Zhangzhou Institute of Science & Technology, Zhangzhou Fujian, 363000, China
This report provides an analysis and evaluation of the world’s famous luxury brand Chanel, which based on the understanding of brand and brand strategies. The methods of analysis include the information found from articles, journals, books, the perceptions of 10 brand users and non-users by interviewing and own experiences toward this brand. Chanel is a very successful luxury in the world, which may be largely contributed to its founder Ms. CoCo Chanel and its right brand positioning, pricing strategies and channel strategies. Chanel has been labeled as a high-end fashion luxury brand, which is mainly target at the female market for more than hundred years. However, luxury products are confronting a downturn in the worldwide market since the economic crisis. Therefore, there are three practical brand strategies shown in the report, which aims to help Chanel sustain its top status in the luxury market, build a strong relationship with its customers and increase its brand equity.
Chanel, Brand, Luxury
Yang Ni. The brand analysis of Chanel. The Frontiers of Society, Science and Technology (2021) Vol. 3, Issue 3: 78-82. https://doi.org/10.25236/FSST.2021.030314.
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