A passion for fashion: The luxury fashion consumer

Abstract

Gabrielle Coco Chanel thoroughly understood the luxury consumers of her time. She also recognized the influence of the wider society on shaping consumer expectations and outlook. In the early twentieth century after the First World War, fashion designers continued to apply the pre-war styles characterized by extravagant and elaborate designs. Chanel however opted for classic and practical clothing such as trousers and the famed little black dress for women. This design approach was embraced by society because consumer needs had evolved after the war. Women who had been forced to work during the war and also cater for their families in the absence of their husbands had been exposed to a different lifestyle that required dressing in a different and more realistic way. After the war, they maintained the same attitude towards fashion. They were no longer attracted to extravagant dressing but desired more practical clothing like trousers. Chanel’s designs offered the fashion solutions they sought. The approach to anticipating and meeting consumer expectations formed one of the key success factors of the Chanel brand. It also significantly contributed to the continuous existence of the brand unlike Coco Chanel’s contemporaries like Paul Poiret, Madeleine Vionnet and Elsa Schiaparelli who have all closed shop.

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‘Twenty years ago, youngsters wanted to look like their parents. Now parents want to look like their children.’

Jean-Baptiste Danet, CEO, Interbrand France