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Employees 1,270 (2010)
Website www.chanel.com
Chanel S.A.(/nl/;French: [a'nl]) is the French house of high fashion that specializes inhaute coutureandready-to-
wearclothes,luxury goods, and fashion accessories.[1][2]In her youth, thecouturireGabrielle Bonheur Chanelgained the
soubriquet Coco in the course of her career as achanteuse de cafin provincial France. As a fashion designer, Coco
Chanel catered to a womans taste for elegance in dress, with blouses and suits, trousers and dresses, and jewellry
(gemstone and bijouterie) of simple design, that replaced the opulent, over-designed, and constrictive clothes and
accessories of the 19th-century fashion. Historically, the House of Chanel is most famous for the stylistically versatile
little black dress, theperfumeNo. 5 de Chanel, and the Chanel Suit. As a business enterprise, Chanel S.A. is aprivately
held companyowned byAlain WertheimerandGerard Wertheimer, grandsons ofPierre Wertheimer, an early business
partner of Coco Chanel. Commercially, the brands of the House of Chanel have been personified by fashion models and
actresses, by women such asIns de la Fressange,Catherine Deneuve,Carole Bouquet,Vanessa Paradis,Nicole
Kidman,Anna Mouglalis,Audrey Tautou,Keira Knightley, andMarilyn Monroe, who epitomise the independent, self-
confident Chanel Girl.[3]
La couturire
Coco Chanel (1920)
As a couturire, themillinerand dressmaker Gabrielle Bonheur Chanel presented and established new clothing and
costume designs that promoted women from being male objects ofconspicuous consumptionandsexual display, to being
persons who dressed for themselves, in comfortable clothes that allowed free movement; as such, the practical application
ofjerseyfabric to the construction of clothes was one technical innovation that made the garments popular and
affordable.[4]Chanel revolutionized fashionhaute couture andprt--porterby replacing the structured-silhouette
fashions, based upon thecorsetand thebodice, with garments of simple design that were cut and confected to be
functional, and to aesthetically enhance the womans figure, in action and in repose.
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In the 1920s, the simple-line designs of Chanel couture made popular the flat-chested fashions that were the opposite of
the hourglass-figure achieved by the restrictively structured and ornate fashions of the late 19th centurytheBelle
poqueof France (ca. 18901914), and the BritishEdwardian Era(ca. 19011919). Besides comfortable wear, Chanels
stylish and functional clothes were complemented by the suppleness of jersey fabric, which allowed the modern, 20th-
century-woman to live and practice an active style of life; colour-wise, the fashion designer Coco Chanel used traditionally
masculine colours, such asgreyandnavy blue, to connote boldness of character.[5][6]
The clothes of the House of Chanel also are known for quilted fabric and leather trimmings; thequiltedconstruction of the
garment reinforces the fabric, the design, and the finish, which produce a garment confected to maintain its form and
function in every circumstance. The notable example of such haute couture techniques is thewoolenChanel Suita
knee-length skirt and a cardigan-style jacket, trimmed and decorated with blackembroideryand gold-coloured buttons. The
complementary accessories are two-tonepumpshoes andjewellry(gemstoneandbijouterie), usually a necklace of pearls,
and a leatherhandbag. Moreover, the great financial, commercial, and cultural successes of perfume No. 5 increased
public recognition of the House of Chanel, desire for its haute couture designs, demand for theprt--porterclothes, and
enhanced the artistic reputation of the couturire Coco Chanel; and, in lean times,perfumekept Chanel solvent.[2][5][7]
Contents
[hide]
1 History
o 1.1 The Coco Chanel era
o 1.2 The postCoco era
2 Corporate identity3 Products
4 The shops
5 The Chanel Girl
6 See also
7 References
8 External links
[edit]History
[edit]The Coco Chanel era
Establishment and recognition 19091920s
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The actress Gabrielle Dorziat wearing a Chanel plumed hat. (1912)
Fashion before Chanel: The artificial bust, waist, and hips of corsetry. (Bianca Lyons,1902)
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The Chanel Suit 2009: a tailored cardigan-style jacket, knee-length skirt, two-toned shoes, jewelry, and a leather handbag.
