Chanel SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

SWOT analysis of Chanel analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Chanel SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Chanel to benchmark its business & performance as compared to the competitors and industry. As of 2020, Chanel is one of the leading brands in the lifestyle and retail sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Chanel competitors and includes Chanel target market, segmentation, positioning & Unique Selling Proposition (USP).

Chanel SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Chanel Brand 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


Chanel is a leaders in haute couture and ready to wear clothes

Chanel STP
Chanel Segmentation

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

Chanel Target Market

Urban men and women from higher affluent class

Chanel Positioning

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

Chanel SWOT Analysis
Chanel Strengths

Below are the Strengths in the SWOT Analysis of Chanel:

1. Chanel are pioneers of prêt-a-porter of ready to wear clothing

2. Chanel S.A. operates some 300+ Chanel boutiques worldwide

3. Highly established brand worldwide since many years

4. Classic and timeless designs are a major part of their collection

5. Chanel company have about 1200+ employees

6. The clothes offered are comfortable with the perfect style for rich urban customers

7. Strong brand equity and loyalty of Chanel

8.They are among the market leaders in the premium clothing segment

9. Chanel also has a wide range of products like perfumes, watches, skin care products etc

Chanel Weaknesses

Here are the weaknesses in the Chanel SWOT Analysis:

1. Stiff competition from other premium brands means market share growth for Chanel is limited

2.Despite good brand visibility, brand switching is high

Chanel Opportunities

Following are the Opportunities in Chanel SWOT Analysis:

1. Online sale and E-marketing gaining a lot of importance can be tapped by Chanel

2. Emerging markets and various expansions and acquisitions abroad

3. Product innovation and takeovers

4. Tie-ups with leading hotel chains and fashion houses to boost the brand

Chanel Threats

The threats in the SWOT Analysis of Chanel are as mentioned:

1. Competitors in the same business providing similar kind of clothes and accessories can reduce Chanel's market share

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

Chanel Competition

Below are the top 11 Chanel competitors:

1. Gucci

2. Christian Dior

3. Burberry

4. Ralph Lauren

5. Prada

6. Zara

7. Louis Vuitton

8. Hugo Boss

9. Hermes International

10. Versace

11. Valentino S.P.A

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Chanel. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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