ESPECIALLY BEING AS THIS IS SOMETHING NOT REALLY SEEN BEFORE FROM CHANEL.
WITH THIS IN MIND, THIS PROJECT PROPOSES A COLLABORATION WITH BARBIE. AS THE MOST POPULAR FASHION DOLL EVER PRODUCED (BARBIE MEDIA, 2023), SHARING SIMILAR CHARACTERISTICS OF CHANEL AND CURRENTLY GAINING FURTHER ATTENTION BY THE DAY DUE TO THE UPCOMING RELEASE OF THE BARBIE MOVIE, THE CONCEPT MARRIES TWO ICONIC AESTHETICS PERFECTLY TOGETHER TO CREATE THE ULTIMATE FUN AND SOPHISTICATED RANGE WHILST CAREFULLY MAINTAINING THE ELEGANCE AND EQUITY OF WHICH CHANEL WAS BUILT UPON.
THE RANGE IS AIMED AT THE TYPICAL AFFLUENT AND ULTRA FEMININE CHANEL CONSUMER, A LOYAL FANBASE OFTEN RETURNING SEASON AFTER SEASON FOR ALL THE CHIC AND ELEGANT LATESTS TO ADD TO THEIR COLLECTIONS, MOST LIKELY THIS TIME IN FULL FORCE THANKS TO THE FLAGSHIP BESPOKE RANGE. DUE TO THE NATURE OF COLLABORATIONS, IT WILL ALSO NATURALLY SPAN TO A WIDER MARKET, LESS COMMON WITHIN THE CHANEL TARGET MARKET. THE RANGE LAUNCHES JUST 10 DAYS AFTER THE BARBIE MOVIE ON THE 1ST OF AUGUST AND IS SET TO TURN AROUND AN ESTIMATED £245,379,792 OVER 12 WEEKS, SOLELY VIA CHANEL BOUTIQUES. THIS FIGURE HAS A HIGH CHANCE OF EXPANSION, DUE TO THE FACT THAT RARE CHANEL PIECES ARE OFTEN RESOLD FOR MUCH HIGHER THAN THEIR RETAIL PRICE ON VERIFIED RESELLER WEBSITES DUE TO THEIR EXCLUSIVITY. FOLLOWING ON WITH THE IDEA OF EXCLUSIVITY IN MIND, THE RANGE WILL BE SHOWCASED INSIDE VOGUE MAGAZINE, AND APPEAR ON THE COVER OF THE AUGUST ISSUE. IT WILL BE MARKETED THROUGH SUBTLE PROMO SHOOTS VIA THE CHANEL SOCIAL MEDIA PLATFORMS LIKE INSTAGRAM AND CUSTOMERS WILL RECEIVE ONE OF TWO EXCLUSIVE, BARBIE INSPIRED CHANEL SHOPPING BAGS WHEN PURCHASING AN ITEM FROM THE RANGE.
HOW WE DRESS IN THE REAL WORLD CAN OFTEN BE ENTIRELY INFLUENCED BY WHAT WE SEE IN THE MOVIES AND TV DUE TO THE IMMENSE IMPACT VISUAL MEDIA HAS ON THE FASHION INDUSTRY. THE BIG SCREEN HAS ALWAYS BEEN A HUGE SOURCE OF INSPIRATION FOR DESIGNERS AROUND THE WORLD AND OFTEN THE BEARER OF SO MANY NEW TRENDS. THEREFORE, WITH UPCOMING RELEASE OF THE NEW AND HIGHLY ANTICIPATED BARBIE MOVIE THIS JULY, GIVEN THAT SHE IS THE WORLDS NUMBER ONE BESTSELLING FASHION DOLL, I BELIEVE NOW IS THE PERFECT TIME FOR CREATING THE ULTIMATE BARBIE RANGE AND WHO BETTER TO CREATE IT OTHER THAN A BRAND WITH SUCH LEVEL OF ELEGANCE, FEMININITY AND EQUITY AS CHANEL. THE COLLECTION WILL PERSONIFY MY TAKE ON WHAT THE MODERN-DAY, REAL-LIFE BARBIE GIRL WOULD LOOK LIKE, CREATED BY THIS PERFECT PAIRING. THINK STRUCTURED SILHOUETTES, PASTEL TWEEDS, CHIC COORDS AND MOST IMPORTANTLY OF ALL: PINK - THE ULTIMATE, CLASSY AND REFINED COLLECTION WITH JUST THE RIGHT AMOUNT OF REBELLION AND FUN. KEEPING BOTH BRANDS IN MIND, THE COLOUR PALETTE WILL BE A MIXTURE OF PINKS AND PASTELS ACCOMPANIED BY THE CLASSIC BLACK AND WHITE CHANEL SHADES. THE FILM IS COMING TO THEATRES ON THE 21ST OF JULY SO THE RANGE WILL LAUNCH IN THE FIRST WEEK OF AUGUST, GIVING FANS A GOOD AMOUNT OF TIME TO SEE THE FILM AND START TO DELVE INTO BARBIE TRENDS, WHILST CREATING ANTICIPATION FOR THE RELEASE OF THE RANGE. THE WEATHER IN AUGUST WILL BE IDEAL FOR SPORTING THE SHORTS, SKIRTS, BRALETTES AND MINI DRESSES, AND THE COOLER CLIMATE OF THE AUGUST EVENINGS AND COMING SEPTEMBER MAKES WAY FOR THE BLAZERS AND SUIT SETS.
CHANEL IS A FRENCH LUXURY FASHION HOUSE FOUNDED IN PARIS IN 1910 BY COCO CHANEL AND TODAY RENOWNED AS ONE OF THE MOST ICONIC AND RECOGNISABLE LUXURY BRANDS IN THE WORLD THANKS TO ITS RICH HERITAGE AND HISTORY. COCO CHANEL REVOLUTIONISED FASHION BY INTRODUCING MORE COMFORTABLE AND PRACTICAL CLOTHING FOR WOMEN AND IT'S THE BRAND' COMMITMENT TO QUALITY AND CRAFTSMANSHIP THAT HAS HELPED IT TO CREATE ENDURING, TIMELESS DESIGNS THAT REMAIN POPULAR EVEN DECADES AFTER THEY WERE FIRST INTRODUCED SPECIALISING IN WOMEN'S READY TO WEAR, LUXURY GOODS, AND ACCESSORIES CHANEL IS MOST WELL KNOWN FOR ITS NO. 5 PERFUME, QUILTED HANDBAGS, "LITTLE BLACK DRESS" AND "CHANEL SUIT". OTHER NOTABLE DESIGNS INCLUDE THE BRAND'S ICONIC USE OF TWEED AND PEARLS, ITS SIGNATURE CAMELLIA FLOWER, AND ITS INTERLOCKING "CC" LOGO.
CHANEL'S BRAND POSITIONING IS ONE OF LUXURY, EXCLUSIVITY, AND SOPHISTICATION WITH THEIR UNIQUE SELLING POINT BEING THE TIMELESS AND ELEGANT DESIGNS THAT EMBODY THESE VERY FACTORS. THE BRANDS TARGET AUDIENCE INCLUDES INDIVIDUALS WHO ARE FASHION-CONSCIOUS AFFLUENT, AND VALUE HIGH-END LUXURY BRANDS. THEIR CUSTOMERS ARE TYPICALLY INTERESTED IN TIMELESS, ELEGANT FASHION AND BEAUTY PRODUCTS THAT EMBODY THIS LUXURY AND SOPHISTICATION.
CHANEL HAS A STRONG GLOBAL PRESENCE, WITH ITS TOP MARKETING COUNTRIES BEING THE UNITED STATES, FRANCE, KOREA, THE UK AND JAPAN. CHANEL'S HEADQUARTERS ARE BASED IN LONDON AS OF 2018, BEING THAT THIS IS THE MOST CENTRAL GEOGRAPHICAL LOCATION FOR ALL THEIR MARKETS. THE BRAND HAS FLAGSHIP STORES IN MAJOR CITIES SUCH AS PARIS, NEW YORK, LONDON, AND TOKYO, AS WELL AS A NETWORK OF AUTHORISED RETAILERS AND BOUTIQUES. CHANEL'S PRODUCTS ARE ALSO AVAILABLE ONLINE THROUGH ITS E-COMMERCE WEBSITE AND VARIOUS AUTHORISED RETAILERS.
THEIR MISSION AND VISION STATEMENTS AIMS "TO BE THE ULTIMATE HOUSE OF LUXURY, DEFINING STYLE AND CREATING DESIRE, NOW AND FOREVER." I CAN CERTAINLY SEE THIS POSSIBLE GIVEN THAT THE BRAND REPORTED REVENUES OF $15.6 BILLION IN 2021, UP 49.6% COMPARED TO THE YEAR 2020 AND 22.9% COMPARED TO 2019 (CHANEL, 2023). THE BRAND CONTINUES TO INVEST IN THE SUPPORT OF THE LONG TERM HEALTH OF CHANEL TO CONTINUE TO DELIVER SUCH STRONG FINANCIAL PERFORMANCES.
THIS BRAND POSITIONING MAP COMPARES CHANEL'S TOP COMPETITORS. BEING THAT THESE ARE THE MOST LUXURY BRANDS, THE MAP IS THEREFORE CENTERED AROUND THE HIGH PRICE/HIGH FASHION SECTION. AS HERMES IS THE MAKER OF THE BIRKIN BAG I HAVE PLACED THIS AS THE HIGHEST PRICED BRAND WITH CHANEL FOLLOWING CLOSELY AT SECOND WITH A HIGHER FASHION RATING DUE TO ITS ICONIC HANDBAGS, FINE JEWELLERY AND CONSTANT TIMELESS AND LUXURY READY TO WEAR COLLECTIONS THAT HERMES LACKS. SCATTERED CLOSELY AROUND CHANEL SIT THE LIKES OF DIOR, LOUIS VUITTON, YSL, PRADA AND CELINE. THESE BRANDS ALSO PRODUCE LUXURY READY TO WEAR COLLECTIONS ALONG WITH MANY SIGNATURE HANDBAGS AND ACCESSORIES BUT THEY LACK THE EXCLUSIVITY THAT CHANEL HOLDS. LASTLY, SITTING AT THE LOWER END OF THE MAP ARE GUCCI AND MIU MIU BECAUSE OF THEIR MORE REASONABLE PRICING POINTSESPECIALLY BEING THAT MIU MIU WAS DESIGNED AS A MORE AFFORDABLE SISTER BRAND TO PRADA.
LOUIS VUITTON SITS AT THE TOP OF THE DESIGNER, LUXURY SECTOR WITH CHANEL AND IS ONE OF ITS BIGGEST COMPETITORS, SO THIS WAS THE FIRST STORE I WENT TO FOR MY COMP SHOP. FAMOUS FOR ITS HIGH END LEATHER GOODS, ICONIC MONOGRAM BAGS AND ARTISANAL CRAFTSMANSHIP, LOUIS VUITTON IS KNOWN FOT ITS CLASSIC AND TIMELESS LOOKS, A LOT LIKE CHANEL.
AS YOU CAN SEE FROM THE EDITED DATA TO THE LEFT, LOUIS VUITTON HAS THE SECOND HIGHEST PRODUCT OFFER WITH MORE THAN 75% OF PRODUCT BEING ACCESSORIES DUE TO THE FACT THAT CHANEL DOESN'T SELL READY-TO-WEAR ONLINE, I CAN'T INCLUDE THE DATA TO COMPARE AS IT WOULD BE INACCURATE, HOWEVER DUE TO THEIR EXCLUSIVITY AND THE FACT THEY ONLY PRODUCE WOMENSWEAR I BELIEVE THEY WOULD HAVE THE LOWEST PRODUCT OFFER, WITH A SLIGHTLY HIGHER MIX OF ACCESSORIES COMPARED TO READY-TO-WEAR.
