❖ from 1913-1971
❖ Karl Largerfeld （卡尔·拉格菲尔德） become the chief designer from 1983 外号“老佛爷” 时尚界的凯撒大帝
1913 begin to design fashionable dress （时装）
❖1921 begin to
❖ 1.brand building stategy ❖ 2.unique design philosophy ❖ 3.successful publicizing
1.Brand building
❖ unique attraction ---brief, graceful, black and white
explore perfume （香水）
a diversty of products：
jewelry（珠宝）
sun glasses （太阳镜）
watch （手表）
handbag（手袋）
Part 2 typical product
Chanel No.5 （香奈儿5号
香水） promoted in 1922
• 10、人的志向通常和他们的能力成正比例。17:18:5417:18:5417:185/5/2021 5:18:54 PM
• 11、夫学须志也，才须学也，非学无以广才，非志无以成学。21.5.517:18:5417:18May-215-May-21
• 12、越是无能的人，越喜欢挑剔别人的错儿。17:18:5417:18:5417:18Wednesday, May 05, 2021
Wu shanshan （吴姗姗）
Three parts------
❖1. Brand introduction ❖2. Typical Product ❖3. The success of Chanel
Part 1 Brand introduction
❖ Gabrielle Chanel ❖ （加布里埃·夏奈尔） -----CoCo Chanel the founder and the chief designer of the brand
Look at the bottle of the perfume
The bottle cap is just like the diamond.
The body of the bottle is simple and brief.
The No.5 and the chanel stand out on the white background.
❖ Pursuits of art. It contains the main philosophy of Mrs
Chanel----be elegant graceful brief
Part 3 the way of success
❖ As a famous internationnal brand ,chanel is successful in management as well as brand design.
• 13、志不立，天下无可成之事。21.5.521.5.517:18:5417:18:54May 5, 2021
• 14、Thank you very much for taking me with you on that splendid outing to London. It was the first time that I had seen the Tower or any of the other famous sights. If I'd gone alone, I couldn't have seen nearly as much, because I wouldn't have known my way about.
Nicole Kidman （妮可
Catherine Deneuve（凯瑟琳·德纳芙）基德曼）(early 2000s
(1970s and 80s Chanel No. 5 spokesmodel),
Chanel No. 5 spokesmodel),
,
Audrey Tautou （奥 黛丽塔图）(current Chanel No.5 spokesmodel
Fashion Myths -CHANEAL
(香奈儿) Paris 法国巴黎 1913
❖ The group members—
❖
Zhang yutong(张玉通)
❖
Zhang zhaoyu（张肇宇）
❖
Zhang lulu （张璐璐）
❖Hale Waihona Puke Zhao dan （赵丹）
❖
Lu dong yan （陆东艳）
❖
Famous spokesmodel
Marilyn Monroe (1950s Chanel No. 5 spokesmodel) pictured splashing herself with Chanel No. 5. The image is certainly the most famous of all Chanel advertisements.
Carole Bouquet（卡罗尔布盖） (1990s Chanel No. 5 spokesmodel),
❖ Targeting and positioning Rich people, leisure consuming
Position ---rare, art, graceful
• 9、春去春又回，新桃换旧符。在那桃花盛开的地方，在这醉人芬芳的季节，愿你生活像春天一样阳光，心情像桃花一样美丽，日子像桃子一样甜蜜。21. 5.521.5.5Wednesday, May 05, 2021
Fashion passes, style. remains. （时尚会过去，但风格会永存）
3.successful publicizing
❖ Advertisement design Simple , amazing visual effect Eg: Chanel no.5
❖ Media chosing ----Senior magazine senior leisure club senior website
❖ The logo----double C ‘ CoCo Chanel’
2.Design philosophy
❖ Other brands do not have, we have. Other brands have, we have the better one. （人无我有，人有我优）