Chanel No. 5: Every woman want it?

In my marketing communications class I had to analyse a case about Burberry and its changing brand image; not surprisingly the theme of classic-exclusive fashion brand came up. On the list was Chanel (my mum’s favourite perfume). A poster of Chanel No. 5 I saw some time ago with Audrey Tautou struck my mind (I remember her from The Da Vinci Code). My thoughts then wandered a little more and reminded me of the poster with Nicole Kidman. I then realized that Chanel was a real classic; one which has defined fashion for ladies for over a century.

Chanel No. 5 started going on sale in 1922. Today it is the world’s most famous perfume according to Earnest Beaux. The advertising campaign for the brand endorsed celebrities for the last 50 years which included Marilyn Monroe, Catherine Deneuve and Carole Bouquet.  I was curious about the name No. 5 until I found out that the name dates back to Coco Chanel days, when she was under the care of nuns. The Catholic environment that she grew up in crafted her to use the number 5 as it symbolised purity (it was also launched on 5^th of May). The perfume was a rebel for the free-spirited woman when compared to the stereotypical categories of traditional women in society during the time of its launch.

There has been, in a peculiar way, a consistence in the different media used for advertisement (their online and the physical store). The advertisements focus on the independent, successful and seductive woman - the dream of any man. Throughout the adverts, the brand and the product are very prominent. The 3 minute advert with Nicole Kidman was budgeted at £29 million. Diversifying the upper level exclusive brand was a good step taken by Chanel, which incorporated new product lines (Handbag, watch) and developed new merchandise to attract younger women (Coco Mademoiselle). Chanel has been a successful for the last 102 years. From my perspective, every girl dreams of Chanel, but what will be the future hold in the more fashion savvy world?

It feels like Christmas

Christmas is round the corner and parties are set to start soon. Now, for my luck (not sure good or bad), I have parties at both of my workplaces on the 9^th of December. I love both the places I work in (one contradicts the other), and would love attend both parties. I decided to start with one and then move into another halfway and stay there till it ends. Now, unfortunately, I don’t have the right clothes for the evening (been almost a year since I’ve been to a Christmas party), and I need to do some shopping.

Shopping means a quick scan through Oxford Street (especially Topman, H&M, River Island and New Look etc) after a long day of work. Window shopping is good for health after hard day at work. After looking around, I set my eyes on a perfect combination for the party - A nice pair of black trousers, a black shirt, a white blazer, a white tie and white belt. I don’t have to worry about the trousers and the belt.

During my break, I was going through the H&M website (H & M Blazer) and I came across this nice little white skinny blazer with a contrasting black collar. In the evening I went into the H&M store in Regent Street to try it on and it was love at first sight. Then next day again during my break, I was going through River Island’s ‘Party Starter’ and came across a black long sleeve cuff link shirt (River Island Shirt), which was another love at first sight. Got my pay yesterday, so its time to spend £39.99 and £30.00 (Hope I can use my student discount) and then I am all set for Christmas soon, but the hunt for the white tie is still on.

GQ. Advertisement or editorials?

Last week, I picked up a copy of GQ (I didn't plan to, but the positioning of the magazine by Waterstones worked on me) with Johnny Depp on the cover. It took out £3.99 from my pocket. The layout was the same as any other magazine from Condé Nast Publications, such as Vanity Fair or Vogue.

Got home, thought would relax and go through the magazine and read some interesting features. After struggling for more than 10 pages of advertisement, I finally found the table of contents, and after another 10 pages of scuffle, I finally found the ‘Editor’s letter’. While flipping through the pages, the IWC (International Watch Company) caught my attention. It was interesting how they, or may be their marketing agency, have come up with the advertisement, which actually looked like an editorial feature. Once I read through, I realised it was an advertisement and not an editorial. 

With nearly a million subscriptions, and most of the readers belonging to the same socio-economic group, it is no wonder that GQ is so appealing to the luxury brands for advertisement. This is a magazine where all the luxury brands aiming at the metrosexual man wants a page. The four-page TAGHeuer ad explains the necessity of the brands to advertise in GQ.

The truth is I don’t mind going through all those advertisements and wondering ‘I wish, I could have all of it’. It’s a win-win situation for all of us. The brands are reaching there targeted audience, GQ is getting its revenue and the readers have a bit of enjoyment going through the ads. Due to extravagant brands advertising in the magazine, GQ can afford to sell at a reasonable price to their targeted audience.