Chanel - Brand Extension

Creation of a Streetwear line in collaboration with Virgil Abloh from Off White (2017)

1. CHANEL
MARGAUX MARIN PIERRE ADRIEN FISCHER FARAH FOULARSEN

2. SLIDE
01
COMPANY
OVERVIEW

3. 1921
At the age of 71, Gabrielle re-opened
her couture house
1954
1971
«  May my legend proper and thrive. I
wish it a long and happy life »
Coco died on january 10th.
1910Gabrielle Chanel opens her first hats
shop at 21 rue Cambon
Mademoiselle Chanel unveils her first
fragrance, the iconic Chanel N°5

4. 1983
1993
1978
Karl Lagerfeld is appointed artistic director
of all the collection of Chanel
Fine jewelry collection
Creation of the first worldwide Ready
to Wear collection
1987Creation of the First Watch

5. 5
Brand Moodboard

6. Product Lines
BEAUTY JEWELRY
ACCESSORIES
FASHION BAGS
PERFUMES WATCHESSHOES

7. Price Range
Prix + +
Ready to Wear
240€
Bags
Leather
Goods
Shoes
Small
Accessories
600€
900€
3000€
4000€

8. 8
Distribution
No e-commerceFashion only available in exclusive stores Beauty & perfume sold in airport, e-commerce, spa, concept store, multibrand

9. Communication Strategy
PRESS/ DIGITAL

BRAND AMBASSADORS
DIGITAL AUDIT

10. Press
Digital
Press mostly used for fashion
communication
Social media intensively used
for beauty and fragrance

11. Brand Ambassadors

12. Digital Audit

13. PROBLEMATIC
Lack of engagement
The mark is not desirable anymore

14. Regain the glory of the past
Engage a new type of consumers
Bring a "cool" factor to the brand
OBJECTIVES

15. 15

16. SLIDE
02
MARKET
RESEARCH
STREETWEAR

17. Insight

18. Annual growth of 8% per year expected
Size
Sports and Swimwear in the US Market

19. BOF - 5/07/17
HIGHSNOBIETY - 8/02/17
DIGIDAY -
23/10/17
FASHIONISTA - 17/10/17
« J’aime cette idée de vêtements faits dans des matières
très riches, et portés comme du streetwear  »
KARL LAGERFELD - AFP - 08/10/15
Potential Demand

20. streetwear
Positioning
Classic
Luxe Premium

21. 2017 Collaboration with Supreme
Ready-to-wear mostly for men
Leather goods
Kids goods
Pop Up stores
Paris/Sydney/Seoul/Beijing/Tokyo/LA/Londres/Miami
20,2M 20,6M 7M

22. Artistic Director Kriss Van Assche
2017 collaboration with Bogarde Bikes
SS18 Collection streetwear accessories
Desire of reinvention and preservation with ‘90 influence
17,8M 16,2M 8M

23. Streetwear Collection AW17
Ready-to-wear oversized
Triple-S sneakers

Kids goods
4,7M 1,2M 700K

24. Potential Demand

25. SLIDE
BRAND
EXTENSION
Concept
Marketing Mix
Launching Strategy
SWOT analysis
03

26. 26
SIMPLICITY YOUNGELEGANT

27. 2727
TRENDY YOUNG URBAN

28. OFF-WHITE c/o VIRGIL ABLOH™ 

Defining the grey area between black and white
as the color Off-White™
Concept
Thanks to Chanel know how and
craftsmanship, an innovative collection is
launched influenced by the 90's American
streetwear.

29. “STREETWEAR”
VIRGIL ABLOH™ C/O
DESIGNED BY

31. SLIDE
LAUNCHING

32. 32
Mirror room - Immersion - Mapping Video - Share on social media - Live Street Art
STREET (n.f) playground for
brands breaking the codes

33. 10 billion $ in sales
Short term, unexpected, limited edition products
Creating a memorable, exclusive and photogenic,
instagrammable experience
Bring a "cool" factor to the brand and builds a loyal
clientele
$25,000 a month in Soho NYC
Create content for social media and then
engagement
Pop Up Store
Create content for social media and increase engagement
"SEPTEMBER" "NYC""ONE SHOT"

34. Just like the teasing for the
collaboration between Nike and Virgil
Abloh we will create buzz.
Via Virgil's social media accounts or
friends influencers we will create desire
for consumers.
The strategy is simple, Chanel and
Virgil Abloh will offer pieces from the
collection to personalities with a large
audience on social media.
This never seen before strategy for
Chanel will bring them a "cool" factor.
Influencers
Communication Buzz

35. Objectives KPIs
Exposure, Scope of the
action towards the target
Generate visibility for the
collection towards millenials.
Estimation of the scope of the
message against potential.
Create Buzz
Instagram 300-350K
Recognition / Purchase
intention
Generate qualified visibility
Generate visibility and impact via
traditional and social media
Visibility via Social Media,
Impact Media 75%
Generate engagement Generate visit and act of purchasePop Up Sold Out
Objectives & KPIs

36. Swot Analysis
STRENGHTS WEAKNESSES
OPPORTUNITIES THREATS
Men and women market - innovative
Millenials market
Buzz
Virgil Abloh's influence
Urban community
Chanel Power
Strong Trend -Movement
Popular movement of luxury brand
Loss of brand identity
Cannibalism by Virgil Abloh

37. CONCLUSION

38. THANK YOU