Pereira (2008) talks about the fact that, in order to develop a more complete definition of quality, we must consider some of the key dimensions of the product or service. East, et al. (2013) suggests consumer expectations of Chanel products portray a high quality image and this must be shown in every aspect of the product and dimensions of the Quality.
Dimension 1: Performance
The Grooming kit, aswell as being made from high quality, expensive materials, is also perfect for use, the beard oil matches and exceeds other brands, in keeping your beard moisturised without drying your skin. The kit is also to provide a higher grooming experience than other cheaper brands, by using Chanel expertise in fragrance and grooming products.
Dimension 2: Features
The Chanel grooming kit, is more than just a use and then throw away, it is an investment. Fashion Bean talks about when looking at grooming products, one thing men often forget is that you can definitely have too much of a good thing. Over using these products is sometimes too much, and so you kit will last you a long period of time, rather than having to keep replacing it. (Kynaston and Kynaston, 2015)
Dimension 3: Reliability
According to Dr. John Gray, author of The World of Skincare, harsh, alkaline soaps are especially bad news. “This is because severe degreasing with soap and water can actually lead to a worsening of sebum secretion, which completely defeats the object of cleansing,” however we have made sure that the beard oil and the bar of soap reliably work together to compliment each other and so there is no damage to the skin of the user and they are reliable and performing consistently through the life of the product.
Dimension 4: Conformance
Keller (2012) identifies conformance as being the extent to which the product design needs to meet standards and specifications, whilst being free of defects. To ensure this, quality assurance checks will be used in production of the products. all products fit securely in the wash bag, with sections that could hold added Chanel Products, for example, Perfume. this then goes into the carry both so that you only have to carry the one box around.
Dimension 5: Durability
The Grooming kit, uses Teak, which is well-known for its durability, and is frequently used in boatbuilding and other outdoor applications. (The Wood Database, 2015) and Brown Leather, according to Attire Club (2015) says leather is an extremely durable material, especially if it is of high quality. Generally, leather manufacturers try to make the best from their leather and to treat it in a way that will make it more resistant and durable. meaning the products are an investment, that can be used for the grooming or other uses after.
Dimension 6: Serviceability
Chanel use high quality materials so that they can be easily maintained, Cleaning leather can be cleaned Leather bags very susceptible to stains and spots as they’re used, however using leather cleaner can make sure that you keep the wash bag looking at its best. the other products all have clear, non matte finishes as this can be wiped easily to keep them clean. (Cleanipedia, 2015)
Dimension 7: Aesthetics
The Brands identity is all over the product, using classic Chanel shapes and branding, for example the logo, but subtle enough to keep the high luxury quality of the brand. the leather, wood, brown glass and gold liquid follows the Chanel heritage. to keep the high quality in the mind of the user, without it being too much to be used as grooming product.
Dimension 8: Perception
The grooming kit will be packaged inside the wooden box, however to keep dust and dirt away from the products the box is sealed around the edge with high quality felt, which will create an air tight finish and protecting the products inside for the consumers. the box will be packaged with cloth around and padding within a box on delivery which will only be sold through the shops, to avoid any damage in transit, which would then cause a damage in the perception of the quality of the build and materials of the product.
By Daniel Wembridge
References:
Pereira, R. (2008) 8 Dimensions of Quality, Gemba Academy. Available at: http://blog.gembaacademy.com/2008/05/28/8-dimensions-of-quality/ (Accessed: 4 April 2015).
Kynaston, A. B. L. and Kynaston, L. (2015a) The 2015 Male Grooming Manifesto – Part 1, Fashion Beans. Available at: http://www.fashionbeans.com/2015/the-2015-male-grooming-manifesto-part-1/ (Accessed: 4 April 2015).
Cornwell, B. (2014) The Top 13 Best Beard Oils And Where To Buy Them, Next Luxury. Available at: http://nextluxury.com/mens-style-and-fashion/top-13-best-beard-oils-where-to-buy/ (Accessed: 4 April 2015).
The Wood Database (2015) Wood Durability. Available at: http://www.wood-database.com/wood-articles/wood-durability/ (Accessed: 4 April 2015).
Attire Club (2015) 10 Advantages of Leather by Fraquoh and Franchomme, Details Style Syndicate. Available at: http://syndicate.details.com/post/10-advantages-of-leather (Accessed: 4 April 2015).
Keller, K. L., Aperia, T. & Georgson, M., 2012. Strategic Brand Management A European Perspective. 2nd ed. Harlow: Pearson Education Limited.
Cleanipedia. (2015)Leather Care | How to Clean Leather Goods Available at: http://www.cleanipedia.co.uk/en/materials-surfaces/the-best-leather-cleaning-methods (Accessed: 4 April 2015).
East, R., Wright, M. & Vanhuele, M., 2013. Consumer Behaviour: Applications in Marketing. 2nd ed. London: Sage Publications.
CHANEL HOMME 