Chapter 16 -Integrated Marketing Communications

       Chanel is a world wide iconic brand, that has been around for a century.  Chanel itself is fashion, and the brand represents everything fashion stands for. Chanel continues to reinforce the concept of ageless clothing that has inspired many contemporary designer's for their ready-to-wear collections today. The house of Chanel has numerous successes that have changed the fashion industry especially through the company's promotional strategy and competitive advantage's.
          In terms of attention and promotion, Chanel has a very strong advertising campaign that draws a target market of ages between 16- 80 years old. In most of Chanel's advertisements in magazines or billboards the brand usually has one or double pages with very simple design.  Chanel pushes product articles in magazines for consumer's to desire the products compared to the competitor's other options. Chanel encourages fashion magazines to publicize about their products, whether it be about a recent fashion show or a description about a new fragrance. In most fashion magazines such as Vogue, Chanel products are often featured on models. This is another form of Chanel's marketing concept without being featured as a typical advertisement. Chanel has t.v advertisements and other variations of videos on YouTube, Chanel.com, and the Chanel blog. Mostly the advertisements shown on television or on the internet is for Chanel's fragrance and cosmetics line. These short films express what Chanel is conveying to the buyer about the product and why they must need it. Chanel's advertisements for sample products are another factor in their sales promotion. Chanel offers samples to consumers for cosmetics and fragrances, which can be offered in department stores or Chanel boutiques. This strategy is offered to communicate to a different target which is referred to as masstige, for those who cannot afford Chanel products.

       Chanel's communication department is very important to the company as a whole. They use communications to perform as a tool to the public audience and to fashion industry. Chanel corresponds to the public through fashion shows. These fashions show are usually highly anticipated and draw much attention. Many famous celebrities, fashionistas, bloggers, magazine editors, and other prestigious people of the fashion world attend the Chanel fashion shows. Head fashion designer, Karl Lagerfeld has always had strong public relations with media and famous clients which draws more and more interest to the brand. Karl Lagerfeld has influenced much of the fashion industry today and has effectively transformed the entire marketing strategy for the greater of Chanel. As Coco Chanel was once famously quoted "Fashion is not something that exists in dresses only. Fashion is in the sky, in the streets, fashion has to do with ideas, the way we live, and what is happening."