How should Chanel engage with younger customers
-
Upload
diana-sherling -
Category
Documents
-
view
318 -
download
0
Transcript of How should Chanel engage with younger customers
1
Good morning
I’m going to take you through…
Luxury brands are conceptually different from mass brands and require a different
approach to brand management
They present a ‘way of living’
Luxury consumers are looking for "intimacy, meaning, story, quality, provenance and a true sense of wonder”
Tom Savigar of The Future Laboratory
Consumers want to be immersed in extra-ordinary experiences to really live the brand’s philosophy and brand beliefs through eliciting
emotional connections
Luxury brands need to extract sensations, emotions or cognitions
that connect consumers in a personal, memorable way.
As passion and dreaming are as important as functionality
The ultimate challenge of heritage brands, like Chanel is to
Reinvention Relevance Innovation
Coco Chanel’s philosophy, vision and design are as revolutionary and
relevant today“It’s about constantly sourcing in the archives of la
maison to create products that are true to the lifestyle of Coco Chanel. It’s about the evocation of a world clearly defined with a consistent voice that engage consumers, and educate them about the
exceptional history of the brand”
http://www.luxurydaily.com/chanel-reinterprets-tweed-to-share-codes-with-aspirational-consumers/
Keeping Chanel relevant for today
12
For today’s ‘youth’ generation
13
14
are the biggest economic growth segment now and the most influential
on media today
15
That haven’t been brought up in luxury, but want to be educated and
consume luxury goods
Creation and design
Justify the price tag
From Icon to ‘I can’Inclusive exclusivity
16
Luxury brands need to educate them and celebrate their heritage, but in new
ways
17
Without alienating our core customers, we need to also be relevant for our new generation
Traditional Consumer
Older and wealthy
New Consumer
New generation of young, affluent, global
consumers
18
With a combination of traditional and new media
19
Traditional fashion media will always be the cornerstone of Chanel’s
channel mix
TV
Print (mass/niche/ipad)
Sponsorships
Celebrity EndorsementFashion show
But for our millennial audience, the digital experience is really key
“If you want to increase your brands’ value, loyalty and desirability, you need to start entertaining them”
Basil Farano, CEO Fresh Concept Lab
“I’m not sure it’s a commercial need,”
Bailey blurts out. “It’s about staying
connected.” The E-master nods. “Brands are more and more
multidimensional,” “It’s about an
experience as well as buying a product.
And I think what we’ve found is the more
we entertain, the more we allow people into our
brand. Then maybe one day they’ll buy. And
then . . . who knows?”Vogue, March 2011
23
Digital media has had a significant effect on democratising luxury fashion
Burberry’s tweetwalkBy accessing a previously closed world
25
So, how can Chanel further inspire our Millennial audience in media?
26
Maximise technology at every step to enhance their omni channel
shopping experience
Maximise content to commerce to bridge 2D to 4D
Brand content brings the brand story to life through story telling
• Visual story telling – from short films to instagram
• Behind the scenes personalities behind the brand
• Cross polinate promotions between social networks and ecommerce from owned platforms
While social content creates wider network reach
• Social earned content strategy creates film, photo or poll content to engage, drive product exploration, generate shares and opt-in.
• Wrap social and mobile product in exclusive fan-only, limited-edition or limited time
Blogger content re-imagines authenticity keeps Chanel cool and
relevant• Online accessibility has
been cited to degrade luxury’s exclusivity, while savvy bloggers showcase their mix of copy cat, street and high end fashion supposedly erodes the authenticity of luxury.
• Exclusivity is now being in the know, cooler and more aspirational
31
Illustrating real stories with real style-makers
32
While sponsorships, media and retail collaborations are key to
exposing a wider, fashion audience
So, for Chanel to appeal to the younger generation they could
1. Maximise the role of digital content to engage with a younger audience, enrich the brand experience and enhance the phygital shopping journey with mobile and tablet.
2. Tell ‘Chanel’s life stories’ through brand content socialised to demonstrate how Chanel’s approach to life connects with all women today.
3. Engage with bloggers and tastemakers to re-imagine Chanel’s relevance with activation.
34
Coco Chanel’s philosophies are poignant today… it’s just embedding
them in today’s culture to stay relevant tomorrow
Thank you so much for you time.