In part of CRM, Chanel has been the slogan “Customers First,” to efforts on customer relations management since 2006. For example, they send some gift and post card worth a certain amount that entitle customers who have purchased Chanel products in once a year. When they recommend the most appropriate products to customer, they will check the customer’s purchase history using a customer relationship management system before. The use of CRM enables they to grasp the particular needs of the customer and to make appropriate product recommendations, generating sales. Sales are on the increase while they have reduced unnecessary services, such as the sending out of superfluous direct mail.