chanel brand presentation

Building a legacy: Chanel’s Luxury Marketing Strategy

No matter where you are in the world, if you’re reading this article, you’ve probably heard of Chanel. There are strategies at play to ensure it, after all. 

Fun fact: In the 50s, Megastar Marilyn Monroe was asked what she wore to bed and she replied, “Chanel No. 5”.

Funnily enough, when I received my first paycheck, I bought a small bottle of Chanel. Having only seen its films before, in my head, Chanel represented freedom. Now, that’s really something as far as marketing goes.

In many ways, Chanel defined the parameters of luxury today, starting with early adoption, taste-making, and innovations. It is no surprise that even after 100 years of its invention, Chanel No. 5 is the world’s most popular perfume . Chanel is still one of the most successful standalone brands, raking in a revenue of €10 billion in 2019 and armed with the largest social media presence for any luxury brand.

But first, a little history. Most women consider black to be the safe color for chic. They have Chanel to thank for it.

Despite humble beginnings as an underprivileged orphan with no formal schooling whatsoever, Coco Chanel built aristocratic connections while working odd jobs and founded the legendary fashion house in 1910 in Paris. The Maison, or rather Coco herself is known for being a pioneer. Many of today’s definitions of good taste date back to the house.

Chanel is credited with product innovations that deeply affect modern life and fashion to this day:

• Popularizing wearing black for occasions other than funerals – Before Chanel incorporated it into her hat and apparel designs, black was reserved for servants and funerals. It is speculated that she was inspired by the nuns’ attire from her orphanage.
• Removing the corset from western women’s attire – Just a hundred years ago, women would suffocate themselves to cinch their waists. Although couturier Jean Patou first made a dress without corsets, Chanel popularized it. For this reason, in fashion, it’s often stated that ‘Chanel liberated women.’
• Invention of the Little Black Dress – Wearing a fitting black dress might be a go-to for all western-clothing-clad women today. But it was Coco who invented it, removing uncomfortable frills, corsets, and laces from women’s clothing.
• Using jersey fabric for comfortable clothes – Often considered her single biggest innovation, Chanel brought jersey fabric from men’s athletic wear to modern high fashion. 
• Invention of the hands-free bag – Coco invented the hand-free sling bag to further free women from the hassles of being tied down physically. The iconic 2.55 bag was the first of its kind to allow women to go about their day without worrying about holding their bags.

Now that we’ve broken down what products established the brand in the 20th century let’s see strategies behind the brand’s continued success. Balenciaga, also a brand from that era, turned to memes and streetwear to survive. However, Chanel has continued to innovate, incorporating newer styles while keeping its sleek, elegant identity intact.

Today, Chanel has a diverse portfolio of haute couture, ready-to-wear womenswear, accessories, watches, cosmetics, and perfumes.

Balanced exposure and scarcity marketing strategy of Chanel

Much like Chanel, Pierre Cardin was a legendary couturier, known for high fashion. However, fast overexposure and expansion to unrelated categories such as stationery diluted his brand quickly. This resulted in reducing his brand equity from luxury to premium permanently. Chanel on the other hand, went to great lengths to ensure exclusivity.

When back in 1974, Chanel No. 5 was not selling well, CEO Alain Wertheimer reduced its retailing from 18,000 to 12,000 stores in the US and heavily invested in advertising for the products. Scarcity marketing protects brand exposure by instigating the fear of losing choice in the customer. The brand has since made this strategy integral to its business across products and advertising.

We introduce a new fragrance every 10 years, not every three minutes like many competitors. We don’t confuse the consumer. With Chanel, people know what to expect. And they keep coming back to us, at all ages, as they enter and leave the market. Jean Hoehn, Chanel Marketer, 1980s

Values-based marketing strategy of Chanel  through content

The house boasts a whopping 43.6 million followers on Instagram (the highest for any luxury brand). On YouTube, which it primarily uses to connect with customers, it has 1.79 million followers. The main storyline reinforced throughout the brand’s marketing is that of a liberated young woman, in line with its history. 

In addition to building trust, Chanel’s content is never about hard selling its products, but always about the stories. Among its competitors, Dior, Hermes and Louis Vuitton, Chanel probably has the most engaging content, with innovative video shorts featuring the likes of Pharrell Williams and Keira Knightley. 

One of its ongoing projects is, ‘Inside Chanel’, about the life of Coco Chanel and her world – everything from her beginnings to the colours she loved to her musical influences.

Another wonderful example is the ‘The Tale of a Fairy’ short film, in which there is no mention of products. But instead, a story is told about three affluent but unhappy sisters during a family reunion. It is set against the beautiful backdrop of a mansion in the south of France, with the best Chanel costumes, of course. 

Marketing the most for its stars – the BCG Matrix 

Chanel clearly recognizes its ‘stars’ as its perfume and watch divisions . Therefore, it invests the most in advertising for these in fashion magazines such as Vogue and Elle which cater to its target audience. 

Invented by Boston Consulting Group, the growth share matrix is used to make decisions in companies that have a diverse offering of products. Lines are divided into stars, cash cows, question marks and dogs, based on relative market shares and growth rates. 

Innovation in technology for its more ‘mass’ products

It is a well-known fact that the money makers of luxury are always cosmetics and perfumes. Pay attention the next time you come across a luxury brand ad. Whether in magazines, on YouTube, billboards, or Google Display ads, it’s most likely advertising perfume.

Building a legacy brand for a century, and enforcing its values through content ensures a consistent stream of revenue from young earners. After all, you may not be able to afford a Chanel suit at $5000, but the $27 lipstick is well within reach.

In addition to placing its cosmetics in accessible department stores frequented by young buyers, Chanel recently launched a free virtual lipscanner app . The app lets you choose a colour from your surrounding, find a match from the Chanel catalogue and try it on virtually. This step is one of many taken by the brand to engage its newly independent Gen Z customer base.

The legacy continues

Despite being 100 years old, Chanel manages to keep cementing its positioning as elegant and modern. Its logo’s crossing C’s are instantly recognizable. Its choice of celebrities continues to embody classic style with a unique personality; counting Penelope Cruz and Margot Robbie among its brand ambassadors.

Its runway shows are a spectacle at the Grand Palais in Paris, with sets ranging from a giant supermarket to sandy beaches. Chanel’s brand stays true to its French roots. Most of all, it continues to inspire women through style, just as Coco herself did in her lifetime. Remarkably, it has succeeded in achieving synergy between the old and the new with its marketing.

Fashion changes, but style endures Coco Chanel

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Vona Roberta is a digital marketer and fashion journalist with global experience across fashion, sustainability, and content. She has formerly contributed to Elle and Conde Nast in India and Europe. She was also the youngest executive team member at two of India's biggest fashion retail events. On lighter days, she likes to visit the latest art exhibit, read books on business and practice yoga or boxing (depending on the caffeine level!).

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All about Chanel: The making of a fashion powerhouse

It’s been 50 years since the passing of Gabrielle Chanel, but her eponymous fashion house goes from strength to strength. From modest beginnings on Rue Cambon to monumental global success, discover the story of this timeless brand – and its iconic founder.

The Spirit of Chanel, Harper’s Bazaar US, Final image. Paris, 2015. © Chanel, Jean-Paul Goude, 2015.

The shop front at 21 Rue Cambon in Paris is a modest affair: two windows facing out onto a narrow and shady street. But it is here, a short walk from the opulent Place Vendôme, that one of the most famous tales in French fashion history begins. In 1910, aged 27, Gabrielle “Coco” Chanel opened her first independent shop on these premises. Just five years later, Harper’s Bazaar was reporting that “the woman who hasn’t at least one Chanel is hopelessly out of fashion… This season the name Chanel is on the lips of every buyer.”

Today, Chanel is a powerhouse fashion brand, with 310 boutiques worldwide, some 20,000 employees, and a catalogue of high-profile clients from Jackie Kennedy to Marilyn Monroe, with the likes of Pharrell Williams, Keira Knightley, and Audrey Tautou also friends of the house. Eyewear, fragrance, beauty, jewelry and watch lines accessorise the house’s haute couture and prêt-à-porter collections.

