Chanel Brand Book

BRAND BOOK COCO CHANEL BRAND IDENTITY

Chanel is an established company with a distinctive logo that features the two letters that stand for Coco Chanel. The high end prices of the luxurious, carefully constructed Chanel products attract the wealthy and upper-class . Chanel is a sophisticated luxurious brand. what should u should invest in. Black and white are two simple but prominent colours that help people recognize the brand Chanel.

context page N°1

CHANEL EXECUTIVE SUMMURY

N°4 PESTLE N°5 SWOT

N°2 THE HISTORY

N°3 TIMELINE

RECOMMEND N°6 ATIONS FOR THE FUTURE N°6 EXHIBITION

CAHNEL

EXECUTIVE SUMMERY

CHANEL

CHANEL EXECUTIVE SUMMURY INCLUDES KEY FINANCIAL HIGHLIGHTS/ SUSTAINABILITY HIGHLIGHTS / 2022 OPERATIONAL HIGHLIGHTS

KEY FINANCIAL HIGHLIGHTS

KEY 2022 OPERATIONAL HIGHLIGHTS

The financial performance of Chanel 2022 was

With double-digit growth in all categories and sales

supported by high client demand across all

that were higher than in 2019 in all markets, Chanel

product lines, reinforcing the appeal of Chanel's

accomplished another year of record-high sales in

designs. With the Revenues of $17.2 billion what

2022. Retail teams have maintained local clients

was up 17% versus 2021 on a comparable basis

while inviting individuals returning to travel despite

at constant currency and the profit of $5,776

remaining

million, an increase of 5.8% compared to

Chanel supported employees all throughout the

2021Investment of $2,052 million in brand

year, especially with a remarkable mid-year pay rise,

support activities, up 14.3% compared to 2021,

as well as by putting in place measures for their

including client events held throughout the

well-being and training courses.

pandemic restrictions in some areas.

year.

All categories, especially Leather products and

KEY SUSTAINABILITY HIGHLIGHTS

Shoes, have had tremendous success as consumers keep choosing fashion designs and collections

The beginning of the Chanel Sustainability

however Fragrance & Beauty benefited from both

Academy, a multi-year, multi-million dollar

the ongoing demand from local customers and the

educational project that includes a six-month

consistent comeback of travel purchasing them. N°1

intensive workshop and training curriculum for

DE CHANEL, a new generation of beauty products,

corporate executives. Chanel is stepping up its

was introduced at the beginning of the year. ROUGE

use of eco-friendly materials and eco-design, as

ALLURE L'EXTRAIT and LES 4 OMBRES TWEED,

shown in the introduction of N°1 DE CHANEL,

which were inspired by Gabrielle Chanel's tweed

which

friendly

creations, these were two more beauty products

made

that were introduced throughout the year. Pop-ups

progress to reduce its own carbon footprint and

and other immersive experiences were once more

is on track to reach its target of a 50% reduction

common in 2022, with the LE GRAND NUMÉRO DE

by 2030.

CHANEL exhibition in Paris at the conclusion of the

featured

packaging

and

environmentally ingredients.

Chanel

year serving as a celebration of the history and artistry behind the House's renowned perfumes.

THE HISTORY

Gabrielle Bonheur "Coco" Chanel, a French fashion designer who rose to become an icon of world haute couture, established the Chanel brand in 1910. At the time, it was groundbreaking for Chanel to have a concept of effortless, elegant, and comfortable clothing.

Coco Chanel had a significant influence on fashion in the 20th century. Her most wellknown creations are the Chanel No. 5 perfume, which continues to be one of the best-selling scents in the world, and the little black dress, which became a symbol of elegance. In addition, Chanel popularized knit jumpers and purses with chain straps.

CHANEL STORY

T I M E L I N E

1883

BIRTH OF GABRIELLE CHANEL

Gabrielle Chanel is born in Saumur, France on August 19th 1883, under the sign of Leo.

1910

OPENING OF CHANEL Coco, as she had come to be called, opens a hat boutique at 21 rue Cambon under the name Chanel Modes. Her hats were worn by well-known French actresses of the era, and helped build her reputation.

1921

LAUNCH OF CHANEL N°5 PERFUME Launch of the first CHANEL perfume: N°5.

This women’s perfume which smells like a woman, revolutionary due to its composition, name and presentation, was born out of Gabrielle Chanel’s partnership with perfumer Ernest Beaux.

1952

MARILYN MONROE & N°5 Life Magazine dedicated its feature story to Marilyn Monroe on April 7th 1952. It was in this issue that the actress’ declaration of love for N°5 perfume was first recorded. When asked, Marilyn, what do you wear to bed? Marilyn Monroe answered, So I said I only wear Chanel No. 5.In 1955, photographer Ed Feingersh took a series of portraits of Marilyn Monroe spraying herself with N°5.

