Actually, Chanel has become extremely popular with younger buyers. The merchandising strategy since Viard took over has been a real success. I work in finance, and the office floors are just dripping with girls in Chanel - accessories, purses, ballerina shoes, sweaters. It's crazy. And these people don't seem to have any sense of style or even really care about capital-F fashion.
There was quite a lot in this show to like - I can see many of the separates working well for many types of women.
But I do not understand those big floppy sun hats. They were so distracting and look completely out of place with the clothes. Vile.
Exactly.
The reality is that the success of Chanel since 1983 has been in it capacity to attract younger customer and yet still talk to the more mature crowd.
When Karl took over he tried to talk to younger women which by the standards of that time were in the late 20’s and early 00’s. Ines De La Fressange was 25, Princess Caroline was around the same age. But at the same time, it was also about Madame Pompidou, Madame Chirac and the Femmes du Monde. It has always been that.
The difference was that Karl was a Couturier. The artistic value of his work triumphed because there was a competition among all those designers. The reward was the commercial success but the creative integrity remained.
I was into Chanel super young! I saw that Fall 1993 Haute Couture show on TV and realized that it was something! I saved to buy my first Chanel item at 19.
I went to the show with my 25 years old niece. She saved and bought her first Chanel item, a pair of slingback at 24. In the attendance there were young girls probably her age who were already in full Chanel! We were next to a couple..They weren’t 30 but the man was wearing just a Chanel beanie and sneakers but the woman was in full Chanel by Virginie.
Yesterday evening, Chanel had an event at La Bibliothèque Nationale for the clients and those events are particularly targeted to their younger clients.
The reality is that Karl has done the job. He has restored the prestige of the house. Now, the brand is just pouring stuff to those young clients who are thirsty for luxury…Not fashion!
I would never buy a classic bag at retail today. But those young girls would. Not because it’s worth it but because it’s expensive…And much like with what’s going on in the Couture client thread, Chanel is viewed as the epitome of style and good taste.
So no matter how tacky you can be, being dripped in Chanel means for some people that you are chic, even if your conception of chic involves a loads of tacky logos on your outfit. But it also means that you are super-rich…
