Chanel Marketing Strategy – Marketing Strategy of Chanel

Chanel Marketing Strategy – Marketing Strategy of Chanel: France Chanel is headquartered in Paris, France, and has made a significant stride since its 100+-year-old inception. It is now a well-respected player in the luxury goods market. Gabrielle Coco Chanel, the visionary fashion designer, and artist transformed the company’s offerings and created new, fashionable, and elegant designs for women. This helped it become a leader in its sector. 

Chanel At A Glance – Marketing Strategy of Chanel

Chanel Marketing Strategy -

[wp-svg-icons icon=”office” wrap=”I”] Company : Chanel 

[wp-svg-icons icon=”user” wrap=”I”] CEO: Leena Nair

[wp-svg-icons icon=”user” wrap=”I”] Founder: Coco Chanel

[wp-svg-icons icon=”calendar” wrap=”I”] Year founded: 1910, Paris, France

[wp-svg-icons icon=”location-2″ wrap=”I”] Headquarters: London, United Kingdom

[wp-svg-icons icon=”stats” wrap=”I”] Annual Revenue: 10.1 billion USD

[wp-svg-icons icon=”bars” wrap=”i”] Profit | Net income: 214 billion EUR

[wp-svg-icons icon=”users” wrap=”I”] Number of employees : 20,000

[wp-svg-icons icon=”pie” wrap=”i”] Products & Services: Haute couture, Ready-to-wear, Accessories, Jewelry, Perfume

[wp-svg-icons icon=”globe” wrap=”I”] Website:

Chanel Competitors

[wp-svg-icons icon=”pacman” wrap=”I”] Competitors: Gucci | Levis Strauss & Co. | LVMH | Harry Winston | Dior | L’Oréal USA | Burberry

Chanel Fun Facts: Coco Chanel was a fashion designer known for such now-classic innovations as the woman’s suit, the quilted purse, costume jewelry, and the “little black dress.” She also introduced the phenomenally successful perfu

Marketing Strategy of Chanel

Chanel Marketing Strategy -

Chanel’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Chanel? Let us discuss.

Segmentation, Targeting, Positioning – Chanel Marketing Strategy

Chanel employs a combination of demographic as well as psychographic segmentation techniques to make its offerings available to the target audience. 

The company uses select targeting strategies to promote its offerings to selected customer groups. 

It has succeeded in positioning its emotional quotient as more luxury product businesses do. Additionally, it uses a value-based positioning strategy. 

Chanel Mission Statement

To be the Ultimate House of Luxury, defining style and creating desire, now and forever.

Chanel Vision Statement

Reinventing fashion by transcending conventions, creating an uncomplicated luxury

Chanel Tagline

The paradoxes of Chanel”.

Competitive Advantage – Marketing Strategy of Chanel

A well-respected company:

Chanel has been around for over 100 years and is a pioneer in the fashion industry. Its innovative designs and timeless modernity have allowed it to continue its legacy. 

Strong brand portfolio and large SKUs :

Chanel is a large stock-keeping unit and has many sub-brands within a particular product category, whether it’s fragrances, watches, or accessories. 

Promotion by sponsoring fashion shows:

Chanel promotes its brand through sponsorship of fashion shows such as Paris Fashion Week and other events. 

BCG Matrix – Chanel Marketing Strategy

Chanel’s product portfolio includes fragrances, watches, skincare, and makeup accessories. The BCG matrix has the fragrance and watches product categories as Star. However, due to the presence of many well-known companies in the fashion accessories segment, these are question marks. 

Distribution Strategy – Marketing Strategy of Chanel

Chanel distributes its products through a variety of channels including exclusive stores, websites, multi-brand stores, and high-end supermarkets to make products accessible worldwide. There are over 300 Chanel boutiques around the world that are Chanel Boutique. 

Brand equity – Chanel Marketing Strategy

Chanel has achieved high visibility thanks to its fashion accessories. It is now worth $7.2 billion and has sales of $5.2 billion according to Forbes data in May 2016. It has been ranked 80 on the Forbes List of the most valuable brands. 

Competitive Analysis – Chanel Marketing Strategy

There are many local, national, and international companies competing in the clothing and accessories market. 

Market Analysis – Marketing Strategy of Chanel

The luxury fashion and accessories market is influenced by many market forces. Counterfeit and copycat brands can create negative word-of-mouth for the brand, especially high-end brands. 

Customer Analysis – Chanel Marketing Strategy

Chanel’s customers are women between the ages of 15 and 40 who love fashionable accessories. Chanel customers are upper-income and middle-class social groups.

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