The global empire is a far cry from Gabrielle’s humble origins – a background she would alternately conceal or elaborate for greater dramatic effect. Born in a poorhouse hospice, the designer grew up in a crowded one-room lodging with five siblings. After her mother’s death aged 32, the boys were sent to work the fields, the girls to a convent orphanage.

The nuns taught Gabrielle needlework and, it seems, a strong dislike for the cloistered female life. A self-styled androgyne , Chanel’s earliest designs were marked by flexible functionality, reinterpreting the comfort and pragmatism of the male wardrobe to suit the modern woman. Her clothes sounded a death knell for the structured corset-and-bodice silhouette of the Belle Époque , limning instead a new kind of elegance based on a natural and casual pose, subtle elegance, and freedom of movement.

© Julien T. Hamon. Hat by Gabrielle Chanel, between 1913 and 1915, black woven straw, black silk satin ribbon.

Chanel used traditionally masculine colours, including grey and navy blue, to further liberate her wearers from conventional femininity. Outdoor sports ­– riding, horseracing, yachting – all served as inspirations for the forms and fabrics of her collection. It was thanks to Chanel that the striped pullovers and crewneck sweaters traditionally worn by sailors and fishermen made their way onto the affluent shoulders of the Parisian  beau-monde .

Chanel’s stylistic commitment to modern womanhood was matched by her own independence, determination, and business acumen. Never married, she mixed with men of social, cultural, and material influence – from polo player Arthur Edward Capel (who subsidized her first shops) to Igor Stravinsky, poet Pierre Reverdy, Grand Duke Dmitri Pavlovich of Russia and designer Paul Iribe.

The Chanel business flourished. By 1927, Gabrielle owned five properties on Rue Cambon. Her inaugural perfume, Chanel No. 5, was a runaway success, finding the fragrant sweet spot between floral essences and the musky and jasmine notes associated with the  demi-monde .

© Julien T. Hamon. No 5 perfume bottle, 1921, glass, black cotton cord, black wax seal, printed paper.

Chanel’s comeback collection in 1954 met a cautious response from French critics, but was more warmly received by the American and British press. The 1950s saw the House of Chanel expanding into jewelry, handbags, and a growing line in perfumery.

After Chanel’s death in 1971, by Karl Lagerfeld’s own description, Chanel became “old hat.” “It was only Parisian doctors’ wives who still wore it,” he would recall. Lagerfeld took over as chief designer in 1983 with a triumphant formula for rejuvenation.

Karl Lagerfeld. Alec Soth, Grand Palais, from the series Paris / Minnesota, 2007. Taken from 'Civilization: The Way We Live Now'.

Under Lagerfeld, the brand took up integral elements of the Chanel lexicon – the double-C motif, chains, tweed, and costume jewelry – but with a material and formal twist that lifted them into the present. The House of Chanel became the patron par excellence of haute couture craft, buying up 12 specialist ateliers in embroidery, shoemaking, and fabric flower making.

Like Gabrielle Chanel before him, Lagerfeld cultivated his own image, with his flamboyant white coiffure, sunglasses, fingerless gloves, and companion cat, Choupette. Memorable spectacle came to define the Chanel fashion show, too. Lagerfeld installed icebergs, waterfalls, and supermarket checkouts on his catwalks. The cruise collections, an extension of the brand’s ready-to-wear lines, were presented at Grand Central Station in New York, Santa Monica airport, the Lido in Venice, and the Grove of Three Fountains at Versailles.

After his death in 2019, Lagerfeld was succeeded by Viriginie Viard, his closest collaborator and the woman he described as “my right arm…and my left arm”. Altogether less extrovert than her predecessors, Viard disdains social media. Her approach, says Chanel ambassador Kristen Stewart is “action versus talk”.

That action is anchored in the same elegant essence that has sustained Chanel for over 100 years, bridging a deep love and respect for luxury craft with a spirit of freedom, nonchalance and ease. “My approach to work has always been rather simple and pragmatic,” Viard told  Vogue  last year “but more than ever, I feel truthfulness and a realness will be leading me going forward.”

Words by Eliza Apperly

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The Key Elements of Chanel's Luxury Marketing

Exploring the Essential Components of Chanel's Exemplary Luxury Marketing Strategy

Digital marketing

30 May, 2023

Table of contents

Scarcity Marketing

Exclusivity and premium pricing, story-telling and content marketing, celebrity endorsements, exhibitions and métiers d’art, steps towards digital.

Chanel is one of the most valuable luxury brands in the world, worth over $100 billion. This independent French company still remains one of the best examples of luxury marketing. Chanel succeeds indeed in keeping a leading position whereas it is not a global brand, like most of its main competitors who carry women’s and men’s fashion.

Chanel ’s stance is to focus on women’s fashion (except for a few men’s fragrances) and to stick to the promotion of a traditional know-how and a legacy from its founder, Coco Gabrielle Chanel. Therefore, there is no wonder why most of the brand's communication is centered about her heritage but also the strategy is to reaffirm the brand's image always reflecting its modernity.

Karl Lagerfeld, the very charismatic and mediatized designer, took care of enhancing the brand identity reinterpreting every season what made Coco Chanel famous for: the tweed jacket, the pearls, the black and white and the camellia. But always bringing them a modern twist which makes these recognition elements part of a timeless fashion, which can be worn by young and older customers. Since his demise in 2019, the Virginie Viard has taken on this role, who started working at the house way back in 1987.

Chanel has fiercely clung on to its biggest marketing strategy - Scarcity Marketing. Chanel focuses on limited production but gives the maximum importance to quality and craftsmanship.

One of the most well-known incidents highlighting this strategy is from 1974. During this period, the brand noticed a drop in demand for its perfume Chanel No. 5. To tackle this, the CEO Alain Wertheimer decided to stop selling in 6,000 US stores, out of 18,000 stores. This led to a scarcity mindset for customers and indirectly led to higher demand.

Chanel remains one of the last few luxury brands to not have an e-commerce platform. Today, most products are just a click away. But Chanel prefers to not be as easily accessible. To buy a Chanel product, one must visit one its boutiques, making it harder to acquire, but also feeds into the limited availability of the brand.

Chanel’s marketing strategy has revolved around exclusivity. The brand has always gone to great lengths to protect its luxurious image and prevent any kind of brand dilution. In recent years, Chanel’s reworked its price points, to ensure one only associates Chanel products with utmost luxury. In January 2022, Chanel increased the price of its bags by 9%. Prior to that, there were multiple price increases in 2021.

In addition to raising the prices of its bags, such as the Small Classic Flap, which went from €7,750 to €8,450, the Medium Classic Flap (up from €8,250 to €8,990), and the Jumbo Classic Flap (now €9,700, up from €8,900), Chanel is also reportedly expected to raise prices for some goods across its fashion and leather goods division by roughly 5 percent, as reported by The Fashion Law in August 2022. Thanks to these ever increasing prices, the demand for Chanel products have skyrocketed.

As of March 2023, Chanel has 55M followers on Instagram. As social media becomes the central point of advertising in the fashion industry, Chanel uses this platform to highlight stories about the brand, its history and its brand code. “Inside Chanel” is an on-going marketing campaign launched a few years ago which delves into the life of Coco Chanel and the aspects that influence the brand.

The brand has also introduced a new series called “Rendez-vous littéraires” - a podcast series which brings together women writers and friends of the House to discuss the theme of women's empowerment, through their own works or those of historical literary figures.

Story-telling content marketing has become the norm in the world of luxury, and Chanel has focussed on this theme through the recent years.

Chanel is consistently associated with the biggest stars. The SS23 show had a star-studded front row, with names like Penelope Cruz, Zoe Saldana, Whitney Peak and Tommy Dorfman seen attending the event. In 2017, Kristen Stewart was made the face of new ‘Gabrielle Chanel' fragrance. She’s also seen in the Chanel Spring-Summer 2023 Ready-to-Wear collection campaign.