The House of Chanel (Chanel S.A.) originated in 1909, when Gabrielle Chanel opened amillineryshop at 160 Boulevard
Malesherbes, the ground floor of the Parisian flat of thesocialiteand textile businessmantienne Balsan, of whom she
was mistress.[2]Hence, because the Balsan flat also was asalonfor the French hunting and sporting lite, Chanel had
opportunity to meet theirdemi-mondainemistresses, who, as such, were women of fashion, upon whom the rich men
displayed their wealthas ornate clothes,jewelry, and hats; Coco Chanel thus could sell to them the hats she designed
and made; she thus earned a living, independent of her financial sponsor, the socialite Balsan. In the course of those salons
Coco Chanel befriendedArthur Boy Capel, an English socialite andpolo playerfriend of tienne Balsan; per theupper
classsocial custom, Chanel also became mistress to Boy Capel. Nonetheless, despite that social circumstance, Boy Capel
perceived the businesswoman innate to Coco Chanel, and, in 1910, financed her first independent millinery shop, Chanel
Modes, at 21 rue Cambon, Paris; yet, because that locale already housed a dress shop, the business-lease limited Chanel to
selling only millinery products, notcouture. Two years later, in 1913, theDeauvilleandBiarritzcouture shops of Coco
Chanel offered for saleprt--portersports clothes for women, the practical designs of which allowed the wearer to play
sport.[2][5]
The economic imperatives ofnationalmilitary victory inFirst World War(191418) affected Europeanfashionthrough
scarcity of materials, and the socio-economic mobilisation of womenfrom objects ofsexual desireandeconomic
displayto productive workers. Besides activemilitary service, the enforced and increased production ofcoalmade men
scarce in the factories and in the fields, where they were replaced by women. Until that timethe end of 19th-century
culturefashion for women was about the masculine display ofconspicuous consumption, so, clothes makers and
designers then had to produce practical and protective garments that would allow women the physical freedom required to
do a mans job in factory and fieldin order to supply the French war effort againstImperial Germany(18711918).
By that time, Chanel had opened a large dress shop at 31 rue Cambon, near theHtel Ritz, in Paris; among the clothes for
sale wereflannelblazers, straight-line skirts oflinen,sailor blouses, longsweatersmade ofjerseyfabric, and skirt-and-
jacket suits. Technically, besides its relative low cost, as a couturire, Coco Chanel used jersey cloth because of its
physical properties as a garment, such as its drapehow it falls upon and falls from the body of the woman and how
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.org/wiki/Chanel#cite_note-directory-1http://en.wikipedia.org/wiki/Ready_to_wearhttp://en.wikipedia.org/wiki/Biarritzhttp://en.wikipedia.org/wiki/Deauvillehttp://en.wikipedia.org/wiki/Haute_couturehttp://en.wikipedia.org/wiki/Convention_(norm)http://en.wikipedia.org/wiki/Upper_classhttp://en.wikipedia.org/wiki/Upper_classhttp://en.wikipedia.org/wiki/Polohttp://en.wikipedia.org/wiki/Boy_Capelhttp://en.wikipedia.org/wiki/Jewelryhttp://en.wikipedia.org/wiki/Demimondehttp://en.wikipedia.org/wiki/Salon_(gathering)http://en.wikipedia.org/wiki/Chanel#cite_note-directory-1http://en.wikipedia.org/wiki/%C3%89tienne_Balsanhttp://en.wikipedia.org/wiki/Socialitehttp://en.wikipedia.org/wiki/Millinery 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well it adapted to the simple garment-design that allowed the wearer freedom of movement, physical comfort, and
flatteringaesthetics. Sartorially, some of Chanels designs derived from the military uniforms made prevalent by the War
to End all Wars; and, by 1915, the designs and the clothes confected by the House of Chanel were known throughout
France.[2]
In 1915 and in 1917,Harpers Bazaarmagazine reported that the garments of the House of Chanel were on the list of
every buyer for the clothing factories of Europe.[2]The Chanel dress shop at 31 rue Cambon presented day-wear dress-
and-coat ensembles of simple design, and black evening dresses trimmed withlace; andtulle-fabricdresses decorated
withjet, a minor gemstone material; the high-quality confection (design, construction, finish) of such clothes established