THE LOU S VUITTON WEBSITE'S HOMEPAGE FEATURES AESTHETIC AND NVITING PROMO V DEOS OF THE R MOST RECENT COLLECTIONS AND COLLABORATIONS SOME VERY WELL KNOWN FACES SUCH AS ZENDAYA AND CHLOE GRACE MORETZ ARE JUST A FEW OF THEIR CELEBRITY HOUSE AMBASSADORS THAT ALSO APPEAR ON THE WEBSITE
OUT OF THE FOUR BRANDS, LOUIS VUITTON SEEMS TO HAVE THE LOWEST PRICE RANGE WITH THE MAJORITY OF ITS PRODUCT SITTING BETWEEN THE 500 AND 3000 MARK. THEY SELL A VAST RANGE OF COLOURS AND PATTERNS RANGING FROM THEIR CLASSIC MONOGRAM NEUTRALS TO THEIR BRIGHT AND FUNKY COLLAB PEICES SUCH AS THEIR LATEST YAYOI KUSAMA RANGE. THEIR SIZE RANGE HOWEVER DIFFERS GREATLY FROM THEIR COLOUR RANGE WITH MOST WOMENS READY-TO-WEAR PIECES ONLY AVAILABLE FROM SIZES 6 TO 14.
ABOVE YOU CAN SEE A FEW READY-TOWEAR GARMENTS FROM THEIR RECENT COLLABORATION WITH YAYOI KUSAMA. THE COLLAB FEATURES A LOT OF PINK AND BLACK, SIMILAR TO CHANEL'S MOST RECENT CRUISE 23/24 SHOW
THEIR STORES ARE VERY INVITING AND FUTURISTIC, WITH AN EXTREMELY LUXURY FEEL IN TERMS OF PRODUCT, THE MAJORITY ON SHOW IS FOOTWEAR AND ACCESSORIES WITH A FEW SECTIONS OF READYTO-WEAR JUST LIKE CHANEL, THE MAJORITY OF PRODUCT CAN OFTEN BE SCARCE AND ALWAYS IN THE BACK AT LOUIS VUITTON MEANING YOU HAVE TO MAKE RELATIONSHIPS WITH THE SALES ASSOCIATES AT THE STORE TO SEE IF THEY HAVE WHAT YOUR LOOKING FOR. THIS MAKES LOUIS VUITTON MORE EXCLUSIVE, A FACTOR CHANEL RENOWNS ITSELF FOR, THEREFORE ONE OF THE REASONS AS TO WHY LOUIS VUITTON IS SUCH A CLOSE COMPETITOR
THE BRAND HAS 53.2 MILLION INSTAGRAM FOLLOWERS WHICH IS JUST BELOW CHANEL'S 56 4 MILLION JUST LIKE THEIR HOMEPAGE THEY USE THEIR INSTAGRAM TO SHARE MORE CAPTURING PROMO SHOOTS AND IMAGERY OF THEIR MOST RECENT COLLECTIONS WHICH DRAWS CUSTOMERS IN
ANOTHER CLOSE COMPETITOR OF CHANEL IS DIOR, MOST WELL KNOWN FOR ITS LUXURY FASHION AND ACCESSORIES, HAUTE COUTURE DESIGNS AND ICONIC LADY DIOR BAG. I VISITED THE DIOR CONCESSION INSIDE SELFRIDGES FOR MY COMP SHOP HOWEVER I HAVE ALSO BEEN TO THE BOND STREET STORE, THE HARRODS CONCESSIONS AND SOME AIRPORT STORES.
AS YOU CAN SEE FROM THE EDITED DATA, DIOR HAS THE LOWEST PRODUCT OFFER OF 22,057 WITH AROUND TWO THIRDS OF IT BEING ACCESSORIES, JUST LIKE LOUIS VUITTON. DIOR HAS THE SECOND HIGHEST PRICE RANGE WITH THE MAJORITY OF ITS PRODUCTS SITTING BETWEEN THE 400 AND 2000 MARK BUT REACHING AS HIGH AS 300,000.
DIOR SERVE MORE OF A CLASSIC AND MUTED COLOUR PALETTE COMPARED TO LOUIS VUITTON WHICH IS SIMILAR TO CHANEL THEY HAVE A RANGE OF ICONIC AND DELICATE PATTERNS SUCH AS THEIR SIGNATURE MONOGRAM AND TOILE DE JOUY PRINT WHICH CAN BE SEEN ACROSS VARIOUS DIFFERENT PRODUCTS IN SEVERAL SHADES AND VARIATIONS THEY'RE WOMENSWEAR RANGES FROM SIZES 6 TO 18 WHICH IS MORE SIZE INCLUSIVE THAN LOUIS VUITTON BUT NOT MASSIVELY. CHANEL READY-TO-WEAR RANGES FROM SIZE 34-48 WHICH TRANSLATES TO A UK 6-20 MAKING THEM THE MOST SIZE INCLUSIVE DESPITE EVERY SIZE NOT BEING AVAILABLE ACROSS ALL STORES.
TAKING A LOOK AT SOME ITEMS IN THEIR MOST RECENT COLLECTION ABOVE, YOU CAN A VERY FEMININE AND CLASSY BUTTON UP JACKET ALONG WITH A DELICATE A LINE DRESS IN A HOT PINK SHADE - BOTH ITEMS SIMILAR TO THE TYPE OF PRODUCT CHANEL IS KNOWN FOR.
AS YOU CAN SEE THE STORE WAS VERY LUXURY AND REFINED AND FELT MORE LIKE A LAVISH SHOWROOM THAN A SHOP SIMILAR TO LOUIS VUITTON AND CHANEL, THEY ONLY HAD A FEW GARMENTS OUT ON DISPLAY, WITH THE MAJORITY IN THE BACK NOT ONLY DOES THIS ENSURE EXCLUSIVITY BUT IT ALSO PROVIDES THE STORE WITH A MORE EXPENSIVE APPEAL
DIOR TEND TO DO LESS COLLABORATIONS SIMILARLY TO CHANEL WHO ONLY HAS ONE TO NOTE AS OPPOSE TO WORKING WITH ARTISTS LIKE LOUIS VUITTON, DIOR'S MOST RECENT COLLABORATIONS INCLUDE SOME VERY WELL KNOWN BRANDS AND CELEBRITIES INCLUDING TRAVIS SCOTT AND NIKE IN RECENT YEARS THEY BROUGHT OUT THE CACTUS JACK MENSWEAR COLLECTION WITH TRAVIS SCOTT AND PUT A DIOR SPIN ON THE FAMOUS JORDAN 1S WITH NIKE BOTH OF THESE COLLABORATIONS PROVED VERY SUCCESSFUL FOR THE BRAND
DIOR HAVE 44 2 MILLION INSTAGRAM FOLLOWERS, THE THIRD HIGHEST OUT OF THE FOUR BRANDS. THEY POST VERY SIMLAR CONTENT TO CHANEL AND LV INCLUDING LUXURY PROMO SHOOTS, FRAGRANCE AND BEAUTY THEY ALSO SHARE THE MANY CELEBRITIES DRESSED IN DIOR ON THE RED CARPETS AND AT VARIOUS DIFFERENT EVENTS LIKE THE RECENT CANNES FILM FESTIVAL OR THE MET GALA. THEY ALSO HAVE MANY CELEBRITY BRAND AMBASSADORS INCLUDING JOHNNY DEPP, NATALIE PORTMAN JENNIFER LAWRENCE AND CARA DELEVIGNE - ALL HELPING TO INCREASE BRAND AWARENESS
TO THE LEFT IS THE PRADA CAFE THAT HAS RECENTLY OPENED INSIDE HARRODS INSPIRED BY PRADA'S FIRST EVER BOUTIQUE, SERVING UP A TASTE OF MILAN IN KNIGHTSBRIDGE. I HAVE ALREADY SEEN LOTS OF HYPE ON SOCIAL MEDIA AROUND THIS AND I THINK ITS A REALLY FUN AND SUCCESSFUL WAY TO RAISE BRAND AWARENESS.
THE FINAL STORE I WENT TO FOR MY COMP SHOP WAS PRADA, ANOTHER HIGH END BRAND KNOWN FOR ITS LUXURY CLOTHING AND ACCESSORIES - MORE SPECIFICALLY, ITS LEATHER GOODS AND AVANT-GARDE DESIGNS. I AGAIN, VISITED THE PRADA CONCESSION INSIDE SELFRIDGES BUT I HAVE ALSO BEEN TO BICESTER VILLAGE OUTLET STORE.
AS YOU CAN SEE FROM THE EDITED DATA, PRADA HAS THE HIGHEST PRODUCT OFFER OUT OF ALL FOUR BRANDS AT 91,639 PRODUCTS. JUST OVER HALF OF THIS IS ACCESSORIES, WITH THE NEXT BIGGEST SECTORS BEING FOOTWEAR AND TOPS PRADA ALSO HAS THE HIGHEST PRICE RANGE WITH THE MAJORITY OF ITS PRODUCTS SITTING BETWEEN THE 300 TO 2,000 MARK BUT REACHING TO THE HIGHEST WE'VE SEEN YET AT 2 8 MILLION. EVEN WITH A PRICE POINT RANGING THAT HIGH, I DO BELIEVE THAT CHANEL HAS THE HIGHEST PRICE POINT OUT OF ALL FOUR BRANDS AS THIS IS ONE THING THEY ARE KNOWN FOR, NOT TO MENTION THE FACT THAT THEIR MOST SOUGHT AFTER CLASSIC FLAP BAGS COST 8,000 EACH, ON AVERAGE, ALONE PRADA HAS A GOOD COLOUR MIX, SLIGHTLY HEAVIER ON THE NEUTRAL SIDE WITH A LOT OF BLACK AND WHITE BUSINESS ESQUE GARMENTS, QUITE SIMILAR TO CHANEL. THEY ALSO HAVE A RANGE OF PATTERNS, QUITE OFTEN INCLUDING GEOMETRIC DESIGNS TO MATCH THEIR SIGNATURE TRIANGLE LOGO THE SIZING AT PRADA VARIES DEPENDING ON COLLECTION AND STYLE BUT TYPICALLY THEIR WOMENSWEAR RANGES FROM SIZE 6 TO 24, MAKING IT THE MOST INCLUSIVE OUT OF ALL FOUR BRANDS.
THIS WAS THE BRIGHTEST AND MOST FUNKY STORE OUT OF THEM ALL BUT STILL HAD THE SAME LUXURY FEEL AND FIT PERFECTLY WITH THE BRAND IMAGE, AS WELL AS THE PRODUCTS ON DISPLAY, WHICH PRADA HAD THE MOST OF IN COMPARISON TO THE OTHER BRANDS. PRADA'S CONCESSION WAS ALSO SMALLER AND COMPLETELY OPEN COMPARED TO THE OTHERS WHICH ALL HAD WALLS AND WERE A LOT MORE CLOSED OFF THIS LEADS ME BACK TO THE IDEA OF EXCLUSIVITY, PRADA BEING THE LEAST EXCLUSIVE OUT OF THEM ALL. CHANEL IN PARTICULAR, HAS ITS OWN PRIVATE AREA ENTIRELY WITH A SEPARATE WALK WAY, MOST LIKELY INTENTIONAL TO FIT WITH THEIR HIGH LEVEL OF EXCLUSIVITY, AND GIVEN THAT THIS IS WHAT THEY ARE KNOWN FOR.
PRADA HAVE 32 1 MILLION INSTAGRAM FOLLOWERS WHICH IS THE LOWEST OF ALL THE BRANDS BUT STILL A SUBSTANTIAL AMOUNT. THEY POST SIMILAR CONTENT TO DIOR, LV AND CHANEL AND HAVE A RANGE OF HIGHLIGHTS FOCUSING ON SOME OF THEIR RECENT FOCUSES AS A BRAND. THESE INCLUDE THEIR RECENT PARTNERSHIP WITH UNESCO TO RAISE CHILDREN'S AWARENESS OF OCEAN PROTECTION, OR THEIR NEW PRADA GALLERIA COLLECTION FEATURING SCARLET JOHANSSON, SEEN ALSO ON THE WEBSITE HOMEPAGE, WHICH IS A COLLECTION OF EIGHT LIMITED EDITION STYLES OF THEIR ICONIC GALLERIA BAG.
