Chanel "Bravery is Beautiful" Thought Leadership Plan Presentation & Script

BODAMER Chanel Thought Leadership Plan-2.pdf

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TITLE SLIDE

Hello everyone, My name is Elodi Bodamer, and I am here with Chanel’s PR team to present to you, our executives, a thought leadership plan. I have much to discuss, so let’s get to it.

OVERVIEW

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WHO ARE WE?

To be successful as a business, you must know who you are — all the way to your foundation, to your core. So, who is Chanel? Chanel is the French luxury fashion house focused on women's ready-to-wear clothes, fragrances, and goods - including handbags, watches, and jewelry.

In 1909, Designer, visionary, artist, ‘Coco’ Chanel reinvented fashion by transcending its conventions, creating an uncomplicated luxury that changed women’s lives forever. She followed no rules, epitomizing the very modern values of freedom, passion, and feminine elegance.

WHO ARE WE, PT. 2

The brand’s tagline is "In order to be irreplaceable, one must be different,” which we will play off of oftent through the campaign.

Our largest markets are the United States, China, and France, representing one-third of the our sales.

Claims to Fame include the Little Black Dress, The Chanel Suit, and Chanel No. 5 Perfume.

Chanel’s Audience includes wealthy, stylish individuals with versatile and different attitudes from those around them.

Arguably the most famous luxury brand in the world, Chanel is also one of fashion's greatest mysteries. Unlike Dior, Luis Vuitton, or Gucci , we aren’t owned by a publicly-traded conglomerate. ... Chanel is just one brand, Privately owned by Alain and Gerard Wertheimer, grandsons of Pierre Wertheimer, who was an early business partner of Coco Chanel.

WHO ARE WE, PT. 3

The brand’s heritage and brand equity are built around its founder, Coco Chanel, and her long-lasting legacy.

And, did you know? Nearly half of luxury consumers worldwide answered Chanel when asked to name a luxury brand they are aware of, making us the fashion house with the best luxury name recognition in the world.

STRENGTHS AND WEAKNESSES

So, now I’d like to briefly review Chanel’s strengths, weaknesses, opportunities, and threats.

Firstly, Chanel has a strong brand value, in 2020 being ranked #53 in Forbes World’s Most Valuable Brands. Chanel is also an industry leader, with other brands following their lead from new product launches to price increases. The changes in operations that Chanel implements has a drastic correlation with other brands in the industry. Strong brand loyalty has proved beneficial over the years when changing creative directors, as loyalty is more often tied to brand name than the designer behind it. And, as I will discuss further, Chanel has a large and diverse workforce, a worldwide presence, and an untouchable status of exclusivity.

Like all organizations, Chanel also has its weaknesses. Chanel has poor product demand forecasting habits, and the failure to predict new styles and trends has resulted in missed market opportunities picked up by more innovative competitors. Although exclusivity is a strength, it’s a weakness in the sense that Chanel fashion is not sold online, as consumers can only get fragrance, cosmetics, skincare, and sunglasses through e-commerce.

OPPORTUNITIES AND THREATS

Luckily, Chanel has many opportunities for future growth. The first being growing brand value. When the Chanel bag first hit shelves in 1955, it sold for only $220 dollars. In 1990, the bag sold for $1,150, and today, its value is priceless — or $8,500. In 2020, Chanel raised its prices by $300, and it’s likely the prices, and Chanel’s brand value, will continue to rise. During COVID-19, Chanel invested $1.1 billion in client-facing retail, creative collections, and complete store revamps, which will only further increase its brand value. And lastly, very few luxury fashion brands offer plus-size clothing, meaning there is still time for Chanel to pioneer this by becoming a more inclusive brand, and in turn, increasing the size of its clientele and its revenue.

And of course, Chanel has threats to its well being. Increasing competition and new players in the industry threaten brand loyalty, profitability, and overall sales. Further, there is a large market and heavy demand for counterfeit Chanel products, which hinders the brand's sales and diminishes its established perception of exclusivity. Also, as an industry leader, many brands attempt to copy it’s trademarked style and elegance at more affordable prices.

