HDCS 3303: Introduction to Consumer Science and Merchandising
Instructor: Rana Rifai
Haeli Yu
Human Development and Consumer Sciences
College of Technology
University of Houston (Main Campus)
The Leader of Fashion: Chanel
Final Case Study
Spring 2015
The global economy has gone through multiple recessions and growth over the past years.
Through it all, the market of luxury goods has remained strong by introducing new “it”
items and icons that are necessary to have to be “fashionable”. Branding, creativity, and
exclusivity have sustained the growth and expansion of luxury brands. Chanel, with its rich
history and continuous luxury brand image, has maintained its place in the fashion world
and exceeded to keep its brand image. However, it is a daily challenge in the retail world
to meet the needs and wants of clients as well as introducing new clients to the brand.
HISTORY
Mademoiselle Gabriella “Coco” Chanel, from France, was the founder of the Chanel
brand. She started as a milliner, producing beautiful hats for the wealthy. Over time, she
began creating clothing that can be worn daily using jersey, which at the time was used
only for men’s underwear. It was a big and different change that brought attention to her
and her clothing. The flow of fabrics and the silhouettes that she created made women feel
beautiful, yet comfortable at the same time.
She was most well known for having created the “little black dress” and the classic tweed
jacket. The “little black dress” reference is still being used today and a hit item for all
women from all ages. The intricacies in which she utilized in the construction of the
clothing can still be seen in today’s collections that are still very popular and known as
“the Chanel tweed jacket”. In addition to the clothing, there are also a number of iconic
pieces that are vital to the brand’s image such as the 2.55 handbag, Chanel No.5, the beige
pump with black toe, and costume jewelry.
The Chanel brand today still remains a private company, allowing endless creativity as
well as exquisite craftsmanship in all of its pieces individually. Karl Lagerfeld has been the
creative mind and sole creator behind the brand since the 1980s. He creates six collections
for the house every year, which are two Haute Couture and four Ready-to-Wear
collections. As well as overseeing the production of every runway show and shooting the
photo campaign for each collection.
Furthermore, every piece from Chanel is produced from exclusive artisan workshops that
are created especially for Chanel only. These workshops have been retained by Chanel to
