Chanel Brand Strategies Analysis Report

1.0 Executive Summary

As global economy is recovering, the number of wealthy Asians willing to spend on luxury goods is also increasing. In a technology world today, both young and old rely on the Internet and increasingly, smart phones for entertainment and information on the go.

Chanel is an established luxury fashion and beauty company in France, foundedby the stylish Coco Chanel, famous for revolutionizing  womenʼs fashion and introducing timeless elegance and style.

Apart from a long history, Chanelʼs strength also lies in cult designer Karl Lagerfeld who never fails to interest consumers and a management team that if highly effective in preserving and promoting the brand image and attuned to consumerʼs needs and market trends.

Chanel will no doubt retain her powerful market positioning by continuing the excellent job she is doing. To expand her market share, she can increase emphasis on new media marketing and consider e-commerce, something that competitors are already venturing into.

This paper seeks to analysis Chanelʼs performance, particularly in the Asian context and provides recommendations for what can be improved to further expand Chanelʼs global power.

November 4, 2010
2.0 Company Background and History

2.1 History of Chanel and Information on Chanel S.A.S.

Chanel is a Parisian fashion house founded by Gabrielle “Coco” Chanel, recognized as one of the most established in haute couture, specializing in luxury goods. Chanel has always specialized in items such as simple suits, dresses, women’s pants, and costume jewelry. Coco Chanel’s designs and creations are timeless, considering the basic silhouettes have remained consistent from generation to generation.1

According to Forbes, the privately held House of Chanel is jointly owned by Alain Wertheimer and Gerard Wertheimer. They are the grandsons of the early Chanel partner Pierre Wertheimer.2

Chanel S.A.S. designs, manufactures, and retails fashion and beauty products, and other accessories. Chanel S.A.S. was founded in 1909 and is headquartered in Neuilly sur Seine, France with over 200 boutiques worldwide.3

2.2 Chanel Asia Pacific and Singapore boutiques

Information on Chanel Asia Pacific is very limited as Chanel, owned by the publicity-shy Wertheimer brothers, keeps a low profile.4

Vincent Shaw, President of Chanel Asia Pacific Pte Ltd is responsible for the companyʼs activities in Korea, China, Taiwan, Hong Kong, Singapore,

November 4, 2010
Malaysia, Thailand and Australia.5

There are 2 Chanel Boutiques in Singapore. The first at Ngee Ann City was opened in March 20096 and the second 6500 sq ft duplex store at Marina Bay Sands opened in September 2010.7

3.0 Industry Analysis

3.1 Target Audience

Chanel customers are women who want to identify what Chanel represents which is; elegance, simplicity, modern, and class. Chanel cosmetics are targeted at a younger consumer but they still retain the “classic” market, which is their forte. Since 2002, with the launch of Chance perfume, Chanel is targeting women between the age 18 – 39.8

3.2 Market Positioning

Chanel has a strong market positioning within the luxury fashion goods sector. Drawing on an audit by Swiss and Cayman Islands tax services, financial experts estimate that Chanel has approximately one-third share of Franceʼs fashion and luxury goods sector in 2008, with a $10.3 billion estimate value of the sectorʼs $35 billion.9

November 4, 2010
Figure 1: Chanelʼs market share of Franceʼs luxury goods sector in 2008.

Sales

Competitors

Chanel

3.3 Market Sector

Chanel is enjoying an established presence in the designer and haute couture sector. This is the companyʼs outlook, supported by the high end pricing of the products and a strong brand image which consumers perceive.10

3.4 Competitor Analysis

Louis Vuitton, established since 1854, is one of the main divisions of LVMH. The brand produces and retails luggage, handbags, other leather goods, shoes, clothing, jewelry and watches. There are more than 390 shops worldwide.11

Gucci, an Italian company based in Netherlands. The brand produces and retails handbags, other leather goods, shoes, ready-to-wear clothing, cosmetics, skin care, jewelry and watches. There are 425 Gucci stores worldwide.12

