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{November 28, 2011}  

Chanel


TAS BRANDED ASLI,  TAS LV ASLI,  TAS HERMES ASLI,  TAS CHANEL ASLI,  TAS GUCCI ASLI
Chanel
Chanel logo interlocking cs.svg
Type Privately held
Industry Fashion
Founded 1909
Founder(s) Gabrielle “Coco” Chanel
Headquarters Paris, France135 Avenue Charles de Gaulle
92521 Neuilly-sur-Seine Cedex
Number of locations 310 (as of September 2010)
Area served Worldwide
Key people Alain Wertheimer, co-owner
Gerard Wertheimer, co-owner
Karl Lagerfeld, head designer
Products Haute couture, perfume, jewellery, accessories
Revenue €1.809 billion (2010)
Net income €280.3 million (2010)
Employees 1,270 (2010)
Website Chanel.com

Chanel S.A., commonly known as Chanel (English: /ʃəˈnɛl/, French: [ʃanɛl]), is a French fashion house founded by the couturier Gabrielle “Coco” Chanel, well established in haute couture, specializing in luxury goods (haute couture, ready-to-wear, handbags, perfumery, and cosmetics among others).[1] She gained the name “Coco” while maintaining a career as a singer at a café in France. Chanel has catered to tastes in items such as simple suits, dresses, women’s pants, and costume jewelry. Coco Chanel’s vision was to replace such opulent, ‘sexy’ pieces with items which conveyed casual elegance. Today, Chanel is most famous for the “little black dress“. According to Forbes, the privately held House of Chanel is jointly owned by Alain Wertheimer and Gerard Wertheimer who are the great-grandsons of the early (1924) Chanel partner Pierre Wertheimer.

The company has had many high-profile celebrities as spokesmodels, including Inès de la Fressange, Catherine Deneuve (1970s and 1980s Chanel No. 5 spokesmodel), Carole Bouquet (1990s Chanel No. 5 spokesmodel), Vanessa Paradis (spokesmodel for Coco Perfume), Nicole Kidman (early 2000s Chanel No. 5 spokesmodel), Anna Mouglalis (2006 Chanel Allure Sensuelle spokesmodel), Audrey Tautou (current Chanel No.5 spokesmodel), Keira Knightley (current spokesmodel for Coco Mademoiselle), and most famously, Marilyn Monroe (1950s Chanel No. 5 spokesmodel) pictured splashing herself with Chanel No. 5. The image is certainly the most famous of all Chanel advertisements, and continues to be one of the most popular advertisement photos in the history of marketing, used in countless biographies, and still selling in large quantities as a poster and art piece using Marilyn Monroe as the model. Marilyn Monroe brought this perfume to fame.[2]

Contents

[hide]

[edit] History

[edit] The Coco Chanel era

See also: Coco Chanel

Gabrielle “Coco” Chanel was born as Gabrielle Bonheur Chanel in 1883. She established new designs and revolutionized the fashion industry through the application of jersey to womenswear and incorporating elegance, class, and originality to practical designs.[3] Under her tight reign from 1909–1971, Coco Chanel held the title of ‘Chief Designer’ until her death on 10 January 1971.

[edit] Establishment and recognition: 1909 through 1920s

In 1909, Gabrielle Chanel opened a shop on the ground floor of Étienne Balsan’s apartment in Paris—the beginnings of what would later become one of the greatest fashion empires in the world.[1] The Balsan home was a meeting place of the hunting elite of France and the gentlemen brought their fashionable mistresses along, giving Coco the opportunity to sell the women decorated hats. During this time, Coco Chanel struck up a relationship with Arthur ‘Boy’ Capel, a member of the Balsan men’s group.

