Analysis on the Marketing Strategy of Chanel
DOI:
https://doi.org/10.54691/bcpbm.v21i.1257Keywords:
Chanel, luxury, fashion, marketing, spendingAbstract
Chanel’s French legacy enables it to strengthen its reputation and remove past problems. It should pursue middle-class adult women for their high luxury consumption ambitions, and return to its pre-pandemic marketing expenditure levels to beat the high profiles, diversity, firmness, and discrete distribution approaches of key rivals Dior, LVMH, Gucci, and Burberry. The traditional store should keep giving the best client experiences, although Chanel’s online store ought to be developed to properly market its sub-brands. Celebrities Han So Hee and Zendaya Coleman must be the brand’s ambassadors given their rich talents and strong online presence. Dedicated pop-up shops and hosting holiday stays for public consumers should be Chanel’s best experiential activation tactics going forward.
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References
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