The global luxury goods market has been on an upward climb for many years. Despite the global financial crisis impacting on the economies of many countries worldwide, most major luxury brands were unaffected as the rich and famous continued to splash out on expensive purchases.
Chanel is a major luxury brand that has been synonymous with class, sophistication and high-end fashion for many decades. With more than 100 years in the industry, Chanel remains at the forefront of the luxury market, appealing to consumers with its sophisticated range of clothing, jewellery and footwear.
Despite its age, Chanel has managed to maintain is popularity and appeal by continually pushing boundaries. Worth an estimated $7 billion, the brand has adopted modern techniques that have enabled it to remain current and modern whilst still holding on to its classic appeal:
Focusing on Consumer Engagement
Chanel’s biggest advantage when it comes to storytelling is the rich history it possesses. At 105 years old, the brand’s logo (two interlocking ‘c’s) is one of the worlds most recognised and respected.
Chanel has also focused heavily on its branding and web design. The Chanel website is heavily engaging with a highly interactive, commerce-driven layout. Fashion is integrated into every aspect of the site, making the entire experience user-friendly and enjoyable.
In 2013, Chanel launched its content-centric microsite, Inside Chanel. Inside Chanel takes viewers on a story of the brand through the ages in a series of videos, focusing on specific areas of the brand including the famous Chanel jacket, Marilyn Monroe’s love for the Chanel No.5 perfume and the life of Coco Chanel. By entering the site, consumers get immersed into the world of Chanel, forming a strong bond with it by learning in-depth about its history.
Adopting Social Media
Chanel can also be found on the major social media platforms, including Instagram and Twitter, where it has 4.6 million and 7.79 million followers respectively, but follows no one. Thanks to exquisite imagery and compelling narrative, millions of people worldwide continue to follow, like and share its content, and remain gripped by this fascinating brand.
Despite adopting modern digital marketing strategies, Chanel has also maintained its brand identity – one that focuses on exclusivity, elusiveness and consistency. Without question, this luxurious international brand will remain relevant for many years to come, appealing to men and women alike thanks to its superior quality, attention to detail and underlying sophistication.
Read on to learn all about branding lessons from Gucci and Rolex or contact 8 Ways Media to find out how they can help you with your brand strategy.
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