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.

Chanel’s push strategy is carried out in four separate business to consumer promotions.  First, Chanel consistently and quickly updates its official website to include the most up-to-date information about new products and promotions. The website also contains a direct channel and information for customers to contact the company as well as a place for customers to subscribe to get information or updates about Chanel products and areas of interest.  It is this direct contact opportunity that improves Chanel’s relationship with its customers.

Chanel provides the contact detail to customers on the website. It is given a variety of direct response promotional approaches from email and telemarketing. Particular customer service representative response for communicate with customers by telephone on seven day of a week (Chanel n.d.). It is a direct-response promotion which builds the harmony relationship between customers and Chanel. In addition, this approach is an effective way of  customizing the marketing message and the communication between customers and the brand.

Contact Us Tab on Chanel's Website

Furthermore, Chanel advertises in the most famous fashion magazines around the world.  Although most other high end fashion brands are also in these publications, these magazines are the best place for Chanel to spread its latest fashion message to the correct customers. It is Chanel’s continued presence in these publications that confirms its continued presence on top of the fashion world.

Likewise, Chanel also promotes its products through television commercials starring famous figures.  For example, Chanel No5 perfume was promoted in a commercial with Nicole Kidman.  Using celebrities and famous figures to promote its products, causes consumers to view the products as having the same status as those celebrities who promote the product.  These commercials have a great impact on consumers worldwide and thus push the product on consumers.
Lastly, Chanel attracts audiences and potential customers by holding fashion shows in the most modern and fashion-forward cities throughout the world.  Chanel always has  a place at the most important fashion week shows around the world, and the company never fails to deliver an outstanding and professional show.  The elite status of these shows and those invited to them further reminds consumers about the status of the brand which translates from old to new products.
Through its use of a push strategy, Chanel takes the consistency of its brand image and translates that to its new products. The continual reminder of Chanel’s high status in the fashion industry keeps its brand at the top of the market. This helps the company compete with other high-fashion designers and acts as a barrier of entry to other brands trying to enter the market.

These unique and unexpected interpretations reveal the multiple facets of such a simple bag. These designs, just like fashion, will travel throughout the world, as the pavilion moves throughout the United States, Europe, and Asia. This piece of mobile art will remain a great achievement and a global success which will ultimately renew Chanel’s creativity and ties to the avant-garde.

Chanel Mobile Art Pavilion in Japan

The unique exterior houses a mix of art and fashion.  Although this exhibit is rebuilt in each city, it houses the same thing.  Far more advanced than any of Coco Chanel’s designs, this exhibit contains a new direction of the label under Karl Lagerfeld’s lead.  He took fashion to a place it had never been before, by making it into a new form.  Some claim the design looks more like a spaceship than an exhibit for a classic design brand.  Overall, the building initiated conversation amongst the fashion and design world.  Architecture is built to be remembered, but in fashion you should forget.

This simple concept turned the fashion world upside down due to its inventiveness and daring spin on an old classic. The design embodies utopia and the future.  Some may say it therefore embodies Chanel’s original efforts to break the mold for women’s fashion and reinvent the tired and constraining designs.

The designs inside this exhibit range from bizarre to expected interpretations of the famous Chanel bag.  For example, one Japanese designer placed graphic images on the screen of a seemingly “black hole” to symbolize the deep secret holdings within the bag’s inner lining.  Another installation by a Korean artist is a large sculpture topped with a montage of leather and chains.  A Swiss artist developed a video installation played on the mirror of a larger-than-life Chanel powder compact inside of the iconic handbag. The installation by an artist from Argentina shows a video of a changing cityscape of Paris reflected in a puddle on black asphalt.  A rather funny depiction of the bag was done by a Russian collective and contains stacks of plain cardboard boxes with films of naked women chasing after, hitting with, and bodyboarding on Chanel handbags projected on them.

These contest vary far and wide regarding the rules, requirements, and prizes; yet, they all in some way honor the late Coco.  I have compiled a list of past, present, and future contests associated in some way with Chanel.