In February 2023, K-Pop band NewJeans’ Minji became Chanel’s brand ambassador. The brand already had several other Korean brand ambassadors, as K-Popstars gained global popularity. Gong Yoo, Kim Go Eun, BLACKPINK’s Jennie, Park Seo Joon, Big Bang’s G-Dragon, and Lee Sung Kyung are some of the names who have worked with the brand.

To enhance the brand awareness towards its customers, Karl Lagerfeld decided to use the “Métiers d’art” fashion shows which have been paying tribute for over 20 years now to the excellence of the craftsmanship of Chanel’s suppliers. The last show took place in Dakar, Senegal, as an ode to its craftspeople. The show is named “2022/23 Métiers d'art CHANEL – DAKAR collection” and was inspired by the 1970s spirit.

The highlighting of the traditional know-how is indeed a very important issue in Chanel’s communication. The company was one of the first to emphasize this aspect, with Hermès . But for Chanel, it was so crucial that they started to take over their major suppliers and to build up from 1997 on a talent pool, named “Paraffection” whose goal is to preserve and promote the heritage, craft and manufacturing skills. Today, this Chanel subsidiary gathers a dozen of fashion artisan workshops, among them Lesage (embroideries), Lemarié (feathers and camellias), Causse (glove maker), Michel Herbelin SA (milliner) and the last acquisition in last December Bodin-Joyeux (tanner). In 2022, Chanel acquired a stake in FashionArt SpA, which has been a long-time supplier for the brand and specializes in jeans and high-end denim products.

But beyond this preservation of an endangered industry, this strategy also allows Chanel to secure its production and its supply chain integrating all the different manufacturing steps.

Chanel also aims to provide experiences that take customers into the world of the brand. For instance, it hosted an olfactory experience with an immersive exhibition called 'Le Grand Numéro de Chanel' in Paris. It was held during December 2022 and January 2023 and was open to the public for free. It was an interactive exhibition that took customers through the history of Chanel perfumes. The event made use of virtual reality and allowed visitors to experience the process of making a fragrance.

Chanel has launched its own app. Even though the brand doesn’t have an ecommerce platform, the beauty and fragrance range is available for purchase online through this app. The app also has a free virtual lip-scanner that allows users to try-on lipsticks virtually.

In 2019, Chanel opened a concept store in Paris with augmented reality experiences that brought digital and physical together. It was a virtual showroom, with tech-enabled mirrors and smart product suggestions.

In late 2022, during the holiday season, Chanel launched its first mobile game called “Chanel Moon Walk”. The game’s goal was to destroy meteorites and win beauty products. The game was designed by the agency Mazarine, and could be accessed via a QR code on the Chanel website.

Cover Image and Article Images: Chanel website

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Chanel Marketing Strategy:  How They Continues to Drive Luxury Fashion Forward

• October 13, 2023
• Digital marketing

Chanel Marketing Strategy – Chanel , the renowned luxury fashion brand, has established itself as a trailblazer in the industry through its impeccable marketing strategies. From embodying timeless elegance to creating spectacular runway shows and leveraging the power of celebrity endorsements, Chanel has consistently pushed the boundaries of luxury fashion. 

This article delves into the various elements of Chanel marketing strategy and explores how they continue to shape and drive the industry forward.

Read More : FedEx Marketing Strategy: How They Continues to Revolutionize the Logistics Industry

Table of Contents

Overview of chanel as a renowned luxury fashion brand.

Founded by Gabrielle “Coco” Chanel in 1910, Chanel is a quintessential symbol of luxury and timeless elegance in the fashion world. From its beginnings as a modest millinery shop in Paris to becoming a global luxury powerhouse, Chanel has firmly etched its mark in the annals of fashion history. This success, while significantly credited to the brand’s unique designs and high-quality craftsmanship, is also deeply rooted in its innovative marketing strategies.

Chanel doesn’t just sell products; it sells a story. The narrative of Coco Chanel, her humble beginnings, and her transformation into a fashion icon gives depth to the brand. The rags-to-riches story has been cleverly interwoven into the brand’s image, making it both relatable and aspirational.

Embodying Timeless Elegance

Chanel Marketing Strategy – Chanel’s iconic and timeless designs are a cornerstone of its marketing strategy. The brand has consistently created fashion pieces that transcend trends and stay relevant year after year. From the classic Chanel suit to the little black dress, these designs have become iconic symbols of elegance and style.

As fashion trends evolve, Chanel has adapted to the changing landscape while staying true to its brand identity. The brand has successfully incorporated modern elements into its collections while retaining the essence of timeless elegance that defines Chanel.

Maintaining exclusivity and luxury appeal is another crucial aspect of Chanel marketing strategy . By positioning itself as a high-end luxury brand, Chanel attracts a niche and affluent audience. The brand’s commitment to using only the finest materials and craftsmanship further enhances its reputation for exclusivity and quality.

Creating Spectacular Runway Shows

Chanel Marketing Strategy – Chanel’s runway shows have become legendary in the fashion industry. These events not only showcase the brand’s latest collections but also set trends and push the boundaries of creativity. Chanel’s ability to create spectacular runway shows is an integral part of its marketing strategy.

A. Setting Trends and Showcasing Innovation

Chanel’s runway shows serve as a platform for the brand to set trends and showcase its innovative designs. The brand’s creative director, Karl Lagerfeld, was known for his ability to create visually stunning and conceptually groundbreaking shows. 

From elaborate sets to avant-garde themes, Chanel’s runway shows are a testament to the brand’s commitment to pushing fashion boundaries.

B. Spectacular Runway Events and Presentations

Chanel’s runway events are highly anticipated and attended by fashion industry insiders, celebrities, and influencers. These events create buzz and generate media coverage, effectively promoting the brand and its collections. 

Chanel’s ability to create memorable and immersive experiences during its runway presentations further solidifies its position as a leader in the luxury fashion industry.

C. Engaging the Fashion World and Media

Chanel’s runway shows also serve as a platform for engaging with the fashion world and media. The brand’s collaborations with artists, musicians, and other creative talents help create buzz and generate excitement around its collections. 

Chanel understands the importance of creating a captivating narrative and leveraging media coverage to amplify its brand message.

Chanel’s Secret Weapon: Celebrities and Brand Ambassadors

Chanel Marketing Strategy – Chanel has leveraged the power of celebrity endorsements and strategic brand ambassadors to further enhance its marketing strategy. Collaborating with influential figures in the entertainment, sports, and fashion industries has helped Chanel reach a broader audience and increase its brand visibility.

A. Collaborating with Celebrities and Influencers

Chanel frequently dresses celebrities for red carpet appearances and awards ceremonies, ensuring that its designs receive widespread exposure to millions of viewers. By aligning itself with popular public figures, Chanel capitalizes on their massive fan bases and generates buzz around its products and collections.

Strategic partnerships with influencers have also played a significant role in Chanel marketing strategy. By collaborating with social media influencers and fashion bloggers, Chanel extends its reach to younger, digitally-savvy audiences.

B. Celebrity Endorsements for Product Promotion

Chanel strategically selects celebrities as brand ambassadors to promote specific products or collections. These endorsements add an extra layer of glamour and prestige to the brand’s image, attracting consumers interested in luxury fashion. 

Chanel’s collaborations with celebrities create a symbiotic relationship where both the brand and the celebrity benefit from the association.

Chanel’s Limited Editions and Exclusivity

Chanel Marketing Strategy – Creating limited edition collections has been a successful strategy for Chanel to generate excitement and exclusivity around its products. Limited edition pieces often become highly sought after by collectors and fashion enthusiasts, creating a sense of urgency and desirability.

A. Creating a Buzz with Limited Edition Collections

Chanel’s limited edition collections are meticulously designed and carefully crafted to create a buzz in the fashion industry. By introducing limited quantities of these exclusive pieces, Chanel taps into the psychology of scarcity and creates a sense of urgency among consumers. This strategy drives demand and reinforces the brand’s reputation for exclusivity.

