Retailling and distribution strategy - Analyse two luxury Essay

Retailling and distribution strategy - Analyse two luxury brands.CHANEL and ARMANI - Essay Example But with the increasing income level and also expenditures of the customers’ good branded companies try and move to other parts of the world to expand their business and also to increase their market share. In this report the two fashion brand giants Chanel and Armani have been selected for studying and understanding the internationalisation strategy of the two different companies. Both the companies have got their presence in not only in their parent nations but also in other parts of the world where they have expanded their business in a successful manner. The distribution channel and the marketing strategy followed by the companies while exploring new markets in the global market can be seen with the help of these two brands. It is very important to have a good distribution channel and also a strong marketing strategy for any company to become successful in the global market environment as the amount of competition is very high across the global market and every company is striving hard to move ahead and capture the maximum market share. Chanel is one of well-known fashion brand which is basically from Parisian fashion house. It was been founded by Gabrielle â€Å"Coco† Chanel and is highly recognised in specialisation for luxury goods and haute couture. Chanel has looked to come up with women’s pants, costume jewellery, fashionable dresses and simple suits. Its designs and creations of the dresses have remained same and consistent from many years without any change (Aaker, 2008, pp. 56-64). Chanel highly involves into designing, manufacturing and retailing of beautiful and fashionable dress items and also accessories. It was founded in 1909 and it has its headquarters in Neuilly Sur Seine in France. Chanel has around 200 boutiques spread across different parts of world. Though, Chanel is not that popular as it always has maintained a low profile in the market and