Research on the Brands Marketing Strategy of Chanel
DOI:
https://doi.org/10.54691/bcpbm.v20i.1022Keywords:
Chanel, Luxury brands, 4P, Marketing strategy.Abstract
Chanel is in the upper-middle class of luxury brands. Chanel’s brand values include humanity, uniqueness, and inclusiveness. And it has a long history, which is important to show the female’s power. Moreover, it has created many successful marketing cases, such as Chanel No. 5 perfume’s marketing. But in the current epidemic, Chanel’s interests are affected. This paper will mainly analyze the main marketing strategy of the world’s top luxury brand Chanel, including its product strategy, promotion strategy, distribution strategy, and so on. Then find out its shortcomings and provide solutions for them. These can help Chanel to search for better development during the epidemic period. Additionally, this paper will mainly analyze customers’ perspectives, closer to their deep needs.
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