B. Building Demand Through Exclusivity

Chanel’s commitment to exclusivity is a key element of its chanel marketing strategy. The brand carefully controls the availability of its products, ensuring that they are only accessible to a select few. This exclusivity not only drives demand but also enhances the perception of Chanel as a luxury brand.

Chanel’s Digital Marketing Strategy

Chanel Marketing Strategy – Chanel recognizes the importance of digital marketing in reaching and engaging with its target audience. The brand has embraced e-commerce to provide a seamless luxury experience for customers, while also leveraging social media and influencer marketing to extend its brand reach.

A. Embracing E-Commerce for a Seamless Luxury Experience

Chanel’s online store allows customers to explore and purchase its products from the comfort of their homes. The brand has paid meticulous attention to creating a seamless and luxurious online shopping experience, ensuring that the brand’s values and aesthetics are reflected in every aspect of the digital journey.

B. Collaborating with Influencers for Brand Exposure

Chanel has successfully collaborated with influencers to promote its products and collections on social media platforms. By partnering with influencers who align with the brand’s values and aesthetics, Chanel reaches a wider audience and creates authentic connections with potential customers.

Cultivating an Elite Customer Experience

Chanel Marketing Strategy – Chanel’s commitment to providing a personalized and exceptional customer experience sets it apart from its competitors. The brand’s focus on delivering unparalleled service and offering unique and customized products contributes to its success and customer loyalty.

A. Personalized Service at Chanel Boutiques

Chanel boutiques provide a luxurious and personalized shopping experience for customers. Expertly trained staff guide customers through the brand’s collections and assist them in finding the perfect pieces. 

The boutique environment reflects the brand’s elegance and attention to detail, creating a memorable experience for customers.

B. Offering Unique and Customized Products

Chanel offers customers the opportunity to create unique and customized products through its made-to-order services. From personalized handbags to tailored garments, these offerings further enhance the exclusivity and individuality of the Chanel brand.

C. Building Long-Lasting Customer Relationships

Chanel marketing strategy focuses on building long-lasting relationships with its customers. The brand understands the importance of nurturing customer loyalty and provides ongoing support and engagement through loyalty programs, exclusive events, and personalized communication.

Read More : Lego Marketing Strategy: How They Built a Global Toy Empire

Chanel marketing strategy has played a pivotal role in establishing the brand as a leader in the luxury fashion industry. By embodying timeless elegance, creating spectacular runway shows, leveraging celebrity endorsements, and embracing digital marketing, Chanel continues to push the boundaries of luxury fashion forward. 

With a focus on exclusivity and cultivating an elite customer experience, Chanel sets itself apart from competitors and maintains its position as a symbol of luxury and sophistication.

In the ever-evolving landscape of luxury fashion, Chanel marketing strategy serves as a blueprint for success and innovation. By staying true to its brand identity and embracing new opportunities, Chanel remains at the forefront of the industry, driving fashion forward and setting trends for years to come.

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The Art of Luxury: Chanel Marketing Strategies and Marketing Mix

The Art of Luxury: Chanel Marketing Strategies and Marketing Mix 21 min read

Chanel is a French luxury fashion house founded in 1910 by Coco Chanel. The company is headquartered in London and specializes in women’s ready-to-wear, luxury goods, and accessories. Chanel is well known for its No. 5 perfume and “Chanel Suit”.

Coco Chanel was born in Saumur, France, in 1883. She was orphaned at a young age and raised in an orphanage. After leaving the orphanage, she worked as a seamstress and milliner. In 1910, she opened her first shop in Paris, selling hats and other accessories.

Chanel’s designs were revolutionary for their time. She rejected the traditional corseted silhouette and instead favored simple, comfortable garments made from jersey fabric. She also introduced the “little black dress”, which is now a classic piece of women’s clothing .

Source: The Times of India

Chanel’s perfumes are also some of the most famous in the world. Chanel No. 5 was introduced in 1921 and is still one of the best-selling perfumes today.

Chanel is a luxury brand that is known for its high quality and timeless designs. The company’s products are coveted by fashion lovers all over the world.

Here are some of the things that make Chanel special:

• High quality materials:  Chanel uses only the finest materials in its products, from the fabrics to the hardware. This ensures that their products are durable and will last for many years.
• Timeless designs:  Chanel’s designs are classic and timeless. They are not trendy, so they will not go out of style. This makes them a good investment for fashion lovers.
• Iconic status:  Chanel is an iconic brand that is known all over the world. This gives its products a certain cachet that other brands cannot match.

Table of Contents

Founding History of Chanel: The Rise of an Iconic Fashion House

The founding history of Chanel dates back to the early 20th century when Gabrielle “Coco” Chanel, an ambitious and visionary young woman, embarked on a journey that would revolutionize the world of fashion and create a timeless legacy of elegance.

Gabrielle Chanel was born on August 19, 1883, in Saumur, France, to humble beginnings. After the tragic death of her mother, she was sent to an orphanage by her father, who was a peddler. Her formative years at the convent school influenced her strong and independent personality, shaping her as a woman who would later defy societal norms and transform women’s fashion.

In her early twenties, Coco Chanel moved to the fashionable city of Paris, where she worked as a cabaret singer and acquired the nickname “Coco.” During this time, she also began creating stylish hats for herself and her friends. Her chic and innovative designs caught the attention of influential individuals, paving the way for her to open her first millinery shop at 21 Rue Cambon in Paris in 1910.

Chanel’s millinery shop quickly gained popularity among Parisian society, and her clientele expanded to include prominent figures such as actresses and singers. Her simplistic yet elegant hat designs were a departure from the extravagant and restrictive fashions of the time, and they embodied a newfound sense of freedom for women. Chanel’s success in the millinery business laid the foundation for her journey into the world of fashion.

In 1913, Coco Chanel opened her first fashion boutique at 31 Rue Cambon in Paris, expanding her offerings to include ready-to-wear clothing . She presented a collection of jersey garments, traditionally used for men’s undergarments, as her choice of fabric – a radical move that raised eyebrows in the fashion world. However, her unique designs resonated with a clientele seeking comfort, simplicity, and elegance, establishing her as a pioneering force in women’s fashion.

Throughout the 1920s and 1930s, Coco Chanel continued to refine her signature style, which emphasized clean lines, monochromatic palettes, and classic silhouettes. She introduced the iconic Chanel suit, featuring a collarless jacket and a fitted skirt, which became a symbol of timeless elegance and sophistication. Other significant contributions to fashion included the “little black dress” and her innovative use of jersey fabric, pearls, and costume jewelry to elevate women’s attire.

In 1921, Coco Chanel collaborated with Russian perfumer Ernest Beaux to create her first fragrance, Chanel No. 5. The fragrance, known for its complex and alluring scent, was named after the fifth sample presented to Chanel during the testing process. Chanel No. 5 became an instant success, revolutionizing the perfume industry and becoming an enduring symbol of luxury and allure.

The onset of World War II and the subsequent closure of Chanel’s boutique marked a challenging period for the brand. However, Chanel’s return to the fashion scene in the 1950s reaffirmed her iconic status. The brand experienced a resurgence under the creative direction of Karl Lagerfeld, who assumed the position in 1983. Lagerfeld paid homage to Coco Chanel’s legacy while infusing contemporary elements into the brand, ensuring its continued relevance and appeal to new generations of fashion enthusiasts.

A Timeless Legacy

The founding history of Chanel is a testament to the indomitable spirit and visionary genius of Gabrielle “Coco” Chanel. From her humble beginnings to transforming the fashion landscape with her innovative designs, Chanel’s journey is an inspiring tale of determination and creativity. Today, Chanel stands as an iconic and influential fashion house, perpetuating the legacy of its founder and continuing to set the standard for elegance, sophistication, and timeless style in the world of haute couture.

