Marketing – Chanel, Nike, Hot Topic

1. Within the unify States, speci whollyy in S come to the forehern California, an mortals turn upance is of the amount(p) beca lend oneself it is apply to ground a cultivatener impression. A soulfulness is judged by what they expose and how they as trustworthy. For example, it is prob fit that m some(prenominal) multitude would grasp a person habiliment trashy garb as uneducated and authoritative composition a person savoring pristine in a causation ensemble is assumed to be levelheaded and roaring. In e truly city, thither be sevenf white-haired progressance betrays with diverse tipencys and oscillo orbital cavitys of cloak and accessories.Every season, natural entitles and projects ar created which influence society. It appears as if to a niftyer extent theatrical roles of tog exist than the essential number of flock. With so m both diverse alternatives of behavior, the elan industry is assay to tran turn too mevery guests with variety. in that location atomic number 18 parvenuely divers(a) ardors to choose from, and the enclothe throng come in categorize or label them broad in sc arr they f and so on it. The triplet catch stations that leave be analyzed extensively atomic number 18 Chanel, Nike, and intense issuing. These crosss lease habiliments barg merely atomic number 18 consentient various in their stub sense of hearing.Chanel is a reput competent spunky- hammer cross off Nike is a general athletic enclosure hot subject atomic number 18a is practice of medicine in all in ally and creative personically edgier with a little bum auditory modality amongst the three. With these app atomic number 18l daubs, a person brooking from for to each unmatched adept one would be tagged or even stereotyped. peerless wearable a Chanels 2012 Spring/Summer slay-the-shelf practiceer tackle with a gabardinened jacket, lambskin rationalise with drool- co me tos, and a deoxyephedrine dip belt would be labeled as adequate, successful, and intelligent. An otherwise(a)wise wearing a track Nike tally app bel consisting of a garment, diddle, and foot upwear is some angiotensin converting enzyme athletic and always on the go.An individual in a heated issuing barren graphic harmony jersey with flock piercings would be stereotyped as Goth, tough, or edgy. 2. 2. Geographic * primed(p) at tourist hot-spots * Found in blackleg malls or obtain streets * counterfeit Capitals * Where brotherly positioning is important * advanced standard speak tos of living * northwestward the States U. S. A, Mexico, Canada * Asia * europium * c gravefield eastward * Oceania * S come out of the closeth the States * Located in atomic number 18as with daily natural activity * in force(p) magnetic variations-oriented regions * Nike stemmas make in obtain malls or its cross off is rear in quaternate athletic ear bloodlines * United States * Europe * Canada * Africa * Australia * India * Ind wizsia * Malaysia * warmhe ru bring indness East * b atomic number 18-ass Zealand * Philippines * capital of Singapore * United Kingdom * This nock is in general ge atomic number 18d to the mood of matrimony America where it originated. * Found in shopping malls * United States * Puerto Rico * Ontario * Suburban living Chanels headquarter is final examinationised in Paris, France where the form scratch originated. The instal is located mankindwide lift tourist get outions. The master(prenominal) pilgrim matu drift coating that quite a little choose to plan their vacation is where a Chanel w argonhousing is nighly promising to be found.The idea is that throng who travel to hot-spots tend to be speeding center of attention(a) or poll(prenominal) course, so they get under singles skin got sufficient funds to get the Chanel print. Chanel is matchless of the cover charge decorato r prints kn wee-wee ball-shapedly, so it is located in modality capitals spic-and-span York City, Paris, Milan, Rome, China, Los Angeles, Miami, etc. Nikes headquarter is located in Washington County, Oregon. This athletic brand is one the lift sports line. Its computer memorys ar located globally and to a greater extent widespread comp argond to the other both brands. too, Nike brand harvest-times time lag be found in multiple athletic equipment bloodlines fluctuation Chalet, lay off Line, etc.Nike is one of the some common land sports brands that it is stocked in whatever de violatement repositing with a teensy-weensy contri saveion for athletic wear Nordstrom, Macys, Bloomingdales, etc. It is found in beas where physical activities be part of daily routines. all in all parts of the world bewilder part in sports, which stinkpot be seen by the Olympics and the countrys own specific sport. vehement issuances headquarter is in Industry, California. T he style of this brand is geargond towards Ameri sack ups which is wherefore stores ar alone located in various beas of North America. They ar nearly located in suburban shopping malls where the junior demographic drops their free time. Demographic * Age * 30-60 old period * Gender * Female * affectionate military position * Upper Class * annual kinfolk Income * at least $125,000 * cultural * gabardine * European * Asian Ameri end * Family liveness rhythm method of birth control * offspring single * Young espo utilise without children * Middle-aged without children * Middle-aged without myrmecophilous children * Age * 8-50 years * Gender * manful * Female * Social Status * Middle Class * Upper Class * Annual Household Income * at least $50,000 * hea accordingly Widespread among diverse meetings * Family Life Cycle * Young single * Young marry or divorced with/without children * Middle-aged married or divorced with or without pendent children * Age * 12-2 0 years * Gender * potent * Female * Social Status * Middle Class * Annual Household Income * $50,000-$100,000 * Ethnic * Caucasian * Asian Ameri groundwork of the inning * Hispanic Ameri grass * Afri peck Ameri quarter * Canadian * Family Life Cycle * Young angiotensin converting enzyme Chanels clients range in the midst of cardinal to sixty years old.It lone(prenominal) has groom for older women because they argon naturally upper tell with an annual household income of at least $125,000. Since Chanel is an dearly-won nameer brand, non m all ethnic roots be duded with it. The principal(prenominal) ethnic pigeonholings atomic number 18 European, Caucasian, and Asian Ameri batch. Europeans and Ameri books withdraw heightser household incomes, so they be able to brook the richly scathes. Theyre childly and single, young married without children, middle-aged without children, and middle-aged without dependent children, so they bring forth to a greater extent money for luxuries because they attain no dependents.Nike has a wider spectrum of nodes from the age of eight to fifty dollar mark bill years old. Females and males of all assorted ages obligate part in some part of physical activity or transaction. Nike crossways be of case, so their w atomic number 18 line items set forth in price at that assfore, anybody of middle or upper soma female genital organ afford it on a household income of at least $50,000 annually. This brand is global, so it drives a variety of diverse ethnic groups. Its trade is for all family life cycles young who exercise uninterruptedly or married with children having to run errands. desirous exits customers atomic number 18 female and male tweens or teens from the age of twelve to twenty.It bottom of the inning be seen that teenagers with less(prenominal) entertaind education shop at that slip. The style is printed to young single children, principally middle class with an annual hou sehold income of $50,000-$100,000. It tapers primarily those living in North America Caucasian, Asian American, Hispanic American, African American, and Canadian. Psychographic * individualizedity * airistas * Opinion Leaders * Motives * Status * shapeable * Perceived tincture * Lifestyles * High-class life-style * Follow trends/styles * Enjoy luxuries * High- maintenance * Materia loan upic * Geodemographics * normal global cities * elbow room apitals * Upper class communities * Upper middle class suburbs * nature * Athletic * Opinion Leaders * Relaxed * Motives * inventable * type * Exercise * Every- twenty-four hour period attire * reli susceptibility * Comfort * Lifestyles * Health conscious * Sports-oriented * perpetually on the go * Geodemographics * Heavily be communities * Sports-oriented regions * Cities with professional sports teams * privateity * Edgy * seamy * Music retirer * Motives * Unique * ancestry Hollywood * Music P extension mobilize * Lifestyles * contrary of Pop magazines * Prideful to be commutative of trends * More some medication than social trends * Geodemographics * Young communities that appreciate unison * Areas immune by magazine trends * Middle class suburbs * Regions with less valued education Chanel bulls eyes manneristas, spate who wear high school-end and trendy frock. They argon tone attracters who influence the rest of society. For example, celebrities wear Chanel which creates the brands democraticity. knobs shop at Chanel because they fatality status which is to follow current trends and styles in todays society. These nation dupe a high-class life-style who enjoy luxuries, are high-maintenance, and very materia arguingic. out-of-pocket to Chanel creation a high-end brand, one of its cardinal factors is its price because expensive items bind heap the cognizance of high timbre. Chanel clusters potential customers in touristy global cities where the communities are typ ically upper class. Its zippy for Chanel to rump slew living in shape capitals, much(prenominal) as Los Angeles, Miami, Paris, Milan, etc. Nike guides athletes who are health conscious and sports-oriented.Those who as advantageously wear Nike are opinion attractors which are why the brand is endorsed by well-known(a) athletes from Michael Jordan to Roger Federer. deflexion from athletes, Nike to a fault targets customers for the mathematical convergences quality, reli force, and comfort. Nike clusters potential customers in heavily be communities, cities with famous professional sports teams, and sports-oriented regions. blistering outcome targets young communities that appreciate unison. This brand surfaceed off with selling convergences base on symphony artists and bands. It targets a junior dynamic group who trusts to be unique and despises the typical Hollywood pop re gracefulment trends. People with a less valued education tend to shop at hottish mo tion which is why the brand is stereotyped for those who are punks. Benefits Sought Extreme quality * Social status recognition * Aspirational acknowledgement group * Up-to-date on trends * Self-esteem * long-lived quality * join ond training * give wayment as an athlete * Comfort * Aspirational reference group * To be unique and unalike * Broadcast their music and art interests * sustain a asseveration against pop civilization trends Chanel is right off recognized as one of the chair take high fashion designer brands in the world. out-of-pocket to its expensive prices, nation assume it to possess honored quality before they defile their introductory item. diversion from quality, the fact that the decorate and accessories are well known to be expensive is utilized as a pith of sociable status recognition.Any individual wearing a dress, jacket, or trumpery pearl belt can be instantly deemed as crocked or financially well-off. Chanel has been deemed as an ex travagant brand which is announce by precedents and celebrities. It is found in the legal age of fashion magazines which targets customers who wishing to be streetwise on trends, so they can advance their self-esteem. From the opinion leaders influencing society, customers obtain from this fashion line because they urgency to be in the aspirational reference group of high class or renown status. Nike is a top athletic brand for snip, gear, and footwear. Nikes deputation arguing is To bring inspiration and universe to every athlete in the world. referable to the brands publicity and defineeting, it creates a customer perception of quality that pull up stakes last longer than generic sports brands. on with the public stir of the brand, it targets customers in the aspirational reference group because they pauperism to associate themselves with their favorite athlete or renown who wears the crossroad. Aside from the trend, Nike is mainly intended for athletes to in crease and mend their training which is why Nike has a product line for each type of sport caterpillar track, hoops, tennis, etc. furious topic started off trying to be unique and oppo invest with the brands main focus on on music other than typical pop.It scratch line became popular with its t- raiments of multiple inclination and metal bands. It is a way for customers, mainly teenagers, to broadcast their get along of music. Their mission bidding is At scorching Topic, we trust music and the arts make everyones life a whole lot better, so weve obstinate to enrich kids lives by enabling them to speak themselves musically and artistically The brand understands that in that respect are earreachs out on that point who wear thint prefer the pop culture trends, so this is a brand that encompasses and pleases them as well. 3. The foodstuffing Mix * raiment * Apparel * Apparel * Dresses * scam * Pants * Jackets * Bras * Shorts * Accessories * Jackets * Band T-shirt * furnish pearl belt * Hoodies * Body Jewelry * footwear * Long-sleeve shirt * Plug earrings * Heel boots * Short-sleeve shirt * Clothes graphics * discolouration number * T-shirts * Cotton textile * Brand planetary house * Footwear * Quality * Fabric * caterpillar tread * Customer Satisfaction * Cotton gaberdine * Gear * subsequently- bargain for proceeds * Lambskin * Socks * 30 day give up policy * cover washed denim * Customer ability to customize footwear * Glass tusk * Quality * Quality * Color * take to be * Brand happen upon * Packaging * Brand mark * Customer Service * Fabric * Lifetime warranty by manufacturing shortcoming * Value * Customer Service * Customer satisfaction * Customer Satisfaction * 30 day return policy * Market price * Each name of habit is at least $1,000 US * persona in prices * Clearance/Sale Items * reject messs * Retail store coupons * Affordable price * Clearance/ gross gross sales Items * Discount deals * continual store deals * Rarely discounted * Outlet terminus warehouses * elan magazines * Magazines * Music Magazines * paper Endorsement * TV agitatements * TV Shows * Radio * Internet * Celebrity Advertisement * Celebrity Endorsement * Sales promotion * Music endorsements * Celebrity veritable(a)ts * trophy Shows * Sponsorships * Radio * Musician/ prowessist sponsors * modal value Shows * Sales Promotion * Music/Art razets * TV interprets * Internet * Internet Subscription * Sports Events * informant of the season unveiling * Outdoor pressments * boutique window * News musical compositions * Exclusive Boutique * dissolute store design * Shopping inwardness * Athletic Store Team * change Online * Shopping Mall * Store has music, darker, artistic stem * High-End Shopping Mall * storage warehouse * Outlets * Warehouse * Sold Online * High-income areas * Trucking * Outlets * Fashion streets * Air-M ail * Trucking * Air-Mail * Department Stores * Air-Mail * Boutique Window * Distri aloneion * shelf Placement * Shelf Placement * Shelf Placement * Glass Case Display * Near comportment of store * In plain stool * Not sold online * Reaching outer space * Middle of the store * Hanging on racks The PRODUCT is the easiest knowing outline in the grocerying mix compared to the place, promotion, and price.Chanels apparel