market research microresearch lily allen chanel 3

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HOW IS CHANEL IMAGE PERCEIVED?

Young women between the ages

of 18 and 25 believe that this is

an exclusive brand but generally

for older women.

Women aged between 25 and 39:

· Esteem rises.

· Consumers appear (mainly accesories and cosmetics)

· Both size and price become an insue.

Women over the age of 40:

· Believe the image is positive.

· Think that Chanel is ideal for women…

· Think that Chanel is a brand that

any women could wear...

After the incorporation of Lily Allen:

· The opinions of younger women barely changed.

· Those between 25 and 39 thought that it rejuvenated the brand.

· Over 40’s believe that the brand image is younger and more informal.

They feel they appear younger having to change brand.

Done