lives in New York and is chairman of Chanel
state of flux. Great brands know this and invest in marketing to stay ahead of the conversation.” grity of the louis vuitton leather bagbrand,” said Financo’s Harrison. “The Wertheimer family, which is extremely private, has protected the brand like no other.” Exclusive Distribution Gerard, 61, is based in Geneva and serves as chairman of the company’s watch division. Alain, 64, lives in New York and is chairman of Chanel, and is credited with resurrecting the brand when he took over operational control from his father in 1974. He reduced the number of outlets stocking Chanel’s perfume to combat the overexposure that had diluted Coco Chanel’s vision of No. 5 as the world’s most-exclusive perfume, according to London-based Anastasia Kourovskaia, vice president EMEA at consultancy Millward Brown Optimor. As shown by the study, Chanel, maker of one of the 21st century’s
most iconic perfume brands, finds itself perceived to be less culturally vibrant than a manufacturer of low-cost, flat-pack, self-assembly furniture. How can we make sense of this?ving humbly in a garret; paint-“splattered” dresses recalled the working artist; tidy suits made one think of the unabashed wealth of the art patron. And graffiti backpacks and offbeat styling – such as louis vuitton computer caseTechnicolor eyeshadow — called to mind the arty gamine. Lagerfeld’s ability to riff on the Chanel jacket knows no bounds. The clothes were recognizably and reassuringly Chanel, but he presented them in a manner that offered his guests a little more to consider than simply whether the violet knit dresses on the runway were appropriate for a business meeting and if the pastel woven ones were too bohemian to be practical. Theshow’s soundtrack featured JayZ’s “Picasso Baby” – the song he turned into per Crosswaite suggested one explanation could be that myths are hard to defend and renew.
“Globalisation and the free-flow of goods and information are a challenge to luxury brands, whose appeal rests on principles of scarcity, uniqueness and a sense of intimacy. In a world awash with counterfeit goods – claim and counter-claim – preserving the Hermes birkin pythonpurity of the myth becomes significantly more difficult. “Given that Added Value defines a brand’s Cultural Traction as its ability to reshape itself, surprise, excite, and inspire continuously, back at the office we are asking ourselves, will luxury brands have to venture into new territory to retain their desirability? Or should they stick resolutely to the defence and re-interpretation of their founding myths?”