the professional reputation of Coco Chanel as a meticulous couturire.[2]After the First World War, the House of Chanel,
following the fashion trends of the 1920s, produced beaded dresses, made especially popular by
theFlapperwoman.[2]Moreover, by 1920, Chanel had designed and presented a womans suit of clothes composed
either of two garments or of three garmentswhich allowed a woman to have a modern, feminine appearance, whilst
being comfortable and practical to maintain; advocated as the new uniform for afternoon and evening, it became known
as the Chanel Suit. In 1921, to complement the suit of clothes, Coco Chanel commissioned theperfumerErnest Beauxto
create a perfume for the House of Chanel, and he produced several chantillons, including theperfumeNo.5, named after
the number of the sample Chanel liked best. Originally, aflaon of No. 5 de Chanel was a gift to regular clients of Chanel
yet, the popularity of the perfume prompted the House of Chanel to offer it for retail sale in 1922; in the event, No. 5 de
Chanel became the signature fragrance of the couturire and of her house of couture. In 1923, to explain the success of her
clothes, Coco Chanel toldHarpers Bazaarmagazine that design simplicity is the keynote of all true elegance.[2][8]
Business partnerslate 1920s
The success of theNo. 5encouraged Coco Chanel to expandperfumesales beyond France and Europe, and to develop
otherparfumeriefor which she required investment capital, business acumen, and commercial access to the North
American market. To that end, the businessmanThophile Bader(founder ofGaleries Lafayette) introduced theventure
capitalistPierre Wertheimerto the couturire Coco Chanel. Their business deal established the Parfums Chanel company,
aparfumerie of which Wertheimer owned 70 per cent, Bader owned 20 per cent, and Chanel owned 10 per cent;
commercial success of the joint enterprise was assured by the Chanel name, and by the cachet of la Maison Chanel,
which remained the sole business province of Coco Chanel.[7]Nonetheless, despite the great business success of the Chanel
couture andparfumerie, the personal relations between the couturire and her capitalist partner deteriorated, because,
the artisteCoco Chanel said that Pierre Wertheimer was unfairly exploiting her talents as afashion designerand as a
businesswoman.[7]Wertheimer reminded Chanel that he had made her a very rich woman; and that his venture capital had
funded Chanels productive expansion of theparfumerie which created the wealth they enjoyed, all from the success of
No. 5 de Chanel. Nevertheless unsatisfied, the businesswoman Gabrielle Chanel hired the attorneyRen de Chambrunto
renegotiate the 10-per-cent partnership she entered, in 1924, with the Parfums Chanel company; the lawyer-to-lawyer
negotiations failed, and the partnership-percentages remained as established in the original business deal among
Wertheimer, Badel, and Chanel.[7]
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Elegance and the War1930s1940s
The avant-garde couturire Elsa Schiaparelli was Coco Chanels only worthwhile rival in the design of clothes.
From thegaminefashions of the 1920s, the dressmaker Coco Chanel had progressed to womanly fashions in the 1930s,
which was a decade of innovations in the confection of haute couture clothes at Maison Chanel S.A.; evening-dress
designs were characterised by an elongated feminine style, and summer dresses featured scintillating contrasts, such as
silver eyelets, and shoulder straps decorated withrhinestones. In 1932, Mademoiselle Chanel presented an exhibition
ofjewelrydedicated to thediamondas fashion accessory; it featured the stylistically
memorable Cometand Fountainnecklaces of diamonds, which were of such original design, that Chanel S.A. re-presented
them in 1993. Moreover, by 1937, the House of Chanel had expanded the range of its clothes to more women, and
presentedprt--porterclothes designed, cut, and confected especially for the petite woman.[2]Amongfashion designers,
wherein rag-trade originality is in the dress-making techniquedesign, cut, and confectiononly thehaute
couturecreated by theavant-gardeElsa Schiaparellicould compete with the clothes of Coco Chanel.[2]
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Chanels spymaster:General Walter Schellenberg
Chief of the Sicherheitsdienst.
