Chanel is one of the most popular fashion houses in the world

1.

Izolda Lorents & Ksusha Shibova-Borskaya

2.

Background information
Originator: Coco Chanel
Foundation date: 1909
Country: Paris, France
Headquarters: CHANEL International B.V.
Neuilly-sur-Seine, France; London, UK
Area served : Worldwide
Price category: Expansive
Owners: Alain Wertheimer, Gérard
Wertheimer

3.

Danger
In the 90s, the company suffered a crisis: the brand's products, which
were inspired by the ideas of Coco Chanel, are outdated. In this regard,
the company incurred large losses due to the reduction of buyers in the
18-25 age category.
BEFORE 90S
50-65
15%
50-65
25%
18-25
50%
30-45
35%
OUR TIME
90S
50-65
15%
18-25
30%
30-45
20%
30-45
45%
18-25
65%

4.

Dates 90s
Too
expensive
For my
generation
Boring and
old fashion
18-25
Yes
30-45
Don’t know
50-65
No
No
Yes
Don’t know
Yes
No
No

5.

Solution
• Price: luxury
• Image: outside and trendy
• Sales outlets: specialist boutiques
• Advertising: TV, fashion magazines
• Slogan: “I am an idea”

6.

Conclusion
Chanel remains one of the most popular fashion houses in the world.
They have retained the "classic" brand identity, combining it with
modern trends in fashion