[A+영문레포트] 코코샤넬의 글로벌화 과정, 마케팅,현지화전략

소개

코코샤넬의 초기사업부터 글로벌 기업이 되기까지의 과정, 특히 현지화전략에 관한 사항을 중점적으로 다뤘습니다.

목차

1. Introduction
I) Luxury and concept
a) The history of luxury
b) The different notions of luxury
c) “Coco luxury concept?”
II) How Coco has adapted to the market and its environment
a) A modern vision
b) A historic event will facilitate its implementation
c) Biarritz: a new perspective
III) The spectacular expansion of “coco Chanel” brand
a) Internationally renowned
b) Success of Chanel n°5
c) Chanel, nowadays

2. Conclusion

본문내용

I) Luxury and concept
a) The history of luxury
The Egyptians had concern for the well-being of social distinction by the possession and use of a scarce commodity such as perfume or jewellery. Crossing time, the Luxury has become a powerful engine of artistic and technical discoveries.
While World War II hit Europe and France in particular, this period is marked by iconic figures like Mademoiselle Chanel and Christian Dior, the world of Luxury settles and grows quickly. The late 40s was a big Boom for luxury: 106 houses are labelled haute couture and perfume sector explodes. It was not until 1980 that the luxury to take a new dimension. Small family shops and craft workshops appear then see a new form of organization: Luxury Groups, based on financial and industrial logic (the high end).
With more than three billion euros in revenue, Louis Vuitton is the undisputed leader in this sector.

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