Strategic Management and Competitive Analysis of Chanel
Keywords:
Strategic Management, Chanel, Luxury Brand ManagementAbstract
Chanel, a leading luxury brand, has achieved sustained success through its commitment to innovation, heritage, and strategic brand management. This study examines the brand's response to market challenges by leveraging digital transformation, sustainability, and precise market segmentation. Using qualitative methods and secondary sources, the research highlights Chanel's adoption of AI and e-commerce to engage younger consumers, its commitment to carbon neutrality by 2030, and segmentation strategies targeting affluent demographics and psychographic preferences for exclusivity. These initiatives underscore Chanel's adaptability and consumer-centric approach, ensuring its competitive edge in the dynamic global luxury market.
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