He saw a businesswoman in Coco and helped her acquire her location at 31 Rue Cambon in Paris by 1910.[1] There was already a couture shop in the building, and so Coco was not allowed in her lease to produce couture dresses.[1] In 1912, Coco Chanel opened her first millinery shop in Paris and in 1913, Chanel introduced women’s sportswear at her new boutique in Deauville and Biarritz, France. Chanel’s designs tended to be simple rather than opulent in look. She detested the fashions of women who came to these resort towns.[1][4] World War I affected fashion. Coal was scarce and women were doing the factory jobs that men had held prior to the war; they needed warm clothing that would stand up to working conditions. Chanel fossella’s designs from this era were affected by the new idea of women’s sports. During World War I, Coco opened another larger shop on Rue Cambon in front of the Hôtel Ritz Paris.[1] Here she sold flannel blazers, straight linen skirts, sailor tops, long jersey sweaters and skirt-jackets.With her financial situation precarious in the early years of her design career, Chanel purchased jersey primarily for its low cost. The fabric draped well and suited Chanel’s designs, which were simple, practical, and often inspired by men’s wear, especially the uniforms prevalent when World War I broke out in 1914.[1] Her fashion became known in 1915 throughout France for its simplicity. In the years 1915 and 1917, Harper’s Bazaar mentioned that Chanel’s name was “on the list of every buyer.”[1] Her boutique at 31 Rue Cambon previewed simple day dress-and-coat ensembles and black evening dresses in lace or jet-embroidered tulle (she also piled cushions of feathers, fur, and metallic fabrics on the sofas in the gray and amber salons).[1]

Coco Chanel established her reputation as a meticulous fashion couturier.[1] Following the fashion trends of the 1920s, Chanel produced beaded dresses.[1] The suit in two or three pieces created in 1920 remains a modern fashion look. The suit was advocated as the “new uniform for afternoon and evening as far back as 1915.” 1921 saw the introduction of her first perfume Chanel No. 5.[1] Earnest Beaux created the fragrance for Coco and she named it after her lucky number 5.[1] The fragrance was a success. The signature scent was a result of her belief in superstitions; she was scheduled to show her collection on the fifth day of the fifth month.[5] Coco informed Harper’s Bazaar, “simplicity is the keynote of all true elegance”, in 1923.[1]

[edit] Business partners: the late 1920s

Theophile Bader (founder of the successful French department store Galeries Lafayette) introduced Coco to Pierre Wertheimer.[6] Wertheimer retained 70% of Parfums Chanel, while Bader retained 20%, and Coco a modest 10%.[6] Coco was forced to operate her couture business apart from Parfums Chanel.[6] In 1924, Coco introduced her first costume jewelry, which was a pair of pearl earrings, one black, one white.[1] Along with the success of her haute couture business, Coco expanded her “social desirability and her personal legend.”[1] A new love interest in her life was the Duke of Westminster.[1] She introduced her signature cardigan jacket in 1925 and in 1926, the ‘little black dress,’ and a tweed, inspired by visits to Scotland. Soon, Coco operated a boutique near the Louvre.[6]

As the couture Chanel and Parfums Chanel gained success, business relations between Coco and Wertheimer soured.[6] She resented the partnership with Pierre Wertheimer and believed she deserved more than 10% of the profits, and believed that the Wertheimers were exploiting her talents for their own personal gain.[6] Wertheimer reminded Coco that he had funded her venture, and that he had made her a wealthy woman.[6]

Coco hired René de Chambrun as her attorney for renegotiating the terms with the Wertheimers,[6] but this attempt ultimately failed.

[edit] Chanel and Nazi affiliation: 1930s through 1950s

Evening couture dresses from Chanel evolved into an elongated feminine style.[1] Summer dresses had contrasting scintillating touches (e.g. rhinestone straps and silver eyelets).[1] Coco designed a line for petite women in 1937.[1] Throughout the 1930s, Elsa Schiaparelli was competing more strongly with the House of Chanel, but this was only a short term rivalry. Chanel premiered an exhibition of jewelry in 1932 dedicated to the diamond. Several of the pieces, including the “Comet” and “Fountain” necklaces were re-introduced by Chanel in 1993. When World War II began in 1939, Coco Chanel retired and moved into the Hôtel Ritz Paris with her new beau, Nazi officer Hans Gunther von Dincklage.[1][4][6] Only her parfums and accessories were sold in her existing boutiques.

