It was a return to glamour on one of the grandest stages of all, as the historic Grand Palais in Paris was transformed into the ultimate Hollywood backdrop for the latest daring show by the fashion house Chanel. For their Spring 2020 collection, the edgy French fashion house took the world of high-fashion to new heights, channeling the faded glitz of classic Hollywood glamour with an array of spectacularly crafted pieces. But in a world of changing tastes and volatile fashion trends, the question looms: will Chanel’s return to show-stopping spectacle pay off?
1. Chanel Makes an Impact on the Hollywood Scene
Since its start in the early 1900s, Chanel has played a huge role in the fashion world. Its sleek, feminine designs and exclusive Parisian appeal make them an obvious fit for the red carpet. Celebrities of all stripes have used Chanel to make an impact on the Hollywood scene.
In recent years, Chanel has made notable appearances at award shows like the Oscars and Golden Globes. For example, Reese Witherspoon stunned audiences in a classic strapless Chanel gown accessorized with jewelry from the brand. 2020 has been no different. In the 86th Academy Awards, Tessa Thompson and Laura Dern both made amazing statements in Chanel on the red carpet. Together, they have taken the audience on a journey that truly exemplified the elegance of the iconic designer.
- Notable Chanel Appearances in 2020:
- Reese Witherspoon- 86th Academy Awards
- Tessa Thompson- 86th Academy Awards
- Laura Dern- 86th Academy Awards
2. A Return to Spectacle: A New Take on an Old Brand
An old brand often brings with it familiarity and nostalgia, but with a modern twist on that brand, comes a brand new set of exciting possibilities. For many, returning to or revisiting that familiar brand is a captivating experience that can instantly transport them back in time.
At the same time, it’s an opportunity for a brand to re-energize itself, exploring a new direction and introducing elements from the present and future. This approach can bring unexpected pleasure to old fans and draw the attention of a whole the new generation. It is about finding a balance between the well – known, and a splash of something new. Benefits of this approach include:
- Creative reinvention – refreshingly unique and bolder ideas reinventing the essential elements of the brand.
- New perspectives – a way to increase engagement, while bringing exciting perspectives to the brand.
- Revitalizing – breathe new life into the brand while staying true to its roots.
With a return to spectacle brings a unique opportunity for a brand to stay connected to its past, to honor the original flavor, and to incorporate a modern take on old recipes. The results can make for a truly stunning transformation.
3. The Entertainment Industry’s Response to the High-End Brand
Companies within the entertainment industry have been particularly prepared to embrace the notion of high-end branding. After all, film, television, and music have been synonymous with luxurious products and lifestyles since the early days of Hollywood. As such, the following are just a few examples of the response this industry has had to the high-end brand:
- A number of iconic films and television shows have featured multiple luxury brands. Whether it’s a special movie premier or a character’s wardrobe, high-end brands are often integrated into these productions.
- In addition to having their products showcased onscreen, a number of luxury brands have partnered with certain production companies to create entirely new products or experiences. For example, Ferrari has created various one-of-a-kind vehicles exclusively for movies.
- Many celebs, both inside and outside the entertainment industry, have become brand ambassadors for various luxury labels. They are used to promote their products and give them added exposure.
Finally, the use of social media has been an invaluable tool for companies looking to promote their high-end brand. Not only does this provide an outlet for companies to showcase their luxurious products and services, but it also allows them to target their desired audience. From Instagram and Twitter to YouTube and Snapchat, the possibilities are endless.
4. Will Chanel’s Investment Pay Off?
Chanel’s investment in modernizing its international infrastructure has had effects far and wide. Already, the impact of the strategy can be seen across the industry:
- Companies are increasing their focus on global markets, spurred by Chanel’s success.
- The rapid expansion of luxury brand manufacturers has encouraged more e-commerce presence.
- Social media is allowing Chanel to connect directly with customers, giving it a larger voice.
However, whether or not Chanel’s investment will pay off is still up in the air. With more brands competing and more companies entering the luxury e-commerce sphere, it’s difficult to say whether Chanel’s investments will yield major returns. Building a solid customer base could be key to the company’s success, so Chanel must ensure it is creating quality marketing materials and customer engagement strategies. It will be interesting to see what comes of Chanel’s investments in the upcoming years. Having made a triumphant return to Hollywood, it will be interesting to see if Chanel’s gamble pays off. At this point, all indicators suggest that the risk will be well worth the reward. Chanel may have found the right mix of old-school glamour meets modern luxury and as the saying goes, only time will tell.
