Week 5: Developing a Global Vision

Chanel's Headquarters is in Paris, Franch. It was founded in 1909. When Alsin Wertheimer took over in 1974, he moved Chanel's  offices to the New York City in  1987.  As the business trend was going about (buying up other fashion companies), Chanel—like Moët-Hennessy • Louis Vuitton, Gucci and Prada -- bought up numerous companies.The House acquired Les Broderies Lemarié (a feather and flower craftshouse which provided embroidery for the haute couture industry), A. Michael et Cie, and Lesage.^[5] Chanel was also rumored to also buy the company Massaro. By 1996, Chanel bought gunmaker Holland & Holland.  In 2001, Bell & Ross was purchased (a watchmaker). The same year, Chanel boutiques offering only selections of accessories were opened in the United States. Despite merger rumors, Chanel continued to expand in the United States and by December 2002, it operated 25 U.S. boutiques. 2003 saw such an immense popularity of Chanel haute couture that the company founded a second shop on rue Cambon. Continuing an influence in the Asian market, the House of Chanel opened a new 2,400 square feet (220 m²) boutique in Hong Kong and paid nearly $50 million USD for a building in Ginza, Tokyo. As we see, Chanel continues its steps to expand its global vision, in the future, we can see a lot of Chanel boutiques over the world.

An example of social responsibility

It happened when I was a high school student. One day, I heard a news that our local book store was doing a promotion that every books in the store was 10% off, and it dued tomorrow. So I planned to buy a exercise book tomorrow. When I was checking out, I asked the seller if the book take 10% off. And she said yes. I paid for it and left the store. A few steps away the store, i met a friend, she also just bought a book from that store and it was 20% off. I can't help myself getting angry. As a cosumer, I have the right to know the fact. Then I came back to the store and argued with the seller. Even though I won, she gave me 20% off, I still feel sad. How come she do it?

Week 4: The Marketing Environment

The market competition is cruel, any brand or product to in the intense market based on even do very well, must have oneself of place, especially in the product. It means like every person should stand on his or her own two feet. Almost 90 years passes, Chanel Perfume is still popular today. I think because it has a very distinctive, conform to the market demand, and it is hard for competitors to copy. Chanel NO.5 in this respect played very prominent. If someone has ever uesd Chanel NO.5, she should  remember its scent since it is such stronger. Almost all the Chanel perfume became famous for its overdose in synthetic perfumery raw materials. While other high-end brand of perfume is in pursuit of real onto the fragrance of flowers, chanel perfume opposite, not trying to recreat the fragrance of flowers and make fragrance become beautiful ornate, magic, attractive, thus easily hit the target consumers shopping and enjoyment of psychology.

Advertising is the brand image and promoting sales of improtant carrier. Chanel has had many high-profile celebrities as spokesmodels. Chanel perfume advertising is alway very attractive. Terminal sales is brand, product and all the efforts to convert the value of the final hurdle, good terminal building helps product exhibition and sales. Chanel likes to set up its shoppes in high-grade department store, five-start hotel,etc.

As the marketing environment changing, Chanel sets its foot into the Asuan market. Such as the House of Chanel opened a new 2,400 square feet boutigue in Hong Kong and paid nearly $50 million USD for a building in Ginza, Tokyo.

The labels list of my clothes

Clothes:
1. Made in China
2. Made in Philippines
3. Made in Turkey
4. Made in Bangladesh
5. Made in Vietnam
6. Made in Indonesia
7. Made in USA
8. Made in India

Week 3: Ethics and Social Responsibility

"Always treat others as you would like to be treated."


Ethics refers to the moral principles or value that generally govern the conduct of an individual or a group. Thus, morals can be considered a foundation of ethical behavior. Ethical behavior is one of the elements of a company's success. From 1909 to now, Chanel has been operating for about 100 years. It is still a famous fashionable company in the world,  not only because of its products' novelty design, but also consider of the quality. As what  Chanel marketer Jean Hoehn said, "We introduce a new fragrance every 10 years, not every three minutes like many competitors. We don't confuse the consumer. With Chanel, people know what to expect. And they keep coming back to us, at all ages, as they enter and leave the market."  After reading many customer reviews, almost all of them give the Chanel perfume five stars.  Almost all the Chanel's products satisfy the custimer.  Now, Chanel is currently dealing with illega use of the double-C logotype on cheaper goods, especially counterfeit handbags and they have stated that it is a top priority of theirs to top the sale of counterfeit products.

Chanel operates over 200 Chanel boutiques worldwide. It supports a lot of job opportunities to the world wide; helps the society deal with the high unemployment problem. And it it going to open more. This activity can consider as its social responsibility is doing well.

Week 2: Strategic Planning

Strategic planning is the managerial process of creating and maintaining a fit between the organization's objectives and resources and the evolving market opportunities. In a word, it means to figure out what you need to do and doing on it. Since Parfums Chanel was formed, it brings a significant percent of profit for the company, more than its sales in other products. Up to now, Parfums Chanel still keeps its first seat in the perfume world, especially the Chanel No5. I think the reason is Chanel has successful strategic planning.  For example, in 1974, Alain Wertheimer, who took over Chanel, back in the U.S., revamped Chanel No.5 sales by reducing the number of outlets carring the fragrance from 18,00 to 12,000. He removed the perfume from drugstore shelves, and invested millions of dollars in advertisement for Chanel cosmetics. This ensured a greater sense of scarcity and exclusivity for No.5, and sales rocketed back up as demand for the fragrance increased.  Looking for a designer who could bring the label to new heights, he persuaded Karl Lagerfeld to end his contract with fashion house chloe.

Week 1: history and mission statement

Chanel Company was established by Parisian couturier Gabrielle "Coco" Chanel. Perfums Chanel is one of the products of the company that was found in 1924 by Pierre Wertheimer to produce and sell perfumes and beauty products.  Wertheimer retained 70% of Parfums Chanel, whike Bader retained 20%, and Coco Chanel a modest 10%. Coco was forced to operate her couture business apart from Parfums Chanel. Chanel No. 5 was the first fragrance from Coco Chanel, and has been on sale continuously since its introduction in 1921. It has been described as "the world's most legendary fragrance", and remains the company's most famous perfume. The company estimates that a bottle is sold worldwide every 55 seconds.

Chanel's management idea is "back to basics". Coco Chanel  wanted to create the most costly perfume in the world, attract people by its elegance and simple, and as such No. 5 relies heavily on jasmine. Her  intention in launching the scent was to give women a perfume with the scent of a woman rather than the scent of a flower bouquet.