Brand Evaluation.

Throughout this project I have come to notice that Chanel is an irreplaceable brand. For many consumers Chanel reflects as sense of class and sophistication throughout their products and clothing lines. Chanel started as a fashion brand, the house was founded by Gabrielle 'Coco' Chanel in the 1920's and went on to launch their beauty products in 1924 and their skin care products in 1929. Chanel is a brand that is seen as having a prestige positioning in todays society, it is a brand that is seen to be for the wealthy and for people of a high-class status. This is reflected in the way Chanel is endorsed by many celebrities and public figures, more often than not Chanel will use a public figure to advertise and sell their products, this means that consumers buy into Chanel as a brand due to the people seen endorsing the products. One of the most associated people with the brand would be Marilyn Monroe, who many women look up to as being the epitome of sex and class. Following her famous statement about 'only wearing a drop of Chanel No.5 to bed' Chanel's success heightened and it became on of the most iconic brands to exist. Chanel is a successful brand as it has been around for such a long time, this means it has established it position in the fashion industry and dedicated consumers have brought into the brand and all that it speaks for. For example the Chanel logo was designed in 1925 and has been unchanged ever since, this means consumers are used to seeing the same quality from the brand.With the brand a lot of consumers buy into Coco Chanel herself, they admire what she stood for and how she revolutionised women's fashion (designing trousers and the little black dress) her wise statements such as  “A woman wearing black draws attention to herself, not the dress.“ inspire women to feel as though they are important and valued which is something that has helped the brand become as successful as it is today. The brand is romantic and feminine ad a lot of women buy into this idea as everyone wants to feel feminine at some point.
In terms of the beauty products the fact that Chanel is such a world-renowned brand helps them to draw in revenue. Being a luxury cosmetic brand consumers feel as though they trust whatever they buy from Chanel and that the end product will commendable as it has the Chanel name.Chanel is a brand that embodies luxury and minimalism, this is clear from the ‘colours of Chanel’ video I watched in which the brand noted the colours that always feature in their clothing, editorials, advertisements and products. The black and white monochromatic packaging that is so worldly recognised as being Chanel exudes minimalistic elegance.An element I like about Chanel is that they have stayed true to their Parisian roots throughout. France is always referenced in their advertising for instance with the scenery.Finally an element that works in Chanel’s favour would be the content they post on their social media site YouTube. Everything is featured from advertisements to ‘how to’ videos that allow consumers to see how to apply their products. This is something I admire and think is very important as is breaks the barrier between the brand and the consumers and allows them to understand how Chanel products work.