CHANEL OPERATES A VERTICALLY INTEGRATED EXCLUSIVE DISTRIBUTION MODEL, MEANING ITS CLOTHING AND ACCESSORIES ARE ONLY SOLD THROUGH ITS OWN BOUTIQUES AND DEPARTMENT STORE CONCESSIONS WORLDWIDE. BOUTIQUES ARE TYPICALLY FOUND IN UPSCALE, WEALTHY REGIONS AND LUXURY DEPARTMENT STORES GIVEN THAT THE MAJORITY OF POTENTIAL CUSTOMERS TRAVEL THERE, IT ALSO HAS STOREFRONTS AT AIRPORTS. EVEN THE LOBBIES OF SOME FIVE-STAR LUXURY HOTELS HAVE CHANEL BOUTIQUES, WHICH SERVE THE SAME CLIENTELE CITIES WITH CHANEL STORES INCLUDE NEW YORK, BOSTON, AMSTERDAM, SAO PAULO, SYDNEY, HAMBURG CANNES, MIAMI, BANGKOK GENEVA, TOKYO, SAINT TROPEZ, MOSCOW, LOS ANGELES, PARIS, DUBAI, AND LONDON THE LARGEST IN THE WORLD THERE ARE OVER 300 CHANEL STORES WORLDWIDE OF WHICH 120 ARE IN NORTH AMERICA, 90 ARE IN ASIA, AND 70 ARE IN EUROPE THE BRAND ALSO HAS MANY COSMETICS AND FRAGRANCE COUNTERS ACROSS VARIOUS PREMIUM MALLS AND DEPARTMENT STORES AROUND THE WORLD THE BRANDS STRONG STORE PRESENCE CAN ALSO BE LINKED TO ITS LACK OF E-COMMERCE, WITH THE ONLY PRODUCTS AVAILABLE TO BUY ONLINE BEING COSMETICS, FRAGRANCE AND PRELOVED (PRELOVED NOT THROUGH DIRECT CHANNELS) CHANEL BELIEVES THAT NOT ONLY DOES THIS STRATEGY INCREASE EXCLUSIVITY DUE TO THE ITEMS BEING LESS ACCESSIBLE BUT ALSO THAT THE LUXURY TAILORED SHOPPING EXPERIENCE THEY STRIVE TO PROVIDE CAN'T BE ACHIEVED THROUGH THE CLICK OF A BUTTON ONLINE, NOR CAN IT COMPARE TO VISITING A CHANEL BOUTIQUE
CHANEL’S PROMOTIONAL STRATEGY IS VERY MUCH ONE OF A KIND AS THE BRAND DEPENDS HEAVILY ON WORD OF MOUTH AND CUSTOMER LOYALTY CHANEL TYPICALLY RUN ADVERTISEMENTS IN HIGH END FASHION MAGAZINES LIKE MARIE CLAIRE, HARPER'S BAZAAR, VOGUE, ELLE, ETC THE BRAND ALSO UTILISES POINT OF SALE MARKETING, WITH ELEGANT STORE DESIGNS AND INVENTIVE MANNEQUIN USAGE TO ENTICE CLIENTS INTO THEIR BOUTIQUES. THEY OFTEN EMPLOY HOLLYWOOD ACTRESSES AND SUPERMODELS TO REPRESENT AND MODEL FOR THE BRAND, BENEFITING SUBSTANTIALLY FROM THE FAME OF SAID MODELS, AND, IN TURN, RESULTING IN A BRAND SYNERGY BETWEEN THEM DUE TO CHANELS RENOWNED BRAND EQUITY. MOREOVER, A LOT OF ATTENTION IS DRAWN TO THE BRAND WHEN CELEBRITIES CARRY CHANEL BAGS OR WEAR CHANEL HAUTE COUTURE ON THE RED CARPETS OF PRESTIGIOUS AWARD SHOWS AND FILM FESTIVALS. THIS ATTRACTS THE ATTENTION OF FASHION MAGAZINE JOURNALISTS AND CRITICS, WHO THEN MENTION THE BRAND AND ITS PRODUCTS IN PUBLICATIONS LIKE MAGAZINES, BLOGPOSTS, NEWSPAPERS, AND TELEVISION PROGRAMMES. CHANEL ALSO UTILISES ITS HEAVILY FOLLOWED SOCIAL MEDIA SITES FOR SUBTLE PROMOTING TO CREATE A STRONGER BOND WITH ITS TARGET CUSTOMERS WHILST KEEPING THE EXCLUSIVE NATURE OF THE BRAND IN TACT
AS ONE OF THE TOP FASHION BRANDS IN THE WORLD AND A HIGH-END LUXURY PREMIUM CATEGORY BRAND, CHANEL TARGETS AFFLUENT CONSUMERS, CATERING TO AN ELITE AUDIENCE CHANEL PROVIDES A VARIETY OF CLOTHING ITEMS AND ALTHOUGH MOST OF CHANEL'S GOODS ARE MARKETED TOWARDS WOMEN, THE COMPANY ALSO OFFERS A LINE OF COLOGNE AND SCENTS FOR MEN THE BRANDS MARKETING MIX CONSISTS OF THE FOLLOWING PRODUCT CATEGORIES; HAUTE COUTURE, READY-TO-WEAR, HANDBAGS, SHOES, WATCHES, JEWELLERY, FRAGRANCE, MAKEUP, SKINCARE & SUNGLASSES. CHANEL'S GOODS ENJOY WIDESPREAD RECOGNITION, NOT JUST AMONG WEALTHY CUSTOMERS, BUT ALSO WELLKNOWN HOLLYWOOD STARS AND CELEBRITIES. BECAUSE ANY MINOR FLAW COULD SERIOUSLY HARM THE REPUTATION OF THE BRAND, CHANEL PLACES A PREMIUM ON PRODUCT QUALITY WITH EACH PRODUCT BEING MADE BY MANY INDIVIDUALS, ALL OF WHICH ARE HIGHLY SKILLED AT THEIR CRAFT. CHANEL AVOIDS MASS PRODUCTION AND INSTEAD CREATES LIMITED EDITIONS OF ITS PRODUCTS, ESPECIALLY WITHIN THE FASHION AND FINE JEWELLERY MARKETS THE BRAND IS FAMOUS FOR ITS SIMPLE, STYLISH GOODS MANUFACTURED FROM COSTLY AND VALUABLE RAW MATERIALS.
SINCE THE OPENING OF THE FIRST CHANEL STORE, THE BRAND HAS CATERED TO THE FASHION DEMANDS OF UPPER-CLASS ARISTOCRATS WHO VALUE INDULGENCE AND SATISFYING THEIR THIRST FOR FINER GOODS. THE SAME SPECIALISED AND CASH RICH CUSTOMER BASE CONTINUES TO BE ITS TARGET MARKET, THEREFORE ENABLING CHANEL TO USE AN EXTORTIONATE PRICING STRATEGY IN ITS MARKETING MIX WHILST KEEPING PRICES JUSTIFIABLE DUE TO THE HIGH QUALITY OF THEIR EXCLUSIVE RAW MATERIALS, THE WORLD CLASS STYLE AND ELEGANCE PORTRAYED BY EACH PRODUCT, THE EXCLUSIVITY OF THE BRAND, THE RICH AND WILLING TO PAY TARGET SEGMENT AND THE IDEA THAT OWNING A CHANEL PRODUCT INCREASES ONES SOCIAL STATUS THE PRICING STRATEGIES FOR THE VARIOUS PRODUCT CATEGORIES WITHIN CHANEL VARY. FOR INSTANCE, HAUTE COUTURE IS PRICED IN THE EXTREMELY HIGH-END SEGMENT, STARTING AT $10,000 TO $60,000 AND GOING AS HIGH AS $100,000, AS OPPOSED TO THE READY-TO-WEAR COLLECTIONS, WHICH ARE TYPICALLY IN THE RANGE OF $1000 TO $50,000.
MOST FOLLOWED FASHION BRAND ON SOCIAL MEDIA DUE TO ITS ENGAGING CONTENT GIVING IT A VERY STRONG SOCIAL MEDIA PRESENCE.
STRONG BRAND IDENTITY WITH RICH HERITAGE AND HISTORY
CURRENTLY WORTH 15.3 BILLION DOLLARS AND IS ONE OF THE MOST VALUABLE BRANDS IN THE WORLD
MOST POPULAR LUXURY BRAND IN CHINA.
POPULAR CELEBRITY ENDORSEMENT
CONSISTENT STRONG FINANCIAL PERFORMANCE OVER THE YEARS
EXCELLENT PRODUCTION QUALITY FOCUSING ON PRODUCING PREMIUM PRODUCTS
LOYAL CUSTOMER BASE
KNOWN FOR THEIR CLASSIC AND TIMELESS DESIGNS
HAS A WIDE RANGE OF PRODUCTS SUCH AS CLOTHING, ACCESSORIES, FOOTWEAR, JEWELLERY, WATCHES, PERFUME, SKIN CARE AND MAKEUP
THE CREATIVE DIRECTOR VIRGINIE VIARD HAS SPENT THE MAJORITY OF HER CAREER AT CHANEL, FIRST JOINING IN 1987, SHADOWING THE LATE KARL LAGERFELD.
CHANEL'S HEAVY PRICING PUTS THEM AT A DISADVANTAGE BECAUSE MANY OF THEIR COMPETITORS HAVE CHEAPER OPTIONS WITH NO COMPROMISE IN QUALITY.
THE PASSING OF CHANEL'S LONGSTANDING CREATIVE DIRECTOR KARL LAGERFELD
LIMITED TARGET MARKET DUE TO ITS PRODUCT BEING IN PREMIUM CATEGORY.
FASHION CATEGORY NOT AVAILABLE FOR SALE THROUGH ONLINE CHANNEL.
CHANEL WEBSITE ONLY ALLOWS YOU TO SEE CERTAIN PRODUCTS - YOU CAN’T SEE ALL THEY HAVE TO OFFER, PRICING OR MAKE A PURCHASE ONLINE. ALMOST ALL OF THEIR COMPETITORS HAVE SIMILAR PRODUCTS AND THE SAME PRODUCT RANGE, CHANEL LOSES TO HERMES WHEN IT COMES TO EXCLUSIVITY WHEN EXCLUSIVITY IS THE PRIME FOCUS OF THE BRAND.
OMNI CHANNEL THE BUSINESS TO IMPROVE CUSTOMER EXPERIENCE COLLABORATIONS WITH OTHER BRANDS/ARTISTS
EXPAND INTO EMERGING TRENDS
LOWER PRICES TO IMPROVE MARKET SHARES AND SALES
ADD FASHION CATEGORY INTO ONLINE SALES CHANNEL AND ALLOW PURCHASING THROUGH CHANEL WEBSITE TO IMPROVE OVERALL SALES RESEARCH WHAT THEIR DEMOGRAPHIC WANTS TO THEN DEVELOP AND PROVIDE THE APPROPRIATE NEW PRODUCTS
COUNTERFEITS ARE GROWING AT AN ALARMING RATE AND ARE POPULAR DUE TO THEIR AFFORDABILITY WHICH TARNISHES THE BRANDS IMAGE
CHANEL HAVE INTENSE COMPETITION WITHIN THE LUXURY MARKET SUCH AS LOUIS VUITTON, HERMES, DIOR, GUCCI AND ROLEX.
