Chanel will host three major events in China in just five months.The “Fashion Statement | Gabrielle Chanel” exhibition opened at the Power Station of Art (PSA) in Shanghai on July 12, while her Metiers d’Art 2024/2025 collection is set to debut in Hangzhou in December, and her 2024/2025 touring show will take place in Hong Kong in November. The frequency and intensity of Chanel’s activities in the country underscores her focus and ambition for the Chinese market.
On the occasion of the opening of the exhibition, FashionNetwork.cn spoke with Bruno Pavlovsky, Chanel’s President of Fashion, about Chanel’s heritage and how the legendary luxury fashion house has managed to overcome a century of change.
The exhibition “Fashion Manifesto | Gabrielle Chanel” is a rare encounter that transcends time and combines modernity with the contemporary.
Space. With approximately 270 carefully selected exhibits, the exhibition is divided into two sections. Chapters showcasing Mademoiselle Chanel’s creations from the 1920s to the 1930s, and her works After returning to the fashion world from 1954 to 1971. As an extension, each of the themes was The exhibition includes photographs of Gabrielle Chanel herself from different periods. At every turn, visitors can find gradually illustrative materials. Chanel’s personal fashion statement unveiled.
The Museum of Contemporary Art is itself an impressive architectural masterpiece. Curators: Myrine Arzalluz and Véronique Belloir
The exhibits are carefully arranged, taking full advantage of the venue’s features, while
The exhibition was designed by the architectural firm Diller Scofidio + Renfro. As visitors enter the
When visitors enter the exhibition space, they are immediately immersed in an atmosphere of mystery and enigma.
As they ascend the stairs, they are greeted by a giant portrait of Gabrielle Chanel herself – wearing
A classic black and white suit, standing at the top of the famous mirrored staircase at 31 Rue Cambon.
A scene spanning over a century, paving the way for the cultural journey of “Fashion Statement |
“Gabrielle Chanel.”
Brand culture based strategy
“Chanel never changed her style, and that was precisely her strength.” — This comment
Since its launch in French in April 1921, Vogue has been around for 103 years.
Over the past century, Chanel has certainly not remained static. However, whether you visit
Fashion Manifesto Exhibition in Shanghai or walk into any Chanel store, this century-old brand
It looks remarkably familiar from head to toe, whether it’s the products, the look, the logo, or
General atmosphere.
While most brands seek to attract traffic to boost business, Chanel has built its own cultural ecosystem.
It is not necessary to define a target customer profile. Despite the diverse cultural contexts around the world,
In many countries around the world, the legendary story of Mademoiselle Chanel and the cultural ecosystem
Transcend national borders and language barriers.
Mademoiselle Chanel’s revolutionary ideas about feminine beauty led to the creation of a series of classic icons.
Products. In this exhibition, the products themselves embody their spirit at different stages of their life,
Collectively they represent the extension and growth of the Chanel brand spirit over different periods.
It could be said that Mademoiselle Chanel’s spirit is the brand’s greatest asset. For more than a century,
The brand’s strategy has ensured that its marketing practices remain largely consistent. No matter who makes the decisions, the core spirit of the brand has been maintained, never affected by trends or criticism.
Bruno Pavlovsky shared with us: “I think that in today’s world, it is very important to discuss
Same subject from different angles, telling the same story in different ways. That’s creativity too.
Chanel has been doing this consistently for a long time. Each city will have its own unique character.
Versions – one seen in Shanghai and one in London – bring fresh vibrancy and perspectives
“To creativity.”
The exhibition “Fashion Statement | Gabrielle Chanel” collaborates with local museums around the world.
cities, allowing each city to express its unique localization.
“Everything Chanel does for beauty is for everyone. Every customer will get their own product.
Brand interpretation. You can take whatever you want, depending on your background and culture.
“We do not aim to target any specific group; everything we do is for everyone,” Pavlovsky added.
What are the brand assets? It’s not what the brand thinks should be associated with the brand, it’s what
Consumers are naturally connected to it. With a century-old brand culture, Chanel has accumulated enormous commercial assets.
While some brands seek to capitalize on trends, Chanel relies on heritage. Bruno Pavlovsky emphasizes the unwavering importance of brand culture: “We strictly adhere to the consistency of the brand narrative
In our culture, we remain very focused on women’s fashion. Chanel would not venture into
Furniture, men’s clothing, children’s clothing, or other product categories. We focus on that. I think in
“In today’s world, staying focused is the most important commitment a brand can make.”
Mademoiselle Chanel was a natural business prodigy, self-taught and a natural innovator in products.