Marketing Strategies of Chanel: Elegance, Exclusivity, and Timeless Appeal

Chanel, a pinnacle of luxury and sophistication in the fashion industry, employs a range of meticulously crafted marketing strategies that have contributed to its enduring success and iconic status. From positioning itself as a symbol of elegance to embracing innovative storytelling, Chanel’s marketing efforts epitomize the allure of haute couture and high-end fashion. Let’s explore the key marketing strategies of Chanel in detail:

Positioning as a Symbol of Elegance and Luxury:

Chanel has successfully positioned itself as a symbol of elegance and luxury through its marketing strategy. This involves creating a unique image for the brand that resonates with its target audience and differentiates it from competitors. For example, Chanel’s iconic interlocking “C” logo and quilted handbag design have become synonymous with high-end fashion and luxury goods. Additionally, the brand consistently uses high-quality materials, precise craftsmanship, and attention to detail in all aspects of their products, which further reinforces this perception among consumers.

In addition to product quality, Chanel leverages celebrity endorsements, exclusive events, and partnerships with prestigious institutions such as art museums to enhance its reputation as a symbol of elegance and luxury. These tactics create a sense of exclusivity around the brand and appeal to customers who desire access to these elite experiences.

Overall, Chanel’s positioning as a symbol of elegance and luxury serves as a key component of its overall marketing strategy by establishing a strong emotional connection with its target audience and setting it apart from competitors in the crowded luxury fashion industry.

Storytelling and Brand Identity

Storytelling and brand identity are important components of Chanel’s marketing strategy. By using storytelling techniques, Chanel creates a narrative that connects with its target audience on an emotional level and helps build a strong relationship with them over time.

One of the ways Chanel tells stories is through its advertising campaigns, which often feature aspirational imagery and messaging that taps into the desires and dreams of its target customer base. For instance, Chanel’s Spring/Summer 2019 ad campaign featured models walking down a Parisian street wearing the latest ready-to-wear collection while surrounded by whimsical elements like giant paper flowers and inflatable swans. This imaginative approach not only showcased the clothing but also created a fantastical world that captured viewers’ imagination and sparked conversation online.

Another aspect of Chanel’s storytelling efforts is its use of social media platforms like Instagram to share behind-the-scenes glimpses of its creative process and insider looks at runway shows and events. This content provides valuable insight into the brand’s values and culture, helping to foster a deeper understanding of what makes Chanel unique among luxury fashion brands.

As far as brand identity goes, Chanel maintains a consistent visual language across all touchpoints, including packaging, store designs, website layouts, and even employee uniforms. This cohesive look and feel helps to strengthen consumer recognition and association with the brand, making it easier for customers to identify Chanel products and services.

Moreover, Chanel regularly collaborates with renowned artists, photographers, and filmmakers to produce short films and installations that bring its collections to life in unexpected yet captivating ways. These projects not only elevate the brand’s image but also contribute to its cultural legacy and cement its status as an innovator in the fashion industry.

Embracing Celebrity Endorsements

One of the marketing strategies employed by Chanel is embracing celebrity endorsements. This technique involves partnering with influential figures in entertainment, sports, and other industries to promote the brand and increase visibility among specific demographics.

For instance, Chanel frequently dresses celebrities for red carpet appearances and awards ceremonies, ensuring that its designs receive widespread exposure in front of millions of television viewers and online followers. Moreover, the brand has worked with prominent personalities like Pharrell Williams, who designed a capsule collection for Chanel and served as a spokesperson for several seasons.

By aligning itself with popular public figures, Chanel capitalizes on their massive fan bases and generates buzz around new product launches or seasonal offerings. Furthermore, featuring famous individuals in advertisements and editorial spreads adds an extra layer of glamour and prestige to the brand’s image, attracting more customers interested in luxury fashion.

However, Chanel carefully selects which celebrities to work with based on shared values and a commitment to diversity, inclusiveness, and sustainability. This approach ensures that the brand remains true to its core principles while expanding its reach and relevance in today’s fast-changing society.

Additionally, Chanel incorporates celebrity endorsements into larger experiential marketing initiatives like pop-up shops, exhibitions, and charitable events. These immersive activations provide opportunities for customers to interact with the brand and its ambassadors in person, deepening their emotional connections and fostering long-term loyalty.

Overall, Chanel excels at adjusting its marketing mix to address contemporary challenges and opportunities because it prioritizes listening to customers and staying attuned to changes in the marketplace. By doing so, the brand continues to stand out in the competitive landscape of luxury fashion and retain its loyal following.

The Power of Chanel No. 5 Perfume

The iconic Chanel No. 5 perfume represents one of the most powerful marketing tools in the brand’s arsenal. Launched in 1921, the fragrance quickly became synonymous with elegance, sophistication, and femininity – attributes closely associated with the Chanel name.

The longevity and success of Chanel No. 5 are rooted in several key factors:

Iconic packaging : The bottle design features a rectangular shape with beveled edges and a simple label bearing the signature interlocking Cs. Its minimalist style stands apart from flashier, more ornate packages common in the beauty industry. Over time, the bottle has become instantly recognizable and synonymous with quality and refinement.

Timeless scent : The floral aldehyde composition created by Ernest Beaux has remained largely unchanged since its debut nearly a century ago. While some variations have been introduced over the years, the essence of Chanel No. 5 has retained its classic appeal, making it a beloved choice across multiple generations.

Celebrity endorsements : Many notable women throughout history have worn Chanel No. 5, including Marilyn Monroe, Nicole Kidman, and Audrey Tatou. Their association with the fragrance reinforces its allure and exclusivity, driving interest and sales.

Limited edition collaborations : Chanel regularly releases special editions of Chanel No. 5, often tied to holidays or major events. Collaborations with high-profile names like Karl Lagerfeld or artist Jeff Koons generate excitement and encourage collector behavior among fans.

Emotional connection : Wearing Chanel No. 5 evokes feelings of confidence, luxury, and sophistication. Women associate the fragrance with achieving their full potential and embodying the spirit of Coco Chanel herself. This emotional attachment creates a strong bond between wearers and the brand, fueling customer loyalty and repeat purchases.

Global recognition : Chanel No. 5 is widely recognized as a premium fragrance, ranking among the best-selling fragrances worldwide. Its status as an iconic symbol of luxury and elegance makes it a top choice for discerning shoppers seeking to elevate their daily routines.

In summary, Chanel No. 5 remains a cornerstone of the brand’s marketing strategy due to its timelessness, versatility, and universal appeal. The fragrance embodies the values that define the Chanel legacy while continuously attracting new generations of admirers through limited editions, celebrity associations, and strategic collaborations. As long as these elements persist, Chanel No. 5 will likely maintain its prominent place in the hearts and minds of consumers around the globe.

Artistic Collaborations and Fashion Shows

Chanel actively engages in artistic collaborations and runway shows to showcase its latest collections and innovations. The brand’s fashion shows, hosted in opulent settings like the Grand Palais in Paris, are carefully orchestrated events that attract global attention. These shows not only present new designs but also reinforce Chanel’s status as a fashion authority and trendsetter.

Artistic Collaborations:

One way Chanel leverages artistic collaborations as a marketing strategy is by partnering with renowned artists who share similar values and aesthetics. These partnerships not only bring fresh perspectives to the brand but also help foster creative dialogue between different industries. For instance, Chanel has worked with various musicians, photographers, filmmakers, and architects to produce unique pieces inspired by the brand’s heritage and vision.

These collaborations allow Chanel to reach new audiences beyond the fashion sphere and tap into the existing fanbases of participating artists. They also provide a platform for both parties to showcase their expertise and push boundaries together. By associating themselves with trailblazers in other fields, Chanel positions itself as a forward-thinking brand committed to innovation and cultural exchange.

Fashion Shows:

Another crucial aspect of Chanel’s marketing approach involves staging spectacular runway presentations. Each season, the brand stages elaborate fashion shows that blend couture, music, set design, and performance art. These productions not only preview upcoming collections but also convey the brand’s distinctive personality and sense of humor.

