BRAND SUMMARY

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.