Coco Chanel is an exclusive French luxury fashion brand that most people are familiar with. It is the only brand that has remained classic and pure. Chanel never has anything extraordinary or too extravagant in its collections, it's just basic because the motto of Coco Channels has always been "back to basics". Chanel's classic black and white pattern will always remain a legend and has enjoyed great success, with the company worth billions of dollars. The private company is considered the powerhouse of fashion and is owned by Alain and Gérard Wertheimer, who were Coco Chanel's first business partners. The Chanel No. 5 little black dress and the black and white suit are Chanel's best-known products. High profile models and movie stars have always been the ones representing the high fashion company. Anyway, enough background information, my key message is how I understood the marketing plan for Channel's perfume advert for Mademoiselle. The specific perfume Mademoiselle is a popular fragrance from Chanel, fresh and young, very similar to the young Coco Chanel. This bottle of perfume is considered a luxury since it costs around $120. Discovering the marketing plan for this particular advertisement starts with the basic marketing concepts of each business. First and foremost, the reason I chose to research this ad is because I found it interesting since my favorite actress and brand were in a photo for this ad. But the challenge began when I started asking myself “how did this ad come about?” but I think I found the answer. It all starts with basic marketing concepts. Let’s start with Chanel’s mission statement which is “To be the ultimate luxury house, defining style and creating desire, now and forever.” » In order... middle of paper ... it can be disadvantageous to use models in advertisements, as it comes to the controversial topic "Is this what everyone should look like?" ". When companies use these perfect looking models in their advertisements, many young girls will struggle with self-confidence and will think that this is what they are supposed to look like. In general, fashion has never had the best reputation on the subject, giving rise to controversial opinions on body image and eating disorders. Ultimately, I think the way Chanel advertises itself is very beneficial to the company and obviously does it good given Chanel's success, while still competing with other luxury brands. After seeing the advertisement for Chanel Mademoiselle perfume, a consumer will eventually want to go and buy the product. Consumer Buying Behavior Habits AffectWorks Citedcocochanel05.blogspot.cz