CURRENCY RISK DUE TO FLUCTUATING EXCHANGE RATE MARKET SATURATION
FRANCE IS ONE OF THE MOST IMPORTANT COUNTRIES IN THE WESTERN WORLD AND PLAYS A HIGHLY SIGNIFICANT ROLE IN INTERNATIONAL AFFAIRS WITH A VAST AMOUNT OF ALLIANCES ABROAD
IT IS ONE OF THE PERMANENT MEMBERS OF THE UN SECURITY COUNCIL AND A FOUNDING MEMBER OF THE ORGANISATION
AS ONE OF THE LEADING MEMBER STATES, FRANCE ALSO PLAYS A KEY ROLE IN THE EUROPEAN UNION
IT IS ONE OF THE MAJOR ALLIES OF THE UNITED STATES HOWEVER, MANY ARGUE THAT THE GROWING RELATIONSHIP
BETWEEN GERMANY AND FRANCE WOULD QUESTION THE LEADERSHIP OF THE US IN GLOBAL AFFAIRS
FRANCE MAINTAINS GOOD BILATERAL RELATIONS WITH THE UK EVEN DESPITE THE HISTORICAL RELATIONSHIPS BETWEEN THE TWO BEING CHARACTERISED BY SEVERAL DIFFICULTIES
IT HAS ESTABLISHED A POWERFUL FOOTHOLD THROUGHOUT THE MIDDLE EAST HOWEVER IT IS IMPORTANT TO NOTE THAT SEVERAL OF ITS INTERNATIONAL POLICIES HAVE RECEIVED HARSH CRITICISM
ALTHOUGH FRANCE NORMALLY HAS GOOD POLITICAL STABILITY, IT HAS RECENTLY SEEN SOME LAWAND-ORDER CONCERNS AS A RESULT OF THE FREQUENT WEEKLY PROTESTS OVER A VARIETY OF ISSUES IN RECENT
YEARS THESE HAVE CAUSED COMMERCIAL DISRUPTIONS AND HARMED THE CONFIDENCE OF BOTH DOMESTIC AND FOREIGN INVESTORS
BEING ONE OF THE TOP TEN ECONOMIES IN THE WORLD
THE ECONOMY OF FRANCE IS BOTH HIGHLY DEVELOPED AND DIVERSE
IT CONTRIBUTES IMMENSELY TO THE GDP OF THE EURO AREA
(FOCUS ECONOMICS, 2023)
FRANCE IS A MEMBER OF THE G7 NATO WTO, AND OECD
ITS CLOSEST TRADING PARTNER IS GERMANY
IT HOUSES SOME OF THE LARGEST COMPANIES IN THE WORLD INCLUDING AXA, L’OREAL, EDF CARREFOUR LVMH PPR, AREVA, VEOLIA ENVIRONNEMENT, JCDECAUX, AND AIR FRANCE
THE HIGH-END FOOD AND BEVERAGE, LEISURE, AND TOURIST SECTORS ARE ALSO THRIVING DUE TO FRANCE
BEING ONE OF THE MOST POPULAR TRAVEL
DESTINATIONS IN THE WORLD
RENOWNED FOR ITS INCREDIBLE SCENERY, VIBRANT CITIES AND RICH CULTURE IT ALSO HAS SOME OF THE WORLD'S TOP MONUMENTS, MUSEUMS, AND ART GALLERIES
FRANCE IS KNOWN FOR PRODUCING HIGH-QUALITY COSMETICS AND LUXURY GOODS ADDITIONALLY, IT IS A WORLD LEADER IN THE AVIATION, RAIL AND AUTOMOTIVE SECTORS
THE GDP OF FRANCE IS EXPECTED TO REACH AROUND $2973 00 BILLION US DOLLARS
BY THE END OF 2023 (TRADING ECONOMICS 2023)
THE ECONOMY REBOUNDED
QUICKLY FOLLOWING THE RECENT GLOBAL LOCKDOWN CHALLENGES (OECD, 2023)
FRANCE IS ONE OF THE WORLDS MOST DEVELOPED AND MODERN COUNTRIES
THE TOTAL POPULATION IS 65 6 MILLION (WORLDOMETER 2023)
THE POPULATION IS VERY DIVERSE, WITH PEOPLE OF MANY DIFFERENT BACKGROUNDS AND ORIGINS
THE LIFE EXPECTANCE FOR MEN IS 79 YEARS AND 85 YEARS FOR WOMEN (STATISTA, 2023)
FRENCH IS THE SECOND MOST WIDELY LEARNED FOREIGN LANGUAGE IN THE WORLD
FRANCE IS ONE OF THE MOST POPULAR TRAVEL DESTINATIONS IN THE WORLD WITH ITS CULTURE RENOWNED FOR SOPHISTICATION AND ELEGANCE AND THE COUNTRY, FAMOUS FOR ITS CUISINE, FASHION, PERFUME, CARS, CULTURE, AND LANGUAGE
IT IS ALSO HOME TO SOME OF THE GREATEST WRITERS PAINTERS MUSICIANS AND FILMMAKERS IN THE WORLD FRANCE IS ALSO ONE OF THE TOP FASHION CAPITALS OF THE WORLD AND FOR MORE THAN THREE CENTURIES FRENCH FASHION HAS SERVED AS THE PLATFORM FOR AN EXTRAORDINARY IMAGE ASSOCIATED WITH LUXURY AND ARTISANAL CRAFTSMANSHIP CHILDREN IN FRANCE BETWEEN THE AGES OF 6 AND 16 ARE ENTITLED TO FREE PUBLIC EDUCATION ADDITIONALLY FOR STUDENTS WHO FULFIL CERTAIN REQUIREMENTS HIGHER EDUCATION IS FREE THERE ARE ALSO SEVERAL ESTEEMED UNIVERSITIES IN FRANCE
DESPITE THE MAJORITY OF FRENCH PEOPLE HAVE GREAT LEVELS OF LIVING, THERE IS A HIGH PERCENTAGE OF UNEMPLOYMENT AS WELL AS FREQUENT INDUSTRIAL STRIKES PROTESTS AND LABOUR UNREST ANTI IMMIGRATION SENTIMENT HAS BEEN REPORTED IN SOME AREAS OF FRENCH SOCIETY
IT IS REPORTED THAT THE VAST MAJORITY OF FRENCH PEOPLE WHO ARE BLACK OR MIXED-RACE HAVE EXPERIENCED RACIAL DISCRIMINATION
FRANCE IS ONE OF THE MOST TECHNOLOGICALLY ADVANCED COUNTRIES IN THE WORLD WITH A REMARKABLE HISTORY IN THE AREAS OF SCIENCE, IT, AND SPACE TECHNOLOGY
FRANCE WAS THE THIRD NATION TO LAUNCH ITS OWN SATELLITE AND THE SIXTH NATION TO HAVE A SATELLITE IN ORBIT AFTER FORMER SOVIET UNION, USA, CANADA, UK AND ITALY. THE FRENCH GOVERNMENT HAS INVESTED HEAVILY IN RESEARCH AND DEVELOPMENT IN TECHNOLOGY, ESTABLISHING A NUMBER OF TECHNOLOGY
HUBS THROUGHOUT THE COUNTRY AND HOME TO A NUMBER OF TECH GIANTS
THE USAGE RATE OF THE INTERNET IS HIGH IN FRANCE, COMPETING WITH OTHER DEVELOPED COUNTRIES SUCH AS LONDON
PARIS HAS SOME OF THE WORLD’S LEADING STARTUP COMPANIES AND VENTURE CAPITALS HOWEVER THE COUNTRY IS STILL FACING A SHORTAGE OF SKILLED COMPUTER ENGINEERS.
FRANCE WAS THE MOST VISITED COUNTRY IN THE WORLD IN 2022 WELCOMING 82 6 MILLION TOURISTS (GLOBAL CONNECT 2023)
FRANCE FACES MANY ENVIRONMENTAL CHALLENGES THANKS TO THE GROWTH AND PROGRESS OF THEIR ECONOMY, INCLUDING EROSION OF BIODIVERSITY, NOISE POLLUTION, HOUSEHOLD WASTE, WATER POLLUTION, AND AIR POLLUTION
THE COUNTRY HAS PREVIOUSLY FACED WATER CONTAMINATION CAUSED BY ACID RAIN WHICH IMPACTED WATER QUALITY AND ALSO DESTROYED FORESTS
THE GOVERNMENT HAS A PRIME FOCUS ON FORESTRY AND ITS SPECIES DUE TO ONE THIRD OF THE LAND BEING FOREST THEY HAVE INCREASED AGRICULTURAL DEVELOPMENTS BY CREATING DESIGNATED NITRATE ZONES
FRANCE IS ALSO ONE OF THE MOST NOTORIOUS LOCATIONS FOR INDUSTRIAL CARBON DIOXIDE THIS IS SOMETHING THE COUNTRY HAS TO FOCUS MORE ON AS THE MILLIONS OF METRIC TONS OF CARBON DIOXIDE SEEPING FROM THE COUNTRY AFFECT THE WORLD’S ENVIRONMENT AS A WHOLE FRANCE IS ONE OF THE MOST NOTORIOUS LOCATIONS FOR INDUSTRIAL CARBON DIOXIDE
THE NATION NEEDS TO PAY GREATER ATTENTION TO THIS ISSUE SINCE THE MILLIONS OF METRIC TONNES OF CARBON DIOXIDE IT EMITS HAVE AN IMPACT ON THE ENVIRONMENT GLOBALLY
ACROSS ALL BUSINESS TYPES, A WORKWEEK MUST BE 35 HOURS LONG BY LAW IN FRANCE HOWEVER MANY PEOPLE PUT IN MORE HOURS THAN THAT EMPLOYEE OVERTIME, YEARLY LEAVE, SICK LEAVE, MATERNITY LEAVE, PATERNITY LEAVE SABBATICAL LEAVE, ARE ALL COVERED BY FRENCH EMPLOYMENT LAW.
FRANCE OPERATES UNDER A SYSTEM OF CODES (PENAL, CIVIL, COMMERCIAL, LABOUR, ETC ) THE SYSTEMS ARE IN PLACE TO BENEFIT THE MOST DISADVANTAGED, THANKS TO SOCIAL PROTECTIONS, IN PARTICULAR, OR TO UNEMPLOYMENT BENEFITS, PENSIONS, HOLIDAYS, ETC. CONSUMERS, PARTICULARLY THOSE WHO SHOP ONLINE, ARE GETTING BETTER PROTECTION WHICH FACILITATES PURCHASES AND THEREFORE IMPROVES THE ECONOMY.
FRANCE HAS BEEN ONE OF THE WORLDS KEY PLAYERS IN THE FUR TRADE FOR MANY YEARS BUT THE FRENCH GOVERMENT HAVE RECENTLY ANNOUNCED THE BANNING OF FUR FARMING – WITH THE LAST OF ITS FOUR REMAINING FUR FARMS TO SHUT BY 2025
NAME: SOFIA
AGE: 24
GENERATION: GEN Z OCCUPATION: CONTENT CREATOR AND MARKETING COMMUNICATIONS DIRECTOR
SOFIA IS BASED IN NICE WHERE SHE LIVES WITH HER FIANCE AND TWO DOGS SHE SPENDS MUCH OF HER TIME TRAVELLING AROUND FRANCE TO PLACES LIKE PARIS, CANNES, ST.TROPEZ AND MONTE CARLO FOR HER CAREER. SHE ALSO OFTEN TRAVELS FURTHER A FEILD TO DIFFERENT DESTINATIONS AROUND THE WORLD SUCH AS ITALY, LONDON, LOS ANGELES, NEW YORK AND THE MALDIVES FOR BOTH WORK AND LEISURE
SHE CURRENTLY WORKS AS A MARKETING COMMUNICATIONS DIRECTOR FOR A. SHE ALSO HAS A SUBSTANTIAL FOLLOWING ON INSTAGRAM WHERE SHE POSTS FASHION AND LIFESTYLE CONTENT. SHE UTILISES HER WORK TRAVEL BY CREATING TRENDY AND CAPTIVATING CONTENT FOR HER INSTAGRAM IN ALL THE BEAUTIFUL DESTINATIONS SHE TRAVELS TO
SOFIA FALLS INTO THE AFFLUENT ACHIEVERS ACORN CATEGORY AS HER HUSBAND IS A WEALTHY BUSINESSMAN AND THEY OWN SEVERAL MULTI-MILLION POUND PROPERTIES AROUND THE WORLD THEY HAVE THE MONEY TO SPEND FREELY AND FREQUENTLY, HAVING MULTIPLE INVESTMENTS IN SHARES, OWNING A COUNTLESS AMOUNT OF LUXURY GOODS INCLUDING VEHICLES AND GOING ON REGULAR EXPENSIVE HOLIDAYS.
SOFIA IS A HUGE FASHION LOVER AND HAS A PERSONAL SHOPPER TO HELP SOURCE ALL OF THE LUXURY PIECES WHICH CREATE HER CHIC OUTFITS SHE ALSO VERY MUCH ENJOYS VISITING THE STORES TO SHOP HERSELF.THE MAJORITY OF HER CLOTHES, SHOES AND ACCESSORIES ARE FROM DESIGNER/LUXURY BRANDS AND SOME OF HER FAVOURITES INCLUDE CHANEL, CELINE, HERMES, PRADA, HERMES, YSL, ZARA AND H&M.