November 4, 2010
Louis Vuitton and Gucci are strong competitors because like Chanel, they have a very strong brand image conveyed by the easily recognizable logos. They compete keenly with Chanel in terms of sales of handbags and accessories. However they specialized in leather while Chanel does not. According to the Brandz valuation 2010, the top three luxury brands – Louis Vuitton, Hermes and Gucci – all enjoyed significant increases in brand equity. But Chanel, at number four, lost 11% of its brand value over the past 12 months.13 Much of Chanelʼs lost brand value can perhaps be explained by the

companyʼs reluctance to enter China.14 In terms of cosmetics market, Chanelʼs notable competitors would include LʼOrealʼs Lancome, who hold the largest share in luxury cosmetics,15 Estee Lauder and LVMHʼs Christian Dior.16

4.0 Company Analysis

4.1 SWOT: Micro economical analysis

Strength

1. Strong brand image: The story of stylish Coco Chanel, who famously said “fashion passes; style remains”, conveys a very strong message of Chanelʼs timeless elegance style.17 2. High-quality: Beauty is in the details. Chanel is famous for her tweed

fabric, embroidery, chain and button.18 See Appendix A.

3.Cult Designer Karl Lagerfeld: Always reinventing Chanel, he is known to have changed nothing yet everything about Chanel.19 Always daring to try

November 4, 2010
something different for each show, keeping the consumerʼs interest in Chanel. 4. Excellent Management: Training for Chanelʼs associates is critical, to differentiate them with their service.20 Consultants are sent to Paris to understand the heritage of the house and gathered for a conference for updates, acknowledgement and training for new products.21

Weakness

1. Website: Does not provide prices.22 Customers will need to make calls or personal trip to store to find out prices. 2. Limited geographic coverage: Chanel boutiques are known to be exclusive and large-scale23 however they are missing out on expanding in many critical places in Asia, like China.24

Opportunities

1. Expanding deeper to the Asian market: There is huge economic growth in Asia, specifically China25 and India. Chanel can consider opening up more flagship stores to meet the increasing demands for luxury goods. 2. Tap on technology: Youths embrace social media and blogs.26 Chanel

must consider increasing marketing in this area in order not to be obsolete.

Threats

1. Counterfeit goods: A prevalent issue that can be difficult to distinguish and control.27

Political

Regulations to reduce piracy: The implementation of strong regulations to reduce piracy rates is particularly crucial in Asia region, with emerging markets with huge potential, but unfortunately with a dampener on sales of bags and accessories as a result of uncontrolled piracy.

Economic

Increasing purchasing power of the developing world: An increased in income for the consumers lead to more desiring luxury goods28, a positive sign for Chanel. Worldwide economic crisis rebound: Economy is recovering from the crisis,29 a positive outlook in consumer behaviour and hence possible increased sales for Chanel.

Social

Asians value prestige brand: Asians believe that brands like Chanel increases the value of the one who uses it.30 Chanel may consider producing more products with visible logo placements in Asia.

Technology

Growth of broadband. The growth of high-speed broadband internet connections had redefined advertising possibilities. Emergence of mobile internet. Brought about by the introduction of smart phones like Iphone, Blackberry that has a massive public appeal.31

Chanel originates from France and is a long established brand in Europe, with fashion shows carried out yearly. Well aware of the need to remain relevant in a fast-changing world, Chanel works to continually attract a younger customer base whilst retaining her classic market group.32 This is partly achieved through Karl Lagerfeld, who found a thousand different ways to reinterpret the house’s icons and archives and took the double C insignia places it had never been before 33 and strong publicity campaigns featuring global celebrities

such as Nicole Kidman, Keira Knightley and Lily Allen. 34 See Appendix B.

Singapore is known to be a truly innovative, creative retail environment and a very popular tourist destination; Chanel boutiques in Singapore attract a lot of South-east Asians. According to Grail Research in 2008, Singapore is an emerging market for luxury fashion largely due to strong government support for fashion shows, an increasing brand awareness and the establishment of Textile and Fashion Federation (TAFf) of Singapore.35 Chanel only opened her second boutique in Singapore in 2010; there is a lot of growth for Chanel locally. Thus Chanel will benefit to invest more in this island city-state by opening more stores to meet the demand for the South-east Asia region.

4.4 Product Developments and Collections

In the hands of Alain Wertheimer, Chanel has undergone a veritable industrial revolution. The quaint and romantic artisanal fabrication has been replaced by state-of-the-art production methods carried out in modern factories in

November 4, 2010
Compiègne, Pantin and Saint-Chamant. Each operation is controlled down to the minutest detail. With its own plants, Chanel can ensure that no outside manufacturer will omit some small but vital step and jeopardize the quality of the goods. 36

Chanel is famous for The Suit, The Camellia, Jewelry, Fragrance & Beauty and The Black Dress. 37 See Appendix C.