During theSecond World War(193945), Coco Chanel closed shop at Maison Chanelleaving only jewellry
andparfumerie for saleand moved theHtel Ritz Paris, where she resided with her boyfriend, Hans Gnther von
Dincklage, a Nazi intelligence officer.[2][5][7]Upon conquering France in June of 1940, the Nazis established a Parisian
occupation-headquarters in theHtel Meurice, on the rue de la Rivoli, opposite theLouvre Museum, and just around the
corner from the fashionable Maison Chanel S.A., at 31 rue Cambon.[2]Meanwhile, because of the Nazi occupations
official anti-Semitism, Pierre Wertheimer and family, had fled France to the U.S., in mid-1940. Later, in 1941, CocoChanel attempted to legalistically assume full and formal business control of Parfums Chanel, but was thwarted by an
administrativedelegationthat disallowed her sole disposition of theparfumerie. Having foreseen the Nazi occupation
policy of the seizure-and-expropriation to Germany of Jewish business and assets in France, Pierre Wertheimer, the
majority partner, had earlier, in May 1940, designated Felix Amiot, a Christian French industrialist, as the
Aryanproxywhose legal control of the Parfums Chanel business proved politically acceptable to the Nazis, who then
allowed the perfume company to continue as an operating business.[7][9]
Occupied France abounded with rumours that Coco Chanel was a Nazicollaborator; her clandestine identity was secret
agent 7124 of theAbwehr, code-named Westminster.[10]As such, by order of GeneralWalter Schellenberg, of
theSicherheitsdienst, Chanel was despatched to London on a mission to communicate to British Prime MinisterWinston
Churchillthe particulars of a separate peace plan proposed byReichsfhrer-SSHeinrich Himmler, who sought to avoid
surrendering to theRed Armyof the Soviet Russians. At Wars end, upon the Allied liberation of France, Chanel was
arrested for having collaborated with the Nazis. In September 1944, theFree FrenchPurge Committee, the puration,
summoned Chanel for interrogation about her collaborationism, yet, without documentary evidence of or witnesses to her
collaboration with the Nazis, and because of Churchills secret intervention in her behalf, the puration released Coco
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Chanel from arrest as a traitor to France.[11][7]Nation-wide, the liberated French people avenged themselves upon the men
and the women who had collaborated with theThird Reichs brutal, five-year occupation of France; a shaved head was the
mildest punishment for les collaborateurs horizontales, women who had expediently perdured the Occupation and
survived the War with sexual prostitution. Despite having been freed by the British political grace of the deus ex
machinaChurchill, the strength of the rumours of Chanels Nazi collaboration had made it infeasible for her to safely
remain in France; promptly, Coco Chanel and her German lover, Hans Gnther von Dincklage, went into an eight-year
exile to Switzerland.[2][7]
In the postWar period, during Coco Chanels Swiss exile from France, Pierre Wertheimer returned to Paris, and regained
formal administrative control of his familys business holdings including control of Parfums Chanel,
theparfumerie established with his venture capital, and successful because of the Chanel name.[7]In Switzerland, the news
revived Coco Chanels resentment at having been anartiste commercially exploited by her business partner, for only ten
per cent of the money; spiteful, she then established a rival Swissparfumerie to create, produce, and sell herChanel
perfumes. In turn, Wertheimer, the majoritycapital stockowner of Parfums Chanel, saw his business interests threatened,
and his commercial rights infringed, because he did not possess legally exclusive rights to the Chanel name. Nonetheless,
Wertheimer avoided atrademarkinfringementlawsuitagainst Coco Chanel, lest it damage the commercial reputation and
theartistic credibilityofhis Chanel-brandparfumerie. Sagaciously, Pierre Wertheimer settled his business- and
commercial-rights quarrel with Mademoiselle Chanel, and, in May 1947, they renegotiated the 1924 contract that had
established Parfums Chanelshe was paid $400,000 in cash (wartime profits from the sales of perfume No. 5 de
Chanel); assigned a 2.0 per centrunning royaltyfrom the sales of No. 5parfumerie; assigned limited commercial rights to
sell herChanel perfumes in Switzerland; and granted a perpetual monthlystipendthat paid all of her expenses. In
exchange, the astute businesswoman, Gabrielle Chanel closed her Swissparfumerie enterprise, and sold to Parfums
Chanel the full rights to the name Coco Chanel.[7][12]
Resurgence 1950s1970s
This section appears to be written likean advertisement. Please helpimprove itbyrewriting promotional content from aneutral point of viewand removing anyinappropriateexternal links.(June 2010)
