The art of positioning refers to the process of establishing a product, service, or brand’s place in the target market or consumers’ minds. One perfect example of successful positioning is the strategy of Chanel, a high-end fashion house. Despite the emergence of various competitors, Chanel maintains its position as an embodiment of timeless elegance, sophistication, and high quality. This success is largely due to their strategic positioning, which involves consistent messaging about their history, quality, and strong connections to luxury and elegance. Through their distinctive and upmarket branding, Chanel sets itself apart in the competitive fashion and luxury industry. This ensures that Chanel occupies a unique, favorable, and widely recognized position in the target consumers’ minds.
What Is Chanel’s Culture?
Chanel is known worldwide for it’s distinctive style and timeless elegance. The brands culture revolves around a commitment to quality and craftsmanship, with an emphasis on classic design sensibilities that are always in fashion. Chanels history as a groundbreaking fashion label, with a founder who was a woman ahead of her time, is an important part of the brands culture.
The brands iconic designs and signature elements, such as the interlocking Cs, are timeless symbols of elegance and style. Chanels culture values the heritage of the brand and it’s legacy, while also embracing change and innovation to stay relevant in a constantly evolving industry.
The brands dedication to quality and craftsmanship, combined with it’s commitment to innovation and sustainability, sets it apart as a leader in the luxury fashion industry.
Each luxury fashion brand has it’s own unique positioning that differentiates it from it’s competitors. For Chanel, their brand strategy revolves around the highest quality, luxury, French origin, and heritage dating back to 1909. These themes also constitute the DNA of another French luxury fashion brand, Dior. In fact, both brands are widely believed to have reinvented fashion and focus on “feminine elegance”. Despite these similarities, each brand has it’s own distinct approach to fashion and marketing, which sets them apart in the industry.
What Is Chanel’s Positioning?
However, Chanel differentiates itself from Dior and other luxury brands through it’s strong emphasis on simplicity, innovation and timelessness. This approach is reflected in the iconic designs of the Chanel suit, the classic flap bag and the little black dress, all of which have remained relevant and coveted for decades. Chanels products aren’t just fashion items, but cultural symbols, embodying the values of sophistication, confidence and freedom that Coco Chanel herself espoused.
One of the core strategies that Chanel uses to maintain it’s positioning is it’s limited distribution network. Unlike many other luxury brands that make their products available in a wide range of retail locations, Chanel is highly selective in where it sells it’s goods. This exclusivity ensures that the brand maintains it’s perceived value and allows it to maintain tight control over it’s image and pricing. In addition, Chanel has maintained a strict policy of not engaging in e-commerce until recently, preferring to maintain a direct relationship with it’s customers through it’s own stores and select partners.
Another key element of Chanels positioning is it’s devotion to craftsmanship and innovation. The brands products are carefully crafted using the finest materials and techniques, and are designed to stand the test of time. By remaining true to this ethos, Chanel is able to maintain it’s loyal customer base, who appreciate the timeless beauty of the brands products.
Chanels marketing and advertising campaigns are also carefully crafted to reinforce it’s positioning in the luxury space. The brand is known for it’s understated, elegant ads that feature models and celebrities who embody the brands values of sophistication and confidence.
From it’s limited distribution network to it’s devotion to craftsmanship and innovation, every aspect of the brand is carefully crafted to reinforce it’s exclusivity and luxury positioning.
Source: Chanel brand strategy / positioning case study – BrandStruck
