The Chanel Brand (Term Paper Sample)

The Chanel Brand
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The Chanel Brand
Chanel is arguably the most influential signature brand in the world of fashion marketing and branding. In this paper, we are going to examine the signature brand of Coco Chanel with respect to images produced for television, fashion magazine, online adverts and as well as social media campaign to determine the impact Coco Chanel has had on fashion marketing and branding. As a result, we are going to answer a number of questions regarding the Chanel brand. What makes Chanel unique? Why do people trust Chanel brand? Why pick Chanel over any other luxury brand? Why do people fall in love with the Chanel brand? What is the foundation of Chanel’s brand power? How does the Chanel brand appeal the senses?
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center514350Marie Hélène Arnaud, Chanel Model00Marie Hélène Arnaud, Chanel ModelPhoto by Santé Forlano, Vogue 1958
Gabrielle Coco Chanel
According to Paul Klee, a painter born in Switzerland, "one eye sees, the other feels”. In the case of Chanel, feeling for the monolithic brand is created though sensation and the ability of people to relate and connect to the brand values. Gabrielle Coco Chanel was the pioneer in the heart of fashion industry and essentially, she is the brand values. Actually, her position and personality form the foundation of the Chanel brand. Besides, the desire and effort to keep her at heart of everything that Chanel does is why the brand exists (Simon, 2011).
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On emotional level, Gabriel Coco Chanel stood for strength and love at the same time maintaining dignity. On clothing level, it is the precise elegance, fine cut and precision of Chanel’s product lines that make people to love and buy the trendsetter Chanel brand. As a matter of fact, "they are not just buying makeup….they are buying Chanel make up”. Chanel has a meaning to every consumer, and that is the reason why Chanel a Top-of-Mind Brand.
Actually, Gabriel Coco did not build a brand, the brand built around her. Indeed, "in a land of dreams, illusions and fantasies lies at the heart of a great house which has never stopped beating to the rhythm of the future" (Simon, 2011). Gabriel Chanel enchanted Paris and her spirit continues to enchant the globe. Through, retaining the specific mantras and standard she set. The house of Chanel has dressed a century.
The Camellia
One of the most attractive feature about Chanel, new and vintage as well, is how Gabriel Coco’s personal story is reflected over and over in the details. It ultimately leads us right down to the Camellia flowers, features on Chanel Wallets, Handbags and Jewelry. According to the Elle magazine, Gabriel Chanel fell in love with the camellia after one was given to her by her boyfriend, Boy Capel. After some time, she started pinning silk versions of the flower to her collars, her hair and the blossoms found a home in her apartment (Bott, 2005).
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In order to understand the role of the Camellia flower in Chanel brand, we first need to research on the flower. Camellia is an exotic flower known in Asia as the Japanese rose with 120 variations, which Gabriel Coco made as part of the social campaign. The Camellia is a symbol of carnal desire, an exotic forbidden flower, an accessory, a theme, an ornament, and above all a style trademark. In addition to that, it is a symbol of women seeking to seduce…every so often cheerful, artificial and shocking. In short, it is a mode of brand connection, a tangible symbol that represents the brand identity.
The Little Black Dress
It is hard to dream of a world without black as a perfect outfit color choice, but before Gabriel Chanel, the color was set aside for funerals and widows in mourning. At the time, women dressed in reds, electric blue and greens, which made the design feel "unpleasant”. According to Chanel, these colors are "impossible" she specified that "...a woman dressed in black draws attention to herself, not the dress" and decided to dress these women in black" (Simon, 2011).
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Imagine when a girl, sets out to find love, she will stop at different places, and she will be convinced that she has found it for some time until "the one" appears. At this moment, she will realize her mistakes and that she has been wearing the wrong size and appropriate. In this circumstance, finding the perfect little dress goes through the same set of rules. Gabriel Coco established this determination and inserted it into the House of Chanel. In fact, the black dress is an establishment and a concept and not a piece of clothing (Simon, 2011).
Gabriel Chanel had a searching spirit, a platform of viewing the world, a dignity that was superior, she was nothing like the romantic idols destined to be victims to love and more so anything that she appreciated had earned freedom, a freedom she as to defend at any cost. It is this expression of personality and emotional direction and forte which dived the Coco Chanel brand essence.
The Brand Identity
Above all, the brand identity of Coco Chanel is mainly supported by word of mouth. After all it is a free world and everyone has an opinion on Chanel. In reality most would say it is exclusive and attracts attention despite the fact that it is simple, the basic colors it constantly focusses, reflects the true style of elegance. In addition, the culture (as Vogue) in which Chanel is promoted reflects its prestige and place in the fashion industry. Coco Chanel is a brand for the upper class, wealthy, celebrities, socialites and individuals from powerful background and a fashion trend as well.
Chanel products reach the intended audience by advertising Chanel culture and lifestyle in places where those who exist within the culture will desire to be part of the Coco Chanel lifestyle. As a style icon, Gabrielle Chanel fuelled her own ideas on how modern women should look, act, walk and dress. In fact, her own figure and cropped hair became an ideal, active lifestyle and financial dependence.
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The Brand Logo
The logo was designed by Gabrielle Coco Chanel herself and remains unchanged since 1925. In due course, it became the most recognizable symbols in the world of fashion marketing and branding with its overlapping double "C”, one facing forward and the other facing backward: representing Coco Chanel. The Coco Chanel logo is a symbol of elegance, wealth, and elitism and sets the standard for international fashion. Indeed, it is at the very soul of the brand and at the Chanel universe and culture.
The Brand Value
Chanel brand introduces a new perfume every decade, not after every three minutes like many competitors. In fact Chanel consumers know what to expect, thus avoiding confusing the consumer. Chanel keeps coming back, at all times, they come in and out of the market
Culture Chanel
Culture Chanel consists of exhibitions, built on a subtle exchange of correspondence, though play and impressions. Indeed, it is a very interactive platform that focuses on displaying a Chanel culture. Additionally, there are theatres on the ambiguity between masculine and feminine and represents a grand scale. Each collection has is an "outstanding piece" representing the Chanel culture and lifestyle and Coco’s legacy as well. In addition, the style of the Culture Chanel website is classy with modern design, the perfect combination to preserve the legacy of Coco through her brand. Culture Chanel is more of a cultural touch point, creating a culture that reflects the key attributes of Coco Chanel, simplicity and elegance.
Photo by Kim Weston Arnold, Spring 2015 Coutur
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Karl Lagerfeld and the Chanel Girls
Karl Lagerfeld is an expert of reinvention, having constantly himself as well as his labels. In addition to his own label, the legacy of the Chanel brand rests on the shoulders of fashion designer Karl Lagerfeld. In any case his success is run by is ability to keep the spirit of Coco active at the heart of the brand at the same time innovating the fashion and keeping the brand modern. On one occasion Karl Lagerfields declared that, "...fashion is not respect sometimes my reinventions shocked purists who thought that am destroying Mademoiselles’ elegance and simplicity…but then am strong.” 
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