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Chanel haute couture: Cashmere suit comprising a sleeveless dress and a long, cardigan-style coat. (ca. 1960)
In 1953, upon returning to France from Switzerland, Coco Chanel found the fashion business enamoured of the New
Look (1947), byChristian Dior; the signature shape featured a below-mid-calf-length, full-skirt, a narrow waist, and a
large bust (stylistically absent since 1912). As a postWar fashion that used some 20 yards of fabric, theHouse of
Diorcouture renounced wartime rationing of fabric for clothes.[7]In 1947after the six-year austerities of theSecond
World War(193945)the New Look was much welcomed to the fashion business of Western Europe, because sales of
the pretty clothes would revive business and the economy.[13]Theartisticand business challenges were upon Coco Chanel;
despite being a pretty and veryfemininefashion, the New Look reinstated the ornamental woman created with corseted
fashionslike those of theBelle poqueand of theEdwardian Erawhich Chanel had opposed at the beginning of her
career as acouturire.[2]Chanel met the artistic and technical challenges of The New Look by recognizing and
acknowledging that the House of Chanel could be re-established, despite the changed, postWar market for haute
couture she found in France.[2]
To regain the business primacy of the House of Chanel, in the fashion fields ofhaute couture,prt--porter,costume
jewelry, andparfumerie, would be expensive; so, with rancour and haughtiness subdued, Coco Chanel approached Pierre
Wertheimer for business advice and capital.[7]Having decided to do business with Coco Chanel, Wertheimers
negotiations to fund the resurgence of the House of Chanel, granted him commercial rights to all Chanel-brand
products.[7]Despite the past, the re-kindled WertheimerChanel business relationship proved most lucrative, when the
sense of style of the culturally perceptive Coco Chanel re-established Chanel as the most prestigious label in the fashion
business.[7]In 1953, Chanel hired and collaborated with the jewelerRobert Goossens; he was to design jewelry (bijouterie
and gemstone) to complement the coutureandprt--porterfashions of the House of Chanel; notably, long-strand
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necklaces of black pearls and of white pearls, which high contrast softened the severe design of the knitted-wool Chanel
Suit (skirt abd cardigan jacket).[5]
The House of Chanel also presented leather handbags with either gold-colour chains or metal-and-leather chains, which
allowed carrying the handbag from the shoulder or in hand. The quilted-leather handbag was presented to the public in
February 1955. In-house, the numeric version of the launching date 2.55 for that line of handbags became the internal
"appellation" for that model of quilted-leather handbag.[2]Throughout the 1950s, the sense of style of Mlle. Chanel
continued undeterred; the firms initial venture into masculineparfumerie,Pour Monsieurwhich was, and remains, a most
successfuleau de toilettefor men. Chanel and her spring collection received theFashion Oscarat the 1957 Fashion
Awards in Dallas. Pierre Wertheimer bought Bader's 20 per cent share of the Parfums Chanel, which increased the
Wertheimer perentage to 90 per cent.[7]Later, in 1965, Pierres son,Jacques Wertheimer, assumed his fathers
management of theparfumerie.[7]About the past business relationship, between Pierre Wertheimer and Coco Chanel, the
Chanel attorney, Chambrun said that it had been one based on a businessmans passion, despite her misplaced feelings of
exploitation . . . [thus] when Pierre returned to Paris, full of pride and excitement [after one of his horses won the 1956
English Derby]. He rushed to Coco, expecting congratulations and praise. But she refused to kiss him. She resented him,
you see, all her life.[7][7]
Coco Chanel died on 10 January 1971, at the age of 87.[2]She was still "designing, still working" at the time of her
death.[2]For example, in the (19661969) period, she designed the air hostess uniforms forOlympic Airways, the designer
who followed her wasPierre Cardin. In that time, Olympic Airways was a luxury airline, owned by the transport
magnateAristotle Onassis. After her death, leadership of the company was handed down toYvonne Dudel,Jean
Cazaubon, andPhilippe Guibourge.[2]After a period of time, Jacques Wertheimer bought the controlling interest of the
House of Chanel.[2][7]
Critics stated that during his leadership, he never paid much attention to the company, as he wasmore interested in horse breeding.[7]In 1974, the House of Chanel launchedCristalleeau de toilette, which was designed
when Coco Chanel was alive. 1978 saw the launch of the first non-couture,prt--porterline and worldwide distribution
of accessories.
