Gabrielle Bonheur “Coco” Chanel founded the world-famous fashion brand Chanel in 1910. Chanel caters only to elite fashion-conscious women. This Haute fashion label sells designer clothes for women, handbags, perfumes, cosmetics, and accessories like jewelry, watches, and eyewear. The company is presently run by Alain Wertheimer and Gérard Wertheimer.
Coco Chanel is the only fashion designer who got listed on Time magazine among the 100 most influential personalities of the 20th century.
Chanel is a prominent name in luxury fashion, and its products have a timeless appeal. Apart from style, intensive making process, and quality, one key reason for its popularity is that it is endorsed by iconic celebs like Audrey Hepburn and Marilyn Monroe.
The brand has stores worldwide, and the company uses selective sales distribution techniques to remain exclusive and popular. The company’s logo with two CC interlinked has also played a key role in branding Chanel as the world’s leading fashion house. Chanel uses the storytelling promotional strategy to ensure that it stays in the conscious and unconscious minds of its customers. Owning Chanel products is a dream of every fashionista.
Chanel mission statement tries to maintain a balance between their past legacy and their modern fashion collections. According to Chanel mission statement, the fashion house wants to be the “Ultimate” i.e. the best about defining style and creating a desire to own Chanel products.
When it comes to style, it is outlined by elements like elegance and grace. The fashion appeal of Chanel products is so strong that truly every woman alive desires to buy Chanel products.
The target audience of this revolutionary fashion brand is the rich (upper class) as their products are expensive.
Chanel mission statement further highlights that this house of luxury is the best; there is no other brand like Chanel. The fact that the brand continues to be so popular even after almost a century is precisely put forth by the words “Ultimate House of Luxury” in its mission statement. Chanel is truly a timeless and sophisticated fashion brand as stated in its early vision.
As per Coco Chanel’s famous quote “Fashion fades, but style remains.” Gabriele was a visionary with fashion. She envisioned creating clothing with simple refined lines that allowed women to move about freely with no restriction, much like her own lifestyle.
Chanel is not about rules and restrictions but about freedom and feminine elegance. The prominent Chanel core values are creativity, elegance, luxury, excellence, and craftsmanship.
Chanel Mission Statement
Chanel Mission Statement: “To be the Ultimate House of Luxury, defining style and creating desire, now and forever.”
Chanel is quite sensitive about its positioning in the fashion world. The above mission statement outlines that Chanel, the timeless fashion brand, strives to the topmost luxury fashion house creating innovative styles. With the words “Now and Forever” the company clearly says that its objective is not just to be the best BUT to stay the best not just in the current times but for eternity.
This leading fashion brand wants to ensure that there is no other fashion house like Chanel till infinity. The Chanel mission statement aims to maintain the legacy of the Chanel brand while successfully moving it into the future.
Chanel mission statement also highlights “creating desire”. The brand wants the affluent to have the desire to own Chanel products because of their brand value, uniqueness, quality, style, and luxury. It does not get over with this. Chanel mission statement also targets the middle class by wanting them to have the desire to become rich so that one day they can buy Chanel products.
In other words, even the one who has never used any Chanel products of this luxury fashion label has an innate desire to use the products of this brand.
Chanel Vision Statement
The brand’s vision is to be timeless and sophisticated. This highlights that the company designs clothing and offers accessories that are always in trend, i.e. Chanel products never go out of fashion.
Chanel also projects itself as a sophisticated brand for the affluent that exudes style and elegance.
The vision of the company is also about ‘fashion to be functional.’ This means that the company aims to design clothing that is easy to wear and gives the wearer a sense of freedom and comfort with no restrictions.
“Fashion with long-term value” is another motto that the company has adopted. This is associated with Chanel’s commitment to reduce the carbon emission rate to up to 50% in their production line. Also, the company intends to reduce the carbon emission rate up to 40% in their supply chain management system. The company has projected to achieve its eco-friendly sustainability initiative by the end of 2030.
Chanel Core Values
Chanel is one of the most talked-about fashion brands of today that is constantly featured in top fashion magazines. Freedom, women’s liberation, passion for creativity, ultimate luxury, uniqueness, feminine elegance, simplicity, and class are the few core values around which Chanel products are designed. The company also believes in promoting art and culture. The company’s core values are a reflection of Coco Chanel herself and her beliefs. These core values can be seen in everything the brand offers and does.
Chanel is also acting responsibly towards the environment by focusing on environmental sustainability. It has taken up its responsibility towards the environment by deciding to reduce the carbon emission rate in its production lines and supply chain management system.
The brand communicates its values through its enticing website design, various online platforms, marketing campaigns, and most importantly, its clothing line and product line. The Chanel brand values inspire and encourage the target audience to buy its products and take pride in flaunting them.
A few popular Chanel slogans are:
· Every woman alive loves Chanel.
· Every woman alive wants Chanel 5.
· Chanel the making of a collection.
· I don’t do fashion, I am fashion.
· The girl should be two things – classy and fabulous.
· The house of Chanel dressed a century.
Headquarters: Neuilly-sur-Seine, France