I. BUSINESS CONTEXT:

CHANEL Japan Fragrance & Beauty Products Division aims to enhance the value of CHANEL’s client experience through touchpoints across on and offline.

One of these touchpoints, Events as a gateway to meeting new customers and gaining Chanel fans through the experience. CHANEL Fragrance & Beauty Products Division has conducted Pop-up and department store events in the past. On top of them, we aim to accelerate loyal customer events that will keep our customer's engagement and long-term relationship in the future.

Looking around the market today, many fashion, jewelry, and cosmetics brands are holding events, and the way they represent themselves and generate traffic is becoming increasingly competitive. In such a situation, it is very important to think strategically about how to increase our saliency by providing a unique Chanel experience and how to incorporate events within our eco system.

II. EXISTING AND FUTURE STAKES: Areas of transfor...