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Microenvironmental factors are internal and controllable. The actors in the company’s immediate environment that affects its capability to operate effectively in its chosen market. These include suppliers, customers, intermediaries and competitors. Macro-environmental factors are external and uncontrollable. The board forces that affect not only the company but also the other actors in the microenvironment. The analysis of forces is PESTEL: Political, economic, social, technological, environmental and legal.
For Chanel’s SS15 show they emulated a feminist protest, chanting empowering words and large signs with “Ladies First”. This show shows how opulent politics can be in fashion (Waters, 2015).
pensive jewellery, watches, bags, shoes and clothing has risen to nearly double the rate of global GDP (Exclusivity for everybody, 2014).
Political factors are a large influence on fashion brands.
One of the economic factors for Chanel is the increase in purchasing power in the developing world which leads to a rise in the desire for luxury goods and the disposable income to buy in countries in Africa and some of Asia. The luxury goods market has also grown over the past 20 years with the number of customers tripled. The spending on ex-
The main social factors for Chanel is the exclusivity of their products as they are only accessible to the super rich that live close by to one of their boutiques for the more elite products. Conversely, the brand identity that Chanel has portrayed to the world has made it appealing to all classes economic incomes. One way they have accommodated the lower and middle classes they sell their fragranc-