Created by Ms. Coco Chanel in 1910, Chanel is known for its elegant, simple and exquisite designs with various classic products. It possesses profound influence in the whole world, which is a benchmark in the fashion industry. Due to its strong spirit of innovation, this paper will carry on this spirit to create a completely new idea for further enhancing the market share in Chanel cosmetics. This paper researched Chanels competitive positioning in Chinas luxury cosmetics market and discussed the co-branding strategy between Chanel and LEGO to attract more young consumers. Chanels elegant image is constructed with the playful creativity of LEGO, but this cooperation can appeal to Chinese consumers aged 25-35 who focus on personalized and limited-edition products. Through market analysis, consumer segmentation, and data-driven insights, the study identifies key factors, such as price sensitivity and product variety, that influence purchasing decisions among Chanels target demographics. Additionally, the research uses regression analysis and perceptual mapping to assess the viability of this collaboration, demonstrating how it could elevate Chanel's market appeal and diversify its consumer base. This innovative approach suggests that co-branding with LEGO can both enhance Chanel's brand identity and increase engagement with younger, tech-savvy audiences.
Mingyang Gao (2025) studied this question.