To promote a film portraying Chanel’s life called Coco Before Chanel, one French magazine is held a Chanel sweepstakes that ended in March.  The contest was organized by FrenchGuide Magazine, but was limited to United States Citizens. To enter, any U.S. citizen simply had to enter some personal information into a drawing.  The grand prize was a

“A trip for Two to Paris, France, courtesy of Atout France / France Tourism Development Agency

• 3 nights accommodation for two at a 4-star Hotel in Paris
• Round-trip economy class airfare for two to Paris, France courtesy of Air France

Total Approximate Retail Value (“ARV”) of the Grand Prize: $3,500.00 U.S”

Website for Chanel Sweepstakes

Another contest, asks those entering the contest to describe what their ideal Coco Chanel Rouge Lipstick color is their favorite and why.  This contest appears less official than most contests, yet it still gives viewers a chance to win Chanel’s newest lipstick. Take a look at the video posted below.

Another contest by Polyvore, asked individuals to submit collages of Chanel Items.  Here are the first, second, and third place winners.

First Place

Second Place

Third Place

In total, there were 111 collage entries for this specific contest.  It is interesting to look at all the entries and see how they all embody Chanel, but also have different looks.

I even found a contest on a wedding website that offers a prize of Chanel tattoos.

Win these Tattoos

Not only will five lucky winners get a free sheet of Chanel tattoos, but one of these individuals will also win the following book.

The Gospel According to Chanel

I am sure that Chanel’s influence over individuals and inspiration for all types of contests is not going to be short-lived. In fact, I am guessing that we will be seeing more and more contests inspired by Chanel.

Chanel is entering the digital obsession through applications and loyal fan support.

First, there are several Chanel applications available for purchase on itunes.  These applications can be uploaded to the iphone or to ipods.  Some provide advice on fashion, others show locations where the user can buy Chanel items, and some allow the user to watch Chanel fashion shows right on their phone.

Chanel Application on itunes

One Website, Mobile Marketer, includes an article called “Chanel Connects with Luxury Consumers via Mobile.” The article states, “Luxury brand Chanel is staying connected to its customers through an initiative that makes the mobile channel quite fashionable.The Chanel Ready-to-Wear Cruise 2009-2010 application lets users get the latest news about the brand and find a boutique near them. Consumers can watch the Chanel fashion show right from their iPhone…There is a world of opportunity in mobile for fashion and other luxury brands, as they are focused on appealing to consumers on an individual level.”1

Chanel’s presence on social networking sites is also expanding.  On Facebook alone, Chanel’s name pops up in quotes on people’s homepages, on fan pages, in groups, and in applications. There are 127 pages dedicated to Coco Chanel alone. Some of these pages have over 20,000 fans.  There are also over 500 groups that are based upon Chanel in some form or another.

Facebook Pages for Chanel

Even though Chanel began in a time when there was no such thing as the internet or cell phones, the brand has opened its arms to these innovations.  Through its presence in technological innovations, Chanel is maintaining its status and satisfying a new generation of loyal customers and fans.

1. Giselle Tsirulnik. “Chanel Connects with Luxury Consumers via Mobile”. Mobile Marketer. 5 August 2009. <http://www.mobilemarketer.com/cms/news/database-crm/3838.html>.

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I am curious as to how different generations of individuals view Chanel and her designs.  In order to look deeper into this concept, I have decided to interview a group of people about their views and understanding of Chanel’s personal life and her designs.

I will interview several people, male and female, within the following age ranges:

The Silent Generation (born 1926-1938)

The Baby Boomers (born 1940-1960)

Generation X (born 1960-1980)

Generation Y (born 1980-1995)

My goal is to analyze how Chanel’s public image has changed and/or remained the same throughout time.  Chanel’s designs are currently explained as being timeless, and I want to determine if people from different generations will give similar answers when asked the same questions about Chanel.

I will ask these individuals the following questions:

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

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

3.  Describe an individual who would wear Chanel?

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

5. Describe Chanel’s image as a fashion brand.

It is my goal to interview at least three individuals within each generation, and I will post the results of my interviews at a later date.

Take a look at the 2009 Fashion show in Paris.

Here is another Chanel Fashion Show from 2009.  Notice the similarities and differences in the set, music, and atmosphere.

The above videos show Chanel’s ready to wear lines, which some may think to be the reason behind the overall style of the runway show.  I have also included a video from Chanel’s 2009-2010 Haute Couture line.  Notice the similar color schemes and music choices between the two different types of shows.

There are  many similarities between these shows despite having different clothing lines being shown.  It might help to compare a Chanel show to another designer in order to understand the unique style of a  Chanel runway show.

Here is a video of Prada’s 2008 runway show.

