1. CHANEL Presented by: Jessica Bercier-History and Competitors
Liu Paisha-Sasha-Industrial Analysis
Liu Zheng-Leo-Globalization
Shu Yue-Alice-SWOT Analysis

2. History Gabrielle “Coco” Chanel Started in 1909 Known for simple and
classic looks

3. Chanel No. 5 Introduced in 1922
Still their most successful perfume today, nearly 86 years later

4. Coco Chanel Connection with the Germans Fashion Oscar in 1957
Even after her death in 1971, she lives on as an icon to many in the fashion industry today.
Chanel, post Coco

5. Industry Analysis

6. Global Issue The profit shrink ,especial in cosmetics
Disorder competition in international market
Current Situation
France & US
France : profit down from 2007 to now
US: 0.8% growth in 2007
Worldwide
*cosmetics sales increase just 3.6% in 2006, not a great change in 2007
Reason

7. Risks High Duty In China, the customs added 60% to the cost of goods
Different Concepts
Compare western countries and China on perfume preference
Fake Goods
Difficult to distinguish
In every corner, especially in developing countries

8. Future trend Pay more attention to emerging markets
Some brands are just in developed cities, not yet found in small cities, or developing countries
Reducing the price---- cost of good
Currently, the cost is too high for average citizens who want to buy it
Expand the man cosmetics market continually
Currently, not universal like woman cosmetics

9. Chanel Competitors

10. Gucci Based in the Netherlands
Specializes in clothing, cosmetics, shoes
Strong brand identity

11. PRADA
Based in Milan, Italy
Fashion leader
Known for its runway shows

12. LVMH Louis Vuitton Based in Paris, France
One of the oldest fashion company in the world

13. Globalization
America
Europe
Asia
Oceania

14. American Market A. Partnerships with Local Companies
B. Positive Influences by Celebrities

15. Youngster Orientation Strategy
European Market
Youngster Orientation Strategy
Fashion Shows

16. Asian Market
Consumer Psychology
Wears
Social Status

17. Advertising Modification Think Pink collection-Asia exclusive
Asian Market
Advertising Modification
Coco Lee
Think Pink collection-Asia exclusive

18. Advertising for Chanel No.5 Shifting Products into Malls
Oceania
Advertising for Chanel No.5
Nicole Kidman
Shifting Products into Malls

19. SWOT Chanel Strength haute couture luxury goods perfume jewelry
Cloth Fashion
haute couture luxury goods
perfume
jewelry
watches
beauty products
eyeglasses

20. Chanel production is known for its quality
Chanel production is known for its quality. Some of the cloth is exclusively owned by Chanel.
Embroidery
Tweed Fabric
Button
Decorative Chain

21. Cloth cont.
Cut
Fabric
Lining

22. Camellia and Chanel Logo
Camellia is an important design factor in Chanel’s design.
Chanel’s logo is two C together which has become one of the most recognized labels in the world.

23. Karl Lagerfeld
The Chanel Chief Designer who is leading Chanel to another peak in its fashion development.

24. Chanel Perfume
No5, No19, COCO, Cristall，ALLURE , CHANCE, and N°22, CUIR DE RUSSIE, GARDENIA, BOIS DES ILES, UNE FLEUR DE CHANEL and Chanel male perfume: Allure .

25. Chanel limited productions Chanel beauty productions
Chanel Weakness
Chanel high price
Chanel limited productions
Chanel beauty productions

26. Expand business in emerging market more rapidly.
Chanel Opportunity
Expand business in emerging market more rapidly.
Mobile art exhibition in seven cities in China. The first is in Hong Kong.
Opening of its largest global franchised store in Tokyo
Chanel 2008/2009 winter season

27. Chanel counterfeits and illegal use of its double-C logo.
Chanel Threat
Chanel counterfeits and illegal use of its double-C logo.
Chanel will face a strong competition in China market and meet a lot of difficulties.

28. Short-term
Find ways to lower the prices of products in emerging markets
Improve its cosmetic line
Develop a men’s line of facial products
Allocate the investment in expanding emerging market reasonably
Pay attention to the fakes and may adopt technology to limit them

29. Long- term Recommendations
A. More focus on younger generation
More ideas in clothing design
More research in African market

30. Conclusion From history to nowadays Faces opportunity and challenges
Future development