Ch. 16-Advertising, Public Relations and Sales Promotion

Chanel use a variety of multimedia platforms, including the Internet, social media, print, billboards, in-mall digital screens and retail Web links. The campaign was created to entice consumers back to the pleasures of fragrance. The culture (such as Vogue) in which Chanel is promoted reflects its prestige and positioning in society. Chanel is a brand for socialites, for the wealthy and the aristocrats. It reaches its target audience through advertising Chanel society and culture in places where people who exist within the culture will reach out to be a part of the Coco Chanel legacy. Chanel introduces a new fragrance every 10 years, not every three minutes like many competitors. They don’t want to confuse the consumer. With Chanel, people know what to expect and they keep coming back to them at all ages. Somewhat surprisingly, celebrity fragrances, which seemed to be a fad a decade ago, are now an established segment of the fine fragrance market. The power of celebrities knows no bounds. The public has an insatiable appetite for new celebrity fragrances, and continues to welcome these launches. Chanel spends millions on advertising each year. The company uses various celebrities and models for these advertising such as Brad Pitt, Nicole Kidman, Keira Knightley and many others. Brad Pitt is the first male face of Chanel No.5, the French fashion house's signature fragrance. Chanel is the first female scent to be advertised by a male. The ad's main message is possibly the finest example of reverse psychology that ever lived. "Wherever I go, there you are," says Brad, at which point we can help imagining a roomful of women, all wearing the same scent. Chanel also uses advertising appeal when it comes to, cosmetics and skin care line, showing the consumer with buying certain products it will improve their skin or denounce flaws in facial features.

  

Chanel has a way of sales promotion which is private sales for certain collection. Through holding private shows, special catalogs and special invite, only VIP events in order to retain a close following of those who remain true advocates to the House of Chanel. Chanel is exclusive brand and expensive and its does not offer many sales for the public. The price of clothing usually is lowered after one or two seasons later because of it is “out” of season. Chanel’s fragrances and make up usually have a gift with purchase. Chanel has many events when they launch their line or open a new store and they give the guests Chanel products, which lets them know what the new product is. This allows the guests to test the products and take samples home. In addition, if the guest buys for example perfume Chanel Chance he can get a small perfume and a body lotion. In terms of public relations Chanel has many different techniques. Chanel has regular merchandise demonstration for publishing new products that invite media to report. This kind of meeting can also function as a means of product placement. Chanel often has parties for celebrities like models, movie stars who are invited to join as to enhance Chanel’s popularity. Chanel also offers exhibition for media and public. “The Little Black Jacket” is one of the most recent exhibitions which have influenced today’s fashion. This exhibition was seen all over the world. 

Ch. 14 - Marketing Channels and Retailing

Chanel had opened the doors to the new London flagship store on 158-159 New Bond Street. From the various artworks dotted around the store, to the various Chanel products that are themselves pieces of art, this space is truly a feast for the eyes. The Chanel New Bond Street boutique is 12,600 square-feet spread over three floors, designed to house "the universe" according to Karl Lagerfeld. The three-floor space is split into rooms, furnished like a gloriously decadent house, and colored in the beiges and gold’s that make up the House's perfume packaging. The ground floor comprises rooms filled with watches and fine jewellery, costume jewellery, small leather goods, accessories, and beauty products. The second and third floors house ready-to-wear and shoes. An imposing antique fireplace dominates the drawing room on the second floor, homage to the original fireplace in Coco's Rue Cambon apartment. The cream curtains are hand-embroidered with pearls; sofas are upholstered in tweed; silk rugs. The store is equipped with the conveniences and comforts. 

 

The most statement-making inclusion in the store is fantastic sculpture made entirely from hand-blown Venetian glass, forms the store's centerpiece - and appears as if suspended from the ceiling, rising from the ground to the top of the third floor. Consumers aspire to buy products Chanel since the atmosphere and the customer’s service is very professional.  Chanel has an e-boutique online where you can find accessories and jewelry (handbags, necklaces, headbands, earrings, etc) are available for purchase in the USA. This site is very elegant and classic in the style of Coco which will impress any woman.

Ch. 6 - Consumer Decision Making

 Chanel has long been on the lips of women of style, and some fashion arbiters have called its creator, Gabrielle Chanel, the designer of the century. Chanel brand is created through sensation and the ability of audiences to relate and connect to the brand values. Gabriel Coco Chanel was pioneering within the fashion industry and essentially, she is the brand values. Her outlook and personality form the foundation of the Chanel brand. This desire and effort to keep her at the heart of everything that Chanel does, is why the brand exists.  On a clothing level, it was the literal elegance; fine cut and precision of Chanel’s product lines that make people want to buy the trendsetter Chanel brand. Gabriel Chanel enchanted Paris and her spirit continues to enchant the globe. Through retaining specific brand mantras and standards which Coco set, The House of Chanel has dressed a century. Chanel has kept true to the principles of good marketing. At its most basic, Chanel has always believed in the maintenance of a high-quality product while at the same time altering product content to adapt to changing times and cultures. They are dedicated to giving customers products they will enjoy, the essence of the marketing concept. Thus, Chanel provides luxury goods producers a reasonable outline to follow in their efforts to capture the consumer .

Chanel is a brand for socialites, for the wealthy, the aristocrats, and the people who have strength embedded in their family name. It reaches its target audience through advertising Chanel society and culture in places where people who exist within the culture will reach out to be a part of the Coco Chanel legacy. Many celebrities have been the face of Chanel such as Marilyn Monroe, Nicole Kidman, Keira Knightley, and even Brad Pitt. Chanel advertises its products through the channels, adds, social media and magazines. And when consumers see as his favorite actor advertises a perfume or a particular product, they desire to acquire it as soon as possible. Regarding the change in the desires of affluent consumers in China, affluent consumers have started looking at luxury as a way of life and not just the occasional purchase of a good or service. The change in affluent consumers' buying behavior is due to the rising number of high-net-worth individuals in Asia. Chanel has proved its relevance and quality for many years thereby enjoys a stupendous demand not only in China but around the world. Consumers experience an “emotional connection” to what they know and what they have come to expect from Chanel.