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STATE OF THE INDUSTRY

Now, for an overview of the current state of the industry.

Luxury goods are products that can be defined as non-essential and expensive goods or services purchased by wealthy consumers in the higher income bracket.

Demand in the global luxury goods market is primarily driven by a rise in sales supported by the growing affluence of people in several countries across the world.

Chanel’s top competitors include GUCCI, Christian Dior, Burberry, Hermes, Ralph Lauren, Prada, Versace, Valentino, and Hugo Boss

The luxury industry has a reputation of being exclusive, indifferent, and revenue-oriented, yet all while being extremely innovative and offering consumers an elevated status.

It’s arguably one of the sectors with the strongest need to stay on top of innovation because it’s almost entirely based on consumer’s desires, so running a luxury brand means coming up with tomorrow’s trend: the new product or service that perfectly fits their consumer’s needs, even when the consumers didn’t know they needed it.

With the industry currently worth $309.6 billion in 2021, it’s expected to grow to $382.6 billion in 2025.

Chanel is currently worth $13.2 billion.

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STAKEHOLDERS

For Chanel’s stakeholders...Internally, we have owners and employees. Externally we have customers, suppliers, communities and the media.

Our owners are key stakeholders as they supply the capital and have a say in every aspect of the business - from the storefront to the warehouse to this thought leadership program.

Chanel has over 20,000 employees, with different geographical, racial, cultural, and educational backgrounds that bring different, diverse ideas to the workplace. In 2021, Chanel was ranked #223 on Forbes World’s Best Employers and #445 in 2019. The staff at Chanel is about 66% female and 47% ethnic minorities.

Our customers are an utmost priority to us, as without them we wouldn’t exist.

We rely on our suppliers to sell us the goods we need to do business, and in turn they rely on our revenue from the sale of those goods. I will go further into detail about how they relate to our thought leadership plan, but in the interim, I’d like to point out that as a result of the pandemic, many of our stores, as well as third-party distributors and retailers were forced to close their doors, leaving us with an excess of accounts receivable and inventory. So we are sitting on long term inventory like current assets which causes problems — not only being that they’re last season's styles — but also due to liability for damage. So, we will be working closely with our suppliers to fix this issue in a way that benefits both us and them, as well as others in need.

We at Chanel are dedicated to supporting and improving the communities we do business in, through job creation and economic development in the 310 places we operate worldwide.

Establishing and maintaining relationships with the media is essential, as they are a critical external stakeholder with the power to propel us forward or pull us very, very far back.

THE SITUATION - CHANEL IS FACING

So, now let’s discuss the situation currently facing Chanel. Strategically, we have identified perception issues associated with Chanel and our reputation.

We’ve solidified a name as the leader in Luxury but want to be so much more. So, we have identified opportunities for Chanel to make a name for itself - and make a difference - outside of the luxury sector by connecting with a community previously unconnected to.

And as we all know, wherever Chanel goes, others will follow. So, let’s get going.

THE SITUATION - TOO MANY WOMEN ARE FACING

Domestic violence is an epidemic affecting individuals in every community regardless of age, economic status, sexual orientation, gender, race, religion, or nationality. It’s a widespread, horrific issue that occurs regularly, yet, domestic violence and its victims seem to have a perception problem.

Historically, society has viewed violence between married and unmarried partners as a private and possibly intractable problem, one ill-suited for legal or community responses.

Defined, Domestic violence is the willful intimidation, physical assault, battery, sexual assault, and/or other abusive behavior as part of a systematic pattern of power and control perpetrated by one intimate partner against another.

The frequency and severity of it can vary dramatically; however, the one constant component is one partner’s consistent efforts to maintain power and control over the other.

THE NUMBERS

1. An average of 24 people per minute are victims of rape, physical violence or stalking by an intimate partner — more than 12 million in a year.

