Analyzing The Organization, Its Markets, Customers And Product

Eventually, however, that sales website was also removed, and replaced with content persuading domain visitors to buy genuine Chanel products instead of the fakes that had been sold from the domain in the past (LeatherMoon.com, n.d.). Evidently, the managers at Finer Bags did not realize that honest thieves are still thieves.

Chanel is one of the most prominent fashion brands, their cosmetic line is one that follows the brands positioning in the market, due to this it associated with being high end and luxury. This positioning has been influenced by the associations that consumers make between the brand and the founder Coco Chanel as well as drawing associations from haute-couture fashion as well as aligning the brand with the likes of the fashion scene (Chanel 2013). This brand has been positioned to exude luxury, perfection and quality and with associated high prices and simplistic but sophisticated packaging this has enabled the brand to be positioned as a high-end luxury brand (Chanel 2013).

A. Chanel No. 5 is one of the most prestigious scents in the world (J. Baughman (Ed.), 2001)

Though one must first look back at what lead to Karl Lagerfeld becoming part of the House of Chanel, and bringing it into the modern age.

CoCo Chanel had many achievements in the fashion world. This was brought forth by her creative leadership. CoCo was an orphan and originally learned how to sew there. She created a product that was attractive and desired. CoCo managed to be a wealthy businesswoman in a time where there were few opportunities for her to succeed. CoCo Chanel had enough confidence in herself to rely on her own judgement. This can be to blame for her success. CoCo was a leader instead of a follower. She did this by leading women away from impractical clothing (corsets), and instead introduces clothing that emphasized comfort, functionality and high style. CoCo used these skills and others to break through the male barrier in women's fashion. She is also responsible

Coco Chanel was born Gabrielle Bonheur Chanel. She was born in to a poor family even though later in life she tried to deny that fact. Struggle was a large part of Chanel’s history from losing he mother at a young age to living in multiple convents as a child, and even the fact that her faction line was completely interrupted by World War two. Threw all of the hard ships she was still able to make a success of herself and these events only serve to highlight her grand achievements. Chanel the brand which is still renowned to this day was created in the post- world war one women’s liberation. Women of that time where greatly restricted in movement do to the popularity of the corset. Binding Women for the sake of style would end with Coco Chanel’s line of casual and beautiful clothing. Eventually Coco would extend her line to include handbags and perfume to try

The look became very popular among women who also believed the corsets were old fashioned and impractical. By now she became a fashion force to be reckoned with. Chanel became a fashion icon with her short bob haircut and golden tan skin putting her as the leader of modern style. In 1922, Coco released her most loved fragrance “Chanel No.5” which is still very popular today. In 1924, Pierre Wertheimer became her business partner, taking on 70% of the fragrance business. In 1925, Coco launched her signature cardigan jacket and the next year she released the legendary little black dress. Both of these items continue to be an important part of her collection. During World War II, Coco was a nurse, her post-war popularity was greatly taken away after a scandal so she moved to Switzerland to escape the controversy. However in 1954, she got back into the fashion industry when she returned to Paris and took on Christian Dior’s

A well-known actress Gabrielle Dorziat became friend of Coco and began to make hats for her to wear in the theater of Paris. Gabrielle was very amazed with the hats were of straw and turn up on one side then Dorziat decided to model the hats for photographs in “Les Modes”. Gabrielle then purchased the first Chanel suit that was a sailor blouse and a long skirt this combination made a very big impact and changes in her lifestyle that everyone wanted to be like her and appear wearing the best fashion in those days. It was also said that because of the outbreak of war many other stores were closed and then the people found out that Chanel’s shop was only one open and many ladies began to go there and shop. She was selling dresses for 3000 francs and started to hire personnel to help her and with three hundred people at her disposition she was able to repay the loan that Arthur Capel had gave to her he was very surprised. Meanwhile her fame was spreading one of her dress collection was copied by America. In October 1919 Chanel was registered as a luxurious store and had to move to another place and began to expand her business

Chanel started in Paris, France in the year 1910 the brand did not take off until her release of Chanel No.5 in 1921. Coco Chanel the owner revolutionized the way women presented themselves, she also paved a new way for fashion. Chanel introduced

As previously stated, Coco opened her first boutique in 1910, Located at 21 Rue Cambon, Paris. As her fashion started to take off, she opened a second shop in Deauville, France. At this time Coco was employing over 4 000 individuals as designers and retail assistants. By 1915, Coco had established a strong and positive reputation in the fashion world. Her chain continued to expand, she gained more clientele, and her name continued to grow.

At the start of World War II Chanel first business obstacle occurred when she closed her shops. As briefly stated, Chanel became romantically involved with a German officer, this caused a major impact on her image and brand. Many years later Chanel was in competition with Christian Dior, also known as a French fashion designer. During Dior opening Chanel was 70 years old and begin facing new obstacles. Metmuseum.org states, “The designer faced challenges in this endeavor: securing finances, assembling a new staff, seeking out new fabrics, competing at age seventy against a new generation of designers (Krick, Metmuseum)”. Stated before Chanel comeback hit back within 3 seasons. She renewed her classic looks, and reworked her fashion designs

Chanel is geographically placed in these locations because of the foot traffic, expensive real estate, and purchasing power surrounding these cities. Currently, Chanel is estimated to be worth $1.8 billion and has a market share of .8%.

Legend. Coco Chanel once declared, "Legend is the consecration of celebrity," and no other fashion designer in history has exceeded either Chanel's celebrity or her legend. She was a fiercely independent lover of dukes, industrialists, and artists; a confidante of many of the creative geniuses of her day—among them, writer Jean Cocteau, painter Pablo Picasso, ballet impresario Sergei Diaghilev, and composer Igor Stravinsky; and a self-created image of the free-spirited "new woman" of the 1920s. Through

Some of the most notable brands are: Donna Karan, Marc Jacobs, Louis Vuitton, Bvlgari, Moet and Chandon, Veuve Cliquot, Hennessy, Parfums Christian Dior and Sephora. In 1987, Louis Vuitton merged with Moet Hennessey resulting in Louis Vuitton Moet Hennessy (LVMH). The fashion house of Louis Vuitton was established in 1854, Moet and Chandon dates back to 1743 in its inception, and

Chanel started its business in Paris in 1909 and opened outlets in different countries for example, opened a boutique in 1913 in France, and it becomes one of the largest fashion brands in the world. It has produced clothing, footwear, handbags, cosmetics, fragrances and jewelries1 which are shopping goods. The characteristic of Chanel’s products are audacious, perfectionist, unique, passionate and visionary2. Chanel has won few FiFi awards which is a popular award in fragrance market between 1973 and 2006. Although Chanel is a well-known brand in the fashion market in the world; it still has some strong competitors to compete with it for example, Escada and Anna Sui.