Chanel

History

• Founded by “Coco” Chanel in 1910

• Fashion revolution

• Karl Lagerfeld in 1983

• Owned by Alain and Gerard Wertheimer

History - Coco Chanel

• Pioneered by the French fashion designer Gabrielle "Coco" Chanel.

• Revolutionized women's fashion with her elegant and casual looks

• Helped release women from the corsets era of the

19th century

History - Chanel Modes

• 1910: First boutique called Chanel Modes and was opened in Paris and sold hats.

• Introduced her women’s sportswear line.

• Clothes kept simple and comfortable by taking common fabrics and upgrading them.

• Clothes were casual yet also chic and elegant.

History - Modern Relationship Between Women and Fashion

• Helped change women’s relationship with their bodies as well their way of life

• Simple styles reflected wartime sobriety

• Clothes removed all unnecessary pretentiousness and were built on the freedom of movement

• The first Chanel couture house was opened in Biarritz, France

History -Expanding

• In 1923: the timeless perfume No.5. was launched

• In 1924: the “La Société des Parfums Chanel’’ was established to manufacture and sell perfumes and beauty products

• Chanel also introduced a costume jewellery product line

History- Some Trademarks

• In 1925: Chanel initiated their signature cardigan jacket and “little black dress”

• Chanel suit: Inspired by men’s wear it consists of a knee-length skirt with walking pleats

• In 1954: Chanel introduced quilted bag with the shoulder strap • Many of Chanel’s initial styles changed little from year to year

History-Retirement and Comeback

• By 1935: Coco Chanel employed 4000 people

• In 1939: She retired and closed the couture house

• In 1954: She Made a comeback and was successfully able to revive and restore Chanel

• She was named the most influential designer of the twentieth century at the 1957 fashion awards

History-Karl Lagerfeld

• Coco Chanel died in 1971

• Left behind her a an inspiration for classic elegance that will never grow old

• In 1984 : Karl Lagerfeld took over as art director of Chanel

• He took the classic styles created by Coco Chanel

and created new ways to wear them that meet the needs of the modern women

Chanel

Tradition of Innovation

The “Female dandy”

The high-low mix

Prototype for future classics

Brand identity

• Personality – Elegant– Confident– Mystique

• Values of the brand– Quality– Timeless– Creative

• Emotional benefits– Modern– Graceful– Superior

• Functional benefits– Quality– Material– Comfort

• Brand attributes– Strength of the logo– Trusted brand– International recognition

Trendbook -Chanel Maison

Trendbook-Colours

Product segmentation

• Fashion – Haute couture, ready-to-

wear, cruise

• Leather goods– Handbags, purses, wallets

• Shoes– Boots, high heels, flats

• Eyewear– Sunglasses and optics

• Jewellery and Watches– Fine jewellery, costume jewellery

• Fragrances and Beauty– Parfumes, make-up, skincare

• Sport– Skies, tennis racket, fishing set

• More Chanel – Belts, scarves, hats, umbrellas

Product Segmentation- Fashion

Fashion Divided into:Haute Couture, Ready-To-Wear, CruiseElegant and exclusive fashion, black and whiteIconic LBD and tweed suits

Product Segmentation- Shoes

Shoes Iconic and elegant models; Iconic white with black toe

Eyewear

Divided into:Sunglasses and OpticsOversized sunglasses with logo on sideClassic shapes, black and white

Jewellery and WatchesFine jewellery collection divided per sign: Ultra, Cométes, Matelassé, Camélia, Mademoiselle, Elements de Chanel, CocoCostume jewellery:Collection, Pre-collection, Cruise

Watch collection divided by model:J12, J12 Exclusives, Premiere, les Intemporelles de Chanel

Product Segmentation-Jewelry

Product Segmentation- Watches

Leather goodsDivided into:Bags, Small leather goodsQuilted leather, gold and silver chainsIconic 2.55 bag with shoulder strap

Product Segmentation- Bags

Fragrances and BeautyLong history in fragrances; Iconic Chanel No. 5Divided by scents female vs. male:Fragrance and Bath & Body

Cosmetics divided in:Face, eyes, lips, nails, accessoriesPrécision skincare line: Cleansers, masks, body care, hydration, anti-wrinkle creams

Product Segmentation- Fragrances

• NO.5• CHANCE• ALLURE• ALLURE SENSUELLE• COCO• COCO MADEMOISELLE• NO.19• CRISTALLE---------------------------------------• ALLURE HOMME• ALLURE HOMME SPORT• ALLURE HOMME SPORT BLANCHE• ANTAEUS• PLATINUM EGOISTE• POUR MONSIEUR

Product Segmentation- Beauty

• Face• Nails • Eyes• Lips• Body

Sports Brand extension into sports equipment

More Chanel Divided into:Collection, Pre-collection, CruiseRich and extravagant accessories

Brand Perception MapLUXURY

FASHION

CLASSIC CONTEMPORARY

Claudio Diniz

EDUCATION

2009 University of the Arts London, London College of Fashion, UK

Extension Course The Design and Branding of Luxury

2007-2008 FAAP Business School, Sao Paulo, Brazil

MBA in Luxury Brand Management

2007 ESSEC Business School, Paris, France

International module MBA Luxury Brand Management

1990-1994 Universidade Gama Filho, Rio de Janeiro, Brazil

Accountancy

2004-2006 Brazilian Sommeliers Association, São Paulo, Brazil

Extensive courses in wine

Claudio DinizProfessional Experience

2002 - 2008

Diniz Eventos Ltda., São Paulo, Brazil

Owner/Director

2006 - 2008

Sampa Post Magazine, São Paulo, Brazil

Columnist and responsible for finances and advertising

Expatriate magazine 1999 - 2002

Inn or Out Catering Ltd., London, England

M&H Catering Ltd., London, England

Free lancer in organzing events

1996 - 1998

BKR Auditores e Consultores S/A, Rio de Janeiro, Brazil

Senior Auditor

1994 - 1995

Walter Heuer Auditores Independentes, Rio de Janeiro, Brazil

Semi-Senior Auditor

Claudio DinizContact:

[email protected]

+31 6 24334545

My Blog on Luxury, Fashion & Lifestyle Professionals:www.claudiodiniz-claudiodiniz.blogspot.com

Thanks!

mailto:[email protected]

Chanel

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