A Review of:
Chanel - Bombay; PRESS RELEASE / Jan 6, 2012
Karl Lagerfeld based his new Chanel collection on the 1880's English ladies sent to India.
In particular he was influenced by Lady Curzon, sent with her husband, an official appointed to India in 1898.
She had a passion for Indian culture, cloths, and style which she blended with Anglo-Saxon styles and garderobes. She had much influence in the world of English fashion where she brought back elements of Indian clothing and styles such as the magnificent gold threads used to embroider Queen Alexandra's dresses and court gowns.
Turning back to history to market the brand is a good strategy because these are stable values which are reassuring for people. In addition, India was well-renowned for its competitive advantage in its fabrics, designs and qualities of silk.
Adapting this to Chanel is challenging but reflects the innovativeness and open-mindedness of the brand's founder, Coco.
Furthermore, in a global world, the fact that luxury can adapt to different cultures, while retaining its initial values, is a creative tactic.
In addition, India is an emerging market with many purchasers and clients of luxury brands. Blending Indian culture with a French brand is a well-created strategy which lady Cruzon used for the Anglo-Saxon and Indian markets.
http://www.luxurylifestyle.com/listings/view_article.cfm?ArticleID=668&type=7
“A girl should be two things: classy and fabulous...”said Coco at her time, so even if Lagerfield has never been to India, he got inspired and droven by Gabrielle's passion for Indian culture. We know that India is famous for its faboulous silk patterns and fabrics, and Karl doesnt do anything else but reflecting innovation by kindly touching both the "know how" of French with the made in India.
RépondreSupprimerIm sure that after Brasil, China and Russia, India is next on the follwing new emerging luxury market of the future.
Great article and smart strategy. G