The Brands Introduction ➢ Chanel S.A. is a French privately held company owned by Alain Wertheimer and Gérard Wertheimer, grandsons of Pierre Wertheimer, who was an early business partner of the couturière Gabrielle Bonheur Chanel ➢ Chanel S.A. is a high fashion house that specializes only in women's haute couture and ready-to-wear clothes, luxury goods, and fashion accessories ➢ The Chanel product brands have been personified by fashion models and actresses, including Inès de La Fressange, Catherine Deneuve, Carole Bouquet, Vanessa Paradis, Nicole Kidman, Anna Mouglalis, Audrey Tautou, Keira Knightley, Kristen Stewart and Marilyn Monroe ➢ Coco Chanel expanded perfume sales beyond France and Europe and developed other perfumes — for which she required investment capital, business acumen, and access to the North American market ➢ The business deal established the Parfums Chanel company, a parfumerie of which Wertheimer owned 70 per cent, Bader owned 20 per cent, and Chanel owned 10 per cent; commercial success of the joint enterprise was assured by the Chanel name, and by the cachet of la "Maison Chanel", which remained the sole business province of Coco Chanel ➢ In July 2002, a jewelry and watch outlet opened on Madison Avenue. Within months, a 1,000-square-foot (90 m2) shoe/handbag boutique opened next door. Chanel continued to expand in the United States and by December 2002, operated 25 U.S. boutiques ➢ Chanel introduced Coco Mademoiselle and an "In-Between Wear" in 2003, targeting younger women, opened a second shop on Rue Cambon, opened a 2,400 square feet (220 m2) boutique in Hong Kong and paid nearly $50 million USD for a building in Ginza, Tokyo ➢ In 2007, Maureen Chiquet was appointed CEO. She remained CEO until her termination in 2016. Nick Hochland succeeded Chiquet as CEO S W Strength Weaknesses ➢ Brand Value: It is well established and popular brand. Its brand value is ➢ Market Growth: Chanel is competing with many other premium brands currently valued at $7.2 billion. It ranks 80th on the world’s most which means limited market growth. It is competing with Louis Vuitton, valuable brand. Its sales reach around $5.2 billion. It is a highly Dior, Prada, Gucci, Versace, Hermès and H&M. Being a premium established brand worldwide since many years. segment gives a very little room for expansion. The segment is almost saturated. ➢ Revenue: Chanel posted a very high revenue based on its brand value. It was beaten only by H&M and trumped the likes of Louis Vuitton and ➢ Brand Value: Although Chanel is at a healthy 80th rank in the world it Hermès. still needs to do a lot in order to become the leader in the premium segment. ➢ Style: It is known for its comfortable and functional clothes with the perfect style. Classic and timeless designs make a major part of their ➢ Perceptual Mapping: On the perceptual maps Chanel loses to Hermès collection. when it comes to exclusivity when exclusivity is the prime focus of the brand..