Chanel.
The strategy of this advertisement is to inform consumers of the new range to be released in September.
I was only recently made aware of the fragrance and beauty boutiques located around Australia.
These boutiques are a new concept which take on the concept from Napoleon Perdis and other such beauty retailers who sell products in their own brand name boutiques. This concept is a great idea for Chanel, as it creates a new and more personalised buying experience. However, I am amazed that the only way I found out about this concept store was by visiting Chadstone and passing that particular store. Although I visit Chadstone quite often and pass the Chanel employees offering perfume samples, I was never made aware of what was around the corner.
Therefore, it seems as though Chanel focuses on advertising the brand name, rather than the products offered.
The distinction between prestige brands and non-prestige brands has been operationally defined in this paper as the distinction between brands exhibiting five perceived values, contingent on a particular socioeconomic framework.
1. The consumption of prestige brands is viewed as a signal of status and wealth, and whose price, expensive by normal standards, enhances the value of such a signal (perceived conspicuous value).
2. If virtually everyone owns a particular brand it is by definition not prestigious (perceived unique value).
3. The role-playing aspects and the social value of prestige brands can be instrumental in the decision to buy (perceived social value).
4. For a brand which satisfies an emotional desire such as a prestige brand, a product's subjective intangible benefits such as aesthetic appeal is clearly determining the brand selection (perceived hedonic value).
5. Prestige is derived partly from the technical superiority and the extreme care that takes place during the production process (Vigneron, Johnson, 1999).
Creativity: Chanel is an extremely well-known brand on a global scale. The label speaks for itself. Although the advertisement takes on an artistic form of black and white imagery, the advertisement lacks imagination. Although creativity in advertising is widely recognized as very important, the link between creativity and advertising effectiveness has not been extensively examined (Daniel, W 2005). Understandably, Chanel focuses on enhancing the brand name rather than the products offered.
Execution: The execution of the advertisement is where the problem lies. Employing a plus size model, only to cut out her body, will cause a stir regardless of the brand. The controversy was only enhanced due to Chanels' status and prestige. Maybe this was a clever tactic from Chanel to increase publicity, but when a brand is involved in controversy, it can damage the brands' reputation. Ultimately it was quite idiotic for Chanel to hire a plus size model if they were only going to show her face- they may have planned this before the photo was edited. The advertisement fails because it does not advertise any upcoming products for the new season, but only leverages controversy.
References:
Daniel, W 2005. Recall and persuasion: does creative advertising matter? Journal of Advertising. Thursday 22nd September 2005.
Johnson, L & Vigneron, F 1999. A Review and a Conceptual Framework of Prestige-Seeking Consumer Behaviour.
Academy of Marketing Science Review. Volume 1999 No.1.
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