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Branding Strategy

The House of Chanel, more commonly known as ‘Chanel’, is a Parisian fashion house in France founded by Gabrielle Bonheur "Coco" Chanel. Founded in 1910, the small shop selling ladies headwear had become especially famous with the elegant little black dress and its signature Chanel No. 5 fragrance. Chanel revolutionized haute couture fashion by replacing the traditional corset with the comfort and casual elegance of simple suits and dresses. The perfume, accessory, and skin line divisions have been made public in recent years.

The House of Chanel became an icon of elegance and from then on, the name “Chanel” became synonymous to elegance, wealth, and elitism. Chanel had been synonymous to "high quality, high-image, prestige". It's always the same words. It doesn't matter what year it is. And it doesn't matter if it's a young person or an older person.
The value of the Chanel name as a retailing and cultural icon could have gone the way of Madamoiselle Chanel when she died in 1971. But Chanel, the company has learned to build on Chanel, the myth.
The Coco Chanel Era
In 1928, Chanel introduced the ‘little black dress,’ greeted by Vogue as the ‘new uniform of the modern woman.’ That same year, Chanel introduced the classic tweed. Inspired by visits to Scotland with the Duke of Westminster, Chanel was inspired and created her first tweed suits.
In 1957 at the Fashion Awards in Dallas, Chanel and her Spring collection received the Fashion Oscar. The fashion world applauded her as the ‘most influential designer of the twentieth century.
The Iconic Logo
The Chanel logo is an overlapping double 'C' - one facing forward and the other facing backward. This comes from the name Coco Chanel."Coco" is the nickname frequently used by Chanel founder, Gabrielle Chanel. The logo was not trademarked until during the first openings of Chanel stores.
Chanel is currently trying to deal with their logo being illegally used on cheaper goods, especially on fake handbags....