Storytelling as a marketing tool : Case Study Chanel

Abstract

The purpose of this study was to indicate how storytelling influences consumers of the luxury brand Chanel. Storytelling is a marketing tool that tells the story about the brand in order to attract and retain customers, enhance brand awareness and consumer loyalty. Chanel is a luxury fashion brand established in 1910 in France by the creator and founder of the company Gabrielle Chanel. She has had a tremendous impact on the fashion world, providing revolutionary ideas and liberating women. Her creations were fresh, bold, unusual and very successful. The marketing and brand have been constructed around her life and creative endeavours. This study identified how the brand is able to convey a brand’s message and brand’s values through storytelling and how consumers of the brand perceive the brand’s message and the brand itself.

Qualitative research methodology was mainly utilised for this study consisting of 3 semi-structured interviews, in English and Russian. The participants of the interviews are keen followers of fashion and are Chanel brand consumers. The secondary data was represented by a review of the scientific articles, articles about Chanel, Youtube and Instagram images and fashion videos.

The results of the thesis revealed that the Chanel brand successfully manages to transfer the brand message to the audience through consumer facing campaigns according the brand’s image and code of Chanel. Customers tend to associate themselves with the heroines from the campaigns. Female customers feel special, royal, unique and members of the high-class society, fulfil women’s needs. Marketing campaigns of the brand make the customers feel comfort, pleasant emotions, enjoyment and happiness. Positive emotions associated with the brand enhance the emotional connection to the brand but not necessarily strengthen customer loyalty or increase sales.