ONCE UPON A TIME: COCO CHANEL

COCO CHANEL - ONCE UPON A TIME
COCO CHANEL – ONCE UPON A TIME
COCO CHANEL - ONCE UPON A TIME
COCO CHANEL – ONCE UPON A TIME
Coco Chanel: Masterful Storytelling in The Luxury Branding Industry

In order to appreciate the brand, you need to understand the magnificent lady behind it.  You also need to understand how she viewed the world, the struggles she faced, and the humongous mountains she had to move to get herself and her brand (one and the same) to where it is today.

You see, Chanel is not just another luxury fashion brand. It’s a philosophy, a state of mind, a statement, a label, worn with pride to say to the world I’ve arrived,  ….

Chanel’s foray into brand storytelling is a good example of how luxury brands should advertise.  After all they’re not selling a product, they’re selling a lifestyle, they’re selling status and most importantly,  they’re selling heritage.

Heritage commands big bucks at the tills and this is exactly what Chanel have masterfully communicated with their story-styled ad.

The main reason why this particular brand story works so well is because it ticks off all the elements of a good story.

First off, it starts with Once upon a time… brilliant!

It also has..

A Poweful Plot:  Woman out to change the face of fashion against all odds

Strong characters

  • Protagonist- Coco Chanel
  • Antagonist:  poverty/society

A Struggle – Against poverty and society’s fear of change and the unknown

A Resolution: Coco Chanel overcomes all odds and decides to continue on with the journey she started.

What I love most about the story, is its open narrative which maintains its relevance across generations

What do you think of the Chanel brand and their latest story-styled ad?  Share your views

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