Chanel

Parent Company Chanel.S.A

Category Apparel and Accessories

Sector Lifestyle and Retail

Be your own hero; There’s no thrill like discovery; Explore your world;
Tagline/ Slogan Keep it classy

USP Chanel is a leaders in haute couture and ready to wear clothes

Chanel STP

Men and women who practice an active lifestyle and are interested in
Segment high fashion

Target Group Urban men and women from higher affluent class

Wealthy, Stylish and well balanced French fashion for those who have a
Positioning versatile and different attitude

Chanel SWOT Analysis

Strengths Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT)

Analysis of Chanel :
1. Chanel are pioneers of prêt-a-porter of ready to wear clothing
2. Chanel S.A. operates some 300+ Chanel boutiques worldwide
3. Highly established brand worldwide since many years
4. Classic and timeless designs are a major part of their collection
5. Chanel company have about 1200+ employees
6. The clothes offered are comfortable with the perfect style for rich
urban customers
7. Strong brand equity and loyalty of Chanel
8.They are among the market leaders in the premium clothing segment
 9. Chanel also has a wide range of products like perfumes, watches, skin
care products etc

1. Stiff competition from other premium brands means market share

growth for Chanel is limited
Weaknesses 2.Despite good brand visibility, brand switching is high

1. Online sale and E-marketing gaining a lot of importance can be

tapped by Chanel
2. Emerging markets and various expansions and acquisitions abroad
3. Product innovation and takeovers
4. Tie-ups with leading hotel chains and fashion houses to boost the
Opportunities brand

1. Competitors in the same business providing similar kind of clothes

and accessories can reduce Chanel's market share
2. Economic slowdown and downturn also has an effect on production
3. Counterfeits and price wars are also a viable threat
4.Other cheaper and lower brands trying to copy their timeless styles
Threats and selling at much affordable rates

Chanel Competition

Competitors Below are the 11 main Chanel competitors :

1. Gucci
2. Christian Dior
3. Burberry
4. Ralph Lauren
5. Prada
6. Zara
7. Louis Vuitton
8. Hugo Boss
9. Hermes International
10. Versace
 11. Valentino S.P.A

The brandguide table above concludes the Chanel SWOT analysis along with its marketing and
brand parameters. Similar analysis has also been done for the competitors of the company
belonging to the same category, sector or industry.