EXECUTIVE SUMMARY

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.