chanel fall 2013 buying plan
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CHANEL Fall 2013 Buying PlanTRANSCRIPT
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F A L L / W I N T E R 2 0 1 3 B U Y I N G P L A N
JORDAN CAUSEY | JUNE OUYANG | NICOLE DRAIN
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2 CHANEL FALL/WINTER 2013
IN ORDER TO BEIRREPLACABLE,
ONE MUST ALWAYSBE DIFFERENT.
COCO CHANEL
““
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4 CHANEL FALL/WINTER 2013
MISSION
TO BE THE ULTIMATE HOUSE OF LUXURY, STYLE ANDCREATING DESIRE, NOWAND FOREVER.
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5CHANEL FALL/WINTER 2013
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6 CHANEL FALL/WINTER 2013
2
128
LIEUX: 310
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7CHANEL FALL/WINTER 2013
6
9410
70
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8 CHANEL FALL/WINTER 2013
MARCHÉ CIBLE
Chanel is unlike most fashion brands in that it targets to different markets which helps the company to expand and develop even more.
The market segments for Chanel are women of all ages that want to identify with what Chanel represents which is; elegance, simplicity, modern, and class.
The customers of Chanel are not only diverse by age but also in social class.
Income levels range from lower class to upper class levels.
8 CHANEL FALL/WINTER 2013
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9CHANEL FALL/WINTER 2013
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10 CHANEL FALL/WINTER 2013
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11CHANEL FALL/WINTER 2013
TENDANCES DU MARCHÉ
The main silhouette seen on for this fall in the market place are rounded shoulder-oversized coats.
Key prints include: animal print, and radical floral prints
Key Runway looks: Include training pants, Monochromatic sets, and Mid-length skirts
Key items are baroque detailing, midi skirts, and thigh high boots
Colors seen in fall 2013 range from muted natural colors to bright bolds.
Chanel follows some of these trends including the oversized coat and rounded shoulders, thigh high boots, along with bold pinks and blues in the Fall 2013 collection
I never think about other
people, I only think about
my clients.
KARL LAGERFELD
“ “
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12 CHANEL FALL/WINTER 2013
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13CHANEL FALL/WINTER 2013
TENDANCES DE RUE
The key silhouette seen is long coats in a variety of shades
Key prints include: plaid, and houndstooth
Key street looks include: 90s grunge looks, mod, and utility styles
Key items are high waist flare bottoms, cape-coat, and utility tops
Key colors seen on the streets are range from dark to light bold hues
Chanel follows these trends with the incorporation of plaid prints, bold colors, and long coats.
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14 CHANEL FALL/WINTER 2013
CONCURRENTS
STRENGTHS:
Markets products across the world through network of 300+ exclusive stores of which 180 are directly operated
Exclusive presence and wide product range
Operates 33 production units across the globe
FALL 2013 ELEMENTS:
60’s inspired silhouettes
Dark, solid color palette
Subtle prints
14 CHANEL FALL/WINTER 2013
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15CHANEL FALL/WINTER 2013
STRENGTHS:
Established fashion house
Strong global presence
Effective advertising and branding
FALL 2013 ELEMENTS:
Gingham prints
50’s silhouettes
15CHANEL FALL/WINTER 2013
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16 CHANEL FALL/WINTER 2013
STRENGTHS:
Comfortable and functional clothes
Strong brand equity and customer loyalty
Market leaders in thissegment of luxury fashion
Classic and timeless designs
FALL 2013 ELEMENTS:
Film Noir
Lingerie
CONCURRENTS
16 CHANEL FALL/WINTER 2013
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17CHANEL FALL/WINTER 2013
STRENGTHS:
Luxury quality
Owns 7 Parisian ateliers
Strong brand identity
Good presence and wide product range
M u l t i - g e n e r a t i o n a l customer loyalty
FALL 2013 ELEMENTS:
60s inspired silhouettes
Dark solid rich colors, subtle prints
17CHANEL FALL/WINTER 2013
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18 CHANEL FALL/WINTER 2013
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19CHANEL FALL/WINTER 2013
PLAN D’ACHAT
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20 CHANEL FALL/WINTER 2013
15 East 57th Street
New York, New York 10022
212 355 5050
10:00 am – 6:30 pm
BOUTIQUES
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21CHANEL FALL/WINTER 2013
400 North Rodeo Drive
Beverly Hills, California 90210
310 278 5500
10:00 am – 6:00 pm
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22 CHANEL FALL/WINTER 2013
Chanel has many strengths that makes the multi-billion dollar company strongly established within the elusive designer and haute couture market. The strength of an established brand started by Coco Chanel, carried forward by the talented and creative Karl Lagerfeld and an amazing marketing and management team that has proved Chanel’s ability to attract young consumers since late 90’s till today. Chanel’s success is truly a result of the house’s decision to remain true to Chanel, always desiring to be a style, for “Fashion fades, but style remains”.
SOMMAIRE
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23CHANEL FALL/WINTER 2013
We have, therefore, planned a modest increase of 6% in sales this season due to the dedication of our loyal clients and the growing admiration from young professionals. Instead of taking risks, our plan is based on realistic financial expectations. We have noticed a steady increase in profits since 2009 as we, globally, recover from the economic recession. We feel optimistic that this trend in Luxury retail will continue to grow, however, we have and will remain dedicated to our loyal customers by providing tasteful and chic garments to fit into each of their individual lifestyles.
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BEAU DECEMBER 2012