SHE ENJOYS SHOPPING, STYLING NEW OUTFITS, VACATIONING IN LUXURY DESTINATIONS WITH HER HUSBAND, GOING FOR DRINKS WITH FRIENDS, AND SPENDING TIME WITH FAMILY. SHE IS REGULARLY INVITED TO FASHION SHOWS AND EVENTS IN PARIS WHERE SHE ENJOYS DRESSING UP TO ATTEND ALONG WITH HER INFLUENCER FRIENDS.
INSTAGRAM: MORGANE RENAUDI
ELEGANT & FEMININE
STRUCTURED SILHOUETTES
FLATTERING NECK LINES
SHORT HEM LINES
DELICATE TWEEDS
ORDS
TAILORED MINI DRESSES
SILKS AND SATINS
SKINTIGHT SILHOUETTES
PASTEL GINGHAM
THE COLOUR PALETTE FOR THE RANGE IS A MIXTURE OF DELICATE PASTELS ACCOMPANIED BY THE ICONIC BARBIE PINK AND THE SIGNATURE CHANEL COLOURS OF BLACK AND WHITE. GIVEN THE OVERALL THEME OF THE COLLECTION THE BLACK, WHITE AND PINK NEED NO EXPLANATION. I CHOSE TO PAIR THESE ALONG WITH THE PASTELS BECAUSE I THOUGHT THESE REPRESENT BOTH BARBIE AND CHANEL VERY WELL. THE CHANEL CATWALK IS OFTEN RIFE WITH SHADES SUCH AS THESE AND I FEEL THAT THEY CAPTURE THE ELEGANT AND FUN LOVING, VIBRANT NATURE OF THE BARBIE DOLL VERY WELL. I FEEL THE SOFTER TONES ARE MUCH MORE CLASSY AND ELEGANT AS OPOSE TO HAVING TOO MANY BRIGHT TONES AND GIVING THE COLLECTION A LESS SOPHISTICATED FEEL.
THEY KEY FABRICS WITHIN THE BARBIE X CHANEL RANGE ARE TWEED AND SATIN. TWEED WAS AN OBVIOUS CHOICE, BEING ONE OF CHANEL'S SIGNATURE AND EVER PRESENT FABRICS BUT AS TWEED HAS A LOT OF TEXTURE AND PATTERN I CHOSE TO PAIR IT WITH A LUSTRIOUS AND SHINY SATIN, TO GIVE THE RANGE MOVEMENT AND VARIATION. BOTH OF THESE FABRICS ARE TIMELESS AND WHEN PAIRED TOGETHER I FEEL THEY CREATE THE ULTIMATE ELEGANT AND FEMININE TONE OF VOICE FOR THE RANGE.
PATTERNS SUCH AS THIS SUBTLE GINGHAM EXAMPLE THAT WILL BE PRESENT THROUGHOUT THE RANGE
WGSN STATES THAT AN UPLIFTING TEXTURE AND COLOUR MIX UPDATES SUMMER TWEEDS – A KEY AREA FOR YOUTH-FOCUSED SEPARATES (WGSN, 2023), PROVING THE COMMERCIALITY OF THIS FABRIC WITHIN THE RANGE IN THE CHOSEN ITEMS AND COLOUR PALETTE.
THE FABRICS WILL ALTERNATE THROUGHOUT THE RANGE, DEPENDING ON GARMENT AND COLOUR.
THE TWEED WILL BE AVAILABLE IN VARIOUS PASTEL GINGHAMS FROM THE CHOSEN COLOUR PALETTE.
BANDEAU BRALETTE
£2,780
YELLOW: 100% SILK SATIN
WHITE: 48% POLYESTER 52% VIRGIN WOOL
SIZES 6-24
BUSTIER BRALETTE TOP
£2,960 BIKINI DETAIL BANDEAU
48% POLYESTER
52% VIRGIN WOOL
£3,140
BLUE: 20% SILK SATIN, 42% VIRGIN WOOL, 38% POLYESTER
PINK: 80% SILK SATIN, 8% POLYESTER, 12% VIRGIN WOOL
BABY PINK: 100% SILK SATIN
HOT PINK: 48% POLYESTER 52% VIRGIN WOOL
TAILORED BANDEAU
£3,070
48% POLYESTER 52% VIRGIN WOOL
48% POLYESTER 52% VIRGIN WOOL
HIGH WAIST TAILORED SHORTS
£3,170
YELLOW: 100% SILK SATIN
WHITE: 48% POLYESTER 52% VIRGIN WOOL
LOW RISE BUTTON
DETAIL MINI SHORTS
£3,140
TAILORED CIGARETTE
TROUSERS
£3,740
PINK: 100% SILK SATIN
WHITE: 48% POLYESTER 52% VIRGIN WOOL
LOW RISE TAILORED MINI SKIRT
£3,130
48% POLYESTER
52% VIRGIN WOOL
MID PINK: 100% SILK SATIN
BLACK & BABY PINK: 48% POLYESTER 52% VIRGIN WOOL
SIZES 6-24
TAILORED CORSET PRINCESS GOWN £32,550
FLOWER DETAIL ROMPER £5,860
48% POLYESTER
52% VIRGIN WOOL
HALTER NECK MINI DRESS £4,870
TAILORED BANDEAU MINI DRESS £4,520
BLACK: 100% SILK
SATIN
PINK: 48%
POLYESTER 52% VIRGIN WOOL
PINK: 100% SILK
SATIN
YELLOW: 48%
POLYESTER 52% VIRGIN WOOL
48% POLYESTER 52% VIRGIN WOOL
£5,950
BABY PINK: 100% SILK SATIN
HOT PINK: 48% POLYESTER 52% VIRGIN
WOOL
SIZES 6-24
BALLET FLATS £1,070
WHITE: 100% SILK SATIN
BLACK & YELLOW: 48%
POLYESTER 52% VIRGIN WOOL
STILETTO MULES £1,430
CORSET BELT £1,020
48% POLYESTER 52% VIRGIN WOOL
MARYJANE SOCK HEEL
£1,820
48% POLYESTER 52% VIRGIN WOOL
CHARM BELT
£2,480
24K GOLD & METAL
CLASSIC FLAP BAG
TWEED: £8,140
PATENT & SILK SATIN: £8,530
100% SILK SATIN
TWEED: 48% POLYESTER 52% VIRGIN WOOL
PATENT: 100% PATENT CALFSKIN
TO FURTHER MY RANGE I CREATED A SMALL COLLECTION OF DEVELOPED PIECES. I TOOK INSPIRATION FROM CHANEL'S MOST RECENT COLLECTION, THE CRUISE 23/24 SHOW, AS WELL AS SOME OF THE BRANDS RENOWNED 90'S RUNWAY COLLECTIONS INCLUDING SPRING 1992, 1993 AND 1995.
CHANEL SRPING 1995 RUNWAY
CHANEL CRUISE 23/24 RUNWAY
CHANEL COUTURE
SPRING 1993
DUA LIPA AT THE 2023 MET GALA WEARING 1992 ARCHIVE CHANEL BY KARL LAGERFELD.
FOR THE BIKINI DETAIL BANDEAU TOP I SIMPLY PLACED THE TWO TOGETHER THIS WAS INSPIRED BY THE CRUISE 23/24 RUNWAY AND I WANTED TO INCUDE IT BECAUSE I FELT IT VERY MUCH ALIGNED WITH THE FUN, SUMMERY VIBES OF BARBIE AND THE UPCOMING BARBIE MOVIE, AFTER WATCHING THE TRAILER
CHANEL SRPING 1995 RUNWAY
THE ROMPER WAS HUDELY INSPIRED BY A CHANEL COUTURE SPRING 1993 BRIDAL DRESS, FAMOUSLY WORN BY CLAUDIA SCHIFFER. BEING INSPIRED BY THIS VINTAGE GARMENT, I FEEL IT ALIGNS EXTREMELY WELL WITH THE CHANEL STYLE AS WELL AS THE BARBIE RANGE, AND WOULD BE AN EXTREMELY POPULAR PIECE. PAYING HOMEAGE TO THE 1993 DRESS, I DECIDED TO MAKE IT ONLY IN WHITE
ONE SATIN BANDEAU WITH TWEED BIKINI DETAIL AND ONE TWEED BANDEAU WITH SATIN BIKINI DETAIL
DOUBLE TWEED
THIS PIECE WAS INSPIRED BY MANY OF THE VINTAGE CHANEL RUNWAYS, 1994 AND 1995 SPRING IN PARTICULAR. SIMILAR CHAIN BELTS CAN OFTEN BE SEEN IN THEIR CURRENT RUNWAY COLLECTIONS AS WELL.
CHANEL JEWELLERY & BUTTONS
CHANEL SPRING 1994 AND 1995
SPRING RUNWAYS
TAPPING INTO THE REURN OF THE 90S TRENDS
TO CREATE THIS PIECE I CUT OUT IMAGES OF CHANEL BUTTONS AND EARRINGS AND PLACED THEM RANDOMLY ON THIS BELT CAD I FOUND THAT HAD A SIILAR VIBE TO MY INSPIRATION PICTURES. I THOGHT THIS WOULD MAKE A GREAT STATEMENT/JEWELLERY PIECE FOR THE COLLECTION.
YOU CAN SEE HERE THE BELT STYLED PERFECTLY WITH THE TWEED TAILORED BANDEAU MINI DRESS IT CAN ALSO BE PAIRED WITH THE HIGH WAIST TAILORED SHORTS, THE LOW RISE BUTTON DETAIL MINI SHORTS, THE LOW RISE TAILORED MINI SKIRT AND THE TAILORED CIGARETTE TROUSERS.
THIS PIECE WAS INSPIRED BY A TWEED ALESSANDRA RICH DRESS I SAW ON MYTHERESEA.COM WHILST LOOKING FOR INSPIRATION. TO CREATE IT, I BLENDED TOGETHER THIS UTILITY SKIRT AND HALTER NECK TOP. I THINK IT MAKES THE PERFECT MINI DRESS FOR THE BARBIE X CHANEL RANGE.
"Halterneck dresses saw growth of +50% YoY across luxury and premium retailers to hold 5% of new-in dresses."
(WGSN, 2023)
THIS PIECE WAS INSPIRED BY A 1992 CHANEL BRIDAL DRESS DESIGNED BY KARL LAGERFELD AND RECENTLY WORN TO THE MET GALA BY DUA LIPA. THIS IS THE STATEMENT PIECE OF THE RANGE, AND COMES IN THREE DIFFERENT COLOURS FOR THREE DIFFERENT TYPES OF GIRLS - INSPIRED BY THE FILM HAVING SEVERAL DIFFERENT TYPES OF BARBIES.
PASTELS ARE PROJECTED TO COMPRISE 42 2% OF YELLOW APPAREL CHOICES IN THE US MARKET FOR S/S 24
(WGSN, 2023)
THE PRODUCT FASHIONABILITY CHART SPLITS THE RANGE INTO CORE, FASHION AND TREND PIECES.
THE CORE SECTION IS MADE UP OF CHANEL'S MOST COMMON GARMENTS AS THESE ARE ALL SIGNATURE PIECES OF THE BRAND, BROUGHT OUT SEASON AFTER SEASON IN EACH COLLECTION, SOME OF WHICH THE BRAND IS KNOWN FOR
THE FASHION SECTION IS MADE UP OF STAPLES THAT TEND TO REMAIN CURRENT, SLIGHTLY DIFFERING DEPENDING ON TRENDS AND VARY WITHIN CHANEL COLLECTIONS THROUGHOUT THE SEASONS.
THE TREND SECTION IS MADE UP OF THE PRODUCTS THAT ARE IN LINE WITH THE CURRENT TRENDS OR STAND OUT MOST TO THE CONSUMER.
SOME OF THESE ARE NEW STYLES, NOT SEEN BEFORE AT CHANEL.