When France fell under the control of Adolf Hitler‘s Nazi Germany in 1940, the Nazis made the opulent and exclusive Hotel Meurice (Le Meurice), located on the Rue du Rivoli opposite the Louvre, their French headquarters. It was coincidentally and uncomfortably close (just right around the corner) from Chanel’s Rue Cambon location.[1] Pierre Wertheimer and his family fled to the United States in 1940, and before Coco could take control of Parfums Chanel, Wertheimer made an “Aryan proxy” for the company.[6] Rumors spread that Coco was on good terms with the Germans.[1] Chanel biographer Edmonde Charles-Roux states that German intelligence sent her to “visit Winston Churchill as a part of a secret peace mission. Coco Chanel was arrested immediately after the liberation of France and charged with abetting the Germans, but Churchill intervened on her behalf and she was released.”[6] When France was liberated after the fall of the Nazi Empire, many French people meted out severe punishments to French women who were believed to have collaborated with the Nazis. They were called in French “collaborateurs horizontales” or in English: “on their backs collaborators”–perhaps putting too fine a point upon it. Coco Chanel became a target and a subject of such rumors, and she fled to Switzerland for the period immediately following the war.[1][6]

In Coco’s absence, Pierre Wertheimer returned to Paris to control the Wertheimer’s family holdings.[6] Out of spite, Coco created her own collection of perfumes. Wertheimer felt his legal rights were infringed, but he wanted to avoid a legal battle and settled with Coco by giving her $400,000 USD, 2% royalty from all Chanel products, and gave her limited rights to sell her own perfumes in Switzerland.[6] Coco stopped making perfumes after the agreement. She sold the complete rights to her name to the Wertheimers for Perfumes Chanel, in exchange for a monthly stipend. The stipend supported her and her friend, von Dincklage.[6]

[edit] Chanel’s comeback: 1950s through 1970s

This section may be written like an advertisement. Please help improve it by rewriting promotional content from a neutral point of view and removing any inappropriate external links. (June 2010)

Chanel returned to Paris in 1953[1] to find the Paris fashion scene obsessed with Christian Dior and the very feminine look for which he alone is given credit, the “New Look.” Coco Chanel responded brilliantly to the challenge; she recognized that the couture market had changed and she needed to catch-up.[1] Becoming competitive again would necessarily come at a great price; Chanel needed to be a significant presence in: haute couture, pret-a-porter, costume jewelry and fragrance. Coco swallowed her pride and re-approached Pierre for business advice and financial backing.[6] In return, he negotiated for himself complete rights to all products bearing the brand: “Chanel.”[6] But their re-kindled collaboration paid off handsomely as Chanel, with her unerring sense of style, once again became the single, most prestigious label in all of fashion.[6] Importantly for the brand and starting in 1953, Coco collaborated with jeweler Robert Goossens to design a line of Chanel jewelry which exquisitely complimented her iconic fashion designs. For example, she paired her re-launched signature “Chanel Suit” (consisting of a knitted wool cardigan with a matching skirt) with long strings of black and white pearls, setting off the suit wonderfully while at the same time adding to it a degree of femininity, thus lightening a sometimes severe look.”[4]

Chanel Haute Couture cashmere suit with long coat and dress, circa 1960

She also introduced the Chanel gold or metallic chain-strapped and quilted leather handbags in February 1955. The launch date for this line, 2/55, thus became the internal “appellation” for the quilted bag line. It is still known throughout the world as the “2/55” bag and it, just like the “Chanel Suit” has never really ever fallen out of fashion.[1] Throughout the fifties, her taste continued its unerring path to success, even as she turned to new areas of conquest. Her first venture into men’s fragrance became yet another enduring success, Chanel’s eau de toilette for men, Pour Monsieur (which has also been marketed under the name: “A Gentleman’s Cologne”) became, endured and remains even today the number one selling men’s fragrance. Chanel and her spring collection received the Fashion Oscar at the 1957 Fashion Awards in Dallas. Pierre Wertheimer bought Bader’s 20% share of the perfume business, giving his family 90%.[6] Pierre’s son Jacques Wertheimer took his father’s place in 1965.[6] Coco’s attorney Chambrun called the now-gone-relationship as “one based on a businessman’s passion, despite her misplaced feelings of exploitation.”[6] He told Forbes, “Pierre returned to Paris full of pride and excitement [after one of his horses won the 1956 English Derby]. He rushed to Coco, expecting congratulations and praise. But she refused to kiss him. She resented him, you see, all her life.”[6]

