This analysis uncovers how marketing principles and luxury goods strategies drive Chanel's success in Japan, suggesting a path for other brands.
Chanel has had remarkable success in the Japanese marketplace. Why? How? From all accounts it appears that Chanel has kept true to the principles of good marketing and the 4 Ps. At its most basic, Chanel has always believed in the maintenance of a high-quality product while at the same time altering product content to adapt to changing times and cultures. They are dedicated to giving customers products they will enjoy—the essence of the marketing concept. Thus, Chanel provides luxury goods producers a reasonable outline to follow in their efforts to capture the consumer in Japan.
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Marber et al. (2007) studied this question.
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