In an era of limited women’s fashion styles, she pioneered the blue ocean strategy by
Presenting simplicity as opposed to luxury, fluidity as opposed to restriction, and black and white.
Instead of vibrant colors. With her rebellious creativity, she began a new era of women’s fashion.
fashion.
There is a particularly insightful phrase on one of the gallery walls that reads: “Although Miss
Chanel was not the first or only designer to use black, but her contribution was to transform this color into a modern one.
The color is a symbol of modernity, as it is applied to her dresses, suits and coats. While fashion designers in
The Roaring Twenties often used bright colors, and the little black dress became a stylistic practice for Chanel,
“The process of innovation and interpretation is ongoing.”
There is no doubt that Mademoiselle Chanel was a pioneer in fashion innovation and pushed the boundaries.
Historical cycles. As one of the rare luxury fashion houses to survive World War II,
Chanel’s enduring vitality is also due in large part to its strong organizational strength.
“Create, create, create!” – Pavlovsky repeats over and over again. It emphasizes Chanel’s core values, followed closely by “quality” and “experience”. Chanel constantly seeks out the best suppliers of fabrics and craftsmanship to offer.
The exceptional value of the product to its customers. For example, Chanel’s Perfection brand runs
Specialized workshops include various handicrafts such as feathers and floral decorations,
Embroidery, gold and silver jewelry, hat making, shoes, gloves, cashmere, quilting, and more.
Workshops such as Massaro for shoes, Causse for gloves, Barrie Knitwear for cashmere, and Guillet
For floral motifs, along with many skilled artisans, form a vital part of the Chanel brand.
Culture: Ultimate Quality.
Since 2005, exhibitions such as “Chanel”, “Culture of Chanel” and “Inside Chanel” have been held around the world, These cities cover cities such as New York, Beijing, London, Seoul, Hong Kong, Shanghai and Tokyo. Exhibitions allow consumers to understand the design concepts and stories behind Chanel designs. Different product lines, showcasing Mademoiselle Chanel’s innovative work with different artists.
Around 2020, in the midst of the pandemic, the exhibition “Gabrielle Chanel | Fashion Manifesto” debuted at
Paris and subsequently collaborated annually with various museums and art galleries in cities such as
Melbourne at the National Gallery of Victoria, Tokyo at the Mitsubishi Ichigokan Museum, and
London at the Victoria and Albert Museum. Current exhibition at the Shanghai Museum
Contemporary Art City forms its fifth city in this collaborative series.
Chanel’s strategic focus on brand heritage transcends countries, demographics and cultures,
Rejecting short-term consumption driven by fleeting trends. This approach stands in stark contrast to
This strategy is in line with prevailing marketing standards, and provides important insights for anyone in the industry. In other words, strategy determines resource allocation – where companies should invest their money today. Resources (human, financial and material) – with a clear emphasis on core competencies rather than Getting caught in an endless cycle of chasing short-term growth at the expense of long-term branding Value accumulation.
According to the internal financial report issued in May of this year for the year 2023, Chanel International
Revenue reached US$19.7 billion, an increase of 16%. As of 2022, with operating profit of US$6.407 billion, an increase of 10.9% over the previous year. Sales in the Asia-Pacific region reached US$10.178 billion, accounting for more than half of Revenue is an important pillar that should not be overlooked.
Why Can Chanel Maintain Double-Digit Growth Even During Economic Downturns? Company Performance
This is largely due to focused management strategies, and perhaps this is the secret to absolute well-being.
The world today is witnessing increasing competition and economic slowdown, An inevitable part of the economic cycle. In the midst of this In the midst of the transformation, countless traditional companies are being eliminated while many new ones emerge. Chanel, After successfully passing many economic cycles, he finds this routine.
Bruno Pavlovsky says: “Everything we do now is not for the present, but for the future. Thus, we realize that we are not thinking about the future, but about the future.”
We see growth cycles in our operations. Currently, we have entered a period of greater uncertainty,
Yet we continue to grow. I emphasize this point because it underscores our ability to adapt to Economic conditions. Therefore, regardless of the economic conditions, Chanel’s strength lies in “Maintaining its leading position.”
Business growth is a natural result of brand culture management, providing insights for Chinese
Fashion Brands: It’s not just a business, it’s brand management, it’s a strategic choice.
However, do not seek to be someone else. Bruno Pavlovsky reminds us to stay true to our values.
And share it with customers as much as possible. Chanel has always maintained its unique creativity,
Experience and high quality from the start.
“Because Chanel is Chanel.”
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