Luxury Brands Culture and Marketing: How Does Chanel Stay popular

Abstract

With the rapid development of the world economy, people's living standard has gotten a general improvement，which is reflected in the increase of personal disposable income. Therefore, people will consume more that lead to the growth of average consumption power. More people are willing and able to buy luxuries than ever before. These luxury sellers create a brand identity that can attract like-minded buyers, thereby boosting their sales. One wonders why consumers of luxury goods would choose to spend their money on luxury goods rather than other categories. Especially when the price of some luxuries is extremely high, which can reach hundreds of thousands of yuan for a single item，there are still many people full of fanatics for these fashion items and persistent in collecting the limited edition difficult to get. So, how do luxury products shape their cultural values and marketing systems and do both works so that enough consumers are willing to pay for them. To study this topic, we took Chanel as a case study to deeply learn its cultural value and marketing logic based on the analysis of relevant document literature. In the end, we concluded that the luxury brands represented by Chanel attract consumers from the aspect of improving the social status and showing their taste by shaping a kind of image that represents the advanced life and different from the ordinary. Through the research on these luxury brands, the results provide a reference for developing some emerging luxury brands.

Analysis of Chanel's Marketing Under The Global Epidemic and Consumption "Younger"

“…Chanel's logo is composed of simple black and white. These two colors and the two "Cs" in its logo represent the characteristics of Chanel products [23]. Similarly, from the beginning of development to the present, Chanel's main products are although It is perfume, leather bags, and clothing, Chanel's boutique accessories, and cosmetics are also loved by consumers.…”