Gabrielle “Coco” Chanel died on 10 January 1971 at the age of 87.[1] She was still “designing, still working” at the time of her death.[1] For example, she designed the uniforms for Olympic Airways flight attendants (1966–1969), followed by Pierre Cardin. Olympic Airways was then one of the most luxurious air carriers, owned by the Greek shipping-magnate Aristotle Onassis. After her death, leadership of the company was handed down to Yvonne Dudel, Jean Cazaubon and Philippe Guibourge.[1] After a period of time, Jacques Wertheimer bought the entire House of Chanel.[1][6] Critics stated that during his leadership, he never paid much attention to the company, as he was more interested in horse breeding.[6] In 1974, the House of Chanel launched Cristalle eau de toilette, which was designed when Coco Chanel was alive. 1978 saw the launch of the first non-couture, prêt-à-porter line and worldwide distribution of accessories.

Alain Wertheimer, Jacques’s son, took over in 1974.[1][6] Back in the U.S., Chanel No.5 was seen as a passe perfume.[6] Alain revamped Chanel No.5 sales by reducing the number of outlets carrying the fragrance from 18,000 to 12,000. He removed the perfume from drugstore shelves, and invested millions of dollars in advertisement for Chanel cosmetics. This ensured a greater sense of scarcity and exclusivity for No.5, and sales rocketed back up as demand for the fragrance increased.[6] He also used many famous people to endorse the perfume—from Marilyn Monroe to Audrey Tautou. Looking for a designer who could bring the label to new heights, he persuaded Karl Lagerfeld to end his contract with fashion house Chloé.

[edit] Post-Coco through today

[edit] The coming of Lagerfeld

In 1981, Chanel launched a new eau de toilette for men, Antaeus. In 1983, Karl Lagerfeld took over as chief designer for Chanel.[6] He changed Chanel’s fashion lines from the old lines to shorter cuts and eye capturing designs. During the 1980s, more than 40 Chanel boutiques were opened up worldwide.[6] By the end of the 1980s, these boutiques sold goods ranging from US$200-per-ounce perfume, US$225 ballerina slippers to US$11,000 dresses and US$2,000 leather handbags.[6] Rights to Chanel cosmetics and fragrances were held by Chanel only and not shared with other beauty producers and distributors.[6] As Lagerfeld took charge as chief designer, other designers and marketers for Chanel worked on keeping the classic Chanel look to maintain the Chanel legend.[6] Chanel marketer Jean Hoehn explained, “We introduce a new fragrance every 10 years, not every three minutes like many competitors. We don’t confuse the consumer. With Chanel, people know what to expect. And they keep coming back to us, at all ages, as they enter and leave the market.”[6] The launch of a new fragrance in honor of the late Coco Chanel, Coco, in 1984 maintained success in the perfumery business with Chanel.[6] In 1986, the House of Chanel struck a deal with watchmakers and in 1987, the first Chanel watch made its debut. By the end of the decade, Alain moved the offices to New York City.[6]

[edit] In the 1990s

Chanel’s boutique on Rodeo Drive in Beverly Hills, California.

The company became a global leader in fragrance making and marketing in the 1990s.[6] Heavy marketing investment increased revenue.[6] The success of the Maison de Chanel brought the Wertheimer family fortune to $5 billion USD.[6] Product lines such as watches (retailing for as much as $7,000 USD), shoes, high-end clothes, cosmetics, and accessories were expanded.[6] Sales were hurt by the recession of the early 1990s, but Chanel recovered by the mid-1990s with further boutique expansion.[6] 1990 saw the launch of ĹŹ.[6]

In 1996, Chanel bought gunmaker Holland & Holland. It attempted to revamp Holland & Holland, but did not succeed.[6] 1996 also greeted the launch of Allure fragrance and due to its immense popularity, a men’s version, Allure Homme was launched in 1998. Better success came with the purchase of Eres (a swimwear label). The House of Chanel launched its first skin care line, PRÉCISION in 1999. That same year, Chanel launched a new travel collection, and under a license contract with Luxottica, introduced a line of sunglasses and eyeglass frames.

[edit] 2000 through today

A 2009 Chanel suit.

