Chanel SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 22960

SWOT Analysis of Chanel with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company



Apparel and Accessories


Lifestyle and Retail

Tagline/ Slogan

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


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



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

Target Group

Urban men and women from higher affluent class


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

SWOT Analysis


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


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


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


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



3.Louis Vuitton Moet Hennessy


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