THE MARKETING MIX The marketing mix can be described as elements in which affect the way a product can perform within the market. This includes; product, price, promotion and place (Capon, 2009).
PR Chanel is a high quality brand which thrives with celebrity endorsements. Chanel has used famous faces such as Blake Lively in the past and now Keira Knightley is a big part of the brand (Development, 2015). Keira Knightley has recently featured in this year’s March edition of Harper’s Bazaar modelling the new Rouge lipstick by Chanel (Chanel, 2016). Celebrity endorsements have massively impacted Chanel’s sales and will impact any luxury brands sales if you pick the correct celebrity. As mentioned previously, according to Forbes Chanel is rated within the top 100 brands in the world, therefore this proves that Chanel’s beauty sales with have a great impact on this (Forbes, 2016). Other celebrities such as the Kardashian’s have a close connection with the brand, as well as model GiGi Hadid who has modelled for Chanel (Crawley, 2016).
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Other famous celebrity endorsements include Kristen Stewart. Stewart has been an ambassador since 2013. Her most famous campaign to date was the ‘Paris to Rome’ video where she actually undresses herself and some viewers would describe as ‘racy’. Having an iconic sex symbol such as Kristen Stewart represent the brand is key, as she expresses the brands new upcoming image (Instyle, 2016).
AdveRtising When it comes to branding, Chanel knows exactly how to do it. With advertising and appearing in the biggest fashion magazines and having the best slots on the runways, such as Paris Fashion Week where Karl Lagerfeld debuted his new ‘intimate technology’ SS17 range (Mower, 2016). Chanel is featured in many high end fashion magazines such as: ELLE, Harper’s Bazaar, Vogue, Marie Claire and Cosmopolitan which appears to a mass market audience who all aspire to be the lady who wears Chanel (Bhasin, 2016). Not only do Chanel advertise in magazines, but they also appear on television adverts, radio, billboards and on social media platforms. As previously mentioned Chanel has a large
social media following and engage with their followers on many different social media platforms reaching over 80 countries worldwide (Wightman-Stone, 2016). Chanel actually dominates luxury goods market and has moved to the number one spot of the top 45 luxury brands according to NetBase report (Nguyen, 2016). One of the most famous television campaigns was modelled by super model Giselle Bündchen called ‘Chanel No.5 – The One That I Want’ in 2014 which was directed by Baz Luhrmann (Louise, 2014). It was a very popular piece, because it included an iconic song which featured in the musical Grease (TVAdSongs, 2015) and was a very simple advert which was classic and elegant.