Chanel: The most Influential, artistic, iconic powerhouse of fashion, known worldwide to have revolutionized women’s not just fashion but the way a woman represents herself in the light of her chic, confident, luxurious persona, under the mastermind visionary, Coco Chanel. Being effortlessly timeless is the main aspect of Chanel fashion, and it’s represented through every line of haute couture that they launch. For example, the iconic little black dress, or the infamous blazer skirt duo, along with the highly sought-after quilted handbag, which is the foundation of a base desire for influential women.

So, is Chanel more than just a fashion house? Chanel has not just revolutionized women’s fashion but also the concept of what is considered fashion overall; it is a timeless symphony echoing in the halls of fashion, couture, and art. The simple double-crested C has proved to be the symbol of La Maison De Chanel, making it the gold standard for luxurious fashion, jewelry, perfume, and accessories. Chanel fashion has masterfully captured the balance between preserving legacy and modern innovation.

What is the secret behind this success?

Oh, trust me, it’s so much more elegant and innovative than whatever you think. Chanel’s strategy is based not just on producing high-end goods but also focuses on many major factors. Chanel fashion is known for being timeless, comfortable, and ready to wear. Not just that but also the fact that they produce haute couture for both men and women, isn’t that just so interesting, the elite balance between modern daily wear and legacy preserved haute couture for both genders, and alongside that the iconic Chanel accessories, like the quilted handbags, fine jewelry and perfumes like the immensely loved and appreciated Chanel No. 5 perfume, makeup and skincare, the brands collection of eyewear, watches and footwear add that perfect final touch.

Keeping that aside, Chanel’s strategic approach to marketing and finance adds to the exclusivity of the brand. The premium pricing showcases the fine and exceptional craftsmanship of the brand, catering to affluent people in society, for example, the pricing of the product depends on the category, like ready to wear Chanel fashion is still priced at a few hundred dollars while the haute couture is priced as extremely high-end products, and rightly so. 

About the exclusivity of the brand, let’s just say that it’s about what you can’t easily get. Scarcity is equal to desire. Chanel produces items like its infamous handbags and ready-to-wear clothes in a limited variety, the idea being that the less something is available, the more people want it, which is a great strategy. 

Another aspect of exclusivity being that Chanel maintains a list of VIP clients who have early access or to whom certain pieces are reserved, this creates a sense of specialty, or a feeling of being a part of something exclusive, which makes buying Chanel fashion not just a splurge of money but an investment or a membership, this also gives the brand a strong circle of loyal consumer base.

How about an in-depth look into how Chanel handled the expansion into a new era under the direction of Karl Lagerfeld? Sounds interesting, doesn’t it? Of course, it does–Lagerfeld brought Chanel back to the light after the death of Coco Chanel, he masterfully incorporated major Chanel fashion elements like tweed, pearls, and the naturally representative colors of black and white, but with a modern touch. 

Let’s focus on how the Chanel fashion shows were literal cultural events because Lagerfeld added his creativity to them, often held in grandiose settings like the Grand Palais, or the different sets of the runway, like the airport setup, the rocket launch setup up or the iconic beach set up runway. After the death of Karl Lagerfeld, the direction of Chanel was taken up by Virginie Viard. 

She was working under Lagerfeld before taking up this position, and since then, she has adopted an innovative approach to Chanel, adding her touches of femininity and practicality.

In terms of maintaining relevance, Chanel has its secrets, so let’s expose them. Chanel has maintained a strong media image and a diverse demographic, focusing mainly on the younger generation.  

The brand’s ambassadors, like world-famous singer/actress JENNIE KIM, model and actress Lily Rose Depp, and actress Margot Robbie, are some of the most well-known and recognized faces of the brand. 

However, the brand’s image skyrocketed when Chanel fashion started styling celebrities at the Met Gala, as well as launching multiple boutiques in prime locations. 

Chanel fashion is directed towards rich and influential women; however, its superior collection of fragrances and watches also caters to men. Not only that, but Chanel has continued to maintain a close relationship with celebrities, filmmakers, artists, and creators who regularly appear on various media platforms, keeping them relevant in society. 

And if you pair that with the fact that Chanel fashion is environmentally conscious, then that makes it a sustainable brand.

It doesn’t end there; Chanel is active on almost all media platforms, like Instagram, Facebook, Twitter, and LinkedIn, as well as YouTube, with over 44 million followers. Chanel Fashion has mostly competed with other high-end brands such as Zara, Prada, Dior, etc. So, what sets it apart? Well, Chanel has rare designs and with that elite status, that easily makes it the top brand in luxury markets.

You think I’m finished yapping? Not this easily, my final point to this article is simply the fact that Chanel is a cultural fashion powerhouse, retaining a place for itself in history through revolutionizing fashion and preserving its legacy, all while playing a very important role in the evolution of women from the 20th century. 

Through mystery and storytelling, Chanel fashion has sold to people not just clothes but something stronger- a feeling. A feeling of owing something timeless yet elegant, of beginning a legacy and a sense of belonging, to a club that’s not open to everyone, and so it sells exclusivity, and in the world of luxury consider it is considered a power move.