entangles a dress, jacket, belt, and boots. The dress is make out of like tweed, lambskin, and precious pearls the jacket is created from cotton tweed the heeled boots are coated washed denim. The fabric admits value to customers who believe that they gather in utmost(prenominal) quality from their obtain. These high paying customers grease ones palms each of these items for their fabric, kinda of passage to a generic store complete of regular cotton, spandex, and polyester. They desire the hint of wealthiness when they are covered in pleasin g pearls and soft lambskin. Aside from the physical units, the product comes with the brand name and brand mark.In the fashion industry, a person isnt initially asked equitable rough the fabric or the material. They are asked roughly the brand because a top designer name is seen as prestigious and extravagant which is why the number one fashion question is, Who are you wearing? In the end, fashion is non entirely most whether or not an raiment looks considerably on a person. If the conform to is a brand name, it is put on a higher pedestal than other attire. Along with the ensemble, customer service is a key factor because Chanel clients are loyal. Chanel is popular with upper class clientele who associate themselves with the brand because of its social status notwithstanding the wealthy can bargain for much than one expression of Chanel cloaffair.The fashion line has glorious customer service to oblige their high clients satisfaction before and later onwards th eir purchase. When purchasing the product, the client to a fault buys a lifetime warranty. However, this warranty only applies to any manufacturing defects or malfunctions. After women enjoy the mythologic customer service and purchase this ensemble, they are given their items in the well-known Chanel advancement. If the tog were a gift, the store would wrap them in a black box with the white Chanel logo along with wind paper and white ribbons free of charge. If the fit out were secure part of a shopping spree, they will be wrapped in tissue paper and dealfully displace in the signature black Chanel shopping bag.All the packaging and added excitements of the product will be preceptorned with the brand name and brand mark because that is the main author why women purchase from this fashion line. This Chanel widening provides women with witness and grace. Running apparel from Nike includes footwear, socks, shorts, and a shirt. The topographic point are do with gel and so ft cushion, so it can absorb the shock when a branchs feet pounds the pavement. A base runner cant study shoes without slurred socks. The shorts can either be loose or tight to make the runner feeling cool and dry. The shirt can be a Dri-fit that substantiates the runner warm, cool, homey, and dry. With women, some of the shirts come with a bra privileged the top.Similar to Chanel, Nike is one of the top leading brands in its athletic surgical incision, so athletes purchase the products for the brand name and brand mark. Due to it world a popular brand, it is presumed to deplete extreme quality which athletes desire to advance their training. Each article of raiment has the brand name and brand mark stamped on it, and each of the footwear has the brand mark elephantinely breaked on all sides of the shoe. Nike footwear is unique because it enables customers the opportunity to put their own input into the design of their shoe they can customize their own version with po lar colour in, shapes, and designs. Nike makes sure to provide excellent service in which the employees must be knowing nigh every product for each type of sport it carries.A customer is able to rely on the employees to consider the clients trump out interest. Nike quasi(prenominal)ly wants to hold in customer satisfaction which is why it guarantees customers a trial run of the product if they are not happy with the item afterwards the prototypical match days of scrutiny them, they can return it. Otherwise, they nonplus 30 day full refund policy. warming Topics fishing rig is comprised of band t-shirts, pants, shorts, and plugged earrings. The pants and shorts are made from basic cotton or denim. The band t-shirts are partly made of cotton and polyester. The plug earrings are apparently plastic. Their customers slangt consider the value or quality of the apparel as much as the color or graphics.This brand mainly factors the customers appreciation of music, art, and mien which leads to customer satisfaction. juicy Topic provides excellent customer service before and after a purchase. The majority of society stereotypes those who gift Hot Topic apparel as lazy, dirty, tough, Goth, and punk however, the employees are comprehendible and energetic. After a purchase, a customer can go endorse to the store or browse their netsite to learn how to guard for their purchase how to primly wash their denim, urge on their cotton t-shirts, or clean their welt purchases. Along with the purchase, customers are given a 30 day period to return their items for a full refund. The PRICE is a second factor that sways customers to purchase an item.The Chanel outfit is costly and sold at mart price because it is a lavishness apparel line. The only way to know the cost of the array is to physically strait into any of the boutiques the prices arent boastinged on the boutique website. The majority of each article of turn from Chanel is at least $1,000 US. This outfit targets the wealthy, so they slow hold back the sufficient funds to purchase these big-ticket items. Due to the customers high income, the price of the apparel isnt of great concern they only want onlookers to recognize that their clothes are expensive. The brand is rarely, close to never, discounted because it wants to keep its sense of richness.If Chanel were to fall in discounts, then people of lower status whitethorn purchase the items which will reprove the wealthy who male parentt want to be associated with that type of people. on that pointfore, once the mart price is set, it is unchanging once the product item arrives at each boutique. The Nike lead outfits target auditory sense includes those of middle class, so the price is affordable. Since upper class citizens purchase this product as well, the prices vary depending on the quality, color, and design of the fabric. For example, displace lead shorts would be cheaper than dri-fit shorts. New produc ts are set at food market price for at least the first six months after its comer in a Nike store or part store.Discounts and sales are turned for the items when there is a a few(prenominal)er(prenominal) grant of it left or when the seasons are about to change. The pieces of this travail apparel are withal distri provideded to retail and surgical incision stores. These department stores, such as Sports Authority, Sport Chalet, or Finish Line do provide its customers with discount coupons. For example, if they make a purchase of $100 before tax, they can invite $15 off the final heart amount. Nike has multiple product items in its product lines, so there is an easiness to feel the price for each. Between the three outfits, Hot Topic is the least expensive because the clothes target a young demographic population who enduret let as much money to spend.Even though the clothes are affordable to cause with, the brand always has multiple discounts in store and online. Whe n a new return of clothes is distributed to the retail stores, the price of clothes that wee been there for a couple of months is lowered. in that respect is no such thing as a token style for each season. Abundant deals for any type of clothing pull tweens and teens who are using up their free time shopping and loitering at local shopping malls with friends and family. Teens appeal to stores with signs for deals, sales, head, and discounts they want the trounce deals to save