The transition of customer acquisition is rather shaky here. Will the former loyal VICs who stood with Chanel since KL's tenures leave forever, or will this "New" crowd of MB fanatics sustain the Brand as avid buyers?
I think that some people are focusing so much on « Karl Karl Karl » when in fact it’s much more a devotion to Chanel.
There are a lot of Chanel 90’s obsessed who didn’t liked the Chanel of the 2000’s or 2010’s. Some people played along. But I think the brand is strong enough.
The cut of the Karl’s clothes in each of his decade at Chanel has insanely been more different. The same for a lot of colors and things like that.
I think for a lot of women who liked a certain aspect of Chanel, the bubblegum 90’s inspired thing, which wasn’t really something that Karl played with anyway but that Virginie brought back, it’s will be difficult.
BUT, Chanel is so big that I don’t think there’s such a definitive answer.
And to put it in much more perspective and to always add a bit of nuances, here is for example an example of a client who happens to create content who happened to not fit the supposed taste of Blazy’s and who also does not fit those body criteria that people like to assume that Chanel clients may or may not have…
She is a Virginie girl.
Here is she commenting on the collection. She wasn’t necessarily over the moon.
Here is she now buying the collection
It tells much about the power of the brand, beyond the perception one may have of it.
People are buying it because it’s new and fresh. I think time will tell if it has a lasting power.
There’s a hype. Of course and even if it’s pushed by the brand, clients are catching it too.
Clearly Chanel has managed to do what Gucci for example hasn’t. This is how debuts are supposed to be marketed.
But the preconceived idea that everything is fake and only an internet mirage is also fake.
A girlfriend of mine went to buy pieces at Rue Cambon and yes there was frenzy Sunday in Paris. There’s curiosity, people who wants to shoot content but a lot of people are buying too.