4.5 Types and Range of Merchandise In-store

The company feels it must remain a myth to ensure its mystique. Nothing must alter the image of Chanel. Wertheimer has faithfully maintained the opulent image of Chanel despite the trend toward democratizing luxury goods. The company has no plans to launch a second line.38

Chanel offers the classic items in their stores throughout the year whilst introducing new, trendy products with each fashion season. Range of merchandise includes fashion apparels and shoes, accessories, fragrance, make up, skincare, fine jewelry and watches.39 See Appendix D.

4.6 Timeline of Product Development Process

For Chanelʼs fashion apparels, its product development process can be tracked to about every 2 months, with 6 collections produced by Karl Lagerfeld each year.

4.7 Prices and Seasons
November 4, 2010

Chanel’s product prices reflect the opulent image of Chanel. And because Chanel finds discussion of costs “crude”, high-end prices of products are not reflected on their website and only available upon requests by calls or in- shop. A little research reveals a classic (Reissue 2.55) Chanel bag varies between SGD$2301 to SGD $3,199.40 Exclusive and “Ultra Luxe” items like Alligator bag can cost up to $26,000.41 More recently, two Marina Bay Sands

boutique in Singapore Chanel exclusive flap with chain and charms costs

SGD$6280 and SGD$6980 respectively. See Appendix E.

There are six collections produced by Karl Lagerfeld each year, which are shown in Paris. January: Spring/Summer Haute Couture Collection. March: Autumn/Winter Ready-to-Wear Collection. June: Ready-to-Wear Cruise Collection. July: Fall/Winter Haute Couture Collection. October: Spring/Summer Ready-to-Wear Collection. December: High Summer Collection.

5.0 Strategic Analysis & Recommendations

5.1 Recommendations

1. Invest in the emerging markets, open more stores: There is an increase in income for the people living in the emerging markets such as China and India and this leads to more demand for luxury goods. Chanel should leverage on this by opening more stores in these emerging markets.

November 4, 2010
2. Pay more attention to the counterfeit and possible invest in technology to prevent it: Chanel can possibly work with government boards to clamp down on counterfeit goods at cross-border checkpoints.

3. Increase emphasize on new media technology: To remain relevant in a technology-savvy society and particularly to attract younger consumers, Chanel can increase new media marketing and consider going into e- commerce, which many competitors have done.42

5.2 Conclusion

Chanel has many strengths that makes it the multi-billion company strongly established within the elusive designer and haute couture market. The strength of an established brand started by Coco Chanel, carried forward by talented and creative Karl Lagerfeld and an amazing marketing and management team that has proved Chanelʼs ability to attract young consumers since late 90ʼs till today. To prepare for an even brighter future ahead, Chanel can consider investing into emerging market by opening more stores abroad and tapping onto new media marketing. Chanelʼs success is truly a result of the houseʼs decision to remain true to Chanel, always desiring to be a style, for “Fashion fades, but style remains”.

6.0 Appendix
November 4, 2010

Appendix A: Chanel High Quality Details

Figure1: Chain lining the materials to weigh it down.
Figure 2: One of Chanelʼs exquisite button.

Figure 3: Fabric such as Tweed exclusive to Chanel.

November 4, 2010
Appendix B: Chanel Publicity Campaigns Featuring Global Celebrities

Figure 4: Nicole Kidman for Chanel
No5 Eau Premiere 2007 edition
Figure 5: Keira Knightley for Coco
Mademoiselle 2009

Figure 6: Lily Allen for Chanel Cocoon Bag Collection 2009

November 4, 2010
Appendix C: Chanel Famous Collections

Figure 7. The Chanel Suit Figure 8. The Camellia

Figure 9. Chanel Jewellery Figure 10. Chanel Fragrance

Figure 11. Chanel models in her own Little Black Dress

November 4, 2010
Appendix D: Chanel Range of Merchandise
Figure 12: Chanel Fall 2010 Look feauring Chanel Coat and Chanel Boots

Figure 14: Chanel Make Up Brushes, Christmas Collection 2010 Figure 13:
Chanel Coco Mademoiselle

Figure 15: Chanel Skincare, Collection 2010.

