IMAGE IZDELKOV BLAGOVNE ZNAMKE CHANEL - Fuhrmann, Vanessa - Isabell (V.-I. Fuhrmann, 2011)
Namen moje diplomske naloge je bil, proučiti image blagovne znamke Chanel. Veliko informacij sem črpala iz tuje literature, torej kaj je sploh pripeljalo modno hišo Chanel do tega kar danes je. Ime za katerega so odjemalci pripravljeni plačati visoke vsote denarja in se s tem razlikovati od drugih. Sicer menim, da Slovenija še ni tako daleč oz. da bi bili ljudje pripravljeni plačati ali pa nimajo dovolj denarja na razpolago za te izdelke. Predvsem se to dogaja v tujini. » Višji sloj« z potrebnimi denarjem se hočejo dvignit nad drugimi in tudi z pomočjo oblačil. To je dejstvo, ki ga mi tukaj ne moremo spremeniti. Z pomočjo anketnega vprašalnika sem naredila raziskavo le med ženskami v določeni starostni skupini od 25- 50 let. Izkazalo se je, da večina pozna modno znamko Chanel in tudi 60% žensk bi jih kupilo, če bi imelo dovolj denarja na razpolago. Torej lahko iz tega sklepam, da imajo pozitiven image o sami znamki. Med pomembnejše ugotovitve diplomske dela spada da, pri 40 % anketirancev sama znamke ne pomeni odločitve za nakup, kar me je malce presenetilo. Ko slišijo ime Chanel je zanimivo, da 30 % žensk poveže to ime z parfumi, ceno, prestižem. Sem pa opazila, da se o modni znamki Chanel zelo malo piše, govori po medijih v Sloveniji. Tudi možnosti za nakup niso velike. Jaz nisem nikjer zasledila prodajalne z Chanelovimi oblačili. Moje mnenje je, da si »višji sloj« v Sloveniji kupuje znamke v tujini. Če bi si povprečen odjemalec želel kupiti te bajno drage izdelke, bi se morala sama cena znižati, vendar si tega modna hiša Chanel ne more oz .ne sme dovoliti, ker bi morda obstoječi odjemalci imeli mnenje, da se je znižala sama kakovost izdelkov. Saj se ta določen sloj ljudi identificira skozi oblačila, kar pomeni, da se želijo razlikovati od »povprečnega« odjemalca in vse kar je povprečno je za njih nesprejemljivo. V Sloveniji je premajhen trg in premalo odjemalcev z potrebnimi financami, da bi si lahko kupili ta oblačila, druga plat je, če bi sploh imeli interes. Če ti osebno oblačila ne pomenijo veliko potem nimaš potrebe, da bi se z njimi identificiral, imaš druge prioritete. Modna hiša Chanel ne bo znižala svojih cen , ker imajo dovolj odjemalcev, kateri jim prinesejo bajne zaslužke. In če bi to storili potem več prvotni odjemalci ne bi kupovali teh izdelkov. Torej se Chanel osredotoča na ciljno skupino igralcev, pevcev oz. znano svetovno estrado ter ljudi z potrebnim denarjem. The purpose of my diploma was to study the image of fashion brand Chanel. I got a lot of information from foreign literature to find out what led the fashion house Chanel to what it is today. It is the name consumers are prepared to pay high amounts of money for to stand out of the crowd. My belief is that Slovenia is not so advanced or that people are not yet ready or able to pay a lot of money for these products. This is the case in foreign countries. »Higher class« does not want to stand out, even with clothes. This is a fact that we cannot change. I conducted a survey only among women between 25-50 years. The results of the questionnaire shows that most of them knew the fashion brand Chanel and also 60% of them would buy it if they had the money. I can therefore conclude that they have a positive image about the brand. One of the most important conclusions of this survey is that for 40% of participants the brand itself is not the reason to buy it, which came as a surprise. Interestingly, when participants hear the name Chanel, 30% of them think about perfumes, price and prestige. I have noticed that fashion brand Chanel is not well represented in media in Slovenia. Opportunities to buy it are also slim. I have not found a single shop with Chanel's clothes. They should have more advertising, lower the price, but a fashion house…. Slovenia's market is too small and lacking consumers with enough finances to buy these clothes, additionally, the question is if they would even had interest. Fashion house Chanel will not lower their prices because they have enough costumers to make big profits. If they would lower the prices they would lost their original costumers. That is why Chanel's target group are actors, singers, world's celebrities and people with enough money. As Karl Lagerfeld said: It's not about the price, it's about the name Chanel. Here we are familiar with totally different things and we cannot expect my results to be a truth worthy representation of what Chanel really is. A name for luxury, prestige, wealth and beauty.