Luxury branding: the case of Chanel

Sugimoto, Kana; Nagasawa, Shin’ya

doi:10.1108/ijqss-04-2017-0039

Cited by 4 publications

(4 citation statements)

References 2 publications

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“…The business model is to combine internal and external factors to form an efficient operation system with unique core competitiveness, so as to achieve the best interests of customers. The rapid development of business models has an important relationship with the advancement of technology, the rise of the Internet, and the rise of e-commerce [ 8 ]. The speed and tolerance of consumers accepting new things make many companies adjust their corporate and brand strategies at any time, trying to continuously meet the sales hot spots in the market through efficient design and operation of management activities.…”

Section: Design Methods Of Brand Business Model Based On Big Data And...mentioning

confidence: 99%

Design of Brand Business Model Based on Big Data and Internet of Things Technology Application

Yao¹

2022

Computational Intelligence and Neuroscience

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Appropriate business models are very important for enterprises. With the advent of the new century, the rapid development and application of technologies such as the Internet of Things and big data have become more and more widely used, which provides great convenience for people’s daily life. With the rise and development of the Internet of Things and big data technology, human work and life have become easier and easier, and it has also greatly changed human production and development. Under the fierce market competition, enterprises pay more and more attention to the independent research and development capabilities of their own brand products. With the rapid development of the Internet age, the status of brands in the improvement of business models is also increasing. The brand business model design must not only meet the ever-changing market consumer demand but also conform to the ever-changing fashion trends. The article briefly analyzed the development and application of the Internet of Things and big data technology and optimized the design method of the brand business model by using big data technology in design of the brand business model. On this basis, a decision support method for a brand business model based on a data warehouse was proposed to achieve scientific, efficient, and accurate brand product development. In order to understand consumers’ consumption habits and awareness of brands, the article randomly selected 400 people to conduct a survey. It was found that 45% of male respondents preferred commercials with simple and elegant colors; 38% of female respondents preferred commercials with minimalist styles. Modern consumers are mainly pragmatic, and the design of brand business models should be developed in this regard.

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Section: Design Methods Of Brand Business Model Based On Big Data And...mentioning

confidence: 99%

Design of Brand Business Model Based on Big Data and Internet of Things Technology Application

Yao¹

2022

Computational Intelligence and Neuroscience

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“…The review is based on “Luxury branding: the case of Chanel” by Sugimoto and Nagasawa (2017). This case study and literature review demonstrates how non-luxury businesses can extrapolate generalized lessons from luxury brand giant Chanel, to create their own long-term brand value by developing a core of innovative, iconic, and recognizable products for their market.…”

Section: Commentarymentioning

confidence: 99%

“…A case study and literature review by Sugimoto and Nagasawa (2017) explores the feasibility of a luxury brand strategy being deployed by non-luxury businesses, so that they can build their brand value to elevate and strengthen their longevity in the marketplace. Specifically, the two iconic products of the brand Chanel will be used to extrapolate strategic lessons because, of all the luxury brands, Chanel’s strategy was deemed the most universally applicable to wider businesses.…”

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confidence: 99%

Sustain your profits using Chanel’s strategic brand secrets

2018

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Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings This case study and literature review demonstrates how non-luxury businesses can extrapolate generalized lessons from luxury brand giant Chanel, to create their own long-term brand value by developing a core of innovative, iconic, and recognizable products for their market. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

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“…Chanel's renowned iconic fashion designs are such as the Little Black Dress and the Chanel suit [1]. With such glamourous inventions, among other incorporated strategies, Chanel still manages to be one of the top global luxury brands even one hundred years after its founding [2]. Some of its products, such as Chanel No.…”

Section: Introductionmentioning

confidence: 99%

The Analysis of Chanels Marketing Strategies

2023

AEMPS

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The fashion and luxury industry dates back to the nineteenth and earlier centuries. Today, the industry is a multibillion enterprise involved in producing, marketing and selling various products. These include clothes, shoes, jewelry, accessories and luxury goods. Many companies have grown and developed within this industry over the centuries. One of the iconic and renowned luxury brands is Chanel company. This paper will focus on Chanel's marketing strategy, paying attention to aspects of its production line, pricing, market share, and marketing strategies, such as advertising, among other elements. This research will help gain insights into different aspects of the company, especially its role in becoming one of the brand leaders in the fashion industry. The research can provide insights into brand positioning, marketing mix, consumer psychology, and other factors contributing to its success. The research will employ primary and secondary data sources, such as the analysis of company financial and marketing reports and a review of relevant literature. The paper will also use comparative analysis by looking at earlier trends and cultures that have helped shape the fashion industry and the Chanel company. This paper finds that Chanel's marketing strategy is carefully analyzed to differentiate itself from other brands and secure a sizeable market share. Looking at some of these aspects of its differentiation will provide insights into its successes and market domination.

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Luxury branding: the case of Chanel

Cited by 4 publications

References 2 publications

Design of Brand Business Model Based on Big Data and Internet of Things Technology Application

Design of Brand Business Model Based on Big Data and Internet of Things Technology Application

Sustain your profits using Chanel’s strategic brand secrets

The Analysis of Chanels Marketing Strategies

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