Sarah HardingJordan Sanders

Table of Contents

1.................................................... Client Profile2................................................... Creative Brief3..............................................SWOT Analysis4....................... Expanded Target Market5...................................................... Logo Design6.................................... Competitor Analysis7......................................................... Style Guide 8-9.................................................. Mood Board 10............................................................... Print Ad 11.................................................... Media/Merch

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Tone/ Current Design Style Used:The tone is classy and elegant.

About the Company:Coco Chanel catered to women’s taste for elegance in dress,

with blouses and suits, trousers and dresses, and jewelry (gem-stone and bijouterie) of simple design, that replaced the opu-

lent, over-designed, and constrictive clothes and accessories of 19th-century fashion.

Mission, Vision, Goals:“Fashion passes, style remains…”Chanel continues, after almost a century, to inspire women of all ages all over the world with its timeless modernity.

Target Audience:The target audience is women ages 21-37 that have just se-

cured their first jobs in the real world after college. These are confident women that are fashion oriented and career driven.

Industry:High-end fashion

Strengths and Core Competencies:Strong brand recognition, status symbol, classic.

Products/Services:Women and mens apparel, luxury handbags, cosmet-ics, fragrances, accessories.

All About Chanel...

2

Unique Selling Proposition:Brand recognition, style that is timeless

Taglines:“In order to be irreplaceable, one must always be dif-ferent.” -Coco Chanel

Objective and Goal:To increase sales by 10% by bringing in more sales from a younger target audience.

Words To Desribe the Visual Appearance:Classy, elegant, luxurious, status

Call to Action:Purchase Chanel because it will make you

live a life of prestige.

Creative Brief

3

Strengths:

Brand dominancelarge market share,

elegant, high ticket items,

fashionable

Weaknesses:

Expensive, less appealing to younger audience, millenials are more boutique oriented

Opportunities:

Young professional women, men,

children

Threats:

Louis Vuitton, Prada, Michael Kors,

Coach

SWOT

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This is Carrie Tote. Carrie is 23 years old and landed her first real job in Boston, Massachusetts, her home of 15 years. She is a city girl that enjoys nghts out with her girl friends and shopping around the town. She comes from an upper middle class family and makes $52,300 a year. She graduated from Flagler College in 2014. She is single and career driven. She works in insurance sales and hopes to impress her customers with her sophistocated fashion choices. Her favorite food is Chinese Food and she loves to run.

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Full Logo:

Abbreviated Logo:

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Chanel’s main competitor for the intended is Michael Kors. The luxury brand is made to be

high class and luxury, while still staying affordable enough for young professionals to purchase. The brand maintains its positioning while capturing

more marketshare than Chanel is able.

In order to capture marketshare, Chanel will need to create a line sepcifically for young professionals.

Also, Chanel will need to make products more easily purchased in more retail outlet locations.

Competitor Analysis

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R: 65G: 103B: 115

C: 40M: 0Y: 5K: 65

#406672

C: 18 M: 56Y: 47K: 1

R: 204G: 130B: 121

#cc8278C: 24M: 52Y: 2K: 0

R: 191G: 137B: 185

#bf8958

#b31f24C: 20M: 100Y: 100K: 12

R: 180G: 32B: 37

R: 118G: 148B: 204

C: 55 M: 36Y: 0K: 0

#7693cb

TextJosefin Sans LightABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Josefin Sans SemiBoldABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

Color scheme

Mood Board

mood

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Mood Board

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textures

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Print Ad and Merchandise