How Do People View Chanel: Interview Results

May 26, 2010

Earlier I composed a list of questions to ask individuals of different ages about Chanel. I wanted to determine how Chanel was perceived over time both as an individual and a brand. Here is a compilation of responses to my questions that best represent the group being interviewed.

1. What are the first three words that come to your mind when you think of Chanel?

Classic, elegant, iconic, perfume, expensive
Designer, classic, sophisticated, women, chic
Classic, black and white, fashion, classy, luxury
Bag, chic, women, glam, classic
Classic, simple, sophisticated, elegant, timeless

2. What do you know about Chanel’s personal life?

She was from France and had many different suitors
Nothing
Nothing
She is a designer that became very famous. She was respected and changed women’s fashion
She is French and a designer. There are many movies about her, and I am guessing she was rather intelligent because there are many famous quotes from her.

3. Describe an individual who would wear Chanel

Rich, elegant, classy, put-together, chic, fashionable, simple
Female, likes classic pieces, professional, confident, elegant
Debonair, well-off, classy and poised, sophisticated, knows style
Tall, confident, slender woman who is always very dressed up and put together. Someone who likes simple designs that will never go out of style
Sophisticated and sassy, confident, poised, put together, timeless, chic, likes high fashion, wealthy, prestigious

4. What is Chanel’s most iconic design or fashion innovation?

Black, quilted purse
Perfume
Black quilted bag
Blazer/suit
Leather purse that is black and quilt-like

5. Describe Chanel’s image as a fashion brand

High-fashion
Classic
Classic, well-respected, successful
Well-known/recognizable, sophisticated, designer
Classic, simple, timeless, iconic

Clearly, Chanel has a very strong brand identity. This brand identity has survived many different era’s and has continued to define the brand in the same terms. I also learned that most people view the image and typical client of Chanel similarly. The one major difference among age groups was their knowledge of Coco Chanel’s personal life. Overall, I thought it was interesting to see how the brand has successfully maintained the same stature, image, and identity over time.