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Good morning

I’m going to take you through…

Luxury brands are conceptually different from mass brands and require a different

approach to brand management

They present a ‘way of living’

Luxury consumers are looking for "intimacy, meaning, story, quality, provenance and a true sense of wonder”

Tom Savigar of The Future Laboratory

Consumers want to be immersed in extra-ordinary experiences to really live the brand’s philosophy and brand beliefs through eliciting

emotional connections

Luxury brands need to extract sensations, emotions or cognitions

that connect consumers in a personal, memorable way.

As passion and dreaming are as important as functionality

The ultimate challenge of heritage brands, like Chanel is to

Reinvention Relevance Innovation

Coco Chanel’s philosophy, vision and design are as revolutionary and

relevant today“It’s about constantly sourcing in the archives of la

maison to create products that are true to the lifestyle of Coco Chanel. It’s about the evocation of a world clearly defined with a consistent voice that engage consumers, and educate them about the

exceptional history of the brand”

http://www.luxurydaily.com/chanel-reinterprets-tweed-to-share-codes-with-aspirational-consumers/

Keeping Chanel relevant for today

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For today’s ‘youth’ generation

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are the biggest economic growth segment now and the most influential

on media today

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That haven’t been brought up in luxury, but want to be educated and

consume luxury goods

Creation and design

Justify the price tag

From Icon to ‘I can’Inclusive exclusivity

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Luxury brands need to educate them and celebrate their heritage, but in new

ways

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Without alienating our core customers, we need to also be relevant for our new generation

Traditional Consumer

Older and wealthy

New Consumer

New generation of young, affluent, global

consumers

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With a combination of traditional and new media

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Traditional fashion media will always be the cornerstone of Chanel’s

channel mix

TV

Print (mass/niche/ipad)

Sponsorships

Celebrity EndorsementFashion show

But for our millennial audience, the digital experience is really key

“If you want to increase your brands’ value, loyalty and desirability, you need to start entertaining them”

Basil Farano, CEO Fresh Concept Lab

“I’m not sure it’s a commercial need,”

Bailey blurts out. “It’s about staying

connected.” The E-master nods. “Brands are more and more

multidimensional,” “It’s about an

experience as well as buying a product.

And I think what we’ve found is the more

we entertain, the more we allow people into our

brand. Then maybe one day they’ll buy. And

then . . . who knows?”Vogue, March 2011

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Digital media has had a significant effect on democratising luxury fashion

Burberry’s tweetwalkBy accessing a previously closed world

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So, how can Chanel further inspire our Millennial audience in media?

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Maximise technology at every step to enhance their omni channel

shopping experience

Maximise content to commerce to bridge 2D to 4D

Brand content brings the brand story to life through story telling

• Visual story telling – from short films to instagram

• Behind the scenes personalities behind the brand

• Cross polinate promotions between social networks and ecommerce from owned platforms

While social content creates wider network reach

• Social earned content strategy creates film, photo or poll content to engage, drive product exploration, generate shares and opt-in.

• Wrap social and mobile product in exclusive fan-only, limited-edition or limited time

Blogger content re-imagines authenticity keeps Chanel cool and

relevant• Online accessibility has

been cited to degrade luxury’s exclusivity, while savvy bloggers showcase their mix of copy cat, street and high end fashion supposedly erodes the authenticity of luxury.

• Exclusivity is now being in the know, cooler and more aspirational

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Illustrating real stories with real style-makers

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While sponsorships, media and retail collaborations are key to

exposing a wider, fashion audience

So, for Chanel to appeal to the younger generation they could

1. Maximise the role of digital content to engage with a younger audience, enrich the brand experience and enhance the phygital shopping journey with mobile and tablet.

2. Tell ‘Chanel’s life stories’ through brand content socialised to demonstrate how Chanel’s approach to life connects with all women today.

3. Engage with bloggers and tastemakers to re-imagine Chanel’s relevance with activation.

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Coco Chanel’s philosophies are poignant today… it’s just embedding

them in today’s culture to stay relevant tomorrow

Thank you so much for you time.