On Chanel and brand success

Last Updated on August 15, 2011

Stella Tennant in Chanel

Just as everyone wants to be French or British at some point in their lives, every fashionista is fascinated by Chanel. The tweed jacket, the Chanel 2.55, the cap-toe pumps, Chanel no. 5.  So many Tumblr photos reblogged thousands of times, so many Christmas presents, so many unfulfilled wish lists. The only explanation I have is that we all grew up with the enigma of Coco. I also suppose she has remained the epitome of elegance, albeit a bit rebellious (her contribution to fashion was revolutionary - she was one of the first to introduce modern, practical clothing).

I think a (fashion) brand is successful once it convinces its (potential) customers that it alone can give them style and class. Coincidentally, this is probably the biggest fashion illusion. For brands, one of the most important things is to have such respect and loyalty. Chanel is a prime example of this because its famous pieces suit most women. They are tried and true, they will never stick out in a negative way, you think you can't go wrong if you wear something Chanel. In a way, it's the easiest of choices. Isn't this exactly what Coco wanted?

4 thoughts on “On Chanel and brand success”

  1. I could not agree more! In so many ways, Chanel brand stayed true to Coco's vision of effortless and comfortable elegance. It's recycled her designs all these years and nobody's tired of it yet. Like "pants" or "skirt", nobody can get tired of them because they are the elementary unit of clothing.
    Iconic Chanel items are that elementary. In a way, it's perfection also.
    (can you tell I love Chanel? :)))

  2. I like the classic "Chanel"-isms but I even like the too much is not enough tacky gold chains Karl did in the 80s-90s. I have Chanel tear sheets from the late 90s or early 2000s and it's funny to see how "low" the prices were back then.


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