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.