Founder Gabrielle Chanel founded Chanel in Paris on 19 13. Chanel has a wide range of products, including clothing, jewelry, accessories, cosmetics and perfumes. Every product is famous, especially her perfume and fashion. Chanel is a famous brand with a history of more than 80 years. Chanel's fashion always has elegant, concise and exquisite style. She is good at breaking through tradition. As early as 1940s, she successfully pushed "bound" women's clothing to be simple and comfortable, which may be the earliest modern casual wear. There are also American child star Chanel and the film Chanel. Chanel founder coco chanel, formerly known as "Gabrielle Bonheur Chanel", Chinese name: Gabriel coco chanel, 1883, from Overwien, France. Her mother died when she was six years old, and her father left her and four brothers and sisters. From then on, she was brought up by her menstrual cycle and entered a monastery school in her childhood, where she learned a needlework. At the age of 22, that is, 1905, she became a "cafe singer" and made a living by singing in different karaoke bars and cafes under the stage name "Coco". During this singer's career, Coco made two frequent visitors and became their confidants, one was a British industrialist and the other was a rich military officer. Make friends with dignitaries and make Coco financially capable of opening his own shop. Gabrielle Chanel 19 10, Coco opened a milliner's shop in Paris. With her excellent sewing skills, she sewed one hat after another with simple and attractive styles. Two of her close friends introduced her to many famous guests. At that time, ladies were tired of fancy decorations, so Chanel's simple hat was as cool as a fountain to them. In just one year, business has been on the rise. Coco moved her store to the more fashionable Cambon Street, which is still the base of Chanel's headquarters. Making hats can never satisfy Coco's ambition for fashion, so she entered the field of haute couture. 19 14, Coco opened two fashion stores, and Chanel, a fashion brand with far-reaching influence on later generations, was officially born. In the 1920s, Chanel designed many innovative styles, such as warp-knitted sailor skirt, little black skirt and stand-up collar suit. Moreover, Coco draws inspiration from men's wear, adding a bit of masculinity to women's wear and changing the extravagant fashion of women's wear in that year. For example, the women's collection has added a suit jacket and introduced women's trousers. Don't forget that in the 1920s, women only wore skirts. Coco's series of creations have brought great revolution to the history of modern fashion. Coco has made many friends with poets, painters and intellectuals because of her unique views and rare talents on fashion aesthetics. Among her friends are Picasso, a master of abstract painting, and jean cocteau, a French poet and director. Romantic and elegant moments are the golden age of French fashion and art development. In addition to fashion, Chanel also launched chanel no.5 perfume at 192 1. No.5 perfume bottle with Nicole Kidman as the spokesperson is a glass bottle with a very artistic decoration style. This is the first bottle of perfume named after a designer in history. The "double C" logo also makes this bottle of perfume the most profitable product in Chanel's history, and it has been enduring in the time corridor of Hengyuan. So far, it is still the key product promoted by Chanel official website. In 1930s and 1940s, when World War II broke out, coco chanel closed her shop and took refuge in Switzerland with her beloved Nazi officers. 1954, Coco returned to France and Chanel made a comeback. With her simple and natural women's clothing style, she quickly captured a group of Parisian celebrities. Coat, bell bottoms, etc. They are all works of coco chanel in the post-war period. In other words, the post-war Chanel style has always been simple and elegant, often printed with tartan plaid or Nordic geometry, and often made of tweed, which is comfortable and natural. Or it can be mentioned that after coco chanel's death (197 1), the famous German designer karl lagerfeld became the soul of Chanel brand. Since 1983, she has been the chief designer of Chanel, pushing Chanel fashion to another peak. Another interesting thing to mention is that the brand has been established for nearly 90 years and has never made men's wear. There are only a few men's wear in the autumn/winter collection in 2005/2006. Chanel has never been married in her life. She has created a great fashion empire and is also pursuing the life she wants. She is the best example of women's autonomy, and she is also the woman of the new era who knows the most about emotional fun. She dated ETIENNE BALSAN, a British aristocrat, who sponsored her to open the first milliner's shop, while ARTHUR CAPEL sponsored a fashion shop. She traveled with the Duke of Westminster and inspired the design of the first tweed suit. Everyone in life is the source of creativity. She doesn't just rely on luck, but she works hard and is serious! Even in her seventies, she came back to serve. Chanel Group was appointed as fashion director by karl lagerfeld in 1983, but the design concept of new products every season is still based on Chanel spirit. After the death of Chanel, the design genius karl lagerfeld took over 1983. Karl lagerfeld has a free, casual and relaxed design mentality. In his design, he always mysteriously unifies two opposing artistic feelings, which are bold and dignified in France, romantic and humorous, and rigorous and exquisite in Germany. He doesn't have the same modeling lines and color cast, but he can experience the pure style of Chanel from beginning to end in his design. Editor's Brand Style In this paragraph, whether it is a jersey suit with strong masculine elements, a two-piece tweed suit, artificial jewelry with worn-out values, camellia totem with strong feminist color, or chanel no.5, Marilyn Monroe's only dress in bed, Chanel has repeatedly challenged the new fashion created by the old system. The most special thing about Ms Chanel is that she is pragmatic and beautiful. She draws inspiration from the living environment, especially love. Different from other designers who ask others to cooperate with their designs, Chanel provides freedom and choice with liberation significance, transforming fashion design from a trend dominated by men's views to an independent stage to express women's aesthetic feeling. Abandon tight waist and whale bone skirt hoop, and advocate shoulder bag and fabric suit; Coco chanel dominated women's style, posture and lifestyle in the first half of the 20th century, a simple and comfortable new luxury philosophy, as she said before her death: "The opposite of gorgeous is not poverty, but vulgarity". 