Marketing And Management For Beneficial Of Global Companies

Global brand- Definition

Discuss about the Marketing and Management for Benificial of Global Companies.

Global brand- Definition

A global brand is one that has recognition worldwide. Global brand does not mean just launching a website that is accessible from any part of the world. A global brand must understand consumer behavior, position itself correctly, know how a brand translates, think broadly and find good partners. A global brand must be able to identify the features that would create attractiveness. It has to establish itself in other countries and expand itself. It must have the capability to take decisions and choose which ones are applicable locally and which ones are relevant globally. It must understand the relativity for the market in which it operates. Mostly, it must have a tagline, symbols, specific colors to represent itself, and a name that is unique and recognized widely.

Coco Chanel is a privately held French brand owned by the grandsons of Pierre Wertheimer, Gerard, and Alain Wertheimer. The fashion house specializes in ready to wear clothes, Haute coutre, fashion accessories, and luxury goods. Coco Chanel, over the past many years has catered to the taste and style of women for its elegance. The brand is famous and global in appeal for it was instrumental in replacing the over designed, opulent, and constrictive dresses and accessories with simple and elegant suits, blouses, dresses, trousers and jewelry. The brand is recognized for revolutionizing fashion (CHANEL Official Website: Fashion, Fragrance, Beauty, Watches, Fine Jewelry, 2016).

The founder of Coco Chanel, Gabriel Coco Chanel is herself a brand for she is the one who revolutionized fashion. She is the value of the brand. Her personality and outlook itself form the foundation of Chanel. The existence of Chanel rests on the effort and desire to keep her at the heart of the company. The brand is appealing mostly because of its ability to create within the audience a feeling of connectivity. The consumers can relate themselves to the brand. The Camelia is the tangible brand symbol of Chanel and represents the identity of the brand. The Little Black Dress collection differentiates Chanel from others. Chanel is brand for the socialites, the elite, the aristocrats, and the wealthy. It reaches the target audience and promotes itself by advertising through culture and society. Moreover, the symbol of Chanel has remained unchanged since it was designed by Chanel. It is a symbol recognized by people in every country. The symbol is the identity of the brand representing wealth, elegance, and elitism. The website of Chanel is very interactive and displays the Chanel culture. Moreover, it fits the traditional culture of the country in which it sets its foot (CHANEL, 2016).

Introduction of brand

Coco Chanel has been very much influential in changing the way women dressed in the traditional French society. Women’s dress in nineteenth century France reflected ancient Greek styles. Women wore draped, high-waist, and lose white gowns in the traditional French society. They wore clothes made from a variety of redingotes, pelisses, and shawls. In the second half of the century, women were seen prancing about in walking dresses. The framework underset and restrictive corset dominated the years after 1840. The clothing culture of nineteenth century France was characterized by bonnets, corsets, petticoats, bustles, and top hats. The period was dominated largely by full-length skirts. Women wore bell-shaped skirts. There were a constant experimentation and flow of styles (Nebenzahl & Jaffe, 2013).

Coco Chanel played a pivotal role in changing the fashion culture of France. Coco Chanel has revolutionized the fashion industry by replacing traditional dresses of the nineteenth century France with simple modern dresses. Chanel accelerated the popularity of trousers as a fashion item. Women wore trousers while working in traditionally male-dominated jobs.

In the traditional nineteenth century society, pale tanned skin was associated with the lower class. Chanel subverted the tradition and made suntan skin a coveted fashion accessory (Okonkwo, 2016). What was considered unladylike and lowly was soon a trend in the elite class.

Moreover, Chanel introduced the jersey in women’s fashion wear. The jersey was reserved only for the men. However, Chanel used the practical, simple, and comfortable fabric for women wear. This was an antithesis to what women wore in the traditional society. The jersey was also considered economical in the war affected society.

Chanel also introduced perfumes that were created artificially with unnatural ingredients. Though Paul Poiret had first made its scent, Chanel had put her name on the bottle thereby spreading the brand to an entirely new world market. Chanel is the source of inspiration for most brands today that create scent artificially (Som & Blanckaert, 2015).

Again, Chanel spread the idea of using costume jewelry by introducing glittering gems and large fake pearls. The trend was soon widely popular. The combination of fakeness and reality was a perfect to accompany minimalist clothes. Fake jewelry was used earlier by the lower class who could not afford to buy costly gemstones. It was Chanel who introduced the concept of fake and costume jewelry to the upper classes.

Chanel is the face who presented the staple- ‘the little black dress.’ She deemed electric colors impossible for a woman’s wardrobe and raised the importance of black dress. Chanel undeniably popularized the black dress. She considered the black dress a ubiquitous and iconic thing. She believed in the absolute beauty of the color (Riot, 2013).

