CHANEL - Store Experience

INTRODUCTION

The house of Chanel was founded in 1909, originally by Gabrielle Bonheur Chanel ironically known as ’Coco’. The designer changed fashion and perfume history by creating the ‘Little Black Dress’ and Chanel no.5- which is the bestselling fragrance in the world. The luxury brand focuses on fashion, jewelry and fragrance of an impeccable quality.

Chanel Mission Statement is to be “THE ULTIMATE HOUSE OF LUXURY”, defining style and creating desire. It is to always show an image of elegance, grace and classy.

BRAND STUDY

Target Audience

The target audience of Chanel is mainly women. The Chanel clothes are designed to appeal the women of a free spirit who don't need to sexualise themselves to still look flattering. The Chanel brand mainly focuses on elegance, simplicity, modern and class which attracts the younger consumers but they still retail the "classic" market, which is their forte.

Brand Inspiration

Old styles, reviving fashions from the past into a more contemporary, comfortable and stylish look, often adding its own simplistic twist to it in the process is their main inspiration.

Logo Design

The Chanel logo was designed in 1925 which consists of two interlocked and opposing letters "c" of her name, "Coco Chanel". It remains unchanged since and at the same time one of the most iconic logos in fashion industry.

Brand Image

The Chanel logo was designed in 1925 which consists of two interlocked and opposing letters "c" of her name, "coco Chanel". It remains unchanged since and at the same time one of the most iconic logos in fashion industry.

FACADE

More than understanding the iconography of Chanel, a house that first opened its doors at 31, rue Cambon in 1921, Karl Lagerfeld knows what the name means in the history of Paris. Unlike many other houses that have disappeared behind corporate facades or disappeared altogether, Chanel still sits like a white-gloved lady on the Rue Cambon.

The site was built after the French Revolution with a classicism-influenced exterior, which meant clean lines, symmetrical architecture, strict proportions, and an overall smooth, pure façade.

MATERIAL BOARD

COLOUR PALETTE

STORE INTERIOR

Store interior for Chanel must give the overall impact and attract the customer who are both loyal and new to the brand. The signature style must be portrayed the same way the colour palette, lighting and signage will.

1. The use of large-scale graphics will be clear and minimal.

2. The layout will confirm to what appeals to the consumer and the target audience.

3. It will create a welcoming buying environment.

4. It will be calming and peaceful.

5. It will endeavor to maintain the Chanel brand identity.

6. The high fashion brand will have minimal stock on the shop floor.

7. There will be minimal furnishing but plenty of sitting areas.

8. Use of white space will help the customer focus on the merchandise.

9. It will reinforce the quality of the merchandise.

STORE ATMOSPHERE

General Atmosphere

1. Cozy places.

2. Dominating colors : Black – White – Gold / Beige.

3. Smell: Light wooden ash notes.

4. Sound: Soft background music changing in each department.

5. Facilitators: iPad strategically placed close to the stairs and the entrances of new spaces, but also employees in every selling & experiential rooms.

Experimental Level Atmosphere

1. Feeling: fusing elegance.

2.Timelessness and technological prowess.

3. Design: after Coco Chanel’s boutique at Place Vendome.

4. Wall: dark brown, beige and gold.

5. Mirrors: visualizing the products.

6. Touch: Louis XV limestone fireplace.

7. Ceiling: chandelier hanging.

Visual merchandising

Visual merchandising attracts a wider target audience. And, as a result, it increases the sales. Window display is also used to advertise seasonal sales or inform passers-by of other current promotions. For example- a themed window display on valentine's day, Easter weekend or Christmas can also attract more customers inside store. Window display is current and on trend with social culture and by linking a promotional event to a visual merchandising tools, the window display and the store environment can reinforce the event and create a unique atmosphere.

MANNEQUINS

The mannequins used in Chanel stores are made of plastic but the vintage style suits the Parisian theme.

This style has been used for the existing Chanel accessories which supports the use of them in the Chanel stores.

This style has been used for the classic identity because it may be too vintage and antique in forms of looks.

LIGHTING

The lighting can create a peaceful atmosphere where customers can relax and take their time to view and try the merchandise. The lighting for the Chanel store is the customer's first visual impression and is very important. It will be low, subtle and mostly natural. Natural light is very flattering and saves on costs, it will give the environment a bright space to be comfortable in.

It will stay compatible with the brand image and will focus on the merchandise to promote it. It will be balanced with the overall store layout to create a relaxing ambience. Also, the lighting for the window display are always minimal.

WINDOW DISPLAY

These are the initial sketches which are made before finalizing their final outcomes. They try to incorporate the diamond concept as lighting for all the window displays. Also, they show minimal merchandise on display which is coherent to the Chanel brand. The backdrop of the window display compliments the particular season they design for. The different compositions, colours, compositions and style vary from season to season. The white space, composition and levels are always kept as a priority for their window display.