THE CHANEL X BARBIE RANGE WILL BE ALLOCATED ACROSS THREE DIFFERENT STORE GRADES BASED ON EXCLUSIVITY GRADE C WILL BE THE AIRPORT BOUTIQUES, GRADE B WILL BE THE DEPARTMENT STORES SUCH AS HARRODS AND SELFRIDGES AND THE BOUTIQUES IN MAJOR CITIES, AND GRADE A WILL BE THE FLAGSHIP STORES. AS YOU CAN SEE, THE KEY COLOURS OF THE COLLECTION ARE RANGED TO ALL STORES. THE GRADE C STORES HAVE THE LEAST AMOUNT OF STOCK DUE TO THE FACT THAT CUSTOMERS SHOPPING AT THE AIRPORT ARE LESS LIKELY TO BE BUYING READY-TO-WEAR AND HAVE SMALLER BUDGETS GRADE B STORES ARE LARGER AND ATTRACT AFFLUENT CONSUMERS, THEREFORE HAVING A WIDER RANGE OF PRODUCT. THE GRADE A ITEMS WILL ONLY BE AVAILABLE IN FLAGSHIP STORES, WHERE THE TOP TIER, MOST EXCLUSIVE CLIENTELE SHOP. THE GRADE C AND B ITEMS WILL ALSO BE AVAILABLE IN THESE STORES VARYING IN COLOURS HOWEVER THIS IS WHERE YOU ARE MOST LIKELY TO FIND MULTIPLE COLOURS OF A CERTAIN STYLE RANGED PRODUCT APPROPRIATE TO GRADES WIDER SELECTION.
THE FOUNDATION OF THE BARBIE CORE AESTHETIC, PINK PRODUCTS IN THE US UPLIFTED 30% FROM Q4 ’22 TO Q1 ’23 IN ANTICIPATION OF THE MOVIE, WITH PARTICULAR GROWTH NOTED ACROSS TOPS (+13%), DRESSES (+72%) AND BOTTOMS (+76%) (EDITED, 2023).
INSPIRED BY THE DRESS MARGOT ROBBIE WEARS IN THE BARBIE TRAILER, GINGHAM IS REPORTED TO BE ON THE RISE, APPEARING ON THE RUNWAY AND IN MANY RETAIL STORES, FURTHER PROVING THE COMMERCIALITY OF TTHE MANY GINGHAM ITEMS THROUGHOUT THE RANGE
J U S T I F I C A T I O N
'HYPER PINK' WAS ALSO REPORTED WITHIN THE WGSN BUYERS' BRIEFING: WOMEN'S COLOUR S/S 23, AS ONE OF THEY KEY COLOURS OF THE SEASON AND AMONG THE FASTEST RISING COLOURS AT THE A/W 22/23 COLLECTIONS WITH 201% YOY GROWTH, SHOWING ITS A COLOUR TO INVEST IN (WGSN 2023).
AS YOU CAN SEE FROM BOTH EDITED AND WGSN REPORTS, THE ANNOUNCE OF THE BARBIE FILM, HAS ALREADY TRIGGERED BARBIE CORE TRENDS, WITH THE COLOUR PINK SEEING MAJOR GROWTH THIS HIGHLIGHTS THE IMPACT THE FILM HAS HAD, BEFORE IT HAS EVEN BEEN RELEASED, SEEING THAT FANS ARE ALREADY DESPERATE TO BEGIN DELVING INTO BARBIE TRENDS, AND THEREFORE PROVING THE COMMERCIALITY OF MY RANGE.
HEREYOUCANSEE THESTILETTOMULE WORNBYMARGOT ROBBIEINTHE BARBIETRAILER, CAUSINGASPIKEIN POPULARITY AROUNDHEELED MULES,PROVING THECOMERCIALITY OFTHEMULES WITHINTHECHANEL XBARBIERANGE.
BARBIE CORE IS BACK! PINTEREST SEARCHES FOR ‘BARBIE AESTHETIC’ DOUBLED FOLLOWING THE BARBIE MOVIE’S NEW TRAILER (EDITED, 2023).
THIS REPORT I FOUND ON INSTAGRAM BY THE FASHION SEARCH ENGINE TAGWALK, HIGHLIGHTS SOME KEY ELEMENTS AND STATISTIC'S FROM CHANEL'S RECENT CRUISE 23/24 COLLECTION. AS YOU CAN SEE THE 1980'S MADE UP 30% OF THE STRUCTURE OF THE COLLECTION, SIMILARLY TO THIS RANGE, BEING HUGELY INSPIRED BY THE 90'S CHANEL RUNWAY. IT IS ALSO VISIBLE TO NOTE THAT 'MINI' MADE UP 45% OF THE COLLECTION, AGAIN VERY SIMLAR TO THE BARBIE X CHANEL RANGE THAT FEATURES MOSTLY 'MINI' STYLES LASTLY, YOU CAN SEE THAT THE COLOUR PALETTE FEATURED ON THE REPORT IS EXTREMELY SIMILAR TO THE BARBIE X CHANEL COLOUR PALETTE - WITH THE HIGHEST PERCENTAGES OF PINK, BLACK AND WHITE AND THE REST PASTEL SHADES. THESE FACTORS SHOW HOW WELL THE RANGE ALIGNS WITH CHANEL'S STYLE, FURTHER PROVING THE COMMERCIALITY OF IT.
WITH CHANEL BEING ONE OF THE WORLDS MOST POPULAR LUXURY BRANDS, ALONG WITH IT'S RENOWNED REPUTATION AND SIGNATURE FEMININE STYLES I FEEL THE COLLABORATION OF CHANEL WITH BARBIE WOULD BE MAJORLY SUCCESSFUL
PINK SEES A YOY LIFT WITHIN ITS SHARE OF THE COLOUR MIX, INCREASING IN EARLY S/S 22 BY 1PPT TO 8% UK AND 7% US NEW-IN VOLUMES OF WOMEN’S PINK APPAREL IS GROWING THE FASTEST YOY ACROSS THE VALUE (+70% UK, +94% US) AND TREND-LED MARKETS (+89% UK, +51% US) (WGSN, 2023).
LOOKING AT THE WGSN 'Collection Review: Key Items – Women's Suits & Sets S/S 23', YOU CAN SEE THAT THE MINI SKIRT, AS WELL AS THE SKIRT AND BRALETTE PAIRING ARE VERY ON TREND FOR THIS SEASON, PROVING THE COMMERCIAL VIABILITY OF THE MINI SKIRTS AND BRALETTE'S WITHIN THE BARBIE X CHANEL RANGE THAT CAN PE PAIRED TOGETHER OR WORN AS SEPARATES. ALSO NOTE THE MENTION OF THE #90SMINIMALIST TREND, FURTHING PROVING THE COMMERCIALITY OF THE RANGE, BEING THAT IT IS LARGELY INSPIRED BY THE 90S RUNWAYS.
RETAIL ANALYSIS: PROM AND OCCASIONWEAR S/S 23
THE SUITS AND SETS MIX IS SHOWING GROWTH OF +0.3PPT YOY IN THE UK AND +0.2PPT YOY IN THE US. STYLING AND MERCHANDISING ILLUSTRATE THE VERSATILITY OF THE SETS AS COMPLETE LOOKS AND AS SEPARATES THIS BRINGS ADDED VALUE TO CUSTOMERS WITH COST OF LIVING CONCERNS (WGSN, 2023).
THIS WGSN OCCASIONWEAR REPORT TO THE LEFT RECOMMENDS MARRYING LINGERIE DETAILS SUCH AS THE CORSET WITH BALLGOWN VOLUME TO TAP INTO SOME OF THE MOST SOUGHT-AFTER GOOGLE TRENDS FOR 2023, INCLUDING "ROYAL BALLGOWN AESTHETIC" AND "FANTASY BALLGOWN" (WGSN, 2023). THIS PERFECTLY JUSTIFY'S MY MOST EXPENSIVE AND STAND OUT PIECE OF THE RANGE: THE TAILORED CORSET PRINCESS GOWN
A COLOUR DRIVEN BY GEN Z AND THE METAVERSE, THE PINK FONDANT SHADE MOVES BRIGHT #HYPERPINK INTO MELLOW AND SWEETER TONES (WGSN 2023)>
I HAVE INCLUDED SOME WGSN REPORTS FOR S/S 24 TO SHOWCASE THE LONGEVITY OF THE RANGE PAST ITS RELEASE SEASON. THIS COLOUR REPORT HIGHLIGHTS THE POPULARITY OF PASTEL SHADES, YELLOWS AND FONDANT PINKS, ALL OF WHICH CAN BE SEEN WITHIN THE CHANEL X BARBIE RANGE. THE RANGE IS VERY MUCH A FASHION ONE, COMPARED TO CORE AND TREND SO IT HAS BEEN DESIGNED TO BE TIMELESS ANYWAY BUT THIS PROVES THAT THE ITEMS WILL NOT JUST BE FASHIONABLE BUT STILL BE VERY MUCH ON TREND NEXT SUMMER, FURTHER INFLUENCING CUSTOMERS TO INVEST IN THIS PIECES.
S T I F I C A T I O N
THE RANGE WILL LAUNCH ACROSS 250 STORES WORLDWIDE, TO GIVE EACH AND EVERY CHANEL CUSTOMER A TASTE OF BARBIE THE COLLECTION FEATURES 43 OPTIONS ACROSS FIVE CATEGORIES WITH AN AVERAGE PLANNED MARGIN OF 86%. DUE TO CHANEL'S HIGH LEVEL OF EXCLUSIVITY, CUSTOMERS MAY NOT IMMEDIATELY FIND THEIR DESIRED PIECES SO THE RANGE WILL BE IN STORE FOR 12 WEEKS, HOPEFULLY GIVING THEM ENOUGH TIME TO FIND AND SNAP UP THEIR MUST HAVES. ALSO, THE HYPE AROUND BARBIE WILL SLOWLY BUT SURELY BEGIN TO DIE DOWN SO MAKING THE COLLECTION AVAILABLE FOR ANY LONGER, WOULD START TO AFFECT SALES
STAYING IN LINE WITH CHANEL'S CURRENT SIZE OFFER, THE CHANEL X BARBIE RANGE WILL BE AVAILABLE IN SIZES 6 TO 24, TO MAKE THE COLLECTION SIZE INCLUSIVE. DUE TO THE TARGET MARKET AND OVERALL STYLE OF THE RANGE, THE BESTSELLING SIZES WILL BE 8, 10 AND 12, MAKING UP 55% OF THE MIX.
BUY BY SIZE MIX %
THE PLANNED SALES TURNOVER FOR THE RANGE IS £245,379,792 WITH A PLANNED TOTAL BUY AT COST OF £36,364,754. INSTORE SALES WILL ACCOUNT FOR 100% OF THIS AS CHANEL DO NOT SELL READY-TOWEAR ONLINE.
THE CORE AND FASHION CATEGORIES HAVE MUCH HIGHER PERCENTAGE MIXES THAN THE TREND CATEGORY BECAUSE CHANEL ARE KNOWN FOR SELLING TIMELESS PIECES OVER EVER-CHANGING TREND PIECES. THE MIX TAPS INTO CURRENT AND BARBIE INSPIRED TRENDS, WITHOUT SACRIFICING ONE OF THE BRANDS KEY TRAITS.
THE OUTERWEAR CATEGORY HAS THE LEAST AMOUNT OF OPTIONS DUE TO THE FACT THE COLLECTION IS BEING LAUNCHED IN SUMMER. THE BOTTOMS AND TOPS HAVE EQUAL AMOUNTS AND ARE AVAILABLE IN TWO COLOURS EACH TO GIVE CUSTOMERS A WIDE VARIETY. EVERY PIECE HAS AT LEAST ONE MATCHING CORRESPONDENT, ALLOWING THE CUSTOMER TO CREATE THE PERFECT CO-ORD OR MIX AND MATCH. ACCESSORIES HAVE THE MOST AMOUNT OF OPTIONS BECAUSE SHOES AND BAGS ARE TWO OF CHANEL'S MOST POPULAR, BESTSELLING ITEMS, AND AFTER ALL, THE RANGE IS A COLLAB WITH BARBIE - THE DOLL WITH ENDLESS ACCESSORIES.
THE COLOUR MIX FOR CHANEL X BARBIE FEATURES A FUN BUT ELEGANT COLOUR PALETTE, PERFECTLY REPRESENTING THE BRIGHT, ENERGETIC BARBIE NATURE WITH THE TIMELESS AND CHIC CHANEL.
