When it comes to “CHANEL”, even in the case of male customers who have a limited knowledge or interest in fashion they are nevertheless aware of the brand. Chanel’s visibility and popularity resides in its appeal to the imagination; this appeal has been carefully designed or concocted by the company. Up until now, Chanel has prevailed for nearly a century. “Chanel represents a kind of style, a unique style of enduring”. Coco (one of the perfume) possesses a searching spirit, a set way of viewing the world, a dignity that is untouchable. Advertising has thus created a certain personage for Chanel. The Chanel Lady has ‘nothing in common with romantic heroines doomed to be martyrs to love’ and ‘more than anything values her hard won freedom, a freedom she defends at every turn’. Chanel Lady’s personality and emotional direction and strength drive the brand’s essence.
Why do people fall in love with the Chanel brand? Why is the brand so trusted? There are two main marketing strategies which have secured Chanel’s success.
Chanel has mastered the customer’s psychology but also devotes attention to finely packaging its products. For example, in order to meet the increasing demand of the customer, a successful business enterprise will invariably open a few upscale fashion shops and trendy boutiques in a certain area which allow customers try their product in a relaxed and comfortable environment. The key to Chanel’s success is not only selling a product but also selling its concept of beauty and feminine makeover.