Alain Wertheimer, son of Jacques Wertheimer, assumed control of Chanel S.A. in 1974.[2][7]In the U.S., No. 5 de Chanel
was perceives as apassfashion.seen as a passe perfume.[7]Alain revamped Chanel No.5 sales by reducing the number of
outlets carrying the fragrance from 18,000 to 12,000. He removed the perfume from drugstore shelves, and invested
millions of dollars in advertisement for Chanel cosmetics. This ensured a greater sense of scarcity and exclusivity for
No.5, and sales rocketed back up as demand for the fragrance increased.
[7]
He also used many famous people to endorsethe perfumefromMarilyn MonroetoAudrey Tautou. Looking for a designer who could bring the label to new heights,
he persuadedKarl Lagerfeldto end his contract with fashion houseChlo.
[edit]The postCoco era
The couturierKarl Lagerfeld, chief designer at Chanel S.A., and the Bolivian couturire Monica Moss. (Monaco 2005)
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Chanel couture by Lagerfeld: the AutumnWinter 20112012 collection
The 1980sKarl Lagerfeld
In 1981, Chanel launched a new eau de toilette for men, Antaeus. In 1983, Karl Lagerfeld took over as chief designer for
Chanel.[7]
He changed Chanel's fashion lines from the old lines to shorter cuts and eye capturing designs. During the1980s, more than 40 Chanel boutiques were opened up worldwide.[7]By the end of the 1980s, these boutiques sold goods
ranging from US$200-per-ounce perfume, US$225 ballerina slippers to US$11,000 dresses and US$2,000 leather
handbags.[7]Rights to Chanel cosmetics and fragrances were held by Chanel only and not shared with other beauty
producers and distributors.[7]As Lagerfeld took charge as chief designer, other designers and marketers for Chanel worked
on keeping the classic Chanel look to maintain the Chanel legend.[7]Chanel marketer Jean Hoehn explained, "We
introduce a new fragrance every 10 years, not every three minutes like many competitors. We don't confuse the consumer.
With Chanel, people know what to expect. And they keep coming back to us, at all ages, as they enter and leave the
market."[7]The launch of a new fragrance in honor of Coco Chanel, Coco, in 1984 maintained success in the perfumery
business with Chanel.[7]In 1986, the House of Chanel struck a deal with watchmakers and in 1987, the first Chanel watch
made its debut. By the end of the decade, Alain moved the offices to New York City.[7]
The 1990s
The company became a global leader in fragrance making and marketing in the 1990s.[7]Heavy marketing investment
increased revenue.[7]The success of the Maison de Chanel brought the Wertheimer family fortune to $5 billion
USD.[7]Product lines such as watches (retailing for as much as $7,000 USD), shoes, high-end clothes, cosmetics, and
accessories were expanded.[7]Sales were hurt by the recession of the early 1990s, but Chanel recovered by the mid-1990s
with further boutique expansion.[7]1990 saw the launch of .[7]
In 1996, Chanel bought gunmakerHolland & Holland. It attempted to revamp Holland & Holland, but did not
succeed.[7]1996 also greeted the launch of Allure fragrance and due to its immense popularity, a men's version,Allure
Hommewas launched in 1998. Better success came with the purchase ofEres(a swimwear label). The House of Chanel
launched its first skin care line,PRCISIONin 1999. That same year, Chanel launched a new travel collection, and under
a license contract withLuxottica, introduced a line of sunglasses and eyeglass frames.
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The 21st century
While Alain Wertheimer remained chairman of Chanel, CEO and President Franoise Montenay was to bring Chanel into
the 21st century.[7]2000 saw the launch of the first unisex watch by Chanel, the J12. In 2001,Bell & Rosswas purchased
(a watchmaker). The same year, Chanel boutiques offering only selections of accessories were opened in the United
States.[7]Chanel also launched a small selection of menswear as a part of their runway shows which may be purchased at a
few flagship boutiques including Rue Cambon vjk (Paris), Soho (New York), Roberston Blvd (Los Angeles) and the
Prince's building (Hong Kong).