November 4, 2010
Figure 16: Chanel Fine Jewelry, The
Camelia Collection 2010.
Figure 17: Chanel Watch, The
Premire Collection 2010.

Appendix E: Chanel Reissue 2.55 And Exclusive Bags
Figure 18: Chanel 2.55 Reissue with Coco
Chanel original clasp
Figure 19: Chanel Bags Exclusive to Marina Bay Sands

7.0 References

7.1 Book Sources

Buxbaum, G., Icons of Fashion, 1999. Prestel.

Bott, D., Chanel, Collections and Creations. 2007. Thames & Hudson. Leymarie, J., Chanel, 1987.Rizzoli International Publications, inc. Mouncey, P. & Wimmer, F., 2007 – Market research best practice: 30 visions for the future : a compilation of discussion papers, case studies and methodologies from ESOMAR. John Wiley & Sons Ltd.

7.2 Journal & Analyst Sources

Duttge, W., 2008. Portfoilo.com. Buying Chanel (All of it). [Online] Available at: http://www.portfolio.com/culture-lifestyle/goods/style/2008/05/12/How-Much-
Is-Chanel-Worth/#ixzz14DAkadeZ [Accessed 1 November 2010]

RetailAsia.com. Study Finds Chanel and BMW GEN Y Preferred Luxury Brands. [Online] Available at: http://www.retailinasia.com/article/sectors/luxury/2010/05/study-finds-chanel- and-bmw-gen-ys-preferred-luxury-brands [Accessed 1 November 2010]

Vincent, I., 2002. NationalPost.com. What Makes a Chanel Girl. [Online] Available at: http://www.nationalpost.com/search/story.html?f=/stories/20020523/312703.ht ml&qs=Isabel%20Vincent [Accessed 1 November 2010]

Kane, C., 2002. New York Times. Perfume Aimed at Young Women, its toughest market. [Online] Available at: http://www.nytimes.com/2002/08/15/business/media-business-advertising- chanel-makes-big-pitch-for-new-perfume-aimed-young.html [Accessed 1 November 2010]

Mongo, C., 1997. ParisVoice.com. The Allure of Chanel. [Online] Available at: http://www.parisvoice.com/index.php?option=com_content&task=view&id=24 2&Itemid=56 [Accessed 1 November 2010]

BusinessWeek.com., 2007. Chanelʼs American in Paris. [Online] Available at: http://www.businessweek.com/magazine/content/07_05/b4019069.htm [Accessed 1 November 2010]

TopNews.com., 2009. Singapore sees Chanelʼs Boutique Arrival. [Online]

November 4, 2010
Available at: http://topnews.com.sg/content/2163-singapore-see-arrival- chanel-boutique [Accessed 1 November 2010]

JoongAngDaily.com., 2007. The Man Every Woman Wants To Meet. [Online] Available at: http://joongangdaily.joins.com/article/view.asp?aid=2873865
[Accessed 1 November 2010]

Kent, J., 2010. CNN.com. China Models Luxury Brands. [Online] Available at: http://edition.cnn.com/2010/BUSINESS/10/21/china.models.luxury.brands/ind ex.html?section=cnn_latest [Accessed 1 November 2010]

Karl Lagerfeld talks to CNN. [Online] Available at: http://www.cnnasiapacific.com/press/en/content/494/ [Accessed 1 November 2010]

Bagaholicboy.com. Chanel Classic Flap Exclusive to Marina Bay Sands. [Online] Available at: http://bagaholicboy.com/2010/09/chanel-classic-flap- marina-bay-sands-exclusive/ [Accessed 1 November 2010]

Portfolio.com. How Much is Chanel Worth. [Online] http://www.portfolio.com/culture-lifestyle/goods/style/2008/05/12/How-Much- Is-Chanel-Worth/#ixzz14FXA3WBz [Accessed 1 November 2010]

UE2008Fr.com. French Industry Figures 2008. [Online] Available at: http://www.eu2008.fr/PFUE/lang/en/accueil/Bienvenue_en_France/economie/i ndustrie.html [Accessed 1 November 2010]

