Chanel SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 23886
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SWOT Analysis of Chanel with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Chanel

Parent Company

Chanel.S.A

Category

Apparel and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

Be your own hero; There’s no thrill like discovery; Explore your world; Keep it classy

USP

Haute couture and prêt-a-porter clothes(ready to wear)

STP

Segment

Men and women who practice an active lifestyle and are interested in high fashion

Target Group

Urban men and women from higher affluent class

Positioning

Wealthy, Stylish and well balanced French fashion for those who have a versatile and different attitude

SWOT Analysis

Strengths

1. Pioneers of prêt-a-porter clothing
2. Chanel S.A. operates some 310 Chanel boutiques; 90+ shops in Asia, 70+ shops in Europe,  128 shops in North America, 2 shops in South America, and shops in Oceania & Middle East.
3. Highly established brand worldwide since many years
4. Classic and timeless designs are a major part of their collection

5.They have about 1300 employees

6.Comfortable and functional clothes with the perfect style

7.Strong brand equity and loyalty

8.They are the market leaders in this segment

Weaknesses

1.Stiff competition from other premium brands means market share is limited
2.Despite good brand visibility, brand switching is high

Opportunities

1.Online sale and E-marketing gaining a lot of importance
2.Emerging markets and various expansions and acquisitions abroad
3.Product innovation and takeovers

Threats

1.Competitors in the same business providing similar kind of clothes and accessories
2.Economic slowdown and downturn also has an effect on production
3.Counterfeits and price wars are also a viable threat

4.Other cheaper and lower brands trying to copy their timeless styles and selling at much affordable rates

Competition

Competitors

1.Gucci
2.Versace
3.Louis Vuitton Moet Hennessy



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