Hello! 🙂
What a beautiful sunny, spring day here in Melbourne! As much as I have enjoyed sipping hot caramel mocha while striding down the campus’ hallway in my Jo Mercer boots, I can’t say I didn’t miss donning my dresses!
Spring is my favorite season & in my favorite season I’m going to blog about my favorite topic today: Fashion. I swear my skin started to prickle with excitement whenever I hear the word!
-> It has been a rough couple of (digital) years for fashion brands. Most of them, especially luxury brands, were notoriously slow starters and reluctant to yield control and invest in digital marketing medium and instead, they very much prefer their beloved glossies (i.e Vogue magazine).
It was a decade-long effort for fashion marketers seeking to establish a strong digital marketing presence. Yes, the period was long perhaps because technology is something that is evolving gradually. Year by year the world gave birth to innovators that sought to change the way we live forever. We have Steve Jobs who created iTunes & iPods back in 2001 and changed how people hear & perceived music. Not long after that, Mark Zuckerberg came into the scene and launches Facebook from his Harvard dorm room in 2004 and basically reshapes the way the world works.
Then, more & more fashion brands began to realize just how significant it is to establish a strong digital presence in the 21st century. The explosion of social networks & the ever-expanding blogosphere has led fashion designers worldwide to innovate in the field of digital marketing.
One good example for this would be Karl Lagerfeld’s 20 minutes short story film to commemorate Chanel’s 100th anniversary. The video was directed by Karl himself, chronicling the opening of Gabrielle Chanel’s store in Deauville and was set in the early 1900s era, which was the period where Chanel set up her first shop in the northern France. British actress, Keira Knightly was casted as the leading role.
In this video, you can see how Karl delicately markets Chanel’s iconic pieces such as the tweed jackets, pearls and box hats.
The very recent Chanel ad circulates around the brand’s iconic perfume, Chanel No.5 (I swear I can’t sleep unless I spritz the scent on my pillow). Of course, iconic perfumes need to be paired with an equally iconic model. Highest paid model, Gisele Bundchen had the honor to be the spokesperson.
Titled The Want That I Want, directed by the legendary Baz Luhrmann, (There’s nothing NOT legendary when it comes to Chanel, isn’t it?) the ad was a combination between the world’ highest paid model (Gisele earned a whopping $47mil. USD last year) and Hollywood’s very own director. What’s not to love?
The One That I Want is as stunning in the same way as Luhrmann’s 2004 film starring Nicole Kidman for Chanel No.5 was. The sultry acoustics, enchanting story-line & at best, the visual details: Firstly, it’s Gisele herself (She can really act!), and then there was the Chanel earrings, the Chanel pillows, the New York City skyline and the bold colors are all something you don’t see in a regular fashion ads. (Seriously, when you see the video, it’s like you’re practically live in Chanel No.5 world – And for those 3 minutes, we’re living in it.
johaniz7 
Omg you talked about Chanel. Lately Chanel has had this mega boom with using digital media. Not to mention how fabu-luxe! the new campaign with Giselle is. It could even be nominated for an Oscar. It’s so nice, so luxurious, so very CHANEL. Not to mention how amazing of a designer Karl is. This time in PFW how he closed the show with having the models walk down the runway acting like they are in a protest was fantastic. Props for him to bringing back the one and only GISELLE!
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Yes, who doesn’t love Chanel right? 🙂 Well, as compared to other luxury brands yes, Chanel is ahead of time in terms of digital marketing. But if compared with other equally ‘A-List’ brands like Nike, sadly, Chanel is still behind. This just proves that high-end brands like Chanel still very much prefers the magazine medium (like Vogue) because they wanted to preserve the timeless fashion way of operating businesses. However, more & more fashion brands (In this case, Chanel) had begun to progressively adapt to digital marketing as a result of the massive birth of social media like Facebook and Instagram. Be prepared to see more of your fashion favorite fashion brands to perform their marketing ads the same way Chanel did! 🙂
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I saw this ad earlier in the week and thought it was absolutely incredible! Chanel really is leading the way in digital marketing for high end, luxury fashion brands. I think that short films are the perfect format for brands to showcase their products, and have seen some brands use this strategy in recent years. This campaign captured the essence of the Chanel brand perfectly and gives an old, classic product a new, modern image. Great post!
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Thank you! I do hope Chanel continues doing what they are doing. So far, despite so many fresh, young designers came into the scene, they haven’t quite there yet – Chanel has set the bar real high not just because of its unique product offerings, but Chanel also understands what & who their customers are; they deliver this through carefully scrutinized digital market planning and voila! A timeless brand indeed 🙂
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Chanel is a legendary brand after all & whatever they advertise must be shit epic haha! Well done. I like the part where you said fashion is hard to adapt to digital marketing & only prefers their own magazines medium. Here’s hoping for a change!
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