Ch. 10 - Product Concepts

The founding of Chanel goes back to the year 1910 when Gabrielle "Coco" Chanel opened her first shop under the sign "Chanel Modes" in Paris. Since than it has grown to be one of the world’s most prestigious luxury brands for fashion, fragrances, beauty and skincare and was reported to have an estimated sales figure of nearly $ 2 billion in 1995. The brand Chanel is profoundly associated with its famous founder and her audacious femininity. World class designer Karl Lagerfeld helps keeping up the haute-couture- image. The brand Chanel is perceived as a brand of luxury, perfection and uniqueness. It is a concept to many people today. They are designed by intelligent, creative, and fantastic people. One of those designs is “Chanel”. Without a shadow of a doubt the single most influential female fashion designer of the 20th century, Coco remains to this day adored. She basically revolutionized the fashion industry, changing women from the tight corsets of the Edwardian era. What Miss Chanel did was reshape our concept of “elegance“. And in doing all these things, she basically achieved something precious for the women, freedom. As she said “Fashion fades, only style remains the same” became reality. Chanel's product concept is much like the company's mission statement and global vision as a whole. The brand has stayed true to the early vision of Chanel, to be timeless and sophisticated. The products that Chanel sells are a reflection of Coco Chanel herself, and what the brand has impacted on the world today. Chanel items tend to have underlining sex appeal and appear in lavish fabrics with many embellishments. Which always applies to one of Coco Chanel’s famous quotes “A girl should be two things: classy and fabulous.”  Consequently is very appropriate seeing that is the total quintessence of the label today even a century later.