THE MIX CONSISTS OF DELICATE PASTELS, STAPLE NEUTRALS AND OF COURSE, A VARIETY OF PINKS PINK MAKES UP 48% OF THE MIX ALL TOGETHER WHICH IS JUST UNDER HALF, OBVIOUSLY DUE TO THE FACT IT'S A BARBIE RANGE AND PINK IS HER SIGNATURE COLOUR. THE THREE DIFFERENT SHADES OF PINK ARE ALMOST EQUAL TO EACH OTHER, WITH THE BRIGHT PINK SITTING SLIGHTLY BELOW THE MID AND PALE PINK. I HAVE DONE THIS DELIBERATELY, FOLLOWING A KEY CHANEL STRATEGY, TO MAKE THE SIGNATURE BARBIE SHADE LESS ACCESSIBLE AND THEREFORE MORE EXCLUSIVE YOU WILL ALSO NOTICE THAT THE PIECES IN THIS COLOUR ARE MOSTLY CHANEL SIGNATURE STYLES, TO REALLY BRING TOGETHER BOTH BRANDS AND FURTHER THE EXCLUSIVITY.
I FEEL THIS PALETTE OF COLOURS REPRESENT BOTH BRANDS EQUALLY WELL, CONVEYING BARBIES FUNLOVING, ENERGETIC VIBE ALONGSIDE CHANEL'S FEMININE ELEGANCE, WHICH IS WHY THE MIX AS A WHOLE IS QUITE EUQAL
"CARRYING ON FROM A/W 22/23, SATURATED SHADES OF PINK SHOW NO SIGN OF SLOWING DOWN AS ONE OF THIS SEASONS FASTEST RISING COLOURS IN CATWALK AND RETAIL, WITH YOY GROWTH OF +70% IN THE UK AND US RESPECTIVELY." (WGSN, 2023)
THESE ARE SOME EXAMPLES OF THE MATERIALS FEATURED IN THE RANGE, IN THE CHOSEN COLOUR PALETTE. THEY MATCH PERFECTLY WITH THE SAME COLOURS IN THE SATIN MATERIAL, TO BE WORN TOGETHER SEAMLESSLY.
CHANEL
STAYING IN LINE WITH CHANEL'S CURRENT AND EFFECTIVE PROMOTION STRATEGY I HAVE CHOSEN TO PROMOTE THE RANGE USING SUBTLE MARKETING
TAKING INSPIRATION FROM CHANEL'S FIRST EVER STORE, RUE CAMBON IN PARIS, I HAVE CREATED TWO NEW SHOPPING BAGS TO PROMOTE THE BARBIE RANGE. THE USUAL CHANEL SHOPPING BAG IS BLACK WITH A WHITE CAMELLIA FLOWER, A VERY DISTINCTIVE AND WELL KNOWN IMAGE, HOWEVER IF YOU PURCHASE SOMETHING AT THE RUE CAMBON STORE IN PARIS YOU WILL GET A WHITE BAG WITH THE RUE CAMBON ADDRESS. THIS IS BECAUSE THIS STORE WAS THE FIRST EVER CHANEL BOUTIQUE SO THEY CREATED A DIFFERENT BAG TO CELEBRATE THIS, EXCLUSIVE TO THIS STORE ONLY
IF YOU PURCHASE SOMETHING FROM THE CHANEL X BARBIE RANGE, YOU WILL RECEIVE ONE OF THE TWO BAGS ABOVE. NOT ONLY WILL THIS HELP TO PROMOTE THE RANGE BUT ALSO LOOKS REALLY APPEALING AND IS NOT SOMETHING CHANEL HAS EVER DONE BEFORE. THE DESIGN IS SUBTLE AND CLASSY TO GO ALONG WITH THE CHANEL BRAND IMAGE WHILST ALSO PROMOTING THE FUN-LOVING ICON THAT IS BARBIE.
PROPOSED BARBIE PROMO SHOPPING BAGS
TO CELEBRATE THE UPCOMING RELEASE OF THE BARBIE MOVIE, VOGUE FEATURED MARGOT ROBBIE, THE ACTRESS PLAYING BARBIE , ON THE COVER OF THE SUMMER 2023 ISSUE NAMING IT 'THE SUMMER OF BARBIE' INSIDE THE MAGAZINE WAS A NUMBER OF FUN, BARBIE INSPIRED PHOTOSHOOTS, ALONG WITH MARGOT'S INTERVIEW. TAKING INSPIRATION FROM THIS, THE CHANEL X BARBIE RANGE COULD ALSO BE FEATURED ON THE COVER OF VOGUE, USING MARGOT ROBBIE - BEING THAT SHE PLAYS BARBIE IN THE FILM AND IS ONE OF CHANEL'S MANY HOUSE AMBASSADORS ALTERNATIVELY, THE COVER COULD FEATURE A RANGE OF DIFFERENT MODELS, EACH SPORTING A DIFFERENT LOOK FROM THE COLLECTION TO SHOWCASE THE MANY DIFFERENT TYPES OF BARBIE DOLLS/GIRLS AND CELEBRATING DIVERSITY AS BARBIE HAVE DONE IN RECENT YEARS. THIS WOULD BE A FUN WAY OF SHOWCASING THE RANGE, PERFECTLY FITTING FOR THE BRAND CONSIDERING THEY OFTEN APPEAR IN VOGUE AND THE ULTIMATE METHOD OF LUXURY PROMOTION.
LOGISTICS
THE HANDMADE AND MOST EXPENSIVE GARMENTS WILL BE FLOWN BY PLANE AS THIS METHOD ENSURES THE SAFEST MODE OF TRANSPORT FOR HIGH PRICE GOODS AND THE LEAST RISK OF DELAYS. IT IS ALSO QUICKER, AND AS THESE ARE THE ITEMS GOING TO THE FLAGSHIP STORES WHERE THE MOST EXCLUSIVE CLIENTELE SHOP, THEY WILL WANT THEIR GARMENTS AS SOON AS POSSIBLE. THE REST OF THE GARMENTS WILL BE SHIPPED BY BOAT, TO LOWER THE CARBON FOOTPRINT, AS THEIR IS A HIGHER VOLUME OF THEM AND ALL GARMENTS ARE BEING TRANSPORTED WORLD WIDE.
STEERING CLEAR FROM MASS PRODUCTION AND FOCUSING ON A NARROW SUPPLY BASE, THE RANGE WILL BE MADE IN CHANEL'S SPECIALIST, ARTISANAL FACTORIES AND ATELIERS LOCATED ACROSS FRANCE, BY THE HAND-PICKED AND MOST HIGHLY SKILLED INDIVIDUALS, MANUFACTURED USING RARE AND HIGHLY VALUABLE RAW MATERIALS. THE STANDOUT PIECE OF THE COLLECTION: THE TAILORED CORSET PRINCESS GOWN, WILL BE HANDMADE AND BESPOKE TO EACH INDIVIDUAL CUSTOMER, USING THE SAME LUXURY MATERIALS IN CHANEL'S HAUTE COUTURE ATELIER IN PARIS.
WORKING DIRECT WITH CHANEL SPECIALIST FACTORIES ALLOWS THE BRAND TO MAINTAIN FULL CONTROL AND TRANSPARENCY THROUGHOUT THE SUPPLY CHAIN. IT ALSO ENSURES THE HIGH LEVEL OF QUALITY, LUXURY AND EXCLUSIVITY THAT THE BRAND PLACES A PREMIUM UPON AND IS SO WELL KNOWN FOR.
RANGE PLAN SIGNED OFF
ORDER CONFIRMED
PURCHASE ORDER RAISED O WOVEN FABRICS ACTIONED
INITIAL FABRIC SAMPLES AP
FIRST FIT SESSION
FABRIC SAMPLES APPROVED
COLOUR AND PRINT APPROVAL
BASE TEST REPORT
FABRIC PRODUCTION BEGINS
SECOND FIT SESSION
GRADE SPEC APPROVED BY QA TEAM
BULK FABRIC SUBMITTED
BULK TEST RESULTS APPROVED
START OF PRODUCTION
FABRIC CUT
PRODUCTION SAMPLES SENT FOR APPROVAL
PRODUCTION COMPLETED
ORDER SHIPPED/FLOWN
ORDERS ARRIVE AT GLOBAL WAREHOUSES
QC CHECK
DELIVERED TO STORES
ORDER ARRIVES IN STORES
VM'S BEGIN TO PLAN FOR DROP ON TUESDAY 08/08/2023
THE MARGIN RANGES FROM 74% TO 87% DEPENDING ON PRODUCT, WITH AN AVERAGE MARGIN OF 86% FOR THE RANGE AS A WHOLE. THE DIFFER IN MARGIN IS DUE TO THE FACT THAT CERTAIN GARMENTS REQUIRE LESS WORK AND COST THAN OTHERS.
FRANCE IS CHANEL'S ORIGIN COUNTRY
HOME TO A HIGH POPULATION OF ARTISANS AND SPECIALISTS SKILLED IN DEVELOPING LUXURY PRODUCT OF EXCEPTIONAL QUALITY ITS CAPITAL CITY, PARIS, IS REGARDED AS ONE OF THE MAJOR FASHION CAPITALS OF THE WORLD
THEIR FACTORIES SOURCE SOME OF THE BEST FABRICS AND MATERIALS IN THE WORLD
RELIABLE AND WELL DEVELOPED TRANSPORTATION METHODS HAS ONE OF THE LARGEST ECONOMIES IN THE WORLD CLOSE TO THE CHANEL HEADQUARTERS IN LONDON. FAIRLY CENTRAL GEOGRAPHICAL LOCATION FOR ALL OF CHANEL'S MARKETS
LANGUAGE BARRIERS DUE TO ENGLISH NOT BEING A PRIMARILY SPOKEN LANGUAGE IN FRANCE
HIGH LABOUR COSTS FOR SKILLED AND SPECIALIST WORKERS
HIGH BUSINESS TAX RATES IN COMPARISON TO OTHER COUNTRIES COMPLEX LABOUR LAWS
£6,820
KEEPING PEOPLE AND THE PLANET IN MIND, MY RANGE SUPPORTS THE UNITED NATIONS DEVELOPMENT GOALS
BY WORKING DIRECTLY WITH THE FACTORIES TO ENSURE TRANSPARENCY ACROSS THE SUPPLY CHAIN AND MINIMISING FLYING BY UTILISING BOATS TO DETER FROM EXACERBATING AND LOWER CO2 EMISSIONS.