In 2002, Chanel launched theChanceperfume, a fragrance meant to convey glamour. The House of Chanel also founded
theParaffectioncompany that gathered the fiveAteliers dArt: Desrues for ornamentation, Lemari for feathers and
camellias,Lesagefor embroidery, Massaro for shoemaking, and Michel for millinery. A prt--porter collection
leveraging their know-how was designed by Karl Lagerfeld. It is now traditionally presented each December. In July 2002,
a jewelry and watch flagship store was opened on the upscaleMadison Avenue.[7]Within months, a 1,000sqft shoes and
handbag boutique was opened next door to the jewelry and watches flagship.[7]Also in 2002, a rumor suggesting that
Chanel was considering a merger with theluxury goodsParisian fashion companyHermscirculated.[7]Although such a
merger would have produced one of the largest fashion companies in the world, and rival the likes ofMot-Hennessy
Louis Vuitton, it was never consummated. Chanel continued to expand in the United States and by December 2002, it
operated 25 U.S. boutiques.[7]Chanel stated it would like to open more boutiques in more U.S. cities such as Atlanta and
Seattle.
In order to please the younger followers, Chanel introducedCoco Mademoiselleand an "In-Between Wear" in 2003. That
same year saw such an immense popularity of Chanel haute couture that the company founded a second shop on Rue
Cambon. Desiring a presence in the Asian market, the House of Chanel opened a new 2,400 square feet (220 m2) boutique
in Hong Kong and paid nearly $50 million USD for a building inGinza, Tokyo.[2]
[edit]Corporate identity
The logotype
The Chanel logotype comprises two interlocked, opposed letters-C, one faced forwards, one faced backwards. The
logotype was given to Chanel by the Chteau de Crmat, Nice, and was not registered as a trademark until the first Chanel
shops were established.[14]Chanel is currently dealing with illegal use of the double-C logotype on cheaper goods,
especiallycounterfeithandbags. The company has stated that it is a top priority of theirs to stop the sale of counterfeitproducts.[15]Countries said to be producing great numbers of counterfeit Chanel handbags are Vietnam and China. An
authentic classic Chanel handbag retails from around US $4,150, while a counterfeit usually costs around $200 USD,
creating a demand for the signature style at a cheaper price. Beginning in the 1990s, all authentic Chanel handbags are
serialized.
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The logotype:
The House of Chanel is represented by two interlocked letters-C, for Coco Chanel.
Perfume label trademark:
The No. 5 de Chanel trademark and font were introduced in 1926.
Couture trademark:
The small caps name and font were introduced in 1924.
The trademarks
One timeline measurement for Chanel presence in the United States is via trademark registered with theUnited States
Patent and Trademark Office(USPTO). On Tuesday, 18 November 1924, Chanel, Inc. filed two trademark applications.
One was for the typeset mark Chanel. The second application was for the distinctive interlocking CC design plus word
mark. In that time, the Chanel trademarks were registered only for the perfume, toiletry, and cosmetic products in the
primary class of common metals and their alloys. Chanel provided the description offace powder, perfume,eau de
cologne, toilet water,lip stick, androuge, to the USPTO.[16]The Chanel and double-C trademarks were awarded on the
same date of 24 February 1925 with respective Serial Numbers of 71205468 and 71205469. Their status is registered and
renewed and owned by Chanel, Inc. of New York. The earliest trademark application for the inaugural No. 5 perfume is on
Thursday, 1 April 1926. Application was filed by Chanel, Inc. and described to the USPTO as perfume and toilet water.
First use and commercial use is stated as 1 January 1921. Registration was granted on 20 July 1926 with Serial Number71229497. No. 5's status is registered, renewed, and owned by Chanel, Inc.
[edit]Products
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La nez de Chanel: The perfumer Ernest Beaux (18811961) created No. 5 de Chanel in 1921.
Clothes
Designer Season City Locale Presentationdate Line Theme For sale
KarlLagefeld
FallWinter2010
Paris Grand Palais 6 July 2010Hautecouture
A lion On order
KarlLagefeld
SpringSummer 2011
Paris Grand Palais 5 October 2010Prt--porter
An orchestraMarch2011
KarlLagefeld
ParisByzantium
Paris 31 rueCambon
7 December 2010 Prt--porter
A B