The legendary story of Coco Chanel enchants the brand
In China, Chanel is making a great effort to link this brand with one person: its founder Coco Chanel. She is no ordinary woman. Gabrielle Coco Chanel’s life story is known throughout in the fashion industry. She grew up as an orphan, yet was able to work her way up to become a fashion legend who designed clothes for Jacqueline Kennedy and a lot of other celebrities. Coco Chanel also had close relationships with artistic masters such as Pablo Picasso and Lgor Stravinsky. Her designs were groundbreaking and inspiring in the fashion industry. Although Coco Chanel is a fashion icon in the West, people in China are not as familiar with the legendary designer. To spread knowledge of Chanel to the Chinese community the Museum of Contemporary Art in Shanghai hosted a culture Chanel exhibition in 2011, exhibiting over 400 objects associated with Coco Chanel. The exhibit displayed her designs and as well as things that gave her inspiration, giving people a real glance at her life. This indirect yet effective channel of marketing served as a great strategy for Channel to advertise its products without being too direct.
Perfume is difficult to sell in China
Chanel in China is based in Shanghai. It also opened its exclusive stores in Beijing, Guangzhou, and Hangzhou. Historically, the House of Chanel is most famous for the stylistically versatile “little black dress”, the perfume No.5 de Chanel, and the Chanel Suit. In China, the brand Chanel is mostly known as a luxury brand selling high fashion women clothes, perfumes and fashion accessories. Unlike in western markets, people in China are not big consumers of perfumes. In western countries, perfume is an important part in preparing oneself for special occasions, but people in China have not yet developed the habit of wearing perfumes. To them, perfume is only an article of gaudy luxury. Therefore, it is difficult for brands to market perfume in China because they need to instill a sense of need for perfume among Chinese consumers in addition to developing customer loyalty to their brand.
Chinese elements promote popularity
Since it entered the Chinese market in 1998, Chanel has moved step by step in trying to capture the hearts of Chinese customers. The 2009 “Paris-Shanghai” Chanel show revealed to the world its eighth series of Metiers d’ Art and attracted fashion editors and many celebrities from all around the world to attend. Chanel took Shanghai as the source of inspiration and incorporated many Chinese elements into the show. Although the late Coco Chanel herself had never been to China, this show is a realization of her dream. If Chanel continues its current marketing strategy in China, it should achieve greater brand recognition in the country.
Market Analysis China
Picture Source: Chanel China