chanel
DESCRIPTION
ChanelTRANSCRIPT
![Page 1: Chanel](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554c853db4c905203f8b50b1/html5/thumbnails/1.jpg)
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History
• Founded by “Coco” Chanel in 1910
• Fashion revolution
• Karl Lagerfeld in 1983
• Owned by Alain and Gerard Wertheimer
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History - Coco Chanel
• Pioneered by the French fashion designer Gabrielle "Coco" Chanel.
• Revolutionized women's fashion with her elegant and casual looks
• Helped release women from the corsets era of the
19th century
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History - Chanel Modes
• 1910: First boutique called Chanel Modes and was opened in Paris and sold hats.
• Introduced her women’s sportswear line.
• Clothes kept simple and comfortable by taking common fabrics and upgrading them.
• Clothes were casual yet also chic and elegant.
![Page 5: Chanel](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554c853db4c905203f8b50b1/html5/thumbnails/5.jpg)
History - Chanel Modes
• 1910: First boutique called Chanel Modes and was opened in Paris and sold hats.
• Introduced her women’s sportswear line.
• Clothes kept simple and comfortable by taking common fabrics and upgrading them.
• Clothes were casual yet also chic and elegant.
![Page 6: Chanel](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554c853db4c905203f8b50b1/html5/thumbnails/6.jpg)
History - Modern Relationship Between Women and Fashion
• Helped change women’s relationship with their bodies as well their way of life
• Simple styles reflected wartime sobriety
• Clothes removed all unnecessary pretentiousness and were built on the freedom of movement
• The first Chanel couture house was opened in Biarritz, France
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History -Expanding
• In 1923: the timeless perfume No.5. was launched
• In 1924: the “La Société des Parfums Chanel’’ was established to manufacture and sell perfumes and beauty products
• Chanel also introduced a costume jewellery product line
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History- Some Trademarks
• In 1925: Chanel initiated their signature cardigan jacket and “little black dress”
• Chanel suit: Inspired by men’s wear it consists of a knee-length skirt with walking pleats
• In 1954: Chanel introduced quilted bag with the shoulder strap • Many of Chanel’s initial styles changed little from year to year
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History-Retirement and Comeback
• By 1935: Coco Chanel employed 4000 people
• In 1939: She retired and closed the couture house
• In 1954: She Made a comeback and was successfully able to revive and restore Chanel
• She was named the most influential designer of the twentieth century at the 1957 fashion awards
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History-Karl Lagerfeld
• Coco Chanel died in 1971
• Left behind her a an inspiration for classic elegance that will never grow old
• In 1984 : Karl Lagerfeld took over as art director of Chanel
• He took the classic styles created by Coco Chanel
and created new ways to wear them that meet the needs of the modern women
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Chanel
Tradition of Innovation
The “Female dandy”
The high-low mix
Prototype for future classics
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Brand identity
• Personality – Elegant– Confident– Mystique
• Values of the brand– Quality– Timeless– Creative
• Emotional benefits– Modern– Graceful– Superior
• Functional benefits– Quality– Material– Comfort
• Brand attributes– Strength of the logo– Trusted brand– International recognition
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Trendbook -Chanel Maison
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Trendbook-Colours
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Product segmentation
• Fashion – Haute couture, ready-to-
wear, cruise
• Leather goods– Handbags, purses, wallets
• Shoes– Boots, high heels, flats
• Eyewear– Sunglasses and optics
• Jewellery and Watches– Fine jewellery, costume jewellery
• Fragrances and Beauty– Parfumes, make-up, skincare
• Sport– Skies, tennis racket, fishing set
• More Chanel – Belts, scarves, hats, umbrellas
