Not only are consumers keeping up with technology but also fashion companies as well. The latest Chanel Fashion application is found on iTunes App Store. The application features the video and looks of the Fall-Winter 2011/12 Ready-to-Wear show, all Chanel News articles and contact information for Chanel boutiques and it is available in French, English and Chinese language.
Chanel's target market would be females of:
Generation Y or millennial generation)- 1979-1994- (32-17)
Generation X- 1965-1978 (46-33)
Baby Boomers- 1946-1964 (65-47)
The positioning that Chanel wants to protray through the perception from the target market is a unique palate of females who give value and meaning to classical and beauty products.
Also to change the usage rate from the middle users to strong and heavy users.
The customer profile are those who identify themselves with the Chanel brand, have a strong personality and like to buy luxury products. These females are also elegant, fashionable, and who like to take risks.
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