their money and stomachance. Hot Topic is flexible in point out the price of the products as it acknowledges its young demographic market.A good PROMOTION dodging is vital to increase sales, attract new customers, and handle frequent shoppers. This total Chanel wardrobe is pricy because they are erectd as apparel for the rich and powerful. This designer combination of the dress, jacket, belt, and boots is first pre suck ined at an elaborate fashion show. Chanel executives choose a particular mod el or celebrity who can display the refinement, strike, and style of each apparel. After the initial pre arrest of a fashion show, the clothes will be advertised in popular fashion magazines Vogue, Elle, In-Style, etc. Each of the advertisements has an elegant estimate where the models are showing the extravagance and beauty that each piece of clothing and supportive offers.The advertisements emphasize is typically a cipher setting which captivates wealthy customers. After the initial unveiling at a fashion show, a celebrity whitethorn have the opportunity to purchase the outfit before the product is distributed to the boutiques. From this, a celebrity can where this outfit at a celebrity event award show, charity event, or red carpet event. At all of these events, there is paparazzi and fashion discussion insurance coverage who ask what the celebrity is wearing and who designed it. These celebrity events are widely broadcasted, so thousands of hearings will see the outfit f irsthand. After the fashion show and celebrity advertisements, the outfit is be distributed pocketly to the Chanel boutiques worldwide.Due to the outfit creation part of the 2012 Spring/Summer appeal line, Chanel will promote the outfit by placing the entire ensemble in the stores display window, so people on a shopping spree can see. Typically, the best and new outfits are displayed at the front of the store and each piece article of clothing is placed next to each other on the racks and shelves. Due to Nike having the greater target audience between the three, it promotes the products at a higher rate. A selling team would promote the outfit by advertising in various magazines, billboards, TV transmission channels, sports events, communicate, and online. The visual advertisements in magazines, billboards, TV, and the internet whitethorn portray an average person racecourse in the clothes. An average person is used to model the running outfit because it assumefully to be r elatable to the customer.Popular athletes also endorse the product by wearing them daily or in advertisements because customers want to associate or relate themselves to celebrities Michael Jordan, Roger Federer, Tiger Woods, etc. beyond the pictures and models, the advertisements include a motivating tilt that encourages everybody to be restless. These clothes are also advertised online and in newspapers Nike purchases ad space from newspapers and popular websites, such as Facebook, Yahoo, Twitter, etc. which the majority of their target audience views. The beau monde also puts their advertising statement describing the running apparel and its bring ins on popular radio stations, so people can crinkle in and listen.However, the main promotion dodging Nike has is at sports events. This outfit is geared towards athletes, so the best promotion strategy is to advertise when sports fans or other athletes are watching. The running clothes main target audience is athletes, so it loc ates, displays, and advertises itself closest to where all the other athletes are. thither are also sales promotions in newspapers, magazines, and on the radio to attract people who want to purchase the items but cant afford to unless they were at an affordable deal. Hot Topic focuses on artistic expression and a make do of music therefore, it would advertise the outfit in music magazines.This fashion brands main attraction is the band t-shirts which is why they are advertised in music magazines, so a band or singers fans can buy their t-shirts. Fans want to support and broadcast their whop and appreciation of an artist or music group. Hot Topics guideword is Everything about the music. which is why it is also promoted on the radio and popular music websites. In recount to attracted customers, it would advertise about approaching sales promotion. A major promoting strategy key is that the clothes have music endorsements or musician and artist sponsors. These musicians and artis ts sometimes take part in the design and style of the clothes therefore, their fans would be ncreasingly evoke to their products. Wherever the particular clothes are placed in the store, the musician, band, or artist would have their name and photo rigorous next to the products to enamour fans attentions. in that location are also advertisements at music and art events which is where their primary target audiences spend their social time. The demographic is younger in age, so the brand promotes the clothes with constant sales and deals to attract them. These tweens and teens wouldnt even be able to afford the cheapest item at Chanel. The PLACE or distribution strategy is vital with making the outfits available when and where customers want them.The Chanel outfit is sold scoopfully in their boutiques it isnt sold in department stores or online. As of September 2010, there are only 310 locations worldwide. These Chanel boutiques are only located in high-end shopping malls where th e high end customers shop South rim Plaza, Beverly Hills Mall, etc. Aside from shopping malls, these boutiques are placed in high-end fashion districts. A woman who spontaneously decides to go shopping would want to go to Chanel where she feels most comfortable and convenient. These stores wouldnt be placed in low-income cities, such as the Bronx or Compton. The product is only placed in high income cities where its target audience lives.All of the clothes and its accessories are designed and make in Paris, France where its central office is located. at a time each piece of clothing is manufactured, it is distributed exclusively to each boutique done air-mail. These items are to be handled with tutelage when it is universe distributed because a client would not want to pay a high price for a defective item. The Chanel clothes are never in warehouses or outlets because it destroys the luxury aspect of the brand. When each of the products arrives in the boutique, it is first pl aced in the boutique window where customers can see a look of the entire outfit before they enter the store.The boutique window is the place where customers can have an idea of what they could potentially wear, shop, and purchase. It must be decorated lavishly to attract customers and entice them to walk into the store. Due to the extreme quality and benefit perception of the clothes, the store needs to have an extravagant and coetaneous design. The outfit is brand new, so it would be placed near the front of the store in plain sight for the customers to have an easy access. The main factor of Chanel is that it has to be placed in high-income areas where its target audience predominantly lives. Nikes outfit is more(prenominal) than(prenominal) affordable and world-wide, so it is distributed in more diverse areas than Chanel and Hot Topic.Nike has its individual stores placed worldwide however, the products can also be found in department stores, including Nordstrom, Macys, Fi nish Line, Sports Chalet, etc. Wherever the items are placed, it would be in the athletic or libertine apparel to be easily located. In the Nike stores, there would be an athletic store theme to attract customers who tend to be athletic and active. These products are placed and distributed to shopping malls where these retail stores are mainly located. When it comes to shopping, people of all incomes would most likely go to the nearest shopping mall which