Chanel's strategy of communication tools and packaging for its beauty products

Shin'ya Nagasawa, Kana Sugimoto

研究成果: Article査読

1 被引用数 (Scopus)

抄録

This paper views Chanel as a technology management company in order to point out its distinguishing characteristics. Technology management refers to business management conducted around sophisticated technological expertise. Although Chanel was a latecomer to the cosmetic business, Chanel's commitment to technology and innovation is apparent in its establishment of its own laboratory. This commitment will be considered through its cosmetics business as follows. (1) Communication tools: Counseling by Beauty Advisors (BA), Customer Relationship Management (CRM), and development of sampling devices (blotter and olfactive bar). (2) Packaging: Unified packaging worldwide, use of new materials, and packages exuding a luxury feel.

本文言語English
ページ(範囲)460-464
ページ数5
ジャーナルJournal of Advanced Computational Intelligence and Intelligent Informatics
15
4
DOI
出版ステータスPublished - 2011 6

ASJC Scopus subject areas

  • Human-Computer Interaction
  • Computer Vision and Pattern Recognition
  • Artificial Intelligence

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