Brandt, N., 2009. Adidas, LʼOreal, Luxottica, Unilever: Europe Equity Preview. [Online] Available at: http://www.bloomberg.com/apps/news?pid=newsarchive&sid=ajg6OYFY87ig &refer=uk [Accessed 1 November 2010]

Brandz Top 100 Most valuable global brands 2010. [Online] Available at: http://www.millwardbrown.com/libraries/optimor_brandz_files/2010_brandz_to p100_report.sflb.ashx [Accessed 1 November 2010]

Ritzon, M., 2010. MarketingWeek.com. Chanelʼs luxury dream is turning to dust. Online] Available at: http://www.marketingweek.co.uk/opinion/chanels- luxury-dream-is-turning-to-dust/3016913.article [Accessed 1 November 2010]

Han, J., 2009, The Korea Times. Chanelʼs Day of Disgrace or Power of Market? [Online] Available at:

November 4, 2010
http://www.koreatimes.co.kr/www/news/biz/2010/08/123_38917.html [Accessed 1 November 2010]

CNTV, 2010, Chinaʼs Luxury Market Sees Rapid Growth.
[Online] Available at: http://www.just-style.com/comment/chinas-luxury- market-sees-rapid-growth_id106031.aspx [Accessed 1 November 2010]

Patton, D., 2009, JustStyle.com. Chinaʼs Luxury Market Booms [Online] Available at: http://english.cntv.cn/program/bizasia/20100818/101544.shtml [Accessed 1 November 2010]

Lobe, J., 2010, IPSNews.com. Developing World Leading Economic Rebound. [Online] Available at: http://ipsnews.net/news.asp?idnews=51147 [Accessed 1 November 2010]

Clickthrough-Marketing.com, 2010, Mobile Internet Services Marketing Set to Boom [Online] Available at: http://www.clickthrough-marketing.com/mobile- internet-marketing-services-set-to-boom-19677185/ [Accessed 1 November 2010]

7.3 Web Sources

Jrank.org: Chanel S.A. Profile. [Online] Available at: http://companies.jrank.org/pages/886/Chanel-Sa.html#ixzz14CjtJOnJ [Accessed 1 November 2010]

BusinessWeek.com: Chanel S.A. Profile. [Online] Available at: http://investing.businessweek.com/research/stocks/private/snapshot.asp?priv capId=5490782 [Accessed 1 November 2010]

Forbes.com: Chanel S.A. Profile. [Online] Available at:
http://www.forbes.com/finance/lists/10/2002/LIR.jhtml?passListId=10&passYe ar=2002&passListType=Person&uniqueId=T0ND&datatype=Person [Accessed 1 November 2010]

LinkedIn.com: Chanel S.A. Profile. [Online] Available at: http://www.linkedin.com/company/chanel?trk=null [Accessed 1 November 2010]

WorldEvent.com. Chanel Case Study. [Online] Available at: http://www.worldevents.com/ourevents/ChanelCaseStudy.shtml [Accessed 1 November 2010]

November 4, 2010
Chanel.com: FAQ Information on Fashion Seasons [Online] Available at: http://www.chanel.com/en_US/fragrance-beauty/FAQ-28105 [Accessed 1 November 2010]

WWD Beauty Report International, 2004. [Online] Available at: http://www.scribd.com/doc/3027409/Top-100-Cosmetic-Manufacturers [Accessed 1 November 2010]

Di Somma, M., AllAboutBranding.com. Brand longevity: No. 5 is alive! [Online] Available at: http://www.allaboutbranding.com/index.lasso?article=421 [Accessed 1 November 2010]

7.4 Image Sources

Figure 1: Chanel Chain Lining Material. [Online] Available at: www2.dsu.nodak.edu/users/rbutz/…/PowerPoint/Dior_S1_F08.ppt [Accessed 1 November 2010]

Figure 2: Chanel Exquisite Button. [Online] Available at: www2.dsu.nodak.edu/users/rbutz/…/PowerPoint/Dior_S1_F08.ppt [Accessed 1 November 2010]

Figure 3: Chanel Exclusive Fabric. [Online] Available at: www2.dsu.nodak.edu/users/rbutz/…/PowerPoint/Dior_S1_F08.ppt [Accessed 1 November 2010]

Figure 4: Nicole Kidman for Chanel No5 Eau Premiere 2007 edition. [Online] Available at: http://www.fragrantica.com/news/Nicole-Kidman-and-Anna- Mouglalis-New-Advertising-Posters-for-Chanel-545.html [Accessed 1 November 2010]

