While being fully indulged in the fall trends I think its also time to focus on some particular collections. And as you might have recognized Chanel is one of the brands I love the most. While talking about the brand and the products from the Chanel grocery collection that slowly starts to hit stores its unavoidable to discuss another trend! Do you know which one?
The tin can was the inspiration for cuff bracelets ($1,025.00), a double strand pearl necklace ($3,600.00), a brooch ($1,525.00) and a belt ($2,900.00), photos: dailymail.co.uk, bliqx.net & http://dustyburrito.blogspot.de
Exactly – Its mass consumption! Because the supermarket did not only provide the backdrop for the Chanel presentation at the Grand Palais it also inspired several of the pieces in the collection. There were candy necklaces, tin can brooches and bracelets, milk and egg package bags …
Another major jewelry inspiration for the Chanel grocery collection was sugar candy… photos from interest.com & mustlovecandy.com
And its super funny to say Chanel wasn’t the only brand that got inspired by mass consumerism for this fall. There was Anya Hindmarch …
Anya Hindmarch grocery inspired bags (price range: POUND 595 – 1,350.00) photos from anyahindmarch.com
And not to forget there was Jeremy Scott with his McDonalds collection for Moschino.
Jeremy Scott for Moschino McDonalds flap bag! Its EURO 842.00!!!! photo from moschino.com
So two is a coincidence but three? You know its a trend? What do you think? Cool pieces and the absolute must of the season vs designers start lacking ideas due to an ever increasing pace in fashion? Or do you even feel that there is something more behind it – something conceptual even?
There is one easy thing to say (…regarding Chanel) the fashion shows are made to raise brand awareness and trigger discussion!!! Its a marketing tool in this way the brand wants to increase the amount of customers, who come in store and buy basic bags and sometimes classic pieces from the non-runway pre-collections! I don’t feel that the brand believes that candy jewelry or milk pack bags are going to become a major retail success! There are very few people, who will actually buy stuff like that!!!
Yes, that’s really strange that so many brands do grocery inspired collections this fall. I don’t know why – the only thing I can say is that I absolutely don’t like it 🙁 But the Chanel collection includes some nice bags that have nothing to do with grocery at all 🙂 🙂
Ha – For Chanel the approach is crystal clear for me! The brands annual revenue is strongly based on fragrances & cosmetics (just think nail polish). It is estimated that the cosmetics branch makes up to 55% of Chanel’s annual sales. I personally believe that the nail polish and fragrance buyers are quite young – so they are the ideal social media groupies. The supermarket show was the perfect thing to trigger lots of tweeting, retweeting commenting etc. – It made new customers aware of the brand. And while becoming aware why shouldn’t they stumble upon the new nailpolish, which is Chanel but still perfectly affordable. And this continues when the new product finally hit store. There will be the customers instagrams of the tin can jewelry etc – and this will raise even more interest! 😉
That’s interesting! Fragrances and beauty are really 55% of Chanel. From the in-store atmosphere at major Chanel boutiques I always had the feeling that handbags and leather goods are the major retail thing. Because the bag bar is always over crowded but at the beauty corner there is perfectly no one 🙂
You two don’t seem very caught by the dream world image the fashion industry created for us season after season 🙂
To be honest when you purchase in the high luxury segment that Chanel represents its not so much about a dream. Its about spending money that you made with hard work (…or at least that’s my personal case…). I don’t believe that anyone, who earned enough money to spend it on Chanel fashion or bags, would be crazy enough to buy candy necklaces or tin can jewelry for 3000 €!!!! And I don’t believe that Chanel thinks in this way!!! So the thought behind those pieces from the collection has to be different form actually increasing revenue by selling them!
When its not a dream for you why do you buy in that segment?
Its a little bit of a misunderstanding. Particular Chanel products, especially some bags, shoes and classic jackets, are dream pieces for me! I consider them as worth the money. But I have to plan such a purchase wisely. So I mean I don’t do it subconscious in a sudden mood induced by an ad, I always think twice prior to handing the salesperson my credit card!
Yes I also feel that these products are more a marketing tool than a piece indicated to be a retail hit. I think that Chanel wants to become more approachable for younger clients and thats why they staged the show in such a “contemporary” ambience! (… but by the way there were many nice jackets, bags & dresses in that show!)
I am not a Chanel insider and the other two brands are even less familiar to me – but I feel that its awful! These products look like a circus! But funnily they were the first pieces that were featured in the Sept issue of Vogue Germany!
I don’t really understand Chanel anymore. Other brands like Dior did a complete makeover and they do advertisement – but everything is in one coherent line! At Chanel there is one costume party after the next – Wild wild west – supermarket – 1001 nights …
I agree that the aim of tin can bracelets and stuff like that is raising brand awareness! For big fashion brands like Chanel I would not see an artistic or conceptual reason behind any collection. Its far too commercial for something like that!
What I feel funny is that Chanel always hides the best pieces behind such a huge amount of sorry to say “clutter” in the runway shows. The tin can is awful and the candy jewelry even worse, but there are so many incredible dresses (just think look 66 (http://www.style.com/fashionshows/complete/F2014RTW-CHANEL) or the great dress Lupita wore on the red carpet) and jackets!
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