Chanel's Luxury Brands

Chanel is known as an ultimate top premium luxury brand. It was founded by Coco Chanel where it firstly introduced hats, dresses and accessories for women. Coco Chanel created creative designs that are very well-known till today. She became a prominent icon known for her simple yet sophisticated outfits paired with great accessories, such pearls. As Chanel once said, “luxury must be comfortable, otherwise it is not luxury.” (Biography.com Editors, 2017, para. 5).

Consecutively, she introduced the legendary Chanel suit with collarless jacket and well-fitted skirt by borrowing elements of men’s wear and emphasizing comfort over the constraints of fashion, which changed women’s clothing revolution (Biography.com Editors, 2017, para. 9). She became

Chanel as a luxury brands is highly targeting and segmenting the elite societal status of people regarding their demographic and psychographic behavior. For instance, the new Chanel 2.55 bag has been recently introduced with its new exquisite design features. The study shows that the Chanel 2.55 has increased in value by 70% in the last six years, and is set to continue to increase this coming year (Harper Baazar Arabia, 2016, para. 2). Karl Lagerfeld continues to sustain the CC brand logo more of an exclusive investment rather than just “buying a bag”. The iconic style was first released in February of 1955 and was priced at a mere Dhs810. Nowadays, the same bag will easily cost you almost Dhs18,000. Bazaar US reports that the "study confirmed that this makes a Chanel handbag a more investment than property in the US." (Baazar, 2016, para. 7). Unsurprisingly, the study showed that all Chanel handbags shared this same quality, meaning that no matter which version of the interlocking CC 's you purchase, it 's a very stable (and sartorially fabulous) investment (Baazar, 2016. para. 9). Today, the Karl Lagerfeld brand image and resonance is made based on his image and lifestyle by targeting young people, with cheeky references to the various elements of the iconic image Lagerfeld has refined over his

8). Lagerfeld is also a kind of cultural “conduit” who stays connected to the world “I want to know everything. I go to bookshops nearly every day. You have to be your own Google. I have an unbelievable visual memory. I can remember everything and that’s very important,” he says. “It’s like a sickness. I am afraid I’m up to 300,000 books now. But I look at the names, I see them all the time and I memorize things. Then I can give a phone call when I’m in another country and say that book, in that room, on that shelf – can you send me that book?” (Business of Fashion, n.d., para. 10). Furthermore, Lagerfeld is self-educated person and values different lifestyles and cultures thus Chanel attains him to remain a head designer for