Each of the collections under Chanel’s label are shown in runway shows that exude all the elements important to Chanel’s image.  The sets are kept simple and clean. They allow the models and clothes to take center stage by avoiding distracting scenery.  Most runway shows are constructed of black and white sets, similar to many of Chanel’s classic accessory pieces.  The music also compliments the type of clothes being shown without taking away from the overall experience.  The overall atmosphere of a Chanel runway show is classic, clean, structured, and elegant.

To make this fabric, one would use a knitting machine in order to create the stitches needed.  When properly made, jersey fabric is made of small, even, close grained stitches.  Many individuals do not realize that like most fabrics, jersey has a right and a wrong side.  To the untrained eye, it is sometimes difficult to distinguish between the two sides. To decide which side should be facing outward on a piece of clothing, look for the side of the material that has a series of small vertical lines. The other side will have a horizontal grain. Only when a designer is attempting to make a stylistic statement will they place the side with the horizontal grain facing outwards.

Cotton Jersey

Spandex Jersey

Jersey fabric can stretch up to 25%, which allows those wearing it to move freely and comfortably.  In addition, jersey can also contract allowing it to not only stretch away from but also cling to the body.  Chanel believed these characteristics were optimal for designing her dresses.  Especially because jersey can be made in a wide variety of colors and patterns.

Printed Jersey

Jersey is also a fairly easy fabric for individuals to wash and care for.  In general, jersey can be washed in warm water with like colors and even tumble dried.  However, bright colors will stay brighter longer if they are washed on a cold setting and dried on low.  The only caution is that the fabric, depending on the color and how many times it has been previously washed, may bleed slightly.

Lucky for those whom cannot afford to buy a real Chanel piece, many websites are popping up that offer custom-made Chanel knock-offs.  By reproducing Chanel’s designs, these companies are giving women the label they crave without attaching the extreme price tag along with it.

Custom-Couture.com is one such website that offers, “Couture custom clothing for women. Dresses, suits, evening gowns & bridal attire. Chanel & other famous designer fabrics.”  What this site does lack however, is any visual representation of its final products.  Are women willing to gamble with the possibility of getting Chanel for a cheap price with the possibility of using a company that does not hold up to its promise?
My guess is that women will attempt to get their hands on anything that could potentially be mistaken for a genuine Chanel piece.  For this reason, I believe that many more websites offering to recreate Chanel designs will pop up.

Chanel Coat Being Sold on Ebay

Not only are companies attempting to recreate Chanel designs and sell them on the internet, but real Chanel clothing is also being sold through third party vendors like eBay.  The coat above, for instance, is being sold on eBay for $12,435.  This price is anything but economical, yet it is a real Chanel piece being sold from one individual to another through the internet.  With the presence of such third party vendors, individuals must be aware of what they are purchasing and from whom.  It would be a shame to mistake a fake Chanel item for the real thing.
Since Chanel is such a reputable brand with a strong and well-known logo, it is an easy target for scandals.

Coco Chanel once made her disdain for perfume public; however, she also saw the need for a perfume that embodies the scent of a woman instead of decorating it with artificial, floral scents.  Therefore, Chanel stated that she wanted to ,”give women an artificial perfume, yes, I really do mean artificial, like a dress, something that has been made. I don’t want any rose or lily of the valley, I want a perfume that is a composition.”

Originally, Chanel planned to only give this perfume to close friends and special customers.  It was only after these individuals insisted on getting more of the scent that she decided to put the perfume into production in 1922.  Chanel picked the perfume out of a series of test vials number Nº1-Nº5 and Nº20-Nº24.  Chanel chose the vial Nº5.  This decision was no coincidence.  Chanel picked this vial because it was numbered with her lucky number, 5. When asked what she would call her new perfume, Chanel replied, “I always launch my collection on the 5th day of the 5th months, so the number 5 seems to bring me luck – therefore, I will name it Nº 5.”

Chanel’s perfume immediately became successful, and to the present day is one of the most well-known perfumes.  Many famous figures have contributed to the fragrance’s fame. For instance, Marilyn Monroe responded to a question about what she wore that night by saying, “Five drops of Nº5.”

Marilyn Monroe with Chanel No. 5 Perfume

Chanel created of one of the most well-known and sought after fragrances in the world. Her perfume, launched in the 1920′s, is still a best selling fragrance almost a century later.