2. 1 in 3 women have experienced some form of physical violence by a partner

3. On a typical day, more than 2,000 phone calls are placed to domestic violence hotlines nationwide

4. 1 in 15 children are exposed to intimate partner violence each year, and 90% of these children are eyewitnesses to this violence

5. Only 34% of women who are injured by intimate partners actually receive medical care for their injuries

6. 1 in 7 women have been stalked by an intimate partner during their lifetime to the point in which they believed they or someone close to them would be harmed or killed

THE FACTS

1. ​​Domestic victimization is correlated with a higher rate of depression and suicidal behavior.

2. Victims of intimate partner violence lose a total of 8 million days of paid work each year. Between 21-60% lose their jobs due to reasons stemming from the abuse.

3. Victims are also at higher risk for developing addictions to alcohol, tobacco, or drugs.

4. 1 in 5 women have been raped in their lifetime, and of these, 45.4% were raped by an intimate partner.

5. Women ages 18 to 34 generally experience the highest rates of violence.

THE LAWS

Now, I am going to share with you several, unfortunate laws that exists nationwide.

1. In Pennsylvania, Defenses to charges include lack of knowledge/intent, no violence committed, insanity, intoxication, self-defense & provocation.

2. Domestic violence is not recognized as a crime against persons. Rather, simply charged as a secondary offense in Alaska.

3. Domestic violence defendants pay a special fine of just $25 in Massachusetts.

4. And finally, right here in New York, ​​One of the complete defenses is justification, so an abuser can say they feel justified to abuse, and this can form a basis for an acquittal

THE PROGRAM

So, It’s clear to all of us — and to Chanel — that this is a serious issue that needs all the financial and hands-on help it can get.

Coco Chanel founded this brand with the aim of changing women’s lives forever, so that’s what we’re going to do.

We will be launching a program built on thought and made possible through leadership, and we will call it “Bravery is Beautiful.” At its core it’s about empowering women — better yet, survivors — to be their most brave and beautiful selves.

As I mentioned, Coco followed no rules. She epitomized freedom, passion, and feminine elegance, all of which we will instill in these women.

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QUESTIONS WE’RE ASKING OURSELVES

So, in launching the program, there were several questions we were sure to ask ourselves.

What's the impact to the bottom line? What can we do to make a difference, and what difference will this program make for us?

Second, are we prepared to stick with the issue (and the partnerships we create) for a long time? We must be wholly committed to this cause, from the top down, before investing our time, money, and reputation in it.

Is this issue and the partnerships authentic to our brand? As a woman-founded brand that strives to empower them to be their best, most irreplaceable selves, women being stripped of their confidence and self worth is an utmost concern. Further, we employ 20,000 people worldwide, so if you apply recent statistics to that number it would indicate that many, or 1 in 4 employees, have experienced domestic violence themselves at some point in their life, and many more probably know someone else who has.

Does this issue or partnership demonstrate value to our current & future stakeholders? Because our target audience is female, these partnerships and this cause does demonstrate value, especially today where social responsibility is an utmost priority to consumers choosing who to shop with.

Are other companies supporting this cause? Although hopeful that others are supporting the cause, we would like to be the thought leader in the space, so we want to avoid entering an oversaturated sector.

And finally, How are these alliances potentially really good or bad for stimulating new business and building reputation? There are very few negatives to these alliances as long as we can form them authentically. They will stimulate business by connecting us with new audiences, while building reputation by giving us a platform to speak out about the issue on - making a name for ourselves outside the luxury industry while supporting a cause close to the organization and so many people nationwide.

PROGRAM OVERVIEW

Through a combination of non-profit and influencer partnerships, media pitching, promotions and donations, lobbying, events, and storytelling, we want to make a difference first-hand for survivors of domestic violence, by equipping them with what they need to restart and rebuild their lives.

PROGRAM PURPOSE

So, we are leveraging corporate funds, in-kind contributions, and other resources to increase awareness and concern about domestic violence and the dangerous position survivors are left in, while encouraging fundraising, community participation, and volunteer opportunities to truly make a difference.

