Chapter 8. Segmenting and Targeting Markets

  In 1909 when Chanel started, the company targeted women whom wanted to dress fancier with style and grace. Chanel then started off with hats and modern clothing but also eliminated the corset. The company still targets the same market today of women ages 16-60 but also adding men ages 20-60. Being a luxury brand name, only those more financially endowed tend to pay the price for Chanel since they can afford it. Chanel has a huge selection of different products; haute couture, ready to wear, resort line, men's and children, fragrances, cosmetics etc that cater to its target markets consumer wants and needs. 

  Chanel has over 200 stores world wide with geographic segmentation expanding in the large market in Asia as well as Europe. Chanel retail store and boutiques can be found in busy tourist attractions like New York, Miami, Paris, and Moscow. As far as psychographic segmentation, the company is true to the definition. Chanel targets consumers who's lifestyles can afford the brand, thus  individuals of lower and middle class tend to want the brand more because of its exclusivity, wanting what you can't have in other words. With the use of famous faces and beautiful models the company pulls it's consumers in with advertisements. Helping the house of Chanel to remain the ultimate house of luxury.