Chanel's Global Market Expansion Strategy: Brand Adaptation and Adjustment in Different Cultural Contexts
Year: 2025
Type: article
Abstract: Chanel, a leading luxury brand, has executed a multifaceted global expansion strategy to reinforce its market position and drive growth. This paper explores Chanel's approach to internationalization, emphasizing its strategic focus on high-value markets and selective store placements. The paper highlights how the brand balances maintaining exclusivity with achieving global presence by delving into Chanel's market entry strategies, including joint ventures and direct investments. Additionally, the analysis covers Chanel's adaptation to local markets, such as tailoring product offerings and marketing tactics to regional preferences. The ultimate goal of this expansion strategy is to enhance brand equity while capturing new revenue streams. Through a detailed examination of these elements, the paper aims to provide insights into how Chanel navigates the complexities of global markets while preserving its prestigious image.
Author: Caiyu Yan
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4414088058