Marketing Strategy Evaluation

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CHANEL is a French fashion house founded by the couturier Gabrielle “Coco” Chanel that was built for the purpose of fashion display such as a classic style, specialy luxury goods (haute couture, ready-to-wear, handbags, perfumery, and cosmetics among others) (Chanel Fashion Model Directory, 2008). This is related to Coco Chanel little black dress: short, sleeveless, in a pleated black chiffon. Coco Chanel introduced it in a time between the wars, which held thousands of people’s attention at the time. In addition, Coco Chanel is well know for many fashionists who are coming to be fashion designer. This is the main purpose for the marketing of Chanel. Additionally, since the Chanel brand has been created on various types of goods. For example, advertising campaign and the fashion show by collection in the different of time such as autumn/winter time. This is more focusing on Chanel handbag fields.

Furthermore, this essay will analyses the brand of Chanel in term of brand strategic marketing in particular of cilents’ perspectives which objects to the development on the brand, then it demonstrates of the brand to build on the long term management of brand and recommends the possible strategies on higher brand’s value to benefit to the clients and the brand’s equality

The history of CHANEL

According to an official site of Chanel is mentioned that “ in 1909, Gabrielle Chanel opened a shop on the ground floor of (Etienne Balsan’s) apartment in Paris – the beginning of what would later become one of the greatest fashion empires in the world “ ( Chanel Fashion Model Directory, 2008 ). Furthermore, Gabrielle Chanel is a pioneer to create the ideas of Coco Chanel, which is simple and practical. Morever, her taste became famous in 1915...

... middle of paper ...

...managing the business through the progression in the future.

Works Cited

Aaker, D.A., Biel, A.L. (1983).Brand equity & Advertising.New Jersey: Lawrence Erlbaum Associates.

Chanel (www.fashionmodeldirectory.com/designers/coco-chanel). Chanel Fashion Model Directory. Retrieved June 2008.

Chanel Logo Design and History (www.dinesh.com/history_of_logos/worlds_best_brands_and_logos/chanel_logo_design_and_history.html). Retrieved June 2010.

Chernatony, L. and Dall' Olmo Riley, F. (1998) Defining A "brand": Beyond the Literature With Expert Interpretations. Journal of Marketing Management 1998 14, pp.417-443

Kent B., (2003), “The effect of Time Pressure on Consumers’ Judgements of Prices and Products,” Journal of consumer research 30

Park,C., Jaworski,B. and Maclnnis, D. (1986) Strategic Brand Concept-Image Management. Journal of Marketing 186 pp.135 -145

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