Chanel Haute Couture Fall-Winter 2011–2012 collection by Karl Lagerfeld

While Alain Wertheimer remained chairman of Chanel, CEO and President Françoise Montenay was to bring Chanel into the 21st century.[6] 2000 saw the launch of the first unisex watch by Chanel, the J12. In 2001, Bell & Ross was purchased (a watchmaker). The same year, Chanel boutiques offering only selections of accessories were opened in the United States.[6]Chanel also launched a small selection of menswear as a part of their runway shows which may be purchased at a few flagship boutiques including Rue Cambon (Paris), Soho (New York), Roberston Blvd (Los Angeles) and the Prince’s building (Hong Kong).

A Chanel boutique in Prince’s Building, Central, Hong Kong.

2002 saw the launch of Chance fragrance, with a scent of surprise and glamour. The House of Chanel also founded the Paraffection company that gathered the five Ateliers d’Art: Desrues for ornamentation, Lemarié for feathers and camellias, Lesage for embroidery, Massaro for shoemaking, and Michel for millinery. A prêt-à-porter collection leveraging their know-how was designed by Karl Lagerfeld. It is now traditionally presented each December. In July 2002, a jewelry and watch flagship store was opened on the upscale Madison Avenue.[6] Within months, a 1,000sqft shoes and handbag boutique was opened next door to the jewelry and watches flagship.[6] Also in 2002, a rumor suggesting that Chanel was considering a merger with the luxury goods Parisian fashion company Hermès circulated.[6] Although such a merger would have produced one of the largest fashion companies in the world, and rival the likes of Moët-Hennessy • Louis Vuitton, it was never consummated. Chanel continued to expand in the United States and by December 2002, it operated 25 U.S. boutiques.[6] Chanel stated it would like to open more boutiques in more U.S. cities such as Atlanta and Seattle.

In order to please the younger followers, Chanel introduced Coco Mademoiselle and an “In-Between Wear” in 2003. That same year saw such an immense popularity of Chanel haute couture that the company founded a second shop on Rue Cambon. Desiring a presence in the Asian market, the House of Chanel opened a new 2,400 square feet (220 m2) boutique in Hong Kong and paid nearly $50 million USD for a building in Ginza, Tokyo.[1]

[edit] Influence on fashion and popularity

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Chanel jouaillerie, Place Vendôme, Paris.

Coco Chanel revolutionized haute couture fashion by replacing the traditional corseted silhouette with the comfort of simple suits and long, slender dresses. Chanel frequently incorporated ideas from male fashion into her designs. Chanel’s simpler lines of women’s couture led to the popular “flat-chested” look of the 1920s.[4][7] Her clothing was relaxed, unstructured, and changed the way women dressed for outdoor activities. Coco omitted corsets, liberating women and allowing more comfort.[4] Contemporary Fashion states, “She dressed the modern woman in clothes for a lifestyle.”[4] Coco is credited for making jersey (a soft elasticated knit used for undergarments) a popular fashion fabric.[4] Her jersey dresses, often in navy and gray, were cut to flatter the figure rather than to emphasize and distort the natural body shape.[4]

Chanel is also known for its quilted fabric and leather which also has a “secret” quilting pattern sewn at the back to keep the material strong. It was inspired by the jackets worn by jockeys. This material is used for clothing and accessories alike.

She had numerous other major successes that changed the fashion industry, including the Chanel suit, composed of a knee-length skirt and trim, boxy jacket, traditionally made of woven wool with black sewing trim and gold buttons, worn with large costume-pearl necklaces.[1][4] After the success[1][4][6] of her perfume, Chanel No. 5, Coco Chanel’s fashions became well-known and were purchased by the high flyers of London and Paris society alike. The financial gain from the fragrance also helped her company during difficult years.[4]

[edit] Chanel logo and counterfeiting

The signature Chanel logotype is an interlocking double-C (one facing forwards the other facing backwards.) Originally, it was not a logo that Coco Chanel came up with. The logo was given to her by the Chateau de Cremat in Nice. The logo was not trademarked until the opening of the first Chanel stores.[8]

Chanel is currently dealing with illegal use of the double-C logotype on cheaper goods, especially counterfeit handbags. The company has stated that it is a top priority of theirs to stop the sale of counterfeit products.[9] Countries said to be producing great numbers of counterfeit Chanel handbags are Vietnam and China. An authentic classic Chanel handbag retails from around US $4,150, while a counterfeit usually costs around $200 USD, creating a demand for the signature style at a cheaper price. Beginning in the 1990s, all authentic Chanel handbags are serialized.

