The ethos of Chanel; what makes it a successful brand?

What makes Chanel a successful brand?

When looking into how Chanel has become successful the overall verdict was that the brand conveyed modernity to the masses whilst still taking inspiration and ideas from artistic movements from the past. An example of this would be their video advertising 'Rouge Allure' lipsticks. This video makes reference to the Dadist photographer Erwin Blumenfeld, who shot the iconic cover for Vogue Magazine that the advertisement copies. This proves that Coco Chanel related and collaborated her brand to what was going on at the time such as; surrealism, Dadism and Cubism to sell her products. 

Here is the video.

Unlike most cosmetic advertising that focuses on photoshopping the images, this Chanel advertisement references to avant-garde movements and fashion identity to sell the lipsticks.
Chanel realised that these movements related to social change and trends, by marketing the products in this way would increase there popularity.

Parisian references.
An element Chanel uses that can be seen as making them a successful brand would be that ever since the beginning they have used constant Persian references within their designs and advertising, thus cementing the brands heritage. This is a successful branding technique as consumers will feel like they know the brand, they may even feel like they know Coco Chanel as they are consuming Parisian details within everything they buy from Chanel. This also offers consumers who like the idea of travelling a slice of the Parisian lifestyle and identity.
It could be said that this makes Chanel a successful brand as by having consistency within their products, consumers feel as though they know what to expect from the brand and portrays the brand as being reliable.

Success in packaging and design.
Another element that makes Chanel a successful brand would be packaging and design. The brand has close links with all the producers of their packaging, this means that the likes of Lagerfeld and executives of Chanel make decisions the whole way through the making of a product and therefore the outcome will be what they are wanting. Furthermore this means that because they have such a good relationship with the small number of manufacturers they have control over every aspect, they have kept the manufacturing small and in the same place, therefore reducing the amount of things that can go wrong with packaging and manufacturing.
''Chanel packaging department operates under a kind of motto: "We have one product for one world." - Michel Dupuis, senior v.p. of package development in the Paris headquarters. (packagedesignmag.com)

The Chanel experience.

Chanel is successful as the brand creates an experience for it's consumers.