Analysis on Chanel Group Digital Marketing Strategies

Abstract

The tsunami of digitalization has steadily permeated the luxury industry with the gradual development of Internet technology. First-line luxury brands such as Gucci and Dior have carried out digital innovation. One of the most popular luxury brands among consumers, Chanel, which is famous for avoiding selling its clothes and handbags online, is one of the last digital holdouts in luxury fashion. Although Chanel had to adjust its marketing strategy under the influence of the digital wave, it has always maintained a unique strategic deployment. Therefore, this paper adopts the 4Ps model to analyze the digital marketing strategy of the Chanel Group. It is found that Chanel still prioritizes traditional magazines and other paper media, despite plans to increase spending on digital channels. It is also uncommon to see Chanel's input in some digital channels of promotion, such as screen pop-up windows and web pop-up windows on some social media. Finding the right marketing strategy is essential to resolving the conflict between the demands of youthful consumer groups and the established brand's reputation.