Coco Chanel, born Gabrielle Chanel, gave women a voice through fashion. Designing and creating timeless classics like two-toned shoes and leather handbags, she gave women something to hold onto and definitely made one of the first breakthroughs in the fashion industry. Chanel’s story isn’t just about Coco Chanel, but every other woman adoring fashion and searching for elegance, class and style.

Before we look at the brand’s visual and verbal language, we have to consider what gave the brand a voice in the first place and what they did to develop their identity.

                                                   

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Gabrielle Chanel was born on August 19th 1833 in Saumur, France

                                                 

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Gabrielle Chanel opened her first shop at 21 Rue Cambon in Paris, selling hats under the name ‘Chanel Modes’. Famous actresses of the time fell in love with her prestigious designs which helped her form her reputation. Soon the elegant style caught the attention of many and was loved by France’s elite.

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After her brand gained a great name and reputation, she opened her first couture house in Biarritz.

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Mademouiselle Chanel created the elegant and timeless classic fragrance, Chanel N 5. The fragrance got its name because it was the fifth scent presented to her before she decided on that scent. Chanel N 5 epitomizes ultimate elegance and femininity.

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Chanel designed the iconic ‘Little Black Dress’. American Vogue named this revolutionary dress ‘The Chanel ‘Ford’ Dress – The frock that all the world will wear”.

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Samuel Goldwyn, founder and producer of MGM, asked Coco to come to Hollywood to design prestigious outifts for the best stars of the silverscreen.

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Coco Chanel releases ‘Bijoux De Diamants’, an elegant jewellery line in honourof her own diamond in her home in Paris.

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She designs the iconic 2.55 quilted handbag that combines leather with a gold chain, making the bag comfortable but still classically elegant.

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Coco Chanel releases ‘Pour Monsieur’, the only men’s fragrance created in Coco Chanel’s lifetime.

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Coco designs the classic, revolutionary two-toned shoes, still ADORED by many women, myself included, all over the world. The original shoe included an overall beige colour with black toe tip.

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Coco Chanel dies but her successful brand certainly didn’t.

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Chanel expands by releasing their first ready-to-wear collection, opening a whole new world of approach to fashion.

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Karl Lagerfeld becomes artistic director of Chanel, making him the designer of all haute couture, ready-to-wear line and accessory collection.

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Coco was launched, a huge turning point for Chanel. It was the first women’s fragrance created by perfumer, Jacques Polge. The fragrance was inspired by Venetian history and the Baroque era.

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The Metropolitan Museum of Art in New York honours Coco Chanel and her work with a grand exhibition celebrating the House of Chanel.

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Chanel releases ‘Les Exclusifs De Chanel’. These fragrances were only sold in Chanel boutiques.

The brand’s personality, values and voice:

When you think of Chanel as a brand, we associate it with elegance, class, style and sophistication. Those characteristics match the essence of Coco Chanel. The brand was built around the creator and she incorporated her personality, voice and values in the brand. What her feelings were, her outlook on life, her goals and what she wanted to achieve in life and that reflects in her brand.

The values include beauty and elegance in simplicity, products with high quality and fine detail. Every woman can be a ‘Chanel Woman’.

The personality of the Chanel brand is reflected in the Chanel Woman. A Chanel Woman is sophisticated and classy. She is ambitious, daring and determined. She radiates elegance, femininity and confidence and she knows exactly what she wants.

The elegant brand symbols and logo:

Chanel’s interlinked C and C is timeless and can be recognised anywhere. Part of this is because it is left unchanged since it was designed in 1925 by Coco Chanel herself.

Other unchanged symbols include the iconic little black dress, the Camellia flower, the suit and the Chanel N 5 bottle.

To visually look at the brand as a symbol, the colour black present, also reflects what he brand wants to bring across – power, elegance, sophistication and class.

The brand itself is a symbol of elegance, class and luxury, whether you look at their stores, their products, their advertisements or even how other people wear Chanel.

The brand’s identity and image:

Chanel is able to bring their story across by using very well known and strong women such as Nicole Kidman, Diane Kruger and Keira Knightly, in their advertisements or campaigns.

I mean, who could forget the Chanel N 5 commercial? The time Marilyn Monroe said:

“You know they ask you questions…Just an example:

-“What do you wear to bed? A pajama top? The bottoms of the pajama?

A nightgown?”

-So I said, “CHANEL N5!” Because it’s the truth!

And yet, I don’t want to say “nude”

But…it’s the truth”

And when Keira Knightly portrayed the daring woman living in a “man’s world” and still having the better hand.

Or when Karl Lagerfeld worked with Pharrell Williams and Cara Delevigne to create a short film to showcase how Chanel can make something that especially for them.

For Chanel, beauty begins the moment you decide to be yourself. When you choose to believe in yourself, with the conviction that your are unique, beuty begins with self-confidence.

“May my legend prosper and thrive. I wish it a long and happy life!”

-Coco Chanel

Bibliography

Chanel

. (n.d.). Retrieved November 21, 2017, from Chanel Official Website: http://www.chanel.com/en_WW/fashion.html

Gabrielle, the
pursuit of passion

. (n.d.). Retrieved November 21, 2017, from Inside Chanel: http://inside.chanel.com/en/gabrielle-pursuit-passion

Trout, J. (2008,
March 21). Creative Strategy: Visual Versus Verbal. Retrieved November
21, 2017, from Branding Strategy Insider:
https://www.brandingstrategyinsider.com/2008/03/visual-versus-v.html#.WlXfw6iWbIU