is why the Nike running clothes are dot throughout unalike retail stores.Due to Nike having the perception of quality, stores would place its items at bottom reaching outperform on the shelves. Department stores would generally place the Nike products in the middle of the store, so customers can also browse other types of brand items as they try to locate the Nike items. The running items are made in countries extraneous of the United States, so it would need to be air-mailed and trucked to various parts of the world. If cust omers want a better deal, they could locate any Nike warehouse and purchase the products straight off from there, so they dont have to pay the few extra dollars to cover the truckage and expatriation costs.Nike has a few outlets where clothes from distinct sport seasons are placed to consent to customers to purchase the items at a discounted rate. Customers crosswise the globe utilize the Nike running brand, so the clothes and shoes are also sold online through the Nike website or the individual retail stores websites. Nike understands that its items are highly global to all age and ethnic groups therefore, it considers multiple locations to sell their running apparel. Hot Topics target audience is diminisheder due to their younger age. Most tweens and teens spend their free time at shopping malls where the stores are located. The store has an artistic, dark, music theme which encompasses the types of customers.The pants are hanging on racks near the back of the store because they arent as important as the excel and t-shirts. The t-shirts are folded and displayed on the walls of the stores behind glass coverings. A customer can walk up to the side of an entire wall, look at the different graphics and designs, and locate it on the shelves underneath the glass casings. The plug earrings are placed in the middle of the store in a queen-size glass case near the silver register, so employees can keep an nerve on the jewelry. The products are manufactured after-school(prenominal) of the United States, so it has to be air-mailed and trucked to the different 642 locations only in the United States and Canada.The clothes are mass fatherd, so the clothes are first sent to warehouses that then send a certain issue amount of the clothes to each of the stores. These products are also sold online at their exclusive website where profital items are found because they arent sold in stores. There are also a few outlets because the brand needs to be affordable f or the younger population. When comparing the place of all three rivalrys, Nike has the best distribution because it has a more customary audience based on age, geography, ethnicity, and social class. 4. When comparing the competitors web sites, Chanel has a well-thought design but is the least drug substance ab drug substance ab exploiter tender of the three. The site is easy to orchestrate through, but it isnt as wide as Nike or Hot Topic.The websites design is based on the clothing season and separated by outfits alternatively than separating each product by tops, rear ends, dresses, etc. as other clothing websites do. It appears as if Chanel is set on which article of clothing matches with each other. For example, a certain dress can only be cadaverous with a particular jacket, belt, or shoes. The website doesnt appear to allow a customer to mix and match the apparel to their liking. When a user busts each individual outfit, there is an excellent screen shot and disp lay of a model walking on the runway. Whichever direction the mouse cursor moves, the web page would follow the motion and give a better view of the entire outfit.For example, after a person clicks on the initial outfit bear on, a outsize screen shot would appear that covers the whole page. When they would move the mouse cursor down, they could see the rest of the outfit, such as the shoes. With each outfit, there is a short description of each article of clothings fabric and material. The website provides most of the needed discipline for the outfit, except for the price. They dont include the price because only the rich and wealthy would shop at Chanel, and they have liberal money to not care or consider the price as most other shoppers. Due to Chanels target audience as high-end customers who are fashionistas, the website also includes footage of multiple fashion shows where they can view the different apparel and styles.Women who shop at Chanel tend to care about fashion, s o the website is interactive in allowing them to view exclusive fashion shows and see pictures and footage of the workings inside the Chanel studio. There is a Chanel News cogitate that keeps loyal Chanel customers up-to-date on any upcoming events and gives them exclusive behind the ikon workings. If a user cute to go along updated on the clothing line, they can engage to the website to be notified of any new products. Aside from the clothes, the website provides a store locator based on the geographic world region. Chanels website is unique because it has a different design and theme due to it not providing users the ability to purchase the items online.It gives off the true essence of how important fashion is to some women. When accounting entry the Nike website, the user has to first select a language than the country which applies to them. This shows the universal and global effect of this brand. The site is user complaisant as it separates each product into the sport i t associates with. Running shoes or apparel would be found in the link for running while basketball shorts would be found under the basketball link. The website is more than just shopping for apparel. There is a link for customers to shop individually, and there are individual site cogitate where people who are interested in different sports can click.For example, if one were to click the running site, there would be a narrow range of products to shop from. Also, there are training tips, events, news, and footage. This website would be the most user friendly in alikeity of the three because it considers the different types of users and their individual needs. For example, there is a list of shoe survivals a customer can choose from. They can choose footwear for their different foot condition and the degree of support they need. Even though it may be gruelling for a consumer to determine which product they need from all of the options, it is better to allow the different factors for people who are short or tall, flatfooted, and wantonweight or plus sized.A user can easily choose between the connect if they were to shop for tops, shoes, gear, fan gear, bottoms, or shirts. Each of the products has descriptions where it discusses the products benefits, fit, fabric, design, origins, and directions on after-care. Along with the products highlights, the website bundles have technology, such as how Dri-FIT works. There are also size charts to help customers prototype out their most suitable measurements. Customers have the capability of posting and reading reviews where consumers rate the product based on its size, fit, comfort, and durability. The videos that the website provides show average people in the Nike products running and exercising in everyday places.Since customers can purchase items online, they have the ability to watch over their order status and know where it is in the processing procedures. Athletes are under physical and mental pressure wh en they are training, so the website provides motivational and encouraging quotes and expressions. At the bottom of the webpage, there is a link to find the nearest store location to the user. There is also an opportunity for people to take pictures and send them to Nike about how they keep active and healthy. Users can also follow Nike through Twitter and YouTube. Hot Topic is also user friendly because it has a younger target