Chanel – Brand Extension

ADRIEN FISCHER FARAH FOULARSEN

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

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

BAGS
PERFUMES WATCHESSHOES

+
Ready to Wear
240€
Bags
Leather
Goods
Shoes
Small
Accessories
600€
900€
3000€
4000€

available in exclusive stores Beauty & perfume sold in airport, e-commerce, spa, concept store, multibrand

AMBASSADORS
DIGITAL AUDIT

for fashion
communication
Social media intensively used
for beauty and fragrance

mark is not desirable anymore

of the past
Engage a new type of consumers
Bring a “cool” factor to the brand
OBJECTIVES

8% per year expected
Size
Sports and Swimwear in the US Market

– 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

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

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

oversized
Triple-S sneakers
Kids goods
4,7M 1,2M 700K

analysis
03

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.

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

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”

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

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 purchase Pop Up Sold Out
Objectives & KPIs

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

C L U S I O N

N K Y O U