AUDIENCES

For this program, we have two core audiences.

For the domestic violence survivors, they are primarily between the ages of 18 to 34, and many have children. They are living in temporary or long term shelters, and have gone back - or considered going back - to their abuser at least once for emotional or financial reasons.

We must be sensitive in speaking to them, and careful with how we construct the messages, as they have overcome both the trauma of domestic violence and the injustice of the system.

As for our current customers, we are asking for their help in our mission to make a difference. Chanel’s primary audience has an increasing concern with political and social issues, and primarily shops with brands who practice CSR, are easily accessible and offer a sense of status or inclusion.

And, for potential customers and donors, we are speaking to women who wouldn't have previously considered Chanel, but might if its reputation improves, and who currently shop with other luxury brands.

PROGRAM GOALS

We have six goals we would like to achieve through this thought leadership program.

1. Create awareness of the issue, and what it's like to be homeless or displaced due to violence.

2. Through lobbying efforts, speak up on the effort to drive a real change in state and national legislation.

3. Inspire individuals to get involved with the program, shelters and foundations.

4. Effectively educate the public about the programs that exist to help — and how they can too - through intervention, donation, and participation.

5. Reduce the stigma, guilt, and shame associated with domestic violence by telling survivor stories everyone can relate to.

6. Empower domestic violence survivors to be bold, brave, and beautiful, by reassuring them of their strength and equipping them with confidence.

KEY MESSAGES

The key messages to be communicated include before the program’s inception and after, include:

1. There is much work to be done to ensure we can one day live in a society where everyone can thrive without fear or abuse — a society free of domestic violence. Chanel is ready to be at the forefront of that and hopes others will join.

1. Like we say at Chanel, "In order to be irreplaceable, one must be different." Your past experiences have equipped you with more strength than you realize, but we are here to help you understand just how beautiful bravery really is.

1. And so, through our Bravery is Beautiful initiative, we will work to ensure that all women are treated with respect and equality and are free from violence and fear.

PARTNERSHIPS

To help strengthen our credibility and create greater ties to the communities we are targeting, we will engage in six partnerships with domestic violence organizations.

The first is Connections for Abused Women and Their Children, dedicated to empowering survivors with the skills they need to live a life that is free of fear and move forward on their healing journey.

Next, we have the Battered Women’s Justice Project, which promotes systemic change within the civil and criminal justice systems. We will work closely with them in our lobbying efforts.

Our third partner is the Young Women’s Christian Association, which aims to provide safe spaces and services for girls and women survivors of domestic violence. They offer a crisis helpline, housing, counseling, job training, and more.

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Next, we have a Future without Violence. A health and social justice nonprofit dedicated to healing those among us who are traumatized by violence to create healthy families and communities free of violence.

The National Coalition Against Domestic Violence is dedicated to supporting survivors and holding offenders accountable. They will also be a big help to us during our lobbying efforts.

And finally, we have the House of Ruth, which strives to help women, children, and families recover from lifetimes of abuse. A home and counseling center for women and families, they have more than 16 homes and programs nationwide.

SPOKESPEOPLE

Also to help bolster Chanel’s credibility in the social justice space, we will collaborate with four key spokespeople.

Shirley Raines is a mother of six, as well as the brains and beauty behind Beauty 2 The Streetz, a nonprofit that has supported Skid Row’s homeless community for the past four years. She and her team make weekly visits to distribute food, hygiene products, and other essential services, plus free makeovers, which are featured on her Instagram account with more than 248,000 followers.

"One of the things I wanted to do was change the face of homelessness, and I thought I was going to do that through hair and all these things," she said. "But I soon understood we needed to change the narrative of what 'homeless' means. Just because they're without a home does not mean they're without love. They are homeless, but a lot of them are not jobless. A lot of them are not kidless, phoneless or familyless. "They are very strong people." she says.

With Shirley’s help, we will have a direct connection to the communities we are trying to reach, as well as help with changing the perception of domestic violence.