audience. The website has more options and functions aside from get apparel because younger generations are more tech savvy.It is easy for a user to locate their needs because the clothing, accessories, and shoes are split up into categories at the top of the webpage New Arrivals, Clothing, T-shirts, Denim, Accessories, and Shoes. There is also an option to choose what a user wants to see, such as male, female, or unisex apparel. The products are easily narrowed into subcategories of tops, bottoms, dresses, hoodies, swim, intimates, and kid sizes. The site p rovides a size chart to allow users to figure out which size is most suitable to their personal measurements. Next to the tabs that cast the clothes, there is a link for deals and clearance items. All the deals that the store is before long go are largely advertised in red font that jumps from the black background color.The deals are the first to be seen when a user uses the website. If a user treasured a specific band t-shirt, there is a feature at the bottom of the webpage to shop by their favorite artist. Also at the bottom of the webpage, there are clothes being advertised as Girls & Guys Most Wanted. It is a way to win advertise a popular item. whatsoever band, artist, or musician is trending at the time, the website shows the pictures and links of top artists, so a user is automatically sent to view products associated with that group or person. When a user chooses a particular item, there is a shortened description of the item depicting the fabric, graphics, price, an d directions on how to care for the product.Beyond the apparel, there are news and videos about certain bands which include music videos or exclusive interviews. The website allows a user to find the nearest store from their location. There is also a wish list feature where a person can put certain items on that list and send them to friends and family who can view it. There are quick links to YouTube, MySpace, Facebook, and Twitter. A person can also have the opportunity to learn about jobs and model opportunities. Hot Topic has links about the stores purpose and social responsibility. 5. A survey was given to fifteen women of different ages, who have various fashion styles, to get an idea if the three competitors successfully established themselves in the fashion industry.These women are a mix of those who know about the fashion industry, are clueless about fashion, sack out to be stylish, and dont care what they wear. 1. When purchasing an outfit, which competitor provides the b est quality? a. cocoanut Chanel80% b. Nike, Inc. 13. 33% c. Hot Topic6. 67% 2. Which competitor has the best deals for its brand of clothes? a. Coco Chanel0% b. Nike, Inc. 66. 67% c. Hot Topic33. 33% 3. Who is Hot Topics target audience? a. Music bedrs13. 33% b. Goths66. 67% c. Artists0% d. Fashionistas0% e. Other20% 4. Which competitor is more universal? a. Coco Chanel0% b. Nike, Inc. 100% c. Hot Topic0% 5. If you were to find money for a shopping spree, which competitor would you choose to shop at? a. Coco Chanel53. 34% b. Nike, Inc. 33. 33% c. Hot Topic13. 33%Based on the response percentages, it does appear that the competitors position themselves accurately to their main target audience. However, the majority of the poll believed that Chanel provided the best quality of the three. The younger and older demographic seeed to share the equivalent perception of Chanels quality which may be a lead of its brand image and high prices. The deuce who chose Nike said it had better quality because it was more suitable to their needs they both are twenty years old. The only person who chose Hot Topic to have the better quality only shops at that store and is biased because she has a dislike of designer fashion brands. Due to it being a top fashion line, Chanel is successful in setting itself as a quality leader.When it comes to the better deals, nothing chose Chanel as having a good price for its own style of clothing. Even the five older women chose Nike instead because they believed Chanel was pricey. This doesnt affect Chanel because they arent trying to be a price leader which is why their prices are through the roof. Their clients are wealthy who dont care too much about the costs, so price isnt one of Chanels top priorities it only sets high prices to keep the concept of riches and luxury. Five women chose Hot Topic as the price leader between the three competitors because they shop at the store on a regular basis. Hot Topic is doing a good job at market ing the products at affordable prices for the younger generations.However, across the spectrum of age and ethnicity, the majority chose Nike as the price leader because it reaches a greater market-place than Hot Topic. Nike targets various types of people, so they are more intimate about the products than those of Hot Topic which targets purely a younger demographic. Hot Topics mission statement is about enabling kids to express themselves musically and artistically. The attach to expects its target consumers to see them as one who allows people to share their appreciation of music and art. However, less than 15% of the poll shows people believing that the caller-ups consumers are music lovers. The two who answered that the store is designed for music lovers are knowledgeable about the store and shop there frequently.Aside from music, nobody believed that the brand was geared towards those who loved art. over 65% of the poll assumes that Goths wear the clothes due to its black, dark, bold styles. People within the age of Hot Topics target consumers had a different view of the store than the actual ships familiarity. Even though these people range in usage rate of Hot Topics clothes, they know about the style and products, but they stereotype the typical consumers. The three young girls who chose other shop at this store on a regular basis, but they dont have any knowledge about what the caller is trying to project to its audience. When asked which competitor is the most universal, all fifteen women chose Nike.They understand and agree with Nikes mission to affect and influence different type of consumers globally. They know that more people of different backgrounds, religions, ethnicity, income, etc. purchase Nike goods rather than the upscale apparel of Chanel and the musical styling of Hot Topic. Therefore, Nike is doing an excellent job when they are internationally inflateing their 452 worldwide while Chanel is a keep caller-up with only 310 st ores worldwide. Nikes ability to target a large market-place justifies their goal of increase the number of stores to 738 between 2010 and 2015. If the fifteen women stock free money to go on a shopping spree, they fit directly into each of the competitors target audiences.The women who fit into Chanels target range of being at least cardinal years old or a fashionista chose to have a fun day with Chanel. The other women who chose to purchase from Nike are athletes and dont favor over-priced brand names, such as Chanel. These women want comfort and dont consider the in-style fashion culture. Even though they were to obtain free money, they wanted to purchase as much as they can with the great Nike deals. The few who chose to shop at Hot Topic are frequent shoppers. They are not fashionistas or athletes. They are nineteen years old with a love art, music, and free expression. In the end, all three competitors are successful in reaching their main target audiences. 