Social Media Monitoring Mid-term Report

The brand I choose is Chanel. Chanel is a French fashion house founded by COCO CHANEL. COCO established new designs and revolutionized the fashion industry. CHANEL is famous for the “little black dress” and also simple suit, dress, jewelry and handbag. In most people eyes, Chanel is luxury brand. As I know, in these two years, the products of Chanel keep rising twice one year, and each time rise about $200-$500, especially for some classic design. It seems like Chanel is not make for everyone, cause not everybody agree that it is necessary to cost more than $4000 to get a dress or handbag. That’s why I choose Chanel. I am curious that facing the limited customers, what is Chanel customers strategy.

Advertising & Sampling

Chanel posted its advertising on TV and magazine. Compared TV, I think the magazines will have more pertinence, because the magazine like Vogue has its own target customers that are similar with Chanel. Most Vogue readers are fashion people who love catching new things. So I think the magazine like Vogue will help Chanel advertise more effectively.

Chanel also will give their customers some sample to let them try more products, but this strategy is only used in their make up.

People & Fashion show

Chanel has many famous people, such as Nicole Kidman, Audrey Tautou and Blake Lively, as spokes models. Chanel used Marilyn Monroe as the model of Chanel NO.5 and the photo of this advertisement is still popular now.

Karl Lagerfeld, Mr. Chanel, present in all fashion magazine during all the year. He takes charge of most Chanel business and Chanel Fashion show. The Chanel Fall-Winter 2012-13 show just finished last week in Paris fashion week.

Social Media

I searched the Facebook and Twitter and found Chanel had the homepage on these two websites. On Twitter, Chanel has more than 380,000 followers, and has more than 630,000 on Facebook.

In the pages, you can see some video and pictures about the latest Chanel design or show. It also will show something about Chanel history and the meaning of this brand. I read this information by their homepage like, Chanel was established in 1909, until now, it has been more than one hundred years. They also talked about some interesting story about Chanel, such as the pocket designed on the back of the 2.55.  It is said the pocket is COCO used to put her love letter in it.

On YouTube, when I typed in Chanel, there will be lots of advertisings, product films and show videos.

 I also do the search on "Socialmention.com" and get the result as following:

I think most people have positive attitude about this brand, and the people who hold negative attitude may be due to the high price of Chanel products.