Luxury branding and Chanel’s pop-up shop

Someone I met recently at a networking meeting was intrigued to learn my business was luxury branding. What exactly did that mean, he wanted to know. Well, like most of us faced with a question as to what we actually do all day, my mind went temporarily but totally blank: how to instantly summarise? Then, ‘Chanel’ I said.

Chanel is a great example of luxury branding done well, the sort of branding we wish we could claim to our own fame! The holy grail of luxury branding encompasses not only uncompromising quality but perfect positioning and consistency. Not to mention embracing evolution and staying apace with change in the world far away from Bond Street.

Moreover, the brand police at Chanel are very effective, keeping a handle on the slippery areas of eyewear and perfume licensing (including distribution channels) with a vice-like grip.

Chanel does have clout…and the definition of clout? Well no doubt we all have our own, but in my book, it’s when your name means something to people who never have, never will and probably wouldn’t even want to buy your goods (the precise definition of the chap I was talking to) yet your name and image is as much a part of their knowledge as the sky being blue (well, sometimes at least).

Synchronicity being what it is, a couple of days later, with my networking acquaintance long gone about his own business, I was intrigued to read courtesy of Ella Alexander at Vogue that Chanel is indeed moving with the times, opening what one might make so bold as to call a Pop Up Beauty Boutique although I’m positive there should be a more dignified appellation, on July 24th (yes, today!) in Covent Garden.

Sounds like heaven on earth for aficionados and of course there’s the added element of loving it while you can, because it’s only there until December, its ephemera certainly adding to its siren charm.

Amongst pleasures in store for those able to take advantage will be a Chanel Treasure Hunt, (no I’ve no idea either!), live catwalk shows and a flower stall highlighting their own perfumes. Additionally planned and in place will be what sounds like a small army of top make-up artists and nail specialists all itching and aching to get their hands on our faces and hands – thrilling and nerve-racking in equal measure, methinks.

And to top it all (‘There’s more?’ I hear you shriek), they’re promising to go out with a real showbizzy whizzy treat, prior to the whole shebang closing just after Christmas!

Now that’s what I call luxury branding with consistency and innovation. And the perfect opportunity to collect some lovely packaging for our reference library.