Abstract
We have decided to study Chanel for our university case study because it is an internationally well-known brand; one of the most famous and notorious in the luxury industry.
Today Chanel belongs to the Wertheimer brothers who are the grandchildren of one of Coco's associates. The company was created by Gabrielle Chanel in 1909. The Wertheimer brothers, whose fortune, worth 3, 5 billion Euros (year 2009), is the 10th largest in all of France, have placed all their capital in Switzerland.
In this document, we are going to answer the following question:
How has Chanel managed to remain the mystical brand of choice?
We have established the following plan, to present the company, its history, 4 P's and SWOT analysis, so that we can explain the existing strategies of the brand. Also, we will propose recommendations for Chanel to keep its position of leadership on the luxury market.