Chanel uses fashion shows as immersive experiences designed to captivate and inspire viewers. The brand understands that today’s consumers crave authenticity and storytelling, so each presentation tells a narrative that resonates with audiences. Whether paying homage to Coco Chanel’s life or imagining futuristic scenarios, Chanel crafts cohesive thematic journeys that leave lasting impressions.

By live streaming these events and sharing behind-the-scenes content, Chanel ensures that its message reaches a wider audience than just those physically present.

By live streaming these events and sharing behind-the-scenes content, Chanel ensures that its message reaches a wider audience than just those physically present. Social media coverage amplifies the buzz surrounding each show, generating conversation and fueling consumer desire for the latest collection. Additionally, Chanel often incorporates interactive elements during its fashion shows, such as inviting celebrities or influencers to walk the runway or engaging guests through experiential activations. These tactics further enhance the event’s impact and create memorable moments that attendees can share with others.

Overall, Chanel utilizes artistic collaborations and fashion shows as powerful marketing tools because they enable the brand to tell compelling stories, connect with diverse communities, and spark conversations about what defines modern luxury. By consistently delivering exceptional experiences and products, Chanel cultivates a passionate following eagerly awaiting each new chapter in its ongoing tale of style and substance.

Experiential Marketing

Experiential marketing involves creating immersive experiences for consumers that engage them directly with a brand. This type of marketing allows customers to interact with products or services in a tangible way, rather than just seeing advertisements or reading descriptions online. For example, Chanel might create pop-up stores or installations where customers can try on clothes, speak with stylists, or attend events related to their latest collections.

Chanel uses experiential marketing to build relationships with customers and increase brand loyalty. By providing memorable experiences that connect customers to the brand, they aim to foster long-term connections with their audience. Additionally, these types of campaigns often generate buzz through social media sharing and word-of-mouth recommendations from satisfied customers who have experienced the event firsthand.

One of the key ways that Chanel utilizes experiential marketing is through hosting exclusive events and parties around the world. These events typically feature high-profile guests such as celebrities, influencers, and members of the press, which generates significant publicity for the brand. In addition, Chanel often collaborates with other luxury brands at these events, allowing them to showcase their products and services while building partnerships within the industry.

Another important component of Chanel’s experiential marketing efforts is their focus on personalized customer service. They offer clients one-on-one consultations with style advisors who can assist with everything from selecting clothing items to coordinating complete looks. This level of attention not only enhances the overall shopping experience but also encourages repeat business and positive word-of-mouth referrals.

In terms of digital marketing initiatives, Chanel leverages platforms such as Instagram and TikTok to share behind-the-scenes content from their runway shows and backstage preparations. This approach provides followers with insider access to the brand’s creative process and fosters a sense of community among fans. Furthermore, Chanel regularly releases limited edition capsule collections that sell out quickly due to their exclusivity and unique designs.

Digital Engagement and Social Media

Digital engagement refers to the practice of actively participating in conversations and interactions with customers via digital channels such as email, chatbots, messaging apps, and social media platforms. Chanel recognizes the importance of maintaining strong relationships with their clientele through these mediums and strives to respond promptly and professionally to all messages received.

Social media plays a crucial role in Chanel’s marketing mix because it enables them to reach new audiences beyond traditional print publications and television commercials. With over 50 million followers across various platforms, Chanel frequently posts updates featuring their latest collections, upcoming events, and behind-the-scenes glimpses into their design process. Their content is designed to inspire and educate viewers while emphasizing the quality and craftsmanship associated with each piece.

Additionally, Chanel capitalizes on user-generated content (UGC) by reposting images shared by customers wearing their apparel or posing with Chanel merchandise. Not only does this encourage others to tag @ChanelOfficial in their own photos, but it also demonstrates the versatility and timelessness of their pieces. Moreover, Chanel occasionally hosts contests or giveaways that require entrants to post pictures using designated hashtags, thereby amplifying their presence on social media even further.

When it comes to paid promotional activities on social media, Chanel tends to favor influencer partnerships over standard display ads . They carefully select individuals whose values align with those of the brand and task them with showcasing particular lines or seasonal trends. These collaborations often result in viral content that resonates with both existing and potential customers alike.

Finally, Chanel takes advantage of ephemeral content formats popularized by Snapchat and Instagram Stories . Whether sharing quick snaps of their Parisian headquarters or sneak peeks of new arrivals before official release dates, Chanel understands the power of short-lived content in keeping their following engaged and excited about what’s coming next. Plus, incorporating interactive elements like polls or Q&A sessions allows Chanel to gather feedback directly from their audience and adjust their marketing tactics accordingly.

All things considered, Chanel’s digital engagement and social media marketing strategy succeeds in connecting with consumers on an emotional level. The brand’s commitment to storytelling and authenticity through visual content resonates strongly with its audience, ultimately driving sales and solidifying Chanel’s position as a leader in the luxury goods industry.

In conclusion, Chanel’s marketing strategies epitomize the art of luxury branding, skillfully intertwining heritage, elegance, and innovation to maintain its esteemed position in the fashion world. Through product innovation, limited editions, and strategic celebrity endorsements, Chanel keeps its allure fresh and captivating. The brand’s captivating visual content and immersive retail experiences in flagship stores reflect their commitment to creating an aspirational lifestyle for their discerning clientele.

Embracing digital marketing and social media while staying true to its exclusive image further widens its global reach. By skillfully leveraging its iconic products, telling compelling stories, and prioritizing personalized customer experiences, Chanel nurtures a lasting bond with its loyal customers.

While continuously evolving, Chanel’s marketing prowess remains a beacon of excellence, setting the bar high for the luxury industry and leaving an indelible mark on the hearts and minds of fashion enthusiasts worldwide.

Marketing Mix of Chanel

The marketing mix, also known as the 4Ps (Product, Price, Place, and Promotion), is a fundamental concept in marketing that outlines the key elements a company like Chanel utilizes to achieve its marketing objectives. Let’s delve into each element of the marketing mix for Chanel:

Chanel’s product offerings are the epitome of luxury and elegance. The brand’s clothing lines include haute couture and ready-to-wear collections that feature classic silhouettes, high-quality fabrics, and impeccable tailoring. Chanel’s clothing designs often combine modern trends with timeless elements, creating pieces that remain relevant and stylish for years.

In the accessories category, Chanel is best known for its handbags, particularly the iconic Chanel 2.55 flap bag. These handbags are meticulously crafted from the finest materials and are instantly recognizable by their quilted design, chain straps, and the interlocking “CC” logo. Chanel also offers a wide range of luxury shoes, from sophisticated pumps to stylish sneakers, all reflecting the brand’s signature style.

The beauty sector is equally important for Chanel, with its wide range of cosmetics, skincare products, and fragrances. The brand’s beauty products are crafted with a focus on innovation, high-quality ingredients, and elegant packaging. The Chanel No. 5 perfume, created by Gabrielle “Coco” Chanel in 1921, remains an iconic fragrance and a symbol of luxury and femininity.

Chanel’s pricing strategy is rooted in its positioning as a high-end luxury brand. The brand’s products command premium prices, reflecting the exclusivity, craftsmanship, and reputation associated with the Chanel name. The haute couture pieces, in particular, are bespoke creations that come with a substantial price tag, reserved for a select clientele.

The iconic Chanel handbags, including the Chanel 2.55 flap bag and the Boy bag, are considered investment pieces due to their timeless design and enduring value . While the prices of Chanel products may be higher than those of many other luxury brands, customers are willing to pay a premium for the brand’s heritage, quality, and status.

Chanel maintains a selective and exclusive distribution strategy to ensure that its brand image and products are presented in a controlled and premium environment. The brand operates its own network of boutiques and flagship stores in major cities around the world. These stores are strategically located in upscale shopping districts and renowned fashion capitals, such as Avenue Montaigne in Paris and Fifth Avenue in New York City.

