CHANEL

Company History
CHANEL, the international luxury goods company, was founded in France by Gabrielle Chanel at the beginning of the last century. The privately held company offers a broad range of luxury products, including Ready-to-Wear, fragrance, cosmetics, leather goods, accessories, fine jewelry and watches. CHANEL is also renowned for its Haute Couture collections presented in Paris. CHANEL maintains 189 fashion boutiques worldwide, including the legendary House of CHANEL on rue Cambon in Paris. Under the creative guidance of designer Karl Lagerfeld, the House of CHANEL remains dedicated to luxury, fashion, style and image.

 

The Challenge
Assess the landscape of in-store services luxury companies provide to their clients to enhance the shopping experience and build client loyalty. Provide an assessment of the CHANEL offer and a recommendation for the future state. 

 

Concept Proposal
Providing a luxury experience in store that surprises and delights its clients and fosters loyalty is a topic on many brands minds. Expectations of luxury service have also shifted dramatically over the last few years - creating an opportunity for us to improve our client experience. 

For this term project we would like you to focus on in-store luxury services (ex home delivery, concierge etc): what types of services are offered, who is best in class and what impact does it have on the client. 
Your research should not be limited to luxury retail, and should cover other industries. After assessing the landscape, we would like you to understand the current CHANEL offer. What services could we add to our current offer, what do we do currently that doesn't add anything to the client experience? 

 

The Team
Fareen Ahmed, MBA Candidate, Columbia Business School
Marta Cuenca, MBA Candidate, Columbia Business School
Oliver Arellano Padilla, BBA Candidate, Parsons School of Design
Alice Signori, MBA Candidate, Columbia Business School
Kana Suzuki, Associates Degree, Parsons School of Design
Silvana Vegara, MFA Candidate, Parsons School of Design
Jill Wang, MBA Candidate, Columbia Business School
Wendi Xu, Associates Degree, Parsons School of Design