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.