Chanel’s Future with Media
As we move further into the twenty first century, our world is being redefined by developments in technology and media. Information can be passed worldwide instantaneously. People can sell and purchase items from the comfort of their bedrooms. Advertisements are customized to the individual consumer. In this new world, media is moving information at the speed of light and it is revolutionizing almost every industry on the planet.
The fashion industry is no exception to this. Coco Chanel tarted her business in 1913 and within a few decades, became a revolutionary couturier. Karl Lagerfeld took the helm in the 1980s and has been modernizing the brand ever since. With the introduction of the Chanel News Blog, fashion films, and current fashion advertisements, the House of Chanel is quickly and easily finding its niche in this new technology and media driven society.
So what are the next steps for this modern fashion brand? Only time will tell for sure. But some roundabout predictions can be made.
For instance, the house of Chanel has dabbled in fashion film to showcase some of their most recent collections. However, these films are mainly showed online to the general public and to fashion experts at various fashion film festivals around the world.
As technologies like the iPad change the way we read publications, perhaps fashion film as advertisement will make its debut within the virtual pages of a digital fashion magazine. Creator of SHOWstudio, a fashion film showcase, Nick Knight was quoted in an interview with the Business of Fashion as saying, “None of my children read magazines… Fashion will be shaped by the Internet.” Knight, like many others in the field of fashion, understand that times are changing. For instance, Nylon, a woman’s fashion magazine, has begun offering digital subscriptions for iPads and eReaders so it is only a matter of time until the fashion magazine giants do the same. These electronic devices offer consumers a new way to appreciate and understand fashion and fashion film is sure to be an integral part of that experience. Ads may no longer feature stationary photos of models but show short films that not only showcase the clothing but provide the consumer with an incredible view of what the entire collection will provide.
It can also be assumed that the huge high end companies, such as Chanel, will soon be offering merchandise online. While plans for a small marketplace have recently been announced, chances are good that Chanel’s online store will blossom from eyewear and accessories to ready-to-wear clothing and footwear. As shoppers’ technology improves the ways of purchasing goods, many if not all industries will soon have to offer an online boutique.
With information at our fingertips, we no longer have to wait until the next month to find out from Vogue what was shown on the runways. Today, fashion journals have just as much influence as certain fashion blogs due. Fashion giants, like Chanel, have begun to document their upcoming collections through blog previews. During Spring & Fall Fashion Weeks, Chanel has just created an app that will reveal certain insider information to its subscribers about new designs and news!
In this new society, the sky is the limit for the House of Chanel and its relationship with media. In its past and surely in its future, technology has served to enhance the glow of the House of Chanel. One can only guess their next moves within the media community. However, if their history can show us anything, it is that the House of Chanel has been willing to transform itself into whatever the market needs it to be and will certainly continue to provide its fans and customers beautiful clothing, glamorous fragrances, and elegant jewelry.
