Coco Chanel Case Study

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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 prominent during the First World War when men soldiers were occupied during war times while woman took action and initiation to work and became more aware with fashion clothing and accessory. After both First and Second World War she introduced her renowned perfume, No. 5 that was used and endorsed by all celebrities from past to recent generation such as Marilyn Monroe, Audrey Hepburn, Keira Knightly, Audrey Tautou and recently Lily-Rose Depp. After Coco Chanel death, Chanel continued to escalade the luxurious ladder in luxury brand market segment relatively to other luxury brands competitors such as Prada, Gucci, Louis Vuitton and so on. Since 1983, Karl Lagerfeld became the head designer and creative director of the fashion

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