Research on the Status Quo and Strategy of Luxury Brand Sales Model in the Post-epidemic Era -- Taking Chanel as an Example

Abstract

This papers research concerns luxury brands marketing strategies in the post-epidemic era. Most of the literature examining the marketing of luxury goods considers economic value. This literature explains marketing strategies by analyzing large amounts of data. This paper hopes to examine luxury marketing strategies in the post-epidemic era from a new perspective. The luxury marketing strategies and case studies examined in this paper examine the DNA of consumer groups and luxury brands. The research method used in this paper is documentary analysis. This paper analyses the marketing strategy of the Chanel brand in the post-epidemic era by reading the literature and finding secondary sources. This paper analyses the shortcomings of the current marketing strategy by analyzing the needs of consumers and society and the consumers evaluation of the brand. This paper hopes that the luxury marketing strategy will allow the DNA of the brand to be more powerful and bring higher economic and social value to the luxury brand.