Executive Summary Chanel is known as one of the most luxurious brands (ChanelOverview, 2016). Chanel is a global luxury fashion, fragrance, beauty and jewellery brand which was founded by Gabrielle Bonheur Chanel in 1909 (INSIDE Chanel, Oct 2010). The brand is now in the hands of Karl Lagerfeld who became the creative director in 1983 and is now carrying on the legacy of ‘Coco’ Chanel (Biography, 2016). Chanel is an elegant, stylish and classic brand with a fashion-forward edge, and is seen within the luxury goods sector as a market leader. Chanel can charge premium prices, because they have a strong brand identity. The target market is affluent women, from women in China buying Chanel’s luxurious handbags, to London where ladies go to Mayfair to find the latest
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trend. One thing is for certain, Chanel has set a benchmark and is a brand that everyone knows.
“ Dress shabbily and they remember the dress; dress impeccably and they remember the woman ” Chanel
This report will explore Chanel (a privately held company owned by the Wertheimer family) as a brand. In detail it will outline the brand’s target customers, positioning, identity and communication’s strategy. This will be information collated through primary and secondary research. The primary research will include observations of Chanel boutiques and concessions within department stores, and information from Chanel staff. The secondary research will include references from websites, books, journals, and magazines.