Figure 5: Keira Knightley for Coco Mademoiselle 2009. [Online] http://www.swingfashionista.com/wp-content/uploads/2009/12/keira-knightley- chanel-ad_25.jpg [Accessed 1 November 2010]

Figure 6: Lily Allen for Chanel Cocoon Bag Collection 2009. [Online] Available at: http://bagwhiz.com/luxury-handbag-reviews/chanel-bags/lily-allen-for- chanel-handbags/ [Accessed 1 November 2010]

Figure 7: The Chanel Suit [Online] Available at: http://shoeblogs.com/wordpress/images/chanel.jpg [Accessed 1 November 2010]

Figure 8: The Camelia [Online] Available at: http://hannesfashionblog.com/226105486_tp.jpg [Accessed 1 November 2010]

November 4, 2010
Figure 9: The Chanel Jewelry. [Online] Available at: http://media.photobucket.com/image/chanel%20jewel/bagcraze/blog%20april/ small_12569_front_zoom.jpg [Accessed 1 November 2010]

Figure 10: Chanel No. 5. [Online] Available at: http://media.onsugar.com/files/2010/04/17/2/456/4565201/73aca72a8ac76ea d_101106_chanel_a.jpg [Accessed 1 November 2010]

Figure 11: The Little Black Dress. [Online] Available at:
http://media.onsugar.com/files/2010/06/25/2/848/8488268/8cdd4004c13ed92 4_coco_chanel.jpg [Accessed 1 November 2010]

Figure 12: Chanel Fall 2010 Look. [Online]
Available at: http://www.chanel.com/fashion/11#11-fall-winter-2010-11-chanel- collection-21,63 [Accessed 1 November 2010]

Figure 13: Chanel Coco Mademoiselle Frangrance. [Online]
Available at: http://www.chanel.com/en_SG/fragrance-beauty/Fragrance- Coco-Mademoiselle-117870 [Accessed 1 November 2010]

Figure 14: Chanel Make Up Brushes Set, Christmas Collection 2010. [Online] Available at: http://www.chanel.com/en_SG/fragrance-beauty/Makeup- Complexion-brushes-LES-MINIS-DE-CHANEL-118378 [Accessed 1 November 2010]

Figure 15: Chanel Skincare Collection 2010. [Online] http://www.chanel.com/en_SG/fragrance-beauty/Skincare-108455 [Accessed 1 November 2010]

Figure 16: Chanel The Camelia Collection, 2010. [Online]
http://www.chanel.com/ [Accessed 1 November 2010]

Figure 17: Chanel The Premire Watch Collection, 2010. [Online] http://www.chanel.com/ [Accessed 1 November 2010]

Figure 18: Chanel Reissue 2.55 bag. [Online]
http://www.handbags-purses-guide.com/chanel-255-handbag-reissue/ [Accessed 1 November 2010]

Figure 19: Chanel Exclusive Bags to Marina Bay Sands [Online] Available at: http://bagaholicboy.com/2010/09/chanel-classic-flap-marina-bay-sands- exclusive/ [Accessed 1 November 2010]

8.0 Endnotes
November 4, 2010

1 Coco Chanel – Gerda Buxbaum, Icons of Fashion The 20th Century, 1999

2 Chanel S.A. Profile – http://companies.jrank.org/pages/886/Chanel- Sa.html#ixzz14CjtJOnJ

3 Chanel S.A Profile – http://www.linkedin.com/company/chanel?trk=null

4 What Makes a Chanel Girl – http://www.nationalpost.com/search/story.html?f=/stories/20020523/312703.html&qs=Isabel% 20Vincent

5 The Man Every Woman Wants To Meet – http://joongangdaily.joins.com/article/view.asp?aid=2873865

6 Chanel Opens Flagship Store in Singapore – http://www.plushasia.com/article/2463

7 Chanel Asia Pacific Profile – http://www.rednano.sg/sfe/dir.action?querystring=ORCHARD&uuid=1608030437&collection= businessweb

8 Perfume aimed at youngest women, its toughest market – http://www.nytimes.com/2002/08/15/business/media-business-advertising-chanel-makes-big- pitch-for-new-perfume-aimed-young.html

