Tuesday, April 16, 2013

Chapter 10: Product Concepts

         Today, Chanel stands out in just about every category of fashion including, couture, ready-to-wear, accessories, jewelry, shoes, and fragrances. Chanel has their own specific way of marketing according to strategy, advertising, retailing, and products. In general, there is no one specific product concept for Chanel because the company sells a variety of products from different categories.  What began in the early 19th century, Chanel was designed to let women be comfortable while looking fashionably dignified, has evolved into classic, tailored style. In ready-to-wear clothing there are many signature Chanel product designs, such as the traditional tweed Chanel suit, quilted two-chain purse, and little black dress. These items remain fashion icons for designers and labels today.                             
         Chanel designs many clothing lines such as, ready to wear, haute couture and cruise wear.  Ready-to-wear clothing means that these items are mass produced in standardized sizes and sold at Chanel retail stores in finished condition. Ready-to-wear clothing is in contrast to clothing that is made-to-order, custom designed, personally fitted or one-of-a-kind, which is sometimes referred to as haute couture. Haute couture is custom fitted, limited amount, expensive fabrics, and hand-sewn by seamstresses The price of a haute couture gown cost ranges from $25,000 to $10,000,000.  Chanel also offers, cruise wear which is clothing made for mostly comfort and a vacation feel look. Chanel produces many clothing lines each year for ready-t0-wear items for each incoming fashion season. 

       An example of product modification is Chanel’s reinvention of the sister perfume to No.5 named, No.19.  This perfume is named after Gabrielle Coco Chanel’s birthday, which is August 19th. Created in 1970 by Chanel’s in house perfumer Henri Robert, the perfume is one of Chanel’s most stimulating iris fragrance. The bottle used to look identical to Chanel No. 5 but now newly reinvented fragrance has a light green color too it and a slightly different bottle. Chanel provides new product items for there product line of fragrances which are carried world wide in department stores and Chanel boutiques.

           Chanel's product concept is much like the company's mission statement and global vision as a whole. The brand has stayed true to the early vision of Chanel, to be timeless and sophisticated. The products that Chanel sells are a reflection of Coco Chanel herself, and what the brand has impacted on the world today. Chanel items tend to have underlining sex appeal and appear in lavish fabrics with many embellishments. Which always applies to one of Coco Chanel’s famous quotes “ A girl should be two things: classy and fabulous.”  Consequently is very appropriate seeing that is the total quintessence of the label today even a century later.

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