Now we all know Rihanna, and most of us know her story. She was famously photographed in 2009 with black eyes and a bruised and bloody face after her then-boyfriend, singer Chris Brown, assaulted her in his car and left her on the side of the street. Today, just like abusers everywhere, he lives his life like he always did before. As such a big name, we hope she can use her platform to spread awareness to activate change.

Next, we have Alanna Vagianos, a Gender Reporter at HuffPost. She covers gender and politics with a focus on gender issues, sexual violence, reproductive justice, and activism. She has interviewed many powerful thought leaders including feminist Gloria Steinem and Black Lives Matter co-founder Patrisse Cullors. She has a series called “Her Stories,” giving women an opportunity to speak out when they’re ready. Alanna’s experience and expertise will prove incredibly helpful to us as a spokesperson in our lobbying efforts.

And Finally, Charlize Theron. Charlize is an active campaigner of support for victims of abuse, having opened up two rape crisis centers herself. Growing up in South Africa with her mother and an abusive, alcoholic father, she witnessed physical violence regularly. Ultimately, Charlize's mother shot and killed her father in self-defense when Charlize was just 15. As someone who is so open about her past, and committed to turning pain into strength, we hope she will inspire others to do the same.

STRATEGIES

So now, let’s get into the strategies, tactics, and deliverables. Needed to accomplish our goals of creating a thought leadership program that’s built to last and capable of creating change.

1 - INFLUENCER PARTNERSHIPS

We plan to build relationships with credible influencers that have authentic stories to share with survivors like themselves and more. Essentially, we want to find individuals who can connect with those we’re speaking to in a way we cannot, who will be present at all program events and experiences.. So, today, I am going to introduce you to four of the 20 influencers we’re partnering with.

So first, we have Kylie Strickland, who was dating her ex-boyfriend Cody Weems for about two months when he began to abuse her, eventually one night dragging her out to the woods where he stomped on her causing a miscarriage. She survived with a fractured nose, a broken tailbone and many bruises. As a social media influencer, with over a million followers at the time, She took to TikTok to tell her fans about the incident, hoping to raise awareness about domestic violence and let others know they are not alone. “All I could think about was ‘today is going to be the day.’ Today is going to be the day that he finally kills me and all I could think about was ‘I hope somebody is calling the police.’ I don’t know how I’m about to get away. I was thinking about how to get away, I was thinking of what I could do that could hurt him enough to make him stop,” she said in the video.

Our next key influencer is Natasha Toffa, the queen of self love. She’s a social media influencer, and as a survivor herself, she doubles as an advocate, assisting women around the world in helping them see the signs, recognize their worth, and get out and start the new life they deserve.

“If we can continue to teach women how to love themselves, empower them and remind them of their worth, I believe it will help them in life in knowing what is right for them and what they shouldn’t tolerate because it is bad for them, '' Natasha says.

Natasha will spearhead our self-confidence workshops and girls night in events, promoting female empowerment and self-love.

On a Sunday evening in August, 2020, Kayla Murphy was locked in the bathroom of her home in Wallingford, hiding from the boyfriend she had met on Tinder eight months before. He had just physically assaulted her, in a confrontation that started with an offhand comment she made about him leaving the toilet seat up. He grabbed her throat and called her a nit-picking bitch. The assault lasted about 15 seconds but changed her life. That week, she broke up with him by text, called the police, had her ex arrested and got a restraining order. 16 months later, Murphy’s experience inspires her to raise awareness and raise money for charities that help victims of domestic violence get the help they need.

Leslie Morgan Steiner is an author, consultant, thought leader, and TedX speaker on women’s leadership, domestic violence, and overcoming adversity. Her Ted Talk in 2013 went viral when she shared her domestic violence story with the world - something quite taboo at the time.

I was 22. I had just moved to New York City for my first job. I had my first apartment, my first little green American Express card, and a very big secret. My secret was that I had this gun loaded with hollow point bullets pointed at my head by the man who I thought was my soulmate... many, many times. The man who I loved more than anybody on Earth held a gun to my head and threatened to kill me, more times than I can even remember.