Host country culture before product introduction

Moreover, Chanel was one of the first designers who borrowed menswear for women’s fashion by creating iconic suits. The suit comprised fitted sleeves, metallic buttons, and collarless boxy wool jacket with braid trim, accompanied with slim line skirt. It was on the list of priorities for women who were seeking a position for themselves in the male-dominated society. The suit was further promoted by celebrities like Grace Kelly and Audrey Hepburn (Nebenzahl & Jaffe, 2013).

The customers of Chanel are mostly women who want to identify with the brand. They want to represent what the brand represents- simplicity, modernity, and elegance. The cosmetics of Chanel are for the younger and classic consumers. The Chance perfume targets women aged between eighteen and thirty. In France, Coco Chanel is one of the most desired brands. The brand releases commercials like the Coco Mademoiselle to gain recognition. It also organizes various fashion shows for promoting the brand. Such shows let the audience peep into the psyche of the brand and appeal to the public in such a way that women are ready to spend thousands of dollars. The global brand presents Coco Mademoiselle’s artistic creations, words, private collections, and masterpieces to promote itself. Chanel also earns its reputation through runway and theatrical shows. Such shows have stunning settings and elaborate backdrops. Such runway shows are highly acclaimed and anticipated (Riot, 2013).

The brand also promotes itself by telling its story to the audience on television screens and wide screens. Movies like Coco Before Chanel by Audrey Tautou and Inside Chanel helps the customers to gain knowledge about the brand. They get to know the story behind the brand. The struggle of Coco from an orphan to one of the most influential personalities encourages women. Moreover, documentaries like Lagerfeld Confidential are also helpful in branding (CHANEL, 2016).

Coco Chanel promotes its products through celebrity endorsement. It has roped in celebrities like Audrey Tautou and Marilyn Monroe. Stars like Candace Bergen, Bradd Pitt, Catherine Deneuve, and Nicole Kidman have become manifestations of the ethos that the brand perpetuates. Besides television shows, the luxury brand also uses fashion and art shows like the Metier d’art to create awareness. The show pays tribute to the suppliers of Chanel for their excellent craftsmanship (Riot, 2013).

Chanel utilizes iconography for branding. It creates an attractive image which signifies its heritage. The logo which is an interlocking double C is the brand’s icon. The use of monochromatic black, camellia flower and quilted leather strengthens the identity of the brand. The brand image is so widely known throughout the world that one would find it in anything and everything. The image is such that it transcends the identity of the label. The aesthetic iconography of Chanel has been incorporated by fans into their lives- from parties and interior decoration to cupcakes and clothes (CHANEL, 2016).

Conclusion

It is thus very much evident that Coco Chanel is a widely acclaimed and renowned global brand. It has all the features such as brand image, icon, celebrity endorsement, website, among other features which make it a global brand. The brand organizes various fashion shows, programs, and advertises through television and widescreen to endorse itself. The history of Coco Chanel and the women herself is inspiration for thousands of women in the fashion industry. The brand has an identity of its own and women seeking to use the brand’s products identify themselves with the label. The symbol itself is that of an elite class. Using the brand enables women to differentiate themselves from the crowd. It is a signature of elitism and wealth. Not only that, it symbolizes freedom and emancipation of women. Coco Chanel is the name who broke societal norms in the early twentieth century and paved the way for the modern high society women.

References

CHANEL Official Website: Fashion, Fragrance, Beauty, Watches, Fine Jewelry. (2016). CHANEL. Retrieved 16 September 2016, from https://www.chanel.com/en_US/

De Mooij, M. (2013). Global marketing and advertising: Understanding cultural paradoxes. Sage Publications.

Kapferer, J. N. (2015). Kapferer on luxury: How luxury brands can grow yet remain rare. Kogan Page Publishers.

Nebenzahl, I. D., & Jaffe, E. D. (2013). Measuring the joint effect of brand and country image in consumer evaluation of global products. Journal of Marketing Practice: Applied Marketing Science.

Okonkwo, U. (2016). Luxury fashion branding: trends, tactics, techniques. Springer.

Pinkhasov, M., & Nair, R. J. (2014). A dilemma across time and culture. InReal Luxury (pp. 4-27). Palgrave Macmillan UK.

Riot, E. (2013). Woman in love, artist or entrepreneur? The edifying, mystifying life of Coco Chanel. Society and Business Review, 8(3), 281-313.

Som, A., & Blanckaert, C. (2015). The Road To Luxury: The Evolution, Markets and Strategies of Luxury Brand Management. John Wiley & Sons.

Steenkamp, J. B. (2014). How global brands create firm value: the 4V model. International Marketing Review, 31(1), 5-29.

Wiedmann, K. P., & Hennigs, N. (2013). Luxury marketing. A challenge for theory and.