Table of Contents:

Abstract
1. Impact of Social Media over Luxury Brands
1.1. Description of the topic
1.2. Theoretical and practical relevance
2. External Environmental Analysis
2.1. PEST Analysis
2.2. Industry Analysis – Competitors
2.3. Market Analysis – Market Segments
3. CHANEL Analysis
3.1. CHANEL Identity Prism
3.2. CHANEL Heritage
3.3. CHANEL DNA
3.5. CHANEL Touch Points
4. HERMES Analysis
4.1. HERMES Identity Prism
4.2. HERMES Heritage
4.3. HERMES DNA
4.4. HERMES Touch Points
4.5. HERMES Flagship Stores
4.6. Print Advertising Campaigns
4.9. Hermès Online Campaign Videos
5. Critical comparison of Chanel and Hermès
6. Conclusion and recommendations
References
APPENDICES