[edit] Early trademark registration

Early Chanel trademark, filed 18 November 1924

The text Chanel logo is a registered trademark

Early Chanel No. 5 stylized word design trademark, filed 1 April 1926

The Chanel No. 5 logo is a registered trademark

One timeline measurement for Chanel presence in the United States is via trademark registered with the United States Patent and Trademark Office (USPTO). On Tuesday, 18 November 1924, Chanel, Inc. filed two trademark applications. One was for the typeset mark Chanel. The second application was for the distinctive interlocking CC design plus word mark.

At this time both Chanel marks were filed for only their perfume, toiletry and cosmetic products in the primary class of common metals and their alloys. Chanel provided the description of face powder, perfume, eau de cologne, toilet water, lip stick, and rouge, to the USPTO.[10]

Both the Chanel and CC trademarks were awarded on the same date of 24 February 1925 with respective Serial Numbers of 71205468 and 71205469. Their status is registered and renewed and owned by Chanel, Inc. of New York, New York.

The earliest trademark application for the inaugural No. 5 perfume is on Thursday, 1 April 1926. Application was filed by Chanel, Inc. and described to the USPTO as perfume and toilet water. First use and commercial use is stated as 1 January 1921. Registration was granted on 20 July 1926 with Serial Number 71229497. No. 5’s status is registered, renewed, and owned by Chanel, Inc.

[edit] Chanel locations

One of Chanel’s newer stores, at Queens Plaza in Brisbane

Chanel operates around 310 Chanel boutiques worldwide (Asia, 94; Europe, 70; Middle East, 10; North America, 128; Oceania, 6; South America, 2).[6] The locations are found in upscale shopping districts, upscale department stores and malls, and inside major airports.[6] The Chanel flagship store in Ginza on the corner of 3-5-3 Ginza Chuo-ku, Tokyo – 104-0061, and the other three surrounding corners are the home of the Louis Vuitton, Bulgari, and Cartier flagship stores.[11]

[edit] Perfumes

Chanel No.5 introduced in 1921 – the glass cap closure is inspired by an antique mirror in Coco’s apartment.

Parfums Chanel[6] was founded in 1924 by Pierre Wertheimer to produce and sell perfumes and beauty products.[6] Chanel’s perfumes brings a significant percent of profit for the company, more than its sales in other products combined.[12]

Since it inception, Parfums Chanel has had three in-house perfumers:

[edit] Fashion collections

Designer Season City Place where it was held Date of the presentation Line Notes Available in boutiques
Karl Lagerfeld Fall-Winter 2010 Paris Grand Palais 6 July 2010 Haute Couture A lion was built. On order
Karl Lagerfeld Spring-Summer 2011 Paris Grand Palais 5 October 2010 Prêt-à-porter An orchestra play on live. March 2011
Karl Lagerfeld Paris-Byzance Paris 31 Rue Cambon 7 December 2010 Prêt-à-porter Recreate a byzance palace. May 2011
Karl Lagerfeld Spring-Summer 2011 Paris Pavilion Cambon-Capucines 25 January 2011 Haute Couture [13][14] On order
Karl Lagerfeld Fall-Winter 2011 Paris Grand Palais 8 March 2011 Prêt-à-porter Recreate a Frozen Garden September 2011
Karl Lagerfeld Cruise 2011 Antibes Hotel du Cap 5 May 2011 Cruise Outdoors November 2011
Karl Lagerfeld Fall-Winter 2011 Paris Grand Palais 5 July 2011 Haute Couture Recreate the Place Vendôme at night[15][16] On order
Karl Lagerfeld Spring Summer 2012 Paris Grand Palais 4 October 2011 Prêt-à-porter Under the sea. March 2012

[edit] Favorites models of Chanel

Model Nationality
Abbey Lee Kershaw  Australia
Freja Beha Erichsen  Denmark
Anja Rubik  Poland
Baptiste Giabiconi  France
Sasha Pivovarova  Russia
Siri Tollerod  Norway
Heidi Mount  United States
Sigrid Agren  France
Tati Cotliar  Argentina
Karmen Pedaru  Estonia
Karlie Kloss  United States
Kasia Struss  Poland
Natasha Poly  Russia
Denisa Dvorakova  Czech Republic
Bianca Balti  Italy
Magdalena Frackowiak  Poland
Toni Garrn  Germany
Monika Jagaciak  Poland
Frida Gustavsson  Sweden

[edit] Handbag

King Baudouin of Belgium and Queen Fabiola at a state visit to the White House in 1969. The Queen is wearing a Chanel bag.

