.....unique situation which did not work for Virginie at all and a business relying too much on one person may become troublesome.
How so??? she did commercially very well for the company and sold even more than final KL years without playing to media (even if its thanks to KL that Chanel reached this point so it's not about taking away for all the great things he did for Chanel )
i think its over complicating Chanel CD job for no reason to think no one else could do it , and it has to be a copy of KL... lets not forget Coco was there before and times keep changing and it can be again a sole designer at the head of the fashion.
this Chanel is dying and luxury is dying every time something is not clear or sales dip.... is just click bait on rhetoric on repeat.
pls look at the numbers and facts :
Chanel Defies Luxury Slowdown as Annual Sales Surge to $20 Billion. The French couture house reported revenues up 16 percent in 2023 and plans to increase capital expenditure by as much as 50 percent in 2024.
let's wait and see 2024 Annual Sales to see how much they are suffering or laughing to the banks .
Chanel, like Hermès, is relatively immune to sales downturns—that’s not the real issue here. People will always buy Chanel, and for reasons we all know.
Plus, sales figures under Virginie Viard don’t necessarily indicate her success. With a brand like Chanel, the role of the creative director is not only to keep sales up but to ensure that Chanel remains at the center of fashion and prestige. Brand perception, especially at this level, is essential—it’s more than just sales; it’s about cultivating prestige, relevance, and desirability. Which I believe she failed.
For Chanel to maintain its elite status, it needs constant renewal and relevance. The real question Chanel should consider is this: which creative director can revive that aura, bringing the brand back to everyone’s lips and ensuring it captures the attention, admiration, and even envy?
Because KL managed to make Chanel not only relevant but a cultural phenomenon, generating discussions far beyond the fashion industry. He elevated the brand to a cultural force, and I think Hermès is the only one on the same level. He didn’t just create collections; he crafted spectacles that captured global attention, making Chanel aspirational and influential on a level that extended well beyond fashion.
And yes I think the position at Chanel is anything but ordinary. With numerous collections (does Chanel realise the most collection among them all ? Not sure) to oversee and a network of businesses like Lesage relying on Chanel’s success, etc, I only think for one person is way too much - given the limited options of talented people we have currently.
In this sense, that's why I said Chanel is dying. In fashion and luxury, brand perception is everything, and it should never be underestimated.
