Chanel first started when Gabrielle Chanel opened her first shop in 1910, at Rue Cambon in Paris, where she made hats under the name ‘Chanel modes’. However, the name “coco Chanel” came from a nickname she acquired. From performing on stage at the local music hall, where her on stage name was “la petite coco”.It was her ‘simple, elegant style’ that created the sensation that we still know to this day.
Gabrielle Chanel was 20 years old when she opened her shop, with the help from millionaire Etienne Balsam and Arthur “Boy” Capel, both of who she was having affairs with. Both men where key in helping Chanel become established and be able to socialise with the wealthiest people in France, as she grew up in an orphanage after her mother’s death. It was during this time that she began revolting against women’s style, of decorative floor length billowing skirts, with tight corsets. In 1909 at a race event, Chanel wore one of Balsam’s ties and jacket with one of her own designed hats. This is where the iconic look of Chanel was born. Both Etienne Balsam and Arthur Capel saw the talent that she had and they agreed to strike a deal, that helped her to open her own store Chanel modes in 1910. The hat shop instantly made an impact and was a huge success within society, as they were so different to what was being made at the time, as they were practical and still extremely stylish.
Chanel had a strong brand identity right from the beginning which is why it was so successful. Coco’s was the first couture collection designed exclusively by a woman.
To show how Chanel’s strong brand identify has helped to build such a successful fashion house, I have created Chanel’s brand onion to show the key elements that makes Chanel, form the brand essence, values, personality and character, and the actions and behaviours. All the elements that make Chanel Chanel. To show this visually I made a brand resonance board, with key images that makes up Chanel’s visual brand identity.
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