A mistake of the press in times of commercial launch of the Classic Chanel handbag is sticked to the most popular handbag of Chanel until today. Misleadingly the bag was published as the 2.55 handbag although its real name was Timeless CC. The 2.55 and the Timeless CC have different locks and have different kind of leathers. 2.55 has creased leather and the Timeless CC has clean leather. Also the chain is completly different because the chain of the Classic Timeless bag is shiny silver or golden combined with leather but the chain of a 2.55 is matt without any leather. The Timeless CC is available in four size and the most popular of them is the second one which is known as the middle one. Until today costumers of Chanel are confused about that mistake of its name when they ask for the 2.55 though they mean the Timeless CC. Finally the influence of the press is huge and is sticked on items for their whole product life cycle.

[edit] Watches

Men’s Chanel watch

The first Chanel watch, named ‘Premiere’, debuted in 1987. The first model of the Chanel J12 watches line was introduced in 2000.

In 2005, Chanel designers introduced the J12 line into the area of fine jewelry timepieces – they developed the jewelry watch that was equipped with the tourbillion. Chanel asked experienced Swiss watchmakers to develop the exclusive ‘CHANEL O5-T.1’ movement.

In 2006, the line was joined by Chanel J12 Haute Joaillerie set with 597 baguette-cut diamonds, followed by the creation of the Chanel J12 Tourbillon Haute Joaillerie. In 2007, Chanel launched its first J12 GMT model.

In 2008, Chanel initiated the partnership with Audemars Piguet, who developed the ‘J12 calibre 3125’, equipped with an innovative automatic movement – CHANEL AP – 3125, the fusion of the AP 3120 movement and Chanel ‘J12’ ceramic.[17]

[edit] Marketing filmography

[edit] Chanel No. 5

Main article: Chanel No. 5

Chanel launched a new advertising film that cast Nicole Kidman as the new face of Chanel No. 5. It was produced by Baz Luhrmann, the director of Moulin Rouge and Romeo+Juliet, and was shot on location in Sydney. Kidman takes on the role of the most famous woman in the world while Brazilian model/actor Rodrigo Santoro plays a struggling writer in love with Kidman. The commercial lasts three minutes, and reportedly took many months of pre- and post-production. It cost about €26 million ($46 million), making No. 5 The Film one of the most expensive commercials to produce in history.[18]

Audrey Tautou, French actress and star of the film The Da Vinci Code (2006), replaced Kidman as spokesmodel for the No. 5 fragrance in 2008. Tautou officially became a spokesmodel for the perfume in 2009 when she appeared in the second short film for the fragrance. The short film was unveiled on 5 May (5th of the 5th – in honour of No.5) on the Chanel website, 88 years to the day after the fragrance was introduced. The short film was directed by French director Jean-Pierre Jeunet and was released in conjunction with Tautou’s film Coco avant Chanel, in which Tautou portrays Coco Chanel.

[edit] Coco Mademoiselle

Main article: Coco Mademoiselle

British actress Keira Knightley, current spokesperson for the Coco Mademoiselle fragrance, starred as the young Coco Chanel in a short advertisement film for the fragrance directed by the English film director Joe Wright.

[edit] Bleu de Chanel

In August 2010, Chanel released the first short film for one of its men’s fragrances – Bleu de Chanel. French actor Gaspard Ulliel became the face of the new fragrance and the film, directed by Academy Award-winner Martin Scorsese.

[edit] Chance Eau Tendre

Chance Eau Tendre was developed by Chanel’s in-house perfumer, Jacques Polge, and the fruity floral features notes of grapefruit, quince, hyacinth, jasmine, amber, cedar, iris and white musk.

[edit] See also

Sumber dari : http://en.wikipedia.org/wiki/Chanel



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