Research on the Marketing Strategy of High-end Luxury Goods

-- Taking Coach and Chanel as an example

Abstract

This paper aims to study luxury brands’ marketing strategies, taking coach and Chanel as examples. Because coach and Chanel belong to two levels of luxury brands, choose coach and Chanel as examples to study marketing strategy because marketing strategy is the most important part of luxury brands. And this paper chooses to study the marketing strategy from all aspects of the brand and, finally, get the different marketing strategies. Compared with Coach, Chanel is a top luxury brand. This paper studies the differences in marketing strategies among the two brands at different levels to infer what kind of marketing strategies can get good development. The relevant conclusions can help different brands or companies develop better, promoting social and economic development. This study chose to promote the whole article through investigation and online access. Through investigation, comparison, and summary, this paper finds that Coach and Chanel have different marketing strategies. The two luxury brands have chosen different marketing methods due to their differences in development history, brand image, and current situation, which is also the reason for their hierarchical differentiation.