Luxury Brands Culture and Marketing: How Does Chanel Stay popular

DOI

10.2991/assehr.k.211209.234How to use a DOI?

Keywords

Brands Culture; Brand Marketing; Chanel; Luxury Brand

Abstract

With the rapid development of the world economy, people’s living standard has gotten a general improvement, which is reflected in the increase of personal disposable income. Therefore, people will consume more that lead to the growth of average consumption power. More people are willing and able to buy luxuries than ever before. These luxury sellers create a brand identity that can attract like-minded buyers, thereby boosting their sales. One wonders why consumers of luxury goods would choose to spend their money on luxury goods rather than other categories. Especially when the price of some luxuries is extremely high, which can reach hundreds of thousands of yuan for a single item, there are still many people full of fanatics for these fashion items and persistent in collecting the limited edition difficult to get. So, how do luxury products shape their cultural values and marketing systems and do both works so that enough consumers are willing to pay for them. To study this topic, we took Chanel as a case study to deeply learn its cultural value and marketing logic based on the analysis of relevant document literature. In the end, we concluded that the luxury brands represented by Chanel attract consumers from the aspect of improving the social status and showing their taste by shaping a kind of image that represents the advanced life and different from the ordinary. Through the research on these luxury brands, the results provide a reference for developing some emerging luxury brands.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

Download article (PDF)

TY  - CONF
AU  - Sun Peishan
AU  - Wang Yufei
PY  - 2021
DA  - 2021/12/15
TI  - Luxury Brands Culture and Marketing: How Does Chanel Stay popular
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 1438
EP  - 1442
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.234
DO  - 10.2991/assehr.k.211209.234
ID  - Peishan2021
ER  -