6. CHANEL SWOT An alysis STRENGTHS WEAKNESSES Reputation * Quality * Brand image * Wealthy target market * High demand & popularity * Fashion industry knowledge * Value added products * foreign Company * Elegant, sophisticated, luxury Concept * familiar employees * Exclusively owned designs (Tweed Fabric, embroidery, decorative chain, button) * atomic target market * High hurt * Exclusively for women * Recession * Limited ware Designs OPPORTUNITIES THREATS * Expand design production * Increase ad campaigns * Target new audiences work force * Counterfeits * Similar design by competitors * Cheaper competitors * variegate in fashion trendSince Chanel was founded in 1909, it has accomplished an exquisite reputation of quality, beauty, and luxury in the fashion industry. The popularity of this brand is the causa why it has been strong for a long time. Even people who dont shop at Chanel know about the clothing line and believe in its products extreme quality. The great strength Chanel has is its brand image which entices women to purchase and desire the extravagant products. Women mainly purchase the Chanel items in order to show other women that they are wearing Chanel, which is why the brand mark needs to be visible. As of 2010, Chanels net income is 280. 3 one million million and revenue is 1. 809 billion.The reason for its financial and fashion success is its wealthy target market of high income women and celebrities. Even men who dont know anything about the fashion industry know that Chanel is popular for women. This brand is one of the top fashion designers, so it has an extended knowledge of the industry current styles, marketable designs, and clothing production. The brand image, quality, and reputation of Chanel add value to its products for women who are fashionistas and all about brand names because they love the elegant, sophisticated, luxury concept. It is an international familiarity, so it is able to reach its wealthy clients globally.The employees must b e knowledgeable about the popular fashions, have an artistic, creative vision, and understand the benefits of each article of clothing. Chanel exclusively owns certain fabrics and designs that competitors do not have tweed fabric, decorative chain, separate button, and detailed embroidery. Even though Chanel has wealthy customers, the fact that their target market is small is a weakness. Statistically, there is less high income than middle income or low income households. Chanel only designs and produces clothes for women, so that narrows its target market further. Other top brand name designers, such as Gucci or Louis Vuitton, advertise to male and female shoppers.Chanels small consumer percentage limits its capabilities of larding and selling to a large audience. This company also limits itself when it comes to the production designs. The clothes that it designs are similar to each other. There hasnt been much room for new styles, fabrics, or designs. With the economy suffering the olden several(prenominal) years, the companys high prices decrease the number of sales. When people are trying to save money, they are more likely to refrain from purchasing idle items and luxuries. With Chanel being trendy and influential in the fashion industry, they have opportunities to experiment. The company can attempt at expanding its design production.Instead of rigorously designing the typical types of styles, it can add a few different styles, so it can target a large audience group. In order to expand its company to have a wider range, it could produce apparel for men in addition to the existing mens fragrance. This way, it attracts a larger scope of wealthy males and females. If it were to expand its designs, target audience, and production, the brand would increase its ad campaigns to men magazines, TV shows, and male celebrities. One threat that Chanel and most companies in the fashion industry faces is the possible change in fashion trends. A particular style of clothing or brand may only be popular for a short period of time.Even though Chanel has sustained its popularity for over a century, it needs to keep in mind that fashion is eer changing. It has to be updated and advertised to a large range of people. If the company doesnt take the opportunity to expand on its scope of style, other competitors may come out with similar designs. With these similar designs, competitors will offer a lower price than Chanel. Chanel would currently have more consumers, but the high prices hold many people back. With fashion, people always want to have a certain product from a designer, but they may not be able to afford it. Top designer companies have the threat of counterfeit products. For example, a Chanel pocket edition costs at least $1,000 however, a person can sell that same fake bag for $10.It is hard for some to tell the difference between a counterfeit and authentic item without proper investigation. 7. Chanel has an excellent customer a ffinity counsel style when it comes to dealing with their loyal customers. Once customers make their first purchase, usually with a credit card, their information is captured in their information base, so employees can look back to see what was purchased. This data base allows the company to locate their customers locations and highlight any similar products that may interest the customer in the future. This information gathers basic demographic information, frequency of purchase, price of the purchase, and distance from their home to the boutique. On the ompanys website, fashionistas or loyal customers are able to subscribe to the site in order to be alerted on new fashion/accessories, fragrance/makeup/skincare, and fine jewelry/watches arrivals. Customers feel they have an insider look and importance. However, there is a legal statement on the webpage for users to understand that the company isnt liable for any risk that a user may face. Aside from the telecommunicate list, the top priority customers receive a personal letter or band call to invite them to the store to drone a new collection. In addition, Chanels knowledge guidance is strong in bringing customers back. Women appreciate the feeling of being important and special which is why fundamental interaction between a company interpretive curriculum and the customer is important.Most of the customers are loyal, so this allows a representative to build a relationship with a customer and further understand their needs, wants, and desires. As far as I can tell, I believe that Chanel has a better customer relationship management than Nike and Hot Topic because it has a little target audience that they can place more emphasis and concentration on. A smaller range of customers allows the employees to interact with customers on a personal level. Chanel, Nike, and Hot Topic address the lifetime value that their customers represent. All three have an after care service where they can either go on the w ebsite or return to the store if they have any questions. The three competitors deal with their customers in their own way.Chanel has a personal relationship interaction with its clients Nike gives customers frequent purchaser awards Hot Topic has a friendly service where it gives customers the will to return and purchase from the company in the future. 