By having its own boutiques, Chanel can create a unique and immersive shopping experience for customers, allowing them to fully immerse themselves in the world of Chanel. The brand’s boutiques are designed with elegance and sophistication, reflecting the brand’s aesthetic.

In addition to its own boutiques, Chanel products are available in select high-end department stores and luxury retailers , but the brand exercises strict control over these partnerships to ensure the brand’s positioning and image are maintained.

Chanel’s promotion strategy revolves around creating an aspirational and glamorous image. The brand invests in high-quality visual content and storytelling for its advertising campaigns. Chanel’s print ads, digital campaigns, and TV commercials often feature top models, actresses, or influential figures who embody the sophistication and elegance associated with the brand.

The brand’s fashion shows and events, held in prestigious venues, garner significant media attention and social media buzz. These events serve not only to showcase new collections but also to reinforce Chanel’s position as a trendsetter in the fashion industry.

Chanel has also embraced social media and digital marketing to reach a broader audience. While still maintaining an air of exclusivity, the brand shares behind-the-scenes glimpses, fashion show highlights, and other engaging content on platforms like Instagram and YouTube, connecting with fashion enthusiasts worldwide.

Additionally, Chanel’s limited-edition collections and collaborations create a sense of urgency and exclusivity among consumers, driving demand for their products.

In summary, Chanel’s marketing mix is a harmonious blend of luxury, elegance, exclusivity, and innovation. Their meticulously crafted products, premium pricing, exclusive distribution, and aspirational promotions contribute to their iconic status and enduring appeal in the competitive world of luxury fashion and beauty.

Also Read: Marketing Strategies, Marketing Mix and STP of Moncler

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Chanel Branding Strategy and Marketing Case Study

Analysis and examples of chanel’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content..

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Brand Overview

Business type.

Physical Products

https://chanel.com

Target Customer

Luxury Fashion Consumers

Primary Need ( Job To Be Done )

Wear clothing and use beauty products that feel elegant, premium, and exclusive

Brand Visual Identity & Content

Primary brand colors, brand typefaces, hero content.

Hero Content Type

Content features people, brand messaging, key messages, benefit or feature focus, tone of voice, brand archetypes.

( Learn More About Brand Archetypes )

Brand Positioning ( Elements of Value )

( Learn More About The Elements of Value )

Aspirational

Affiliation & Belonging

Badge Value

Sensory Appeal

Brand Benefits

Get access to premium products that provide a sense of luxury in my life

Feel an affiliation to a brand that signals to others my interest and access to the highest quality products

Explore and push my ideas of fashion, haute couture, and beauty

Competition

Key competitors.

Gucci, Prada, Hermès, L’Oréal, Armani, LVMH, Estee Lauder, Christian Dior, Ralph Lauren

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Get a 10 page workbook on Purpose, Vision, and Values. Plus resources for Archetypes, Tone, Messaging, and more.

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Tuesday, May 14, 2024 1:03 am (Paris)

Chanel takes a breather in Marseille

The luxury fashion house opted for the southern French city's Cité Radieuse's rooftop to present its cruise show on Thursday, May 2.

By  Elvire von Bardeleben

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What do Dakar (Senegal), Manchester (UK) and Marseille have in common? These three cities are not typically associated with the world of fashion and luxury. Yet, Chanel has chosen to host fashion shows in all of them over the past 18 months. On Thursday, May 2, the Parisian fashion house took to the rooftop terrace of Le Corbusier's Cité Radieuse in Marseille to present its Cruise 2025 show. The 600 guests, spread over two shows due to the limited capacity of the UNESCO World Heritage building, arrived calmly in the light rain, which may have deterred onlookers, who were few in number despite the presence of celebrities such as Lily-Rose Depp and Marion Cotillard.

In Marseille, as in Dakar and Manchester, there are no Chanel boutiques, so it was not a question of going there to do business. "But these are inspiring cities," said Bruno Pavlovsky, president of the label's fashion activities. "Luxury shouldn't be the preserve of a few idyllic and sheltered locations, but connected to the world's reality. This helps to broaden the imaginative realm surrounding the brand while respecting its codes."

The choice of unique destinations aligns with a stable stylistic proposition that proves successful in stores – Chanel passed the €16 billion sales mark in 2022. Since Virginie Viard succeeded Karl Lagerfeld as artistic director in 2019, she has followed in the footsteps of her predecessor, who had himself skillfully dusted off the brand codes defined by Gabrielle Chanel: Tweed tailoring serves as the foundation, adorned with double-C logos, pearls, jewel belts and a black and white palette; comfortable clothes and shoes that exude confidence.

This collection is no exception but with a Marseille twist. "The sun, the architecture, the music and the dance: For me, Marseille also evokes a very strong sense of freedom. I was inspired by life's codes, everyday experiences and everything that invites movement," explained Viard. For her, the Cité Radieuse, Le Corbusier's first housing unit (of a series of five) in the brutalist style, built between 1947 and 1952, is the ideal setting for "capturing the city's energy."

Distinctly 'Chanel'

The city of Marseille is evoked through cute marine elements, embroidered little fish or fishing nets as well as seashell pendants. Ripples of frills adorn jerseys, tweeds and sequined jackets. The geometric shapes and primary colors of the Cité Radieuse can be seen in the grid pattern of a dress or embroidered sequin pockets. There are also a few sportswear elements – embroidered jogging capris, tweed cycling shorts, hooded sweaters – and white openwork cotton dresses reminiscent of Provence. It's a range that is distinctly "Chanel."

Walking the runway in an environment not associated with the world of luxury requires more effort and finesse than in Monaco or Capri. Chanel is well aware of this, and in Dakar, as in Marseille, the Parisian brand was careful not only to take advantage of the setting but also to invest in the city. In Dakar, it deployed a whole arsenal of initiatives, from support for the agricultural cotton industry to the renovation of the former Palais de Justice, while collaborating with local artisans.

In Marseille, the program is a little lighter: From May 3 to 26, 19M – Chanel's cultural space bringing together all its artisanal crafts – will take over Fort Saint-Jean, one of the sites of the MUCEM (Museum of Civilization of Europe and the Mediterranean), for a collective exhibition, round-table discussions and free participatory embroidery workshops. "A fashion show lasts 20 minutes. We wanted to leave something concrete and accessible for the people of Marseille," said Pavlovsky. The 1,600 Cité Radieuse residents, who spent two weeks living alongside the crew setting up the show, couldn't attend but were treated to a cocktail party to see the film of the show.

Collaborating with local authorities

In terms of the city, Chanel, which set up its event in collaboration with the local authorities, seems to have been rather well received: "We tiptoed in, not really knowing what to expect," said Pavlovsky. "But from the town hall to the MuCEM and the artists, all our partners gave us a very warm welcome."

In the Cours Julien district, you might spot a few "Chanel, get lost" posters, alongside others denouncing the arrival of the Olympic Games. "Like most people I know, I'm very happy they're here," said Mélanie Gomis, a fashion designer from Marseille. "It shows that you can associate Marseille with the idea of luxury or couture." "Their choice to come here surprised me," said Alix de Moussac, founder of the La Nouvelle brand. "But it puts the city on the map, and gets people talking about it for the right reasons."

In recent months, Marseille has mostly made the headlines for the resurgence of its drug trade, which caused 49 deaths in 2023. A shoot-out broke out again three days before the fashion show. "Marseille has problems with drugs and crime. But it also has other facets, and we want to show through our presence that this city deserves attention," explained Pavlovsky.

In addition to the catwalk show, Chanel enhanced its collection presentation with an exhibition, city-themed videos, and photos. The brand also took its 600 guests to various restaurants and museums. Additionally, it will later stage a "replica" of this show in a key market, just as it reproduced the December 2022 Dakar fashion show six months later in Tokyo. This postcard from Marseille, logic dictates, should end up in China or the United States.

Elvire von Bardeleben

Translation of an original article published in French on lemonde.fr ; the publisher may only be liable for the French version.

