Chanel’s Brand Interaction and Consumer Behavior in the Digital Age

Abstract

This study delves into the consumer behavior patterns of the Chanel brand in the context of the digital age. Chanel often posts content on social media that has a lot of interaction with consumers. Usually attaches great importance to the connection between customers and the brand, a high interaction rate leads to a deeper connection with consumers. The way customers spend is also crucial for brands. The research is based on Kapferer and Bastien’s luxury brand management strategies, as well as Schlosser’s theories on the impact of digital technology on consumer experience. By employing both quantitative and qualitative methods to collect and analyze data, the study finds that Chanel has significant appeal among middle-aged consumers but needs to strengthen its attraction to the younger market. New product launches, brand storytelling, and celebrity endorsements are key marketing strategies for attracting consumers. The results indicate that while Chanel maintains interaction with its existing consumer network, it should focus on expanding into the younger market and online channels, as well as diversifying and personalizing content on social media.