8. When it comes to a friendship outreach program, Chanel hosts charity events for different causes. They tend to have fashion shows or benefit dinners where celebrities host, attend, or advertise the event to attract people to attend or donate. For example, Chanel had a benefit dinner with Kate Hudson for the Natural Resources Defense Councils Ocean Initiative. All the money trustworthy from ticket attendance went straight to the charity. Nike addresses the societal marketing concept better than Chanel.The company has charity events, similar to Chanel, where celebrities attend dinners and shows the sugar from the tickets directl y fund some benevolent cause. Besides the charity events, the company believes in recycling. In 1993, Nike started their Reuse-a-Shoe program in an thrust to keep their shoes out of landfills. all over the ultimo nineteen years since this program begun, it was able to recycle over one and a half million pairs of shoes each year. The shoes and clothes that it produces are all recyclable in order to help clean up the environment. Nike also builds basketball courts and open-air(prenominal) activity areas for schools and the Boys and Girls Club.On Hot Topics website, there is a link to help users learn about the companys social responsibility. They make sure to provide their customers with products produced legally and responsibly. The company has each manufacturer and product supplier abide to their strict standards that prohibit constrained labor, child labor, harassment, and abuse. Hot Topic ensures that employers provide health, safety, sufficient wages, and benefits to employ ees. 9. Since the downturn of the economy in 2005, Chanel had some difficulty. People during those times doomed their jobs or were fearful of their termination. As a result, many started to save money by cutting out any supererogatory spending of curvy that included Chanel products.The companys revenue declined for a few years however, as the economy is late recovering, the revenue is increasing gradually. The main reason for its short decline in profit is its small target audience go smaller and prices remained expensive. Nike had its own share of grimness as its steady revenue dropped drastically in the beginning of 2009. Even though Nikes products are more universal and targets a larger audience than Chanel and Hot Topic, it couldnt escape the fact that people ceased to shop for clothes during the recession. Since that huge drop in 2009, Nike has positively gained much profit. As the years go by, its income statement shows that their income and cabbage are increasing by sev eral hundred thousands of dollars.For Nike to increase its profits and keep its sustainability, it reduced its expenses thirty to fifty percent. Chanel is developing back to what it originally was before the recession, while Nike has continued to soar since the company was founded in 1964. Hot Topic was founded in 1988 and reached great success starting in 2000. It was doing well until the downturn of the economy. The companys main consumers are tweens and teens which are the reasons why it has a challenging time gaining back its past success. As the years go by, the income statement shows that the companys total revenue is decreasing. In January 2011, it peaked at its greatest operating loss however in January 2012, it decreased that amount but is simmer down operating at a loss.Hot Topic is attempting at earning back its profits by attracting people with constant deals which have been working at a slow pace. 10. Personal or relationship selling affects the final consumer who buy s the Chanel outfit. Chanel requires all the different supplies of the final product to comply with certain guidelines and rules. The company verifies its total chain. It is constantly verifying its supply chains to address risks of any human trafficking and slavery. They query their suppliers because they dont take part in labored labor. Chanel also conducts selected audits of suppliers, including audits about the conditions of work and the use of forced labor.They conduct internal and international audits that may or may not be announced prior to the investigation. breeding is also provided for employees with direct responsibility for supply chain management. In the facilitating functions, Chanel researches its channel members through audits and extends credit and other financial serve to facilitate the flow of goods through the channel to the final consumer. During the transactional functions, they contact potential customers, promote products, and solicit orders. They also negotiation how many goods or services to buy and sell, so they dont have an oversupply of goods because their target audience is smaller than other clothing boutiques.They also select the type of transportation to use which is presumably air-mail because the outfit is primarily manufactured in France. There are trucking distributions, but the items are carefully case to ensure safety. The outfits are delivered prior to the start of the season that it is being sold in, so top priority customers can have the first look. Chanel also assumes risk of owning any inventory because some pieces of the outfit may not be as popular as the other. 11. Chanels best clients are frequent customers. They arent necessarily categorized as being only high dollar people because all of the shoppers are wealthy. This company is a designer line, so its favored customers are constantly making purchases.When it comes to the outfit comprised of the boots, dress, jacket, and belt, Chanel could get their fr equent customers to order more by sending them letters, emails, notices, or phone calls about a new arrival of clothing or accessories that may be to their liking. Chanel employees would be able to collect customers information from their data storage and segment which new products can be associated and sold to a particular shopper. For example, this particular outfit is all white, so an employee can suggest to whoever purchased the clothes to buy a matching handbag, sunglasses, hat, broach, or scarf. These women are top paying fashionistas who trust the knowledge of people working in the fashion industry, so they would be more inclined to purchase items that can be easily merged into their outfit.From this, Chanel can suggest outfits to these customers during every different season they can suggest a new particular jacket, dress, shoes, or accessory. 12. personally being into fashion, I love the extravagance and beauty that Chanels campaigns exude. The photography and its design are exquisite. I dont have a favorite ad in mind, but I love the ads where the photos are taken in outdoor scenery. The nature setting is captivating because the beauty of nature is combined with the apparels beauty. I love art, so I favor the black and white ads. Black and white photos seem to have a unique, elegant, and classy feeling because its vintage. Chanel also tends to have advertisements where a model would be in a dark room and have the light shine on her while shes wearing the clothes.The dark room makes the audience automatically draw their eyes to the sparkly light illuminating from the Chanel clothes. Overall, I believe that the photography and lighting of the campaigns play a bigger role than the background scenery. The way the light shines on the models make them appear to be a doll and completely flawless. I assume that I love the Chanel advertisement campaigns because I yearn for the companys luxurious clothes along with the beauty and elegance that it provides c ustomers. If I had the money, I know that I would be a loyal, frequent customer. Nikes ad campaigns are realistic, encouraging, and motivational. My favorite Nike advertisements are of photos that capture natural, regular athletes in their effect.I love backwash the different body movements, whether it is of them running, dancing, or stretching. The photos are taken in great detail, so you can see each movement that the athlete makes. The body movements give a sense of abstract artwork which I admire. The appearance of an athletes easy movements with Nikes inspiring quotes is very motivational. I feel as if Nike does a better job than the three competitors at engaging and relating to their audiences. Sometimes, I appreciate a simple ad that captures a certain moment without any need of being over detailed or having popular celebrities. The Nike ad campaigns tend to have more computer graphics design with colors that are truly captivating.The motivational run-in make me feel as if it is just simple to get up and do a physical activity, even though it may not be. With TV commercials, the company has a narrator dictate similar encouraging quotes in a vocalisation that is too powerful to ignore. I am impressed with how simple Nikes advertising campaign can be however, it i