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Case Study Of Chanel's Marketing Strategy

969 Words4 Pages

Chanel has the opportunity to expand to selling apparel products online. The brand wants to stay exclusive, but they can still be an exclusive brand and sell products online. The prices of the products will stay the same, which means that the target market will still only purchase the products. A wide variety of customers can afford the small accessories, beauty products, nail polishes, and etc., but not everyone can afford Chanel apparel fashion products.
Chanel will be able to reach more customers by expanding their e-boutique. This includes customers who might live in an area that does not have a Chanel boutique nearby.
Chanel also has the opportunity to expand into more social media outlets, like Pinterest. Many Chanel items are pinned …show more content…

Customer service is a main value of luxury brands. Chanel could transpose their excellent customer service to their online stores through quality information and unique technology. One of Chanel’s specialties includes alterations. Chanel could implement an online dressing room application on their e-boutique. Chanel could create an application on their website that would allow customers to input their height, weight, and measurements on a virtual model. The virtual model would resemble the customer allowing for an accurate view of how the products would look when worn. The virtual dressing room would allow the user to make adjustments to the products. If pair of pants were too long, the user could choose to alter the pants to an appropriate length. Since the technology would use the users’ measurements, the alterations would be accurate. Chanel could also implement a live chat option for customers on the website. A live chat would make customers feel as if they are talking to a sales representative in the …show more content…

It is possible for Chanel to keep the same exclusive store image through their online store. To stay exclusive online, Chanel should create a subscription program for customers who shop in-store. Chanel can maintain their current online strategy, but allow current consumers to purchase apparel products online. When a customer purchases ready-to-wear products in a Chanel boutique the customer representative will ask for the customer’s email. An email will be sent to the user allowing them to sign up to purchase a wide variety of apparel products online. Allowing customers to purchase online will be convenient for customers who do not live near a Chanel

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