Chanel was one of the first brand to understand the importance of uniform within fashion, and how important it is for brand to be seen as having a uniform, therefore creating a clear fashion tribe for brands consumers to be able to dress accordingly. Adapting the uniform year by year keeping it relevant but with the same essence. For example, the Chanel suit over time form 1950- 2020 shown below.
Karl Lagerfeld made some of the biggest visual changes to Chanel and redefined their growth pattern. Through making grunge style items but made from tweed to still represent Chanel. He embellished and put the famous Chanel logo on unusual items that don’t correlate with the world of fashion, on items from moon boots to skis. this was due to the fact that he understood how important and how popular street culture was becoming combined with the need to rebrand Chanel. Due to this Chanel was able to still attract their usual clientele but also the younger generation. This changed the populations view of Chanel from an expensive historical brand to every girl’s dream. Making it possible for him to put the Chanel logo on practically anything and still be able to sell it.
There are many ways in which brands maintain their success through branding schemes such as brand collaborations. Allowing brands to open up to new markets and increase your brand reach. Through creating a one of a kind unique product to their consumers, helping brands to gain a competitive advantage within the market.
For the first time in Chanel’s history they have done a collaboration, with Pharrell Williams. The decision for Chanel to use a musician rather than another designer was made to reflect Chanel’s rebellious spirit, of both Mademoiselle Coco and Karl Lagerfeld. Pharrell Williams was also muse to Karl Lagerfeld during his career working for Chanel. The collection was made up of a total of 43 items that were inspired by Pharrell’s street wear and what is described as N.E.R.D style, full of bold colours with inspirations for the late nineties and early noughties. The capsule collection came out on the 29th of March 2019 in Korea but didn’t drop till the 4th of April in selected Chanel stores worldwide, this was due to Chanel celebrating the new flagship store in Seoul in south Korea. Below I have put together a few of the iconic pieces and ad campaigns made for this collaboration.
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