I'm here to tell you the story of crazy love, a psychological trap disguised as love. One that millions of women, and even a few men, fall into every year. It may even be your story.

I'm here today to talk about a disturbing question, which has an equally disturbing answer. My topic is the secrets of domestic violence.

And the question I'm going to tackle is the one question everyone always asks: "Why does she stay?" Why would anyone stay with a man who beats her? I'm not a psychiatrist, a social worker, or an expert in domestic violence. I'm just one woman with a story to tell.

2 - PROMOTION / DONATION / EVENTS

Our second strategy is to host a series of events, along with monthly promotions and donation opportunities.

To kick off the program in February, 6% of all sales will be donated equally to our six partners. Then, from March to August, 2% of proceeds will go to each separate organization. In September, 3% of the proceeds will go to CACW’s Cosmetic and Reconstructive Support program.

As for donations, we will encourage personal and organizational donations to our six partners through social media and traditional pitching. On our website and App, visitors will find a landing page with detailed information on the program and our partners. They will also find Survivor Stories, and have the option to donate old Chanel clothing, bags, or other items to the program to be gifted to individuals in the community.

With NCADV’s National Speakers Bureau, Voices - we will host events that serve as a platform that encourages survivors to raise their voices to speak about the complexities of intimate partner violence.

Voices will help transform the narrative surrounding domestic violence by giving the issue real faces, real voices, and real stories at a grassroots level. Our program spokespeople and influencers will be present at these events, along with Chanel executives and members of the NCADV community nationwide.

3 - MEDIA PITCHES

We plan to pitch writers at relevant media outlets to educate the public about the issue, raise awareness for our partnered organizations, and inspire charity work for the cause.

The “Get Ready With Me — Finding Success in Career and Fashion” will be pitched to Mona Eltahawy from Vanity Fair, as well as contacts at Cosmopolitan, Elle, Beauty in Fashion, and Women’s Wear Daily.

Our primary media contact for everything related to lobbying and legislation, will be Chris Murphy from ProPublica.

With Lizzie Presser from HuffPost, we will launch a series of “Survivor Stories” features, telling the stories of our spokespeople, influencers, and those from our partnership communities.

We will be giving the exclusive on the Runway Show to Chloe Schama, a Senior Editor at Harper’s Bazaar, writing about feminism, equal pay, body positivity, and domestic violence.

The Girls Night In events and self confidence workshops will be pitched to Stellene Volandes, Editor-in-Chief at Town & Country and Editorial Director at Elle.

4 - IN-PERSON PROGRAMS

In partnership with shelters nationwide, we are going to provide a series of in-person programs to help domestic violence survivors.

Firstly, we will distribute Chanel backpacks, complete with personal hygiene products like shampoo, conditioner, skincare products, shaving cream, razors, face wash, hair products, styling tools, and more. Our Chanel aestheticians will join us at the shelters to hold a series of Hygiene Education sessions, emphasizing the importance of taking care of your body, which in turn will help you take care of your mind.

We will also hold a series of Interview Prep + Fitting sessions, where our recruiting team will join us to help women find job opportunities, then prepare them for the interviews with training. As I mentioned earlier with the supplier and current assets situation, although the styles are from last season, we all know Chanel is timeless and never goes out of fashion, so, rather than keeping them in our warehouses, we’ll have our stylists join us to gift the clothes to the women for the interviews and everyday wear.

With the help of our spokespeople and influencers, especially Natasha Toffa, we will hold self-confidence workshops, as well as daily Yoga, Mediation, and HIIT Workouts through a partnership with ClassPass.

Shirley Raines, aka Beauty 2 the Streetz, will join our Chanel makeup artists to hold makeover sessions and lessons, to instill confidence and remind these women just how beautiful they are - on the inside and out. Women will receive a complete Chanel makeup kit, with everything they could possibly imagine, from foundation to highlighter.

And, as mentioned, we will be hosting a series of guest speaker events with NCADV’s Voices.