197 1 year 1 month, coco chanel died at the age of 88. Karl lagerfeld, the current chief designer of Chanel, is at the helm 1986. He has interpreted the meticulous, luxurious and eternal Chanel spirit in a brand-new way. This talented designer with Swedish and German ancestry always wears big black sunglasses. What is most praised is his talent, but he is as eccentric as coco chanel. In the first season after he took office, he cut out long skirts with bright and exaggerated fake jewelry, which shocked the whole fashion world and pushed Chanel's momentum to another peak in these 20 years. "Chanel represents a style, a unique style that lasts for a long time." Ms. Chanel described her design in this way, instead of thinking about what to do next, she asked herself how to express it next, so that the commotion would never stop. Enthusiastic and confident, Ms. Chanel put this spirit into every design, making Chanel a brand with a personal style. Chanel's design has a distinct personal color. She pursues freedom, but she is attached to men. She is strong, independent and full of femininity. Her hometown-Overwien in central France-is a poverty-stricken area full of extinct volcanic terrain. At the age of 70, she once described herself as "the only immortal active volcano in Overwien". Today, Chanel is still an eternal active volcano in the fashion world, looking at the hot industries with many new people and complicated brands. Edit this paragraph of brand reform warranty: nasal training has a good core competitive point for excellent quality products, and it needs the support of quality to promote product sales for a long time. Mrs Chanel certainly knows this-Marilyn Monroe, a famous American sexy movie star in the 20th century, once said when revealing the secret of her unique sexy charm, "I only use chanel no.5 at night". A seemingly ordinary sentence shows the exquisite modulation technique and unique mood of Chanel perfume, which is also the uniqueness that Mrs. Chanel supported with practical actions while looking for the uniqueness of the product, thus promoting the successful marketing and healthy growth of chanel no.5 perfume. In Chanel company, all perfumes are not prepared step by step according to the production procedures, but the nerves of smell, vision, touch, hearing and taste of perfume preparers are fully mobilized, and the products are felt and experienced with body, mind and spirit, and the products are created with all their minds. It can be directly said that chanel no.5 perfume is made by a perfumer with his own nose, thus ensuring that chanel no.5 perfume not only conforms to people's olfactory habits, but also has a unique taste and emotional appeal. As Mrs. Chanel herself described it: "This is what I want. A completely different perfume; A woman's perfume; A fragrant and unforgettable perfume. " 1986, Jacques Polge, a perfumer with Chanel's nickname "nose", created chanel no.5 eau de toilette, reinterpreting the elegant feminine beauty in a new way. Lively lemon fruit and vanilla give eau de toilette a sweet and pleasant surprise atmosphere. In addition, Jacques Pollge, who produces perfume for Chanel, has always insisted on its unique ingredients: using jasmine flowers and May roses from Grasse. This also laid a solid foundation for the unique high quality and rich fragrance of Chanel perfume. Bottle-shaped breakthrough: Entering the hearts of ladies and gentlemen, there is an increasing demand for consumer goods. Besides the basic things such as function, quality and capacity, color, packaging and bottle shape are also playing an increasingly important role in promoting sales. Chanel no.5 perfume has a unique product support point and a complete quality assurance team. Is that enough? Mrs Chanel thinks that it is not perfect, and needs to upgrade chanel no.5 perfume on the bottle shape again, so that it is completely independent of the high-end perfume forest and emits its own strong dazzling and unruly light. Based on the concept of overall image, Mrs. Chanel believes that perfume is the last important step in women's overall dress. Therefore, even though only a perfume family would launch perfume at that time, Mrs. Chanel, a fashion designer, decided to insist on launching Chanel brand perfume, and she had obvious talent and excellent opinions on bottle design: "My aesthetic view is different from others: others are afraid of adding, but I reduce one by one." It is precisely for this reason that the simple shape design of chanel no.5 perfume bottle is the most peculiar one in the perfume works of the same period, because among all perfume bottles with extremely complicated and colorful functions, only chanel no.5 perfume is like a bare bottle. However, this simplicity has formed a new aesthetic force and successfully entered the elegant hearts of ladies and gentlemen. Finally, they don't have to indulge in flashy wealth, but can find valuable texture in simple and powerful design. The bottle cap of chanel no.5 perfume bottle is cut with precious stones, the square body of transparent crystal has neat lines, and the black fonts of "Chanel" and "NO5" appear on the white background, which is impressive. However, at that time, many people were not optimistic about this perfume that looked like a medicine jar. Even some fashion experts who have seen chanel no.5 perfume believe that Mrs Chanel's reputation will be destroyed in this "humble" bottle. As a result, they didn't expect that this bottle of perfume, which they didn't