Chanel is recognised as a prestigious luxury French brand founded in 1909, by the famous lady herself Coco Chanel. As a luxury brand Chanel primarily focus on selling high quality clothing, accessories and beauty products.
Teimourpour et al (2012) suggest that luxury brands have flourished and established their reputation world-wide, with the luxury market vastly increasing causing a significant change towards consumer behaviour. France’s rich fashion heritage and the “Made in France” label has enabled the brand to maintain its position as a prime tourist magnet, the influx of tourists has become a hit for the French luxury market (Euromonitor, 2014).
Staying true to the brands historic distinction of its founder and past life, the Chanel company mission statement reinforces the legacy of the Chanel brand whilst also adapting to the modern social era. The mission statement is as followed “To be the Ultimate House of Luxury, defining style and creating desire, now and forever.” (Farfan, 2015) 
By Hannah Wright
References:
Euromonitor (2014) Luxury Goods in France: Trends and prospects. Available at: http://www.euromonitor.com/luxury-goods-in-france-trends-and-prospects/report (Accessed: 20th April 2014)
Farfan, B. (2015) What are Luxury Retail Brands Company/Corporate Mission Statements?. Available at: http://retailindustry.about.com/od/CompanyMissionStatementsRetail/fl/What-are-Luxury-Retail-Brandsrsquo-CompanyCorporate-Mission-Statements.htm (Accessed: 20th April 2014)
Teimourpour, B., Hanzaee,K. and Teimourpour, B. (2012) ‘Segmenting Consumers Based on Luxury Value Perceptions’ Research Journal of Applied Sciences, Engineering and Technology. 5(5). pp. 1681-1688
CHANEL HOMME 