(Elaine Smith is an experienced marketing consultant. Ms Bertha Welch is the Sales Director of CHANEL Cosmetics Limited Company. They are visiting one of the stores and talking about the branding and advertising strategies of CHANEL in the new age.)  

场景：香奈儿服装店   人物： Elaine Smith、Ms Welch

Elaine: Ms Welch, this store is running quite well.

Ms Welch: That’s right. It runs rather successfully every year. With the increase of consumption level, as luxury goods supplier, we see opportunities. But we are also facing challenges.

Elaine: That’s true. I’ve mentioned that in my report.

Ms Welch: Oh，yes, I’ve read your report on CHANEL’s Brand Strategies. It’s really inspiring.

Elaine: Thank you, Ms Welch. Hopefully, it could work well with your company

Ms Welch: Well，As you know，CHANEL has a strong market positioning within the luxury fashion goods sector and has approximately one-third share of European fashion and goods sector in 2008. But the company also notices that the global economy is recovering and the number of wealthy Asians willing to spend on luxury goods is also increasing. What do you think can be done to further expand the company’s global power? 

Elaine: I’m afraid the priority of the company is its brand. As mentioned in the SWOT analysis, the strong brand image is one of the biggest strengths of the company. 

Ms Welch: Yes, I believe that the famous story of stylish Ms. Coco CHANEL conveys a very strong message of CHANEL’s timeless elegance style.

Elaine: Exactly. Ms. Coco CHANEL's own look itself was as different and new as her creations. Her aesthetic design redefined the fashionable woman ever since the post WWI era. The CHANEL trademark was a look of youthful ease, a liberated physicality, and unencumbered sportive confidence. In Paris, people believe that ,you know “The woman who hasn’t at least one CHANEL is hopelessly out of fashion”.

Ms Welch: Yes. That’s quite true.

Elaine: What’s more, there is huge economic growth in Asia nowadays, specifically in China and India, which brings quite a positive outlook for CHANEL’s increasing sales.

Ms Welch: That sounds tempting. Actually the company does want to seize the opportunity and consider opening up more flagship stores to meet the increasing demands for luxury goods in these areas.

Elaine: Yeah. That would be a smart move. Since Asians believe that brands like CHANEL increases the level and the value of the person who uses it, I would recommend the company to consider producing more products with visible logo placements in Asia.

Ms Welch: That’s brilliant. I’ll have it reported to the board of Directors. By the way, Ms. Smith, in the branding strategies report, you mentioned that the tap on technology would be one of the opportunities for the company’s global expenditure. Could you please explain that in more detail?

Elaine: Oh, yeah. Of course, Ms Welch. In a technology world today, both young and old rely on the internet for entertainment and information. The growth of high-speed broadband internet connections has redefined the advertising possibilities. Actually CHANEL could consider increasing marketing in this area in order not to be obsolete.

Ms Welch: You’re right there. People nowadays indulge themselves in all kinds of social media all the time.

Elaine: Yes, they do. I browsed CHANEL’s website the other day and found it not so user-friendly. In order to maintain relevant in such technology-savvy society and particularly to attract those young consumers, CHANEL can increase new media marketing and consider going into e-commerce, like what many competitors have done.

Ms Welch: I’ve to admit that our website does need to be improved. But the e-commerce？I’m not sure how far we can go on that move. But at least we can supply audio, video and image materials on the net to attract customers to make the purchase.

Elaine: Exactly.

Ms Welch: Ok. Thank you very much, Ms. Smith, for inspiring me so much today.

Elaine: It’s always my pleasure, Ms Welch.