4.1 SWOT: Micro economical analysis
Strength
1. Strong brand image: The story of stylish Coco Chanel, who famously said
“fashion passes; style remains", conveys a very strong message of Chanelʼs
timeless elegance style.17
2. High-quality: Beauty is in the details. Chanel is famous for her tweed
fabric, embroidery, chain and button.18 See Appendix A.
3.Cult Designer Karl Lagerfeld: Always reinventing Chanel, he is known to
have changed nothing yet everything about Chanel.19 Always daring to try