Finally, we will be hosting Girls Nights In events, complete with Hibachi, followed by spa and hair treatments with Chanel’s makeup and skincare artists. Influencers and spokespeople will be present, and the evening is all about escaping from all the day to day worries.

5- LOBBYING

As we discussed, Every state has different laws regarding domestic violence. The way states prosecute domestic abusers directly relates to how common the act is — so states with strict penalties may have fewer incidents of abuse.

The problem of domestic violence is partially rooted in the flawed laws of each state, perpetuating harm against survivors.With the Battered Women's Project & NACDV, Chanel will lobby for change.

Lobbying is not a one-time event; it takes consistent effort over a period of months and even years. So for now, as we launch the program and the efforts, we must remember to stay engaged, keeping on top of new legislative updates and opportunities to lobby. We must also educate the community. We’re Chanel. We have a HUGE voice.So, we’ll use all our resources — social media, our media contacts, our 20,000+ employees and all their family friends. Finally, we must remember to keep it up. In launching this thought leadership program, we are committing ourselves to it 365 days a year. It will take consistent, passionate, work to improve our laws, our justice system, and our society to hold abusers accountable.

6 - SOCIAL MEDIA

We will launch a social media campaign to raise awareness, educate the public, and encourage victims to be their bravest, most beautiful selves.

For this campaign, Chanel will create a new account, named: @ChanelBoldisBeautiful

Influencers, spokespeople, and our partners will begin using the hashtag at the first Bravery is Beautiful speaker and spa night events.

Their followers will be encouraged to take selfies or share a photo of themselves looking their bravest and most beautiful, using the hashtag #BraveryisBeautiful and tagging the non-profits.

The new Instagram account and #BraveryisBeautiful hashtag will be used throughout the thought leadership program, sharing the many different aspects of it - including initiatives and events.

BONUS - RUNWAY SHOW

In 2014, Karl Lagerfield staged a protest at the end of his show in Paris with signs that said "History is Her Story," "Feminism Not Masochism," "Free Freedom, and "Ladies First."

We’re going to revamp this — Bravery is Beautiful style, with a special-edition Domestic Violence Awareness Fashion Show to close out the campaign in October.

The runway show will feature popular runway models as well as our key spokespeople and influencers. The show will end with our partners, and their communities, having the opportunity to walk the runway in one-of-a-kind Chanel pieces.

The show will be livestreamed on Chanel’s Instagram account, and viewers will be invited to make donations to the partnered organizations.

TIMELINE

So, let’s briefly review the program through a timeline. As mentioned, we will launch in February. In March, we will host our first Voices event and launch our new social campaign. In April, we will host our first Girls Night In events and career success seminars.

The month of May is all about confidence. We will host a series of self love workshops throughout the month. June is fitness focused, with our ClassPass partnership beginning. In July, we will do an extra media push, and at this point we will have educated ourselves enough to really begin pushing our lobbying efforts. We will host our second Voices event in August. In September, we have our second Girls Night In and are donating proceeds to CAWC. Finally, in October, which is National Domestic Violence Awareness Month, we will host our big Runway Show.

However, the program doesn’t stop here. I hope that you, the executives, will choose to launch it in February, and continue it for years to come — making it a part of Chanel’s legacy.

PROJECTED OUTCOMES

We have several projected outcomes for our plan that are aligned with our original program goals. Concerning domestic violence, we want to see increased awareness and changed perceptions toward victims and their abusers. We’d like to see increased donations, changes to state laws, and greater involvement with local shelters and programs. We hope that the public will become better educated, and more comfortable interfering with suspected cases. But above all, we hope we’ve successfully motivated survivors to be bolder, braver, but just as beautiful, rebuilding their lives and finding success.

As for Chanel, we hope that the perception has changed. We hope Chanel is seen as more than a thought leader in luxury, but rather an organization willing to do what it takes to make the difference our founder, Coco Chanel, promised 111 years ago.

THANK YOU! QUESTIONS?