1983

LAGERFELD WAS HIRED BY CHANEL

2023

FASHION MANIFESTO’ Based on the exhibition created by the Palais Galliera, Fashion Museum of the City of Paris, this exhibition is the first retrospective in the United Kingdom entirely devoted to the work of Gabrielle Chanel.

In the 1980s, Lagerfeld was hired by Chanel, which was considered a "near-dead brand" at the time since the death of designer Coco Chanel a decade prior. Taking over the couture there in 1983, Lagerfeld brought life back into the company, making it a huge success by revamping its ready-to-wear fashion line.

CHANEL

pestle Because of Brexit, the French tax administration and control system deteriorated for corporate organizations as they had to pay more tax. This would affect Chanel, profits which would then cause other complications such as market share for example. Following this, Chanel decided to restructure the business by registering their headquarters in New York, Switzerland, and the UK as this would lower the amount of tax they would pay to the governments.

The economy is struggling due to the cost of living crisis not just in the UK, but globally. For example, the rise in fuel and the weak pound is causing society to have less disposable income. This could impact Chanel because sales may deteriorate therefore they need to come up with a plan to maximize sales for their more affordable products (Makeup, fragrances, etc) There is a shift in society towards digital platforms. For example, Social media is changing and growing daily.

Chanel does have a website and a social media presence. However, all you can do is browse and are unable to make online purchases as they’re known for having a “traditional in-store experience”. According to Statista, 80% of the UK population make e-commerce purchases which is a huge audience for Chanel to miss out on. Chanel’s biggest competitors Louis Vuitton and Gucci, both have an online website where you can purchase the latest items from, therefore you can browse and shop. This means that Chanel is losing out on potential customers as they will be more encouraged to buy from Louis Vuitton or Gucci.

Their lack of use of artificial intelligence on their website.

For example, their competitor, Louis Vuitton has a WhatsApp button feature for customers to use to ask a question electronically. In comparison to Christian Dior, they have an ‘online chat’ facility where again, a customer can ask a question electronically. Unfortunately, Chanel does not have this facility so if a customer wants to make contact, they can only telephone or email the organization.

To combat this, Chanel could use chatbots to ensure the highest possible standard of customer care because it is instant and the customer will not have to wait for days to get a response.

Chanel faces problems with paying staff in foreign countries fair wages which in effect will break their modern-day slavery act as it details that workers from all across the globe must be paid a fair and equal salary compared to other countries with the same job position otherwise it breaches the terms and conditions and could give Chanel a bad name across the globe and cause a rift between them and consumers/ stakeholders.

T: Chanel does not use organic cotton for most of their clothing such as shirts, t-shirts etc. which has a detrimental impact on the environment. For example, to create cotton clothing involves. This impacts the environment because raw material sourcing can generate greenhouse gas emissions, water pollution, land degradation, and biodiversity loss. For example, cotton uses a lot of water and chemicals such as bleach and pesticides which has a massive impact on humans and our marine life.

SWOT

one of the strengths for Chanel is Quality control; Chanel upholds the highest standards of quality and craftsmanship in all of its products, from apparel and accessories to cosmetics and fragrances. This emphasis on quality promotes customer happiness and loyalty.

One opportunity for Chanel even though Chanel already offers a large variety of products, there is always an opportunity for more diversity. This might involve creating new product categories or expanding industries such as lavish home furnishings as their composition Louis has home wear has cushions etc.

one of the weakness which the fashion industry has been under increased criticism for its sustainability and environmental impact. Although Chanel has taken some steps in the direction of sustainability, it has come under fire for not acting quickly or thoroughly enough in this regard

a treats for Chanel is that's Luxury companies like Chanel are seriously threatened by the rise of fake goods. These counterfeit goods not only cause financial losses on a channel. (2)

“To be the ultimate house of luxury, defining style and creating desire, now and forever."

CHANEL

Recommendations For The Future chanel

C H A N G E S

C H A N G E S sources that are ethical to make accessories and cosmetics and even clothing increasing the percentage of LEED-certified buildings and boutiques to at least 50% by 2030 Continue to invest in projects that strengthen communities to improve people's lives, like the PUP project in Peru increase the number of solar panels at the French logistics centers to provide at least 50% of the country's electricity needs.

By 2030, cut back on sea fright by an additional 20%.

ex h i b i t i o n

In contrast to stores that only display the merchandise without providing any historical background, the Chanel exhibition offers visitors a unique opportunity to learn about the company's history and how it got its start.

It displays all of the products as well as what is done in the stores. Because the items are so valuable and iconic, individuals cannot touch them there as they can in stores, which is what draws customers to the exhibit. as the pieces are more desirable and iconic to see however, exhibits showcase older classic Chanels that help shape the brand into what it is today while stores display the newest designs while remaining current.

FASHION MANIFESTO SOUTH KENSINGTON

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