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“I like the mistral,” Virginie Viard said during a fitting the day before the Chanel cruise show in Marseille.

The designer was referring to the powerful wind that blows all the way from her birth city of Lyon to the Mediterranean coast, and has the reputation of driving people crazy. 

Viard probably got a little more bluster than she bargained for with the mini-storm that blew over the city on Thursday. Models where whipped with icy gusts of air on the damp rooftop of the Cité Radieuse, one of the flagship midcentury housing projects of architect Le Corbusier.

Guests including Charlotte Casiraghi, Phoebe Tonkin, Anamaria Vartolomei and Lily-Rose Depp, dressed in a floral embroidered miniskirt and black crop top, sheltered under clear plastic umbrellas until just before the show began. 

“I don’t know if I was expecting so much wind and quite so much frostiness but, you know, I commit to the look,” Depp said with a smile.

The “Idol” star went viral with the “no pants” outfit she wore on a recent trip to Tokyo, and said this show was rife with off-duty options. 

“I really like the idea of a one-piece bathing suit as an outfit, if you’re vacationing someplace warm enough,” she said. “There was a real life to every piece and a very cinematic element as well that I loved.” 

Viard was clearly targeting a younger demographic with the lineup, which blended urban influences with tongue-in-cheek references to Provençal tropes, like the bag shaped like a bar of soap touted by Amelia Gray Hamlin.

The model wore her black tweed skirt suit with a diamanté medallion necklace spelling out the number 13, for the Marseille postcode. At the fitting, she peeled back her sleeve to show the number tattooed on her wrist, in honor of her June 13 birthdate. 

Viard said she was drawn to the idea of a seaside town with a dose of grit. Marseille, famed for its melting-pot population, football club and shoot-outs between rival drug gangs, delivers that in spades. 

“I love its beauty and its energy,” she said. “I would not have done the show on a beach or in the rocky coves nearby. La Cité Radieuse felt just right.”

Built between 1947 and 1952, the vast edifice is not only a tourist attraction but a functioning residential building with 337 apartments, a school and a contemporary art center founded by designer Ora-Ïto, in addition to a micro-hotel, a restaurant and boutiques.

Its grid facade punctuated with primary colors inspired checked tweed suits that stopped well above the knee, while a grass green mandarin collar jacket came with large patch pockets that mirrored the turquoise tiles of the rooftop pool. 

The Brutalist architecture proved a perfect foil for monochrome tweed looks and crochet jackets, neoprene swimsuits and sheer dresses in dense nautical prints, in a palette ranging from concrete to anthracite and jet black.

Viard worked with local dance collective (La)Horde and director Ladj Ly on the teaser film for the show. 

Chanel staged several exhibitions for the occasion, including one by British photographer Jamie Hawkesworth, who shot a portfolio of images of the city and its residents drenched in golden light. 

While it lacks the glamour of French Riviera resorts like Saint-Tropez or Antibes, on a clear day, Marseille with its fish market and open-air games of pétanque is all southern charm.

“It’s a city that’s all about the clash of cultures,” enthused Casiraghi, who spent part of her childhood in nearby Provence. 

“It’s a very rich hub for all forms of artistic activity, and then there is its relationship with soccer, which is really key to the identity of Marseille. That’s what makes the charm of this city that is absolutely unique in the world,” said the Monaco royal, who’s been a Chanel brand ambassador since 2021. 

“I’ve been to the Vélodrome [stadium] a few times to see OM play,” she added, referring to the Olympique de Marseille football club, which was scheduled to face off against Italian club Atalanta later that day in the first leg of the Europa League semifinals.

Bruno Pavlovsky, president of fashion and president of Chanel SAS, said the soccer game — taking place less than a mile from the show venue — added an extra wrench to what was already a complex event, but it also ensured the city’s energy levels were high. “It’s the real Marseille,” he said. 

With its recent choices of show destinations, including Dakar , Manchester and now Marseille, the luxury brand is speaking to a new generation of luxury clients. 

“There will always be destinations that have a link to the heritage of the house, but Chanel has entered a phase of development where it’s about more than that. The world today is broader,” Pavlovsky said.

“What we’re doing today is understanding the energy of the world, and that energy also comes from urban environments, from settings that are perhaps less bucolic or less spectacular, but just as filled with meaning, energy and values,” he added. 

“The result is a Chanel that’s the same, but different. It’s the same because the codes of the house are unchanged, and it’s different because it takes a certain audacity, a certain courage to go to places that are a little unexpected,” he said. 

While Chanel is a longtime partner of Maison Mode Méditerranée, an endowment fund that supports local fashion designers, until now Marseille has hosted shows by less-established brands like Jacquemus and Koché, which were both guests of its OpenMyMed festival. 

In order to reach out to young people, Chanel has organized a free exhibition running from Friday until May 26 at the Museum of Civilizations of Europe and the Mediterranean (Mucem) featuring the work of 16 artists in collaboration with several of the specialty workshops from Le19M, its hub for craftsmanship in Paris. 

Luxury brands are seeking to broaden their customer base amid a global slowdown in spending among aspirational consumers, who are most heavily hit by inflation. Chanel, which is due to publish its annual results later this month, expects a normalization of growth rates after three years of post-pandemic euphoria, Pavlovsky said.

“We’re entering a weaker, less favorable cycle, but the brands that have good fundamentals should come out of it unscathed,” he said. “I’m certain we will continue to post growth this year. I remain super optimistic.”

The executive acknowledged that domestic spending in China was down, but noted this was due to Chinese nationals traveling again and spending more overseas. He said Chanel’s overall business with Chinese consumers continues to increase.  

He declined to comment on the impact of successive price increases on sales of its handbags, and said it was too early to measure the effect of a splashy new advertising campaign featuring Brad Pitt and Penélope Cruz. 

Pavlovsky also deflected a question about renewed speculation that Hedi Slimane would replace Viard as creative director of Chanel, amid his rumored exit from Celine. “Virginie seems in good shape, no?” he shot back. 

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PRE-FALL 2009

Chanel Pre-Fall 2009

By Sarah Mower

Ruby red lacquered bags like Fabergé eggs swinging from gilded chains, heels sculpted like upturned onion domes, hair-and-pearl-adorned tiaras like those of Byzantine empresses—oh, and strict black Soviet "uniform" suits. Yes, this was Karl Lagerfeld setting off on another of his light but learned excursions into Coco Chanel's exotic history with men: in this case, the Grand Duke Dmitri Pavlovich, and the Russian inspirations—the Ballets Russes, Constructivism, Byzantine jewelry, and Slavic folklore—triggered by their relationship.

"Paris-Moscou" was Lagerfeld's theme for the semiannual collection designed to show off the skills of the French embroiderers, milliners, goldsmiths, and shoemakers the house supports. And it was also the subject of his directorial debut. As the audience—which included Princess Caroline of Monaco, Diane Kruger, Emmanuelle Béart, and Clémence Poésy—took its seats in the plush velvet and mahogany Théâtre le Ranelagh, the show opened with a silent black-and-white cine-skit on Coco's flirtation with Russian-Parisian émigré society in the 1910's and 1920's, featuring a cast of Lagerfeld's friends. (The short film is now playing on www.chanel.com.)

Fashion-wise, the then-now parallels were embodied by the Russian models, led out by Sasha Pivovarova. The clothes—extravagantly embellished with sequins and pearls, tufted layers of chiffon, and sparkling feather fringe—were accessorized with a winter fantasia of military fur hats, gold Cossack boots, and pseudo-revolutionary badges, as well as a smattering of very 2008 leather leggings. If today's oligarchettes are still in the market for super-spending, there'll be plenty here to keep the rubles flowing. And for anyone with a yearning to buy in a different way, here's another thought: The goody bag guests took away contained Cuir de Russie (the classic scent Chanel devised with Ernest Beaux, the czar's perfumer, in 1927) and the new Chanel nail color release—the deep blue, iridescent Nuit de Russie.

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