OVERALL, I AM REALLY PLEASED WITH THE CONCEPT AND OUTCOME OF MY PROJECT AND FEEL I HAVE CREATED A VERY COMMERCIAL RANGE THAT WILL DRAW FURTHER SUCCESS TOWARDS CHANEL. THE COLLABORATION RANGE WILL BENEFIT THE BRAND AS IT IS SOMETHING THAT CHANEL ARE YET TO OFFER, PLACING THEM IN THE RACE AGAINST THEIR COMPETITION IN TERMS OF BRAND COLLABORATIONS AND MOST LIKELY IN THE LEAD DUE TO THE FACT THAT BARBIE IS SUCH A BIG NAME AND ICON HERSELF. THE CURRENT BUZZ AROUND BARBIE THANKS TO THE UPCOMING BARBIE MOVIE RELEASE HAS ALREADY SENT FANS INTO A FRENZY, DESPITE THE FACT THAT THE FILM HASN'T EVEN BEEN RELEASED YET, WITH REPORTS FROM EDITED AND WGSN STATING THAT BARBIE CORE IS BACK IN FULL SWING, ALONG WITH THE MANY SHADES OF PINK SHOWING CONTINUED GROWTH. THIS HIGHLIGHTS THE CONSUMER NEED FOR BARBIE INSPIRED FASHION, WHICH WILL ONLY CONTINUE TO GROW BUILDING UP TO AND FOLLOWING THE RELASE OF THE MOVIE THEREFORE PROVING THE COMMERCIALITY OF MY RANGE. I FEEL THE MIXTURE OF SKIMPY SILHOUETTES ALONG WITH THE ICONIC BRAND COLOURS AND PASTELS FIT PERFECTLY WITH THE DELICATE GINGHAM PRINTS AND THE ICONIC CHANEL TWEED, ALL TOGETHER ALIGNING EFFORTLESSLY WITH THE BRIGHT AND BOLD, FUN LOVING BARBIE NATURE IN A CHANEL FONT TO REPRESENT THE ULTIMATE LEVELS OF ELEGANCE AND FEMININITY THAT BOTH BRANDS REPRESENT. I FEEL THIS REPRESENTS WHAT A MODERN DAY BARBIE WOULD WEAR, INSPIRED BY MARGOT ROBBIE'S BARBIE OUTFITS SEEN IN THE TRAILER AND IT IS THIS IMAGE THAT THE CONSUMER WILL BE LOOKING FOR, FURTHER PROVING THE SUCCESS AND COMMERCIALITY OF THE BARBIE X CHANEL RANGE. TO FURTHER COMMERCIALISE AND IMPROVE THE RANGE, I WOULD LOOK AT ADDING SOME MORE SUSTAINABLE ELEMENTS, DUE TO THE DECLINING HEALTH OF THE ENVIRONMENT AND THE INFLUENCE THIS HAS OVER CONSUMER BEHAVIOUR. THE HIGH PRICING ALONG WITH THE FACT THAT CHANEL GARMENTS ARE MEANT TO BE TIMELESS, MADE TO LAST A LIFETIME AND OF THE HIGHEST QUALITY, SOMEWHAT DETERS CONSUMERS FROM GETTING RID OF THEIR GARMENTS AND CHANEL ITEMS BEING SENT TO WASTE BUT THESE FACTORS CANNOT BE RELIED UPON SO I WOULD LOOK AT MAKING THE FABRICS MORE SUSTAINABLE OR CREATING A CIRCULARITY STRATEGY TO GIVE THE GARMENTS A DEFINITE END OF LIFE PLAN. THIS WOULD RESULT IN FURTHER PROFIT FOR THE BRAND WHILST STRENGTHENING THE BRAND EQUITY, OVERALL MAJORLY BENEFITING THE BRAND AND IMPROVING THE COMMERCIALITY OF THE RANGE.
(NO DATE A) SHOW CRUISE 2023/24 - LOOKS — FASHION | CHANEL. AVAILABLE AT: HTTPS://WWW.CHANEL.COM/US/FASHION/CRUISE-202324/L/FSHCOLLECTION24C/THE-LOOKS/ (ACCESSED: 20 MAY 2023).
(NO DATE B) BARBIE. AVAILABLE AT: HTTP://WWW.BARBIEMEDIA.COM/ABOUT-BARBIE/FASTFACTS.HTML#:~:TEXT=BARBIE%20IS%20THE%20MOST%20POPULAR,FASHION%20DOLL%20ON%20THE%20MARKET. (ACCESSED: 12 JUNE 2023).
13 PRODUCTS FOUND FOR ‘TWEED’ (NO DATE) FABRIC HOUSE SHOP. AVAILABLE AT: HTTPS://WWW.FABRIC-HOUSE.EU/INT/SEARCH?SEARCH=TWEED (ACCESSED: 29 MAY 2023).
THE 17 GOALS | SUSTAINABLE DEVELOPMENT (NO DATE) UNITED NATIONS. AVAILABLE AT: HTTPS://SDGS.UN.ORG/GOALS (ACCESSED: 05 JUNE 2023).
CHANEL (NO DATE A) CHANEL - SUSTAINABILITY RATING - GOOD ON YOU. AVAILABLE AT: HTTPS://DIRECTORY.GOODONYOU.ECO/BRAND/CHANEL (ACCESSED: 10 MAY 2023).
CHANEL (NO DATE B) CHANEL OFFICIAL WEBSITE: FASHION, FRAGRANCE, BEAUTY, WATCHES, FINE JEWELRY, CHANEL. AVAILABLE AT: HTTPS://WWW.CHANEL.COM/GB/ (ACCESSED: 02 MAY 2023).
DIOR OFFICIAL WEBSITE (NO DATE) DIOR AVAILABLE AT: HTTPS://WWW DIOR COM/EN_GB/FASHION (ACCESSED: 02 MAY 2023)
DOING BUSINESS IN FRANCE: ADVANTAGES & DISADVANTAGES (NO DATE) BACK TO TOP. AVAILABLE AT: HTTPS://WWW.WOLTERSKLUWER.COM/EN/EXPERTINSIGHTS/DOING-BUSINESS-FRANCE (ACCESSED: 07 MAY 2023).
PRADA UK: OFFICIAL WEBSITE (NO DATE) PRADA. AVAILABLE AT: HTTPS://WWW.PRADA.COM/GB/EN.HTML? UTM CAMPAIGN=GOOGLESEARCH UK&UTM_MEDIUM=CPC&UTM_SOURCE=GOOGLE&UTM_CONTENT=RELATED&S_KWCID=AL%218549%213%21659124856 055%21E%21%21G%21%21PRADA+UK&GCLID=CJWKCAJWP6CKBHB_EIWALQVYXCWIYND1QDDH3MPTMGPY5NSIDRXZZHBZFKXEQWIXFE0QAPQ8TSQAHOC7N8QAVD_BWE&GCLSRC=AW.DS (ACCESSED: 02 MAY 2023).
TEAM, B. (2021) BOF FAQS: CHANEL, THE BUSINESS OF FASHION. AVAILABLE AT: HTTPS://WWW.BUSINESSOFFASHION.COM/ARTICLES/WORKPLACE-TALENT/BOF-FAQSCHANEL/ (ACCESSED: 20 MAY 2023).
VUITTON, L. (NO DATE) LOUIS VUITTON, LOUIS VUITTON - DESIGNER FASHION FOR WOMEN AND MEN. AVAILABLE AT: HTTPS://UK.LOUISVUITTON.COM/ENG-GB/HOMEPAGE (ACCESSED: 02 MAY 2023).
(NO DATE) THE FRENCH POPULATION’S ENVIRONMENTAL CONCERNS. AVAILABLE AT: HTTPS://WWW.STATISTIQUES.DEVELOPPEMENTDURABLE.GOUV.FR/SITES/DEFAULT/FILES/2022-08/10_THE_FRENCH_POPULATION%E2%80%99S_ENVIRON_MENTAL_CONCERNS.PDF (ACCESSED: 15 MAY 2023).
ACORN GEODEMOGRAPHIC CLASSIFICATION & SEGMENTATION TOOL (2022) CACI. AVAILABLE AT: HTTPS://WWW.CACI.CO.UK/DATASETS/ACORN/ (ACCESSED: 08 MAY 2023).
FRANCE POPULATION (LIVE) (NO DATE) WORLDOMETER. AVAILABLE AT: HTTPS://WWW.WORLDOMETERS.INFO/WORLD-POPULATION/FRANCEPOPULATION/ (ACCESSED: 15 MAY 2023).
HISTORIC NEWS: FRANCE BANS THE FARMING OF WILD ANIMALS FOR THEIR FUR (2022) FUR FREE ALLIANCE. AVAILABLE AT: HTTPS://WWW.FURFREEALLIANCE.COM/HISTORIC-NEWS-FRANCE-BANS-THE-FARMING-OF-WILD-ANIMALS-FOR-THEIR-FUR/ (ACCESSED: 15 MAY 2023).
JEUDY, L. (2022) FRANCE: MOST IMPORTANT ENVIRONMENTAL ISSUES 2018, STATISTA. AVAILABLE AT:
HTTPS://WWW.STATISTA.COM/STATISTICS/866905/FRANCE-MOST-IMPORTANT-ENVIRONMENTAL-ISSUES/ (ACCESSED: 15 MAY 2023).
JEUDY, L. (2023) LIFE EXPECTANCY BY GENDER IN FRANCE 2022, STATISTA. AVAILABLE AT: HTTPS://WWW.STATISTA.COM/STATISTICS/460418/FRANCELIFE-EXPECTANCY-BY-GENDER/ (ACCESSED: 15 MAY 2023).
THE LARGEST ONLINE RESOURCE FOR EXPATS (2023) EXPATICA FRANCE. AVAILABLE AT: HTTPS://WWW.EXPATICA.COM/FR/ (ACCESSED: 15 MAY 2023).
RICHARDOT, R. (2023) 9 IN 10 BLACK PEOPLE IN MAINLAND FRANCE SAY THEY ARE VICTIMS OF RACIST DISCRIMINATION, LE MONDE.FR. AVAILABLE AT: HTTPS://WWW.LEMONDE.FR/EN/FRANCE/ARTICLE/2023/02/15/91-OF-BLACK-PEOPLE-IN-METROPOLITAN-FRANCE-SAY-THEY-ARE-VICTIMS-OF-RACISTDISCRIMINATION 6015940 7.HTML (ACCESSED: 15 MAY 2023).
SEARCH RESULTS (2022) FOCUSECONOMICS. AVAILABLE AT: HTTPS://WWW.FOCUS-ECONOMICS.COM/SEARCH-RESULTS/?GLOBALSEARCH=FRANCE& WPNONCE=4FC8B7DCF4 (ACCESSED: 15 MAY 2023).
TOP 10 MOST VISITED COUNTRIES IN THE WORLD (2022) UZBEKISTAN TOURS. AVAILABLE AT: HTTPS://GLOBALCONNECT.UZ/TOP-10-MOST-VISITEDCOUNTRIES-IN-THE-WORLD (ACCESSED: 15 MAY 2023).
(NO DATE) GDP FORECAST 2023/2024. AVAILABLE AT: HTTPS://TRADINGECONOMICS.COM/FORECAST/GDP (ACCESSED: 15 MAY 2023).
KLERK, A. DE (2022) HOW TELEVISION IS INFLUENCING OUR WARDROBES MORE THAN EVER BEFORE, HARPER’S BAZAAR. AVAILABLE AT: HTTPS://WWW.HARPERSBAZAAR.COM/UK/FASHION/A39461768/TV-SHOWS-FASHION-INFLUENCE/ (ACCESSED: 08 MAY 2023).
(NO DATE A) REPORT TO SOCIETY - CHANEL. AVAILABLE AT: HTTPS://SERVICES.CHANEL.COM/I18N/EN US/PDF/REPORT TO SOCIETY.PDF (ACCESSED: 18 MAY 2023).
(NO DATE B) WGSN LOGIN. AVAILABLE AT: HTTPS://WWW.WGSN.COM/FASHION/ARTICLE/645379A763A9E3884EC20B30?LANG=EN#PAGE7 (ACCESSED: 25 MAY 2023).
(NO DATE C) WGSN LOGIN. AVAILABLE AT: HTTPS://WWW.WGSN.COM/FASHION/ARTICLE/6459B306114D98D86897E687 (ACCESSED: 25 MAY 2023).
(NO DATE D) WGSN LOGIN. AVAILABLE AT: HTTPS://WWW.WGSN.COM/FASHION/ARTICLE/93436 (ACCESSED: 25 MAY 2023).
(NO DATE E) WGSN LOGIN. AVAILABLE AT: HTTPS://WWW.WGSN.COM/FASHION/ARTICLE/6320623977022E77714AA5C1#PAGE1 (ACCESSED: 25 MAY 2023). (NO DATE F) WGSN LOGIN. AVAILABLE AT: HTTPS://WWW.WGSN.COM/FASHION/ARTICLE/6320623977022E77714AA5C1#PAGE1 (ACCESSED: 25 MAY 2023).
(NO DATE G) WGSN LOGIN. AVAILABLE AT: HTTPS://WWW.WGSN.COM/FASHION/ARTICLE/6425517D8CFF2287D2C43D35 (ACCESSED: 25 MAY 2023).
CHANEL (NO DATE A) COVID-19 SUMMARY, CHANEL POLICIES. AVAILABLE AT: HTTPS://SERVICES.CHANEL.COM/EN_GB/POLICIES/MODERNSLAVERY/ (ACCESSED: 18 MAY 2023).
CHANEL (NO DATE B) FINANCIAL RESULTS, CHANEL. AVAILABLE AT: HTTPS://WWW.CHANEL.COM/GB/FINANCIAL-RESULTS/ (ACCESSED: 25 MAY 2023).
