Chanel Is The Way To Excavate The Brand Spokesperson'S Value?

In addition to March

Outside the market, give

Is spokesperson building lifestyle portals another way out?

"To make oneself indispensable, one must always be different."

CocoChanel said so.

Or based on this concept, the Chanel brand, which later became a splendor in the luxury industry.

Because

Non-listed company, therefore, has always been mysterious about its financial matters.

According to Bloomberg's news last year, Chanel's annual profit in 2014 was 38%, leading the global luxury market.

These good results have not been continued. From the documents submitted by Chanel to the regulatory authorities of Holland Amsterdam, the global profits and sales of the group declined significantly.

As of December 30, 2015, the group's sales volume was 6 billion 240 million US dollars (about 43 billion 140 million yuan), down 17% compared with the same period last year, operating profit of 1 billion 600 million US dollars (about 11 billion 60 million yuan), down 23% over the same period last year.

But what business and areas are included in the financial report? Chanel declined to comment and declined to comment.

Despite the downturn in luxury consumption, Burberry, LVMH, HERM S, Prada and other performance have declined to varying degrees, but the continued decline of Chanel has been cited as the bottom of the luxury market.

Chanel in distress

In fact, in early 2015, Chanel was aware of the consumer market downturn and launched a series of strategies to stimulate consumption.

At that time, Chanel launched the global coordinated pricing strategy and the mainland market therefore cut its price by 20%.

Though BrunoPavlovsky, President of fashion group of Chanel group, said the group's price cut has increased double-digit growth in China's market and has hurt domestic purchasing.

However, according to the Chinese business network, many people in the industry have come to the conclusion that the performance of Chanel has plummeted in the past year. The global coordinated pricing strategy is part of the reason. This strategy has diluted the value and influence of the brand to a certain extent, and has also made its global growth performance suffer from Waterloo.

Insiders said that the Chanel price cut is a cushion for its March.

Sure enough, in April last year, the Chanel of high cooling attitude once again lowered its figure. At that time, Pavlovsky told WWD that Chanel will officially launch the global electricity supplier network in the third quarter of 2016 or the fourth quarter.

However, according to the fashion headline report, Pavlovsky said, "not to expand sales, but to improve customer service quality."

At present, the official website of Chanel has already been online shopping, but sales volume is not yet known. In the online shopping, we only see some kinds of fragrances, cosmetics, skin care products and sunglasses for the time being.

Chanel still has reservations about the behavior of putting all the products into the electricity supplier. The reason can also be found from the position of Pavlovsky. He said that for the luxury and luxury industry, the role of the electricity supplier is not obvious.

Is the value of mining brand spokesperson a way out?

In the predicament, Chanel is also exploring the trend of fashion content market.

According to Hua Lizhi, recently, Chanel joined hands with the brand spokesperson and image ambassador - supermodel CarolinedeMaigret launched a lifestyle portal called CdMdiary.

This website is a platform for CarolinedeMaigret to share personal life style. It is mainly dedicated to exploring the way of life in all aspects of the fusion era.

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CdMdiary currently has six plates:

"N degree 1" is the basic plate, the recommendation of women's clothing and how to better dress.

"DressingTalks", to explore all kinds of celebrity wardrobe;

"Backstage" about fashion show performance and related major events;

"Crushes" and CarolinedeMaigret combine their own characteristics to show the highlights of current fashion culture.

"Bestplaces", CarolinedeMaigret lists her favorite places to travel.

"MusicItw", according to the different needs of the fans to recommend music.

From the CdMdiary's current plate distribution, it basically covers the contents of fashion magazines, including how women dress, the current fashion and so on.

At the same time, CarolinedeMaigret's unique personal charm exhibition can also be fully displayed.

The 41 year old French supermodel has a French style and a feminine sense of elegance in her dressing. Her personality and exaggerated charm also make it a vane of the fashion circle.

From leading the global luxury market to falling to the bottom of the market, when will the Chanel in the predicament be brought back to the city?

In addition, fashion celebrities like wardrobe, and the fashion points from the aspects of CarolinedeMaigret life, must be very attractive to fashion enthusiasts. After all, this can give ordinary users the opportunity to "close" contact with celebrities. On the one hand, they give users curiosity and a place to export, and on the other hand, they satisfy the needs of users' self actualization.

For Chanel, the value of brand spokesperson can be maximally developed, along with the trend of user consumption towards niche and personalized development. It is no longer rigidly adhered to the old forms of advertising and so on. It is also a "worthwhile" attempt by Chanel in the field of fashion content.

After all, this can better play the IP value of supermodels, and maybe fans can afford to buy Chanel.

But there are still some points worth discussing.

One is CarolinedeMaigret himself.

The supermodel personal lifestyle portal can attract fans. From another perspective, those who dislike the CarolinedeMaigret will also aggravate the Chanel's resistance. In addition, does the celebrity's personal website have the "fashion novelty" that can continue to output? Can this small personalized fashion novelty generate user stickiness? If the brand spokesperson's relationship breaks up, will this kind of personal portals come to an end? Will Chanel copy the CdMdiary mode on other brand spokesmen?