![Page 28: Chanel](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554c853db4c905203f8b50b1/html5/thumbnails/28.jpg)
Product Segmentation- Fashion
![Page 29: Chanel](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554c853db4c905203f8b50b1/html5/thumbnails/29.jpg)
Fashion Divided into:Haute Couture, Ready-To-Wear, CruiseElegant and exclusive fashion, black and whiteIconic LBD and tweed suits
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Product Segmentation- Shoes
![Page 31: Chanel](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554c853db4c905203f8b50b1/html5/thumbnails/31.jpg)
Shoes Iconic and elegant models; Iconic white with black toe
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Eyewear
Divided into:Sunglasses and OpticsOversized sunglasses with logo on sideClassic shapes, black and white
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Jewellery and WatchesFine jewellery collection divided per sign: Ultra, Cométes, Matelassé, Camélia, Mademoiselle, Elements de Chanel, CocoCostume jewellery:Collection, Pre-collection, Cruise
Watch collection divided by model:J12, J12 Exclusives, Premiere, les Intemporelles de Chanel
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Product Segmentation-Jewelry
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Product Segmentation- Watches
![Page 36: Chanel](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554c853db4c905203f8b50b1/html5/thumbnails/36.jpg)
Leather goodsDivided into:Bags, Small leather goodsQuilted leather, gold and silver chainsIconic 2.55 bag with shoulder strap
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Product Segmentation- Bags
![Page 38: Chanel](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554c853db4c905203f8b50b1/html5/thumbnails/38.jpg)
Fragrances and BeautyLong history in fragrances; Iconic Chanel No. 5Divided by scents female vs. male:Fragrance and Bath & Body
Cosmetics divided in:Face, eyes, lips, nails, accessoriesPrécision skincare line: Cleansers, masks, body care, hydration, anti-wrinkle creams
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Product Segmentation- Fragrances
• NO.5• CHANCE• ALLURE• ALLURE SENSUELLE• COCO• COCO MADEMOISELLE• NO.19• CRISTALLE---------------------------------------• ALLURE HOMME• ALLURE HOMME SPORT• ALLURE HOMME SPORT BLANCHE• ANTAEUS• PLATINUM EGOISTE• POUR MONSIEUR
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Product Segmentation- Beauty
• Face• Nails • Eyes• Lips• Body
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Sports Brand extension into sports equipment
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More Chanel Divided into:Collection, Pre-collection, CruiseRich and extravagant accessories
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Brand Perception MapLUXURY
FASHION
CLASSIC CONTEMPORARY
![Page 53: Chanel](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554c853db4c905203f8b50b1/html5/thumbnails/53.jpg)
Brand Perception MapLUXURY
FASHION
CLASSIC CONTEMPORARY
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Claudio Diniz
EDUCATION
2009 University of the Arts London, London College of Fashion, UK
Extension Course The Design and Branding of Luxury
2007-2008 FAAP Business School, Sao Paulo, Brazil
MBA in Luxury Brand Management
2007 ESSEC Business School, Paris, France
International module MBA Luxury Brand Management
1990-1994 Universidade Gama Filho, Rio de Janeiro, Brazil
Accountancy
2004-2006 Brazilian Sommeliers Association, São Paulo, Brazil
Extensive courses in wine
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Claudio DinizProfessional Experience
2002 - 2008
Diniz Eventos Ltda., São Paulo, Brazil
Owner/Director
2006 - 2008
Sampa Post Magazine, São Paulo, Brazil
Columnist and responsible for finances and advertising
Expatriate magazine 1999 - 2002
Inn or Out Catering Ltd., London, England
M&H Catering Ltd., London, England
Free lancer in organzing events
1996 - 1998
BKR Auditores e Consultores S/A, Rio de Janeiro, Brazil
Senior Auditor
1994 - 1995
Walter Heuer Auditores Independentes, Rio de Janeiro, Brazil
Semi-Senior Auditor
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Claudio DinizContact:
+31 6 24334545
My Blog on Luxury, Fashion & Lifestyle Professionals:www.claudiodiniz-claudiodiniz.blogspot.com
Thanks!