Humble Beginnings
It's hard to believe that an orphan born in a small town in France, who learned to sew in an orphanage is now one of the most prominent faces of fashion. Gabrielle, who nicknamed herself Coco, established herself as a designer by opening a small shop in an apartment. Chanel had her own unique sense of style, not wanting to conform to current fashion trends she designed using jersey fabric and her clothing was very simple and masculine.
Chanel's Following
Chanel created an impression everywhere she went, distinguishing herself from the crowd. She disliked the opulent looks of the time, dressing herself in simple masculine items. She started off by creating hats for high society women, when the war began many women found Coco's designs necessary as couture became impractical for new responsibilities they took on when men left for war. After the war, Coco reinvented her designs adding a couture collection which included beaded dresses, as well as costume jewelery and perfumes. The women who purchased her clothing when it was simple continued to purchase as her looks transformed to couture, creating a cult-like following.
Branding of Chanel
How did Chanel manage to stay as powerful today as when Coco lived?
Creating classics that were ahead of their time.
Ongoing commitment of consumers to the brand.
Power of Chanel is in the idea of Paris - symbol of sophistication and glamour.
People that can afford it love the idea of exclusivity.
Karl Lagerfeld as artisitic director - keeping the legend but also keeping current.
No comments:
Post a Comment