9 The Allure of Chanel – http://www.parisvoice.com/index.php?option=com_content&task=view&id=242&Itemid=56

10 Chanel and BMW Gen Y’s preferred luxury brands, study finds – http://www.retailinasia.com/article/sectors/luxury/2010/05/study-finds-chanel-and-bmw-gen- ys-preferred-luxury-brands

11 LVMH Information and Designer History – http://www.yournewfragrance.com/Loewe- LVMH-Louis-Vuitton-Mo-t-Hennessy-s/2444.htm

12 Gucci Information and Designer History – http://www.yournewfragrance.com/Gucci- s/2052.htm

13 Brandz Top 100 Most valuable global brands 2010. –
2010.http://www.millwardbrown.com/libraries/optimor_brandz_files/2010_brandz_top100_rep ort.sflb.ashx

14 Chanelʼs luxury dream is turning to dust – http://www.marketingweek.co.uk/opinion/chanels- luxury-dream-is-turning-to-dust/3016913.article

15 Adidas, LʼOreal, Luxottica, Unilever: Europe Equity Preview – http://www.bloomberg.com/apps/news?pid=newsarchive&sid=ajg6OYFY87ig&refer=uk

16 WWD Beauty Report International, 2004 – http://www.scribd.com/doc/3027409/Top-100- Cosmetic-Manufacturers

17 Brand longevity: No. 5 is alive! – http://www.allaboutbranding.com/index.lasso?article=421

November 4, 2010

18 Botte, D.,2007. Chanel, Collections and Creations

19 Chanel FAQ on Karl Lagerfeld – http://www.chanel.com/en_US/fragrance-beauty/FAQ- 28105

20 The Man Every Woman Wants To Meet – http://joongangdaily.joins.com/article/view.asp?aid=2873865

21 Chanel Case Study: WorldEvent.com – http://www.worldevents.com/ourevents/ChanelCaseStudy.shtml

22 Chanelʼs Website – http://www.chanel.com/

23 Chanelʼs Day of Disgrace or Power of Market? – http://www.koreatimes.co.kr/www/news/biz/2010/08/123_38917.html

24 Chanelʼs luxury dream is turning to dust – http://www.marketingweek.co.uk/opinion/chanels- luxury-dream-is-turning-to-dust/3016913.article

25 Chinaʼs Luxury Market Sees Rapid Growth – http://www.just-style.com/comment/chinas- luxury-market-sees-rapid-growth_id106031.aspx

26 Chanel and BMW Gen Y’s preferred luxury brands, study finds – http://www.retailinasia.com/article/sectors/luxury/2010/05/study-finds-chanel-and-bmw-gen- ys-preferred-luxury-brands

27 Fake Luxury Items Targeted In New York City Crackdown – http://www.brandchannel.com/home/post/2009/12/10/Fake-Luxury-Items-Targeted-In-New- York-City-Crackdown.aspx#continue

28 Chinaʼs Luxury Market Booms – http://english.cntv.cn/program/bizasia/20100818/101544.shtml

29 Developing World Leading Economic Rebound –
http://ipsnews.net/news.asp?idnews=51147

30 Prestige Brands – Market research best practice: 30 visions for the future : a compilation of discussion papers, case studies and methodologies from ESOMAR

31 Mobile Internet Services Marketing Set to Boom – http://www.clickthrough- marketing.com/mobile-internet-marketing-services-set-to-boom-19677185/

32 Perfume aimed at youngest women, its toughest market – http://www.nytimes.com/2002/08/15/business/media-business-advertising-chanel-makes-big- pitch-for-new-perfume-aimed-young.html

33 The Allure of Chanel – http://www.parisvoice.com/index.php?option=com_content&task=view&id=242&Itemid=56

34 Keira Knightley dressed in Chanel. http://chanel-news.chanel.com/en/

35 Global Fashion Industry Growth in Emerging Markets – http://www.grailresearch.com/pdf/ContenPodsPdf/Global_Fashion_Industry_Growth_in_Emer ging_Markets.pdf

36 The Allure of Chanel –
November 4, 2010
http://www.parisvoice.com/index.php?option=com_content&task=view&id=242&Itemid=56

37 Chanel, Collections and Creations. 2007. Daniele Bott. Thames and Hudson. USA.