Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
Series Vol. 58 , 20 November 2023
Open
Access | Article
Study the Cultural Value and Marketing Strategy of Luxury Brands -Taking Chanel as an Example
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Abstract
"Fashion changes, but style endures." - Coco Chanel. Chanel is an extraordinary luxury brand with a rich history. Throughout its evolution, the brand has exhibited traits of uniqueness, inclusivity, and human touch, resulting in the creation of iconic products that embody the brand's culture and allure. This article delves into Chanel's diverse product lines and provides illustrative analyses of select products to illuminate their significance. Notably, the N5 series serves as a prime exemplar. Moreover, this paper adopts a customer-centric approach to delineate the consumer demographics that resonate with Chanel's offerings, aiming to fathom their underlying desires and preferences. The analysis delves beyond the surface to uncover the profound needs and desires of the customers, fostering a deeper connection between the brand and its clientele. Furthermore, a comprehensive evaluation of Chanel's online and offline marketing strategies is undertaken, uncovering both strengths and weaknesses. By identifying the areas that require enhancement, this research aims to provide actionable solutions to fortify the brand's marketing endeavors. In this context, the strategies can be optimized to adapt to the challenges posed by the global epidemic scenario. In light of the prevailing global circumstances, these insights and strategic recommendations are poised to empower Chanel to navigate the ever-evolving luxury market effectively. By embracing its heritage while adapting to contemporary dynamics, Chanel can reinforce its position as a symbol of enduring style, resonating with both existing and new generations of fashion enthusiasts.
Keywords
Chanel, luxury brand, marketing strategy, digital power
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
- ISBN (Print)
- 978-1-83558-207-7
- ISBN (Online)
- 978-1-83558-208-4
- Published Date
- 20 November 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- Copyright
- 20 November 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited