A design consultant’s view of the value of a luxury brand identity
Chanel is one of the most valuable luxury brands in the world, with an estimated total brand value of $11 billion. The premium French fashion label is recognised in the international market as a brand that specialises in the design of fashionable accessories, luxury goods and expensive ready-to-wear clothes. The brand strategy caters to the rich and famous elite class that can afford premium prices.
Gabrielle Chanel, nicknamed Coco, founded this private company in 1909, stating at the time her aim was to make something special with rare materials and with creativity for a woman.
The Chanel logo was designed in 1925 by Coco Chanel herself and remains unchanged since. It is one of the most recognisable symbols in the fashion world with its overlapping double 'C' - one facing forward and the other facing backwards, a subtle nod to the fashion of the past as well as future trends. Along with the attention given to the smallest detail in their fashion, accessories, perfume and store design brand strategy, today the brand name is associated with very high quality.
So why do people buy Chanel products? Because of the distinctive personality, vision and mission of the brand strategy. Individuals who have a genuine appreciation for something exclusive can go no further than the desirable and excellent products of Chanel.
Creating a brand image that is capable of change, yet true to your core mission is key to succeeding in today’s dynamic consumer environment. The graphic silhouette of the Chanel Spring-Summer 2017 campaign, by Karl Lagerfeld, plays with contrasts. The designer enlisted the supermodel Arizona Muse to interpret and represent the process of transformation from an immature form to an adult, a contemporary creature and a pop “Lolita” (a Japanese subculture which took route in the September 1987).
In this campaign, opposites attract as the feminine spirit of lingerie collides with new fabric materials and playful references to the online world.
Throughout the whole campaign, the model showcases all of her different personalities, quickly jumping from the cyberpunk to utterly elegant and timeless. It contains a mixture of The Eighties and Nineties-inspired motifs and bold makeup.
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The images in this article have been sourced from Chanel 2017 brand campaigns and are representative of our thoughts and views relating to dynamic multi-channel brand leaders.
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