The Marketing Strategies for Chanel to Cater to the Youth Aesthetic

Abstract

With the development of China's economy and education, more and more young consumers are gradually becoming the mainstream of social consumption. By applying the Marketing mix theory, this paper explores the impact of four factors - price, product, place, and promotion - on Chanel cosmetics and skin care products in the context of a shift towards younger consumer attitudes. Through quantitative analysis of an online questionnaire survey of 142 Chinese luxury consumers, the 4Ps were found to have a positive and direct impact on young consumers’ purchasing behavior and intentions, with price being the main factor influencing young consumers. The relevant results reflect the consumption and aesthetic characteristics of the younger generation of Chinese luxury consumers, and it can be seen that Chanel can use the personalized product design, product sustainability, and male spokesperson as a starting point to further develop, design, and promote its products to attract more young consumers and expand its market share. At the same time, this paper has some limitations as the data does not cover the entire young population.