I just realized that not like other store, in Chanel’s customer profiles, they put nationality as a required category. Not only focusing on the design itself, they are more likely to figure out who their customer is, what they are target market, how often different nation’s customers buy their products. For Chinese customer they may have different tastes than other countries’ people. The design style may appear changes since the luxury sales in China rose to $10.7 billion in 2010, a 14 percent growth compared to 2009, and became world’s second largest luxury market, after Japan, according to data from the World Luxury Association. Such as the Culture Chanel is an exhibition specially made for China in 2010.

The entry fee for the event is just 20 Yuan (approximately 3 Canadian dollars). Chanel focus on their target market, use the strategy to let more potential customers get to know their brand and become purchasers. Since china is more open to international trade and lower the national tax, not only Chanel the market in china, many luxury brand already step in Chinese market. But, overall Chanel did a great job and became second-most desired luxury brand after Louis Vuitton. Chanel not only open clothing store one after another, it also focus on developing the other products as well, perfume, hand bag…… As the Chinese population rate increase rapidly, in Vancouver, Chanel store hire several mandarin speaking sales particularly for the Chinese customer who can not speak English but willing to spend their money on their brand. You can find so many Chinese sales in HR.