Ülker, BarışVillegas, Erick BeharAdriana TelechiBerlin International University of Applied Sciences2023-07-192025-11-282025-11-282022https://repository.berlin-international.de/handle/123456789/876AUTHOR-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 factorsMACHINE-GENERATED CONTENTS NOTE: Table of Contents 1. Introduction 1 2. Literature Review 4 2.1 Luxury 4 2.2 COVID-19 9 2.3 Chanel S.A. 11 3. Methodology 13 4. Results 14 5. Discussion 23 6. Conclusion 25 7. References 27 Appendix A - Research instruments 33 Appendix B - Thesis Declaration Page 34engChanelCrisis ResponseFashion Luxury BrandsFrench Luxury BrandIndustry InsightsSemi-Structured InterviewsStrategic ManagementCovid-19Thesis