Chanel Communication Strategy

Chanel is a retail chain French luxury fashion house brand. Pierre Wertheimer and Coco Chanel founded the retail luxury fashion brand in 1910. Today, we’ll discuss Chanel communication strategy or Chanel marketing communication strategy; and the elements involved in the integrated marketing communication strategy of Chanel; advertising, direct marketing, digital marketing, personal selling, public relations, and sales promotions; as brand communication strategy examples.

Products and services of Chanel

  • Watches
  • Makeup and skincare
  • Colognes
  • Ready-to-wear
  • Haute-Couture
  • Wine
  • Perfume
  • Jeweler
  • Accessories

Owners of Chanel

  • Gerard Wertheimer
  • Alain Wertheimer

Statistical facts and figures of Chanel

  • Annual revenue – 17.2 billion USD (2022)
  • Operating profit – 5.776 million USD (2022)
  • Employees – 28500
  • Network – 500+ boutiques

Top competitors of Chanel

  • L’Oreal
  • Hermes
  • Ralph Lauren
  • Burberry
  • Gucci
  • Michael Kors
  • Louis Vuitton
  • Prada
  • Armani
  • Harry Winston Inc
  • Hugo
  • Christian Dior
  • Zara

Chanel communication strategy would analyze elements like direct marketing, advertising, digital marketing, sales promotion, PR public relations, and personal selling as brand communication strategy examples. Here’s the integration communication strategy of Chanel as follows;

Chanel Communication Strategy

Let’s discuss the main elements of Chanel communication strategy or integration marketing communication strategy of Chanel as brand communication strategy examples; they’re as follows;

Advertising Strategy of Chanel

I-Luxury Brand Image

Chanel presents and maintains a luxury brand image in its advertisement campaigns. The luxury fashion house has been symbolizing timelessness, sophistication, and elegance for the past 110 years. In fact, the fashion brand has established a loyal database of customers with its classic fragrance no.5, Chanel suit, little black dress, clothes, and various other fashion accessories.

II-Exclusive & Status

Chanel has a strong commitment to building and maintaining an exclusive brand image in its advertisement campaign. The luxury fashion brand creates demand through an exclusive range of products. The company makes sure that only a limited number of customers have access to the exclusive range of fashion products; instead of everyone.

III-Celebrity Endorsement

Chanel collaborates with various fashion celebrities and hires them as brand ambassadors. Celebrity product and brand endorsement plays a key role in the company’s advertisement strategy. Since they have a mass public influence, it allows the company to amplify its market reach and strengthen its brand value.

Direct Marketing Strategy of Chanel

I-Multiple Media Channels

Chanel employs multiple media channels for the marketing, promotion, and advertisement of its products and brand. It includes top fashion magazines like Elle, Vogue, Harper’s Bazar, and Marie Claire; blogposts, digital media, social media, TV shows, radio, and print media. Running a marketing campaign on different media channels would help the fashion brand to amplify its market reach.

II-Personalized Customer Service

Offering personalized customer service is the key element of Chanel’s marketing strategy. It comprises providing fully customized products especially designed and fitted for every individual customer at its boutiques. The luxury fashion brand has a trained professional staff that has the expertise to offer customized fashion solutions relevant to the needs and demands of customers. The overall environment of the boutiques creates a memorable experience for customers.

III-Long-term Relationship

The objective of Chanel’s marketing campaign and fully personalized and customized service is to develop a long-term relationship with its customers. In order to build customer loyalty, the fashion brand offers support and engages with its customers.

Digital Marketing Strategy of Chanel

I-E-commerce Platform

In order to keep up with the growing technological trends, Chanel has set up its own online store and e-commerce platform to target online users. The company has designed its online store in such a way that it offers a seamless luxury shopping experience online. The fashion brand has paid significant attention to adding an aesthetic element to its digital platform.

II-Influencer Marketing

Chanel collaborates with various social media influencers to amplify its market reach and promote its products. While partnering up with influencers, the company makes sure that they streamline with the company’s aesthetic sense and brand values.

Sales Promotion Strategy of Chanel

I-Limited Edition

In order to create a buzz in the fashion industry, luxury and premium brand Chanel has launched a limited edition of fashion handbags, clothes, and accessories. The scarcity of the product and sense of urgency creates desire and product demand among fashion brand lovers. It allows the company to establish a brand reputation of exclusiveness.

Public Relations Strategy of Chanel

Chanel has a very clear PR policy and it highlights the luxury brand’s strong commitment to ethical sourcing of raw materials, reducing waste, and socially and environmentally sustainable. The fashion donates to various charitable organizations and invests it back into the community’s growth and development. As a result, it helps the company to build a positive brand image.

Personal Selling Strategy of Chanel

Chanel has established a network of over 500 boutiques in various countries worldwide. They are great places to directly connect with customers and sell its fashion products face-to-face; along with personalized and customized experiences. Personal selling of top-quality premium products and building relationships with customers help the company amplify the customer satisfaction level.

Conclusion: Chanel Marketing Communication Strategy | Chanel Integrated Marketing Communication Strategy | Brand Communication Strategy Examples 

After an in-depth study of the Chanel communication strategy; we have realized Chanel marketing communication strategy contributes significantly to its success. If you are learning about the Chanel integrated marketing communication strategy as a brand communication strategy example; then you should keep in mind the abovementioned elements; personal selling, digital marketing, direct advertisement, sales promotion, PR, and direct marketing.

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