CHANEL(香奈儿)ppt课件

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C. amellia （山茶花）
Revolution in Fashion
• Chanel has changed the concept of fashion ，which makes clothing art really get into the 20th century
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"Chanel" is the whole century, "classic" is "always the fashion and personality", it is a "romance."
（Coco Chanel 1883一1971）
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Meaning of the logo
"Chanel" brand logo is her nickname "coco" in the two-letter "c" combination.
• Brand - showing how the association with the supplier will empower the channel member's own brand, or allow it to "borrow" or leverage the supplier's brand. For example, often seen when small dealers and retailers post "authorized reseller" or similar badges on their letterhead and premises to demonstrate credibility to the end customer.
• Brand Value:5.6 billion dollars
• Brand Position: high consumption groups • Brand Idea:
Elegant高雅 Concise简约 Exquisite精美
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Brand Identity
double c logo
white and black
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the most important elements are ：
• Growth - emphasizing the level of demand for the supplier's products or services and the investment it will make in stimulating demand.
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• Channel Value Proposition is the business case made by a supplier to attract members of its distribution (business) channel. This is made up of many elements depending upon the sophistication of the supplier and channel members and the intensity of competition for share of the channel. ——According to Julian Dent in his book "Distribution Channels"
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• Return on capital - demonstrating the productivity of the channel member's investments in inventory, working capital
or fixed assets will be improved by engaging with the supplier. For example, a fast turning product will accelerate the channel member's inventory turns, increasing the productivity of its warehouse, shelf space or website.
• Profitability - showing the margins, contributions, utilisation of overheads and net profitability that selling the supplier's products or services will deliver to the channel member. This can be augmented by special funding and other payments made by the supplier for activities carried out by the channel member (putting items on display or emphasizing them in marketing materials, etc.) or for performance (achieving volume thresholds, reaching a specific segment of the market, etc.)
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About Brand
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History of CHANEL
"Chanel" This brand is a beautiful and remarkable French woman Gabrielle Chanel was founded and named after her in 1910.
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When he was young
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After coco chanel’s death in 1971, Designer
Karl Lagerfeld
became the chief designer and he also made CHANEL become more and more populor.