Chanel’s Marketing Strategy
The rise of a fashion empire, Chanel, is all down to the cunning business acumen of the late Coco Chanel and her successful marketing tactics. Since she founded the company in 1909, the brand has grown from a small milliner’s shop in Paris to become a global powerhouse of luxury fashion, beauty, and perfume. Chanel’s marketing strategies have evolved over the years to keep up with the tastes and trends of the general public, and its current strategy puts it at the forefront of modern fashion.
Chanel’s dedication to supplying high-end fashion items has positioned it as a go-to brand. Its luxury status has branded customers and potential customers alike with the sense that by wearing Chanel, they are wearing the pinnacle of sophistication. This article will explore the key components of Chanel’s marketing strategy, from the use of influencers, to the clever incorporation of its own history into the current brand.
Celebrity Endorsement
The use of celebrity endorsement is one of the most effective methods of marketing employed by Chanel. By enlisting a diverse mix of glamorous and successful high profile individuals to represent their brand, they have been able to tap into their vast audience and gain maximum exposure. In 2019, the brand enlisted US pop sensation, Ariana Grande to star in their Chanel No. 5 campaign. This move saw a 22% increase in sales for the iconic fragrance and furthered their celebrity portfolio.
Aside from celebrities of the fashion world, Chanel has been willing to delve into other realms to find the perfect ambassadors for their brand. This extensive list of ambassadors includes Keira Knightley, Blake Lively, Nicole Kidman and even Nobel Prize winning author, Alice Munro. This diverse mix of celebrity endorsements has widened Chanel’s reach and allowed them to link their products to different lifestyles.
Social Media
Social media has become one of the most important tools for marketing for most brands, and Chanel is no different. By keeping up to date with the latest social media trends, Chanel has created an online presence that allows it to interact with its customers on a personal level. The most successful mediums utilized include Instagram, Youtube, WeChat and TikTok.
On Instagram, Chanel’s posts feature beautiful product images, fan art, and behind the scenes glimpses into their latest campaigns. This engagement with their customers helps create an emotional connection with the brand. It has allowed followers to witness the development of its marketing campaigns, which consequently has generated an increase in follower engagement.
In its WeChat and TikTok campaigns, Chanel has made use of influencers to reach far-reaching audiences. Through witty posts, Chanel has turned a younger demographic onto their luxury fashion and beauty products. This has enabled them to fully break into a new target market and promote their latest collections on a global level.
Incorporation of the Brand’s History
The whole ethos of Chanel has been built off the timeless designs created by Coco Chanel. By showcasing this heritage throughout their marketing campaigns, Chanel has been able to develop a loyal customer base and garner respect within the industry.
In 2019, a series of posters started popping up around Europe’s major cities. The “Happy Birthday, Mademoiselle” campaign was to celebrate the 130th birthday of Coco Chanel. This campaign saw sketches of Coco herself displayed as well as her famous quotes. It was also accompanied by an ‘Ode to Coco’ film, released on their youtube channel, to raise awareness of her great achievements and brand heritage.
This incorporation of the brands’ past has enabled Chanel to invigorate the loyalty of existing customers and intrigue potential new customers.
Retail Strategies
Chanel has crafted a strategy that allows it to remain ahead of its competitors while maintaining a cohesive brand identity. Through the use of a blend of both physical and digital presence it has maximized retail opportunities and extended its reach.
The luxury brand has incorporated physical boutiques within high-end airports, department stores, and relevant boutiques. They also have a presence online, selling a vast range of products via their own website. They also have a strong partnership with Farfetch, where consumers can purchase items directly from the source.
By incorporating a combination of clever marketing tactics, Chanel have been able to continue their legacy as a top-tier luxury fashion house. From the clever use of social media, to the incorporation of the brand’s history, Chanel has grown from a small milliner’s shop in Paris to become a worldwide shopping phenomenon. Their diverse and effective marketing strategies have allowed them to maintain a positive relationship with their loyal customers, as well as reach out to new potential customers.
