Chanel Experiential Concept Store
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Transcript of Chanel Experiential Concept Store
Experiential Concept Store
Laura Grosdemouge - Alexandre Mevil-Blanche - Simon Leloup - Sara Saber - Stephane Saint-Denis
AGENDA
I. About Chanel II. The Context III. Objectives IV. Solution V. The Target VI. Concept Store
About Chanel
1910: Opening of the first boutique « Chanel Modes » 21 rue Cambon, Paris
1921: Launching of « Chanel N°5 »
1926: Creation of the « Little Black Dress »
1932: First high jewellery collection “Bijoux de Diamants”
1939: Closing of the « Chanel house » before WWII
1954: Reopening of the « Chanel House »
1971: Coco Chanel die
1983: Karl Lagerfeld take the artistic direction of the brand
1987: Creation of “Chanel Watch making”
1990: Creation of the Jewelry Boutique in Place Vendome
BRAND HISTORY
Timelessness Sophistication and elegance
Romanticism through Story telling Classic
Exclusivity Interlacing of masculine and feminism
Lightness Movement Liberty
VALUES
The Context
Consumer behavior has substantially changed in the past few years - and will continue - in a society where technology and internet is omnipresent
The BtoC way of doing business has completely morphed
It is highly important for Chanel Inc. to adapt to this constantly evolving environment
Objectives
Show the compatibility between Chanel values & history in the new technology era
Maintain its top player position in luxury in the next generations to come
Keep a visionary attitude Conceptualize the core essence of the Chanel brand and
strike the emotional chord that will become our concept store
Solution
Open a highly experiential concept store which can be easily replicated in other major cities
The Targets
Core Targets Core 1: Influential people aka VIPs: magazine editorialists, bloggers, celebrities, fashionistas, press relations Core 2: Wealthy women 35+
Secondary Targets Males, tourists Mass public – for notoriety purposes
Chanel Concept store
Location The Store General Atmosphere
Location: Sky View
Location: Angle View
THE STORE
GENERAL ATMOSPHERE FRAGRANCE
BEAUTY & CARE WATCHES & FINE JEWELRY
FASHION VIP ZONE
« 90% of what we remember is what we do » Edgar Dale’s Cone
GENERAL ATMOSPHERE Store designed by Peter Morino 2 levels :
1st floor – Experiential 2nd floor – Boutique
4 main departments : 2 Cosy places : Karl Lagerfeld library & champagne bar
Purpose : Keep the main aspects of traditional Chanel atmosphere depicted in the rue Cambon store into the new digital world
Senses Dominating colors : Black – White – Gold / Beige Smell: Light wooden ash notes Sound: Soft background music changing in each department
Facilitators: Ipad strategically placed close to the stairs and the entrances of new spaces, but also employees in every selling & experiential rooms
FRAGRANCE BAR
Smell Sight DIY Interaction
Dome detaining flavours at hand level Fragrance specialists Wood walls Ipads displayed along the walls, with the descrip5on and specifici5es of the dome you face Beyond the wall, you can create your own perfume with the help of noses
BEAUTY & CARE
Sight DIY Interac5on
Experiential Level
Specific Experiential animation for one of core products: The Red of Chanel
The First step will be to get your make up application by a Chanel expert
The Second step will be to go inside our unique Photo booth where you can choose your background in order to get your own Chanel Polaroid
Beauty and make-up advice by professionals
Free live tutorial with experts & Samples distribution
Experiential Level
Boutique level
WATCHES & FINE JEWELLERY
Sight Interac5on Hearing Smell
La Chaux-‐de-‐Fonds, Suisse
Inspiration
ATMOSPHERE Feeling: fusing elegance, timlessness and technological prowess Design: after Coco Chanel’s boutique at Place Vendome, Paris Sound: tick of an old clock
DISPOSITION Craftmen in Watches on the right side Craftmen in Jewelry on the left side
EXPERIENCE Witness how watches & fine jewelry are crafted Repair your Chanel WFJ instantly Customize your watch – “VIP” perk Engrave your name or words on newly acquired Chanel pieces
x6
Experiential Level
Boutique level
Aim: buying process
Customers: have been through the experential level
Facilators: Staff + Ipads
Wall: dark brown, beige and gold
Mirrors: visualizing the watches
Touch: Louis XV limestone fireplace
Ceiling: chandelier hanging
FASHION
Sight Interaction Hear Smell DIY
Implementation of a fully immersive, digital fashion show
All Chanel fashion show in hologram and broadcasting during full day
Experiential Level: Holographic Fashion Show
In this area, people can experience the creation of a hand made bag From a tactile pad they can choose the model of their bag and the raw material
they would like to use A member of the staff will then present them the different resources at their
disposal and allow them to touch it, smell it, and experience it
Boutique level: Bag Workshop
The little Black Dress
The little Black Jacket
Boutique level
Offer to customer an interactive quality experience
Facilitating the decision of purchase
Tool for size recommendation (supply wise and precise advice concerning the adjustment of clothes in every morphology)
Boutique level: Fashion Experience
VIP ZONE
Sight Interaction Hear
The VIP zone is specially designed for the most important and wealthy customers of Chanel
This space will host the private & unique collections of the brand emphasizing on the service to customer, with an important number of personnel ready to satisfy any of their wishes
VIP Zone
VIP customers will get access to a private lounge where they rest in complete peace after their shopping session
They will also get a privileged access to the Champagne Bar
VIP Zone
Cosy place
Interaction Sight
Library Champagne Bar
Taste Sight Hearing
Karl Lagerfeld library
Champagne Bar
Outside Interaction
Projection about Coco Chanel
Conclusion
The concept store will allow them to build a marketing ploy
From this concept store a real viral marketing strategy will be created
Chanel will position themselves as a luxury digital brand
Thank you
Questions?
Annexes
Fashion department -‐Hologram -‐Workshop studio for clothes and bag personaliza5on
Jewelry & Horlogy department
Make-‐up & Care department -‐Face Pain5ng : Make-‐up stand -‐Mini-‐care with small samples
Perfume department -‐Fragrance Bar
Cosy place – “Karl Lagerfeld” Library Cosy Place – Champagne Bar
Elevator Stairs
First floor : ExperienLal Level
Fashion department -‐Virtual FiNng room
Jewelry & Horlogy department -‐Jewelry and watch Exposi5on
Make-‐up & Care department -‐Make-‐up and care products
Perfume department -‐Perfume shop
Cosy Place – Photo exhibiLon (Karl Lagerfeld)
Cosy Place – Champagne Bar
Elevator Stairs
Second floor : BouLque Level