CHANEL's Promotion Strategies

CHANEL invests a lot in promotion through different channels. First of all, it implements a series of advertisements on TV, magazines and posters. For example, it uses Kate Moss and Keira Knightley to be its spokespeople for the fragrance Coco mademoiselle, and Marilyn Monore for CHANEL no.5 on TV. Photos featuring top stars like Nicole Kidman can always be found in magazines like ELLE or in busy districts like Central.



Apart from advertising, sales promotions like fashion shows and merchandise demonstations are held. 5-6 fashion shows are held per year. The first show of each season is always held in Paris, New York, and London, showing its new resort, spring ready-to-wear, spring couture, pre fall, fall and fall couture items.



Regular merchandise demonstrations for publishing new products invite media to report. Examples are CHANEL Sublimage (in Taipei, 2006) for skin care products and CHANEL Mat Lumiere (in Tokyo, 2007) for cosmetics. This kind of meetings can also function as a means of public relations.

Parties like the CHANEL Dinner are held by time to time. Celebrities like movie stars or top models are invited to join as to boost CHANEL's popularity.

Cooperating with websites is another way of promotion. In 2002, the company cooperated with style.com, and issued The Travel Chic Shopping Guide. It chose items from CHANEL and suggested for summer travel.

And exhibitions are also good media. CHANEL Mobile Art Exhibition is being held in Hong Kong from Feb to April 2008, and after that, they will move to Tokyo, New York, London, Moscow and Paris. The exhibition has a show including twenty well-known artists and some installations and stimulations about CHANEL. One thing to mention, famous architect Zaha Hadid designed the exhibition house.

Last Christmas, a group of Bearbricks, Japanese figures suggestive of cuddly ultramodern bears, romped through CHANEL's SoHo boutique in animated splendor. The collectables enjoy increasing popolarity. And then something unexpected happened: customers yearned to purchase the Bearbricks, but CHANEL decided they were not for sale. We can see that, though it can bring extra revenue directly, crossover brings a great effect of promotion.



Last but not least, CHANEL distributes online newletters for its subscribers for promotion and information transfer purposes.

by Angela