BRAND MATRIX

High Fashion

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.