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Luxury Brand Management and Economic Crisis : Chanel Case Study
(2022) Adriana Telechi; Ülker, Barış; Villegas, Erick Behar; Faculty of Business Administration; Berlin International University of Applied Sciences
AUTHOR-SUPPLIED ABSTRACT: Abstract: This thesis investigates the impact of COVID-19 on the French luxury brand Chanel and the company's strategic management response to the crisis by comparing its approach and financial reports with other top fashion luxury brands. Semi-structured interviews have been held with Chanel employees and a focused group of Chanel customers to gain industry insights. The analysis emphasizes Chanel's unique response to the crisis and the factors that have contributed to its success. Keywords: COVID-19, French luxury brand, Chanel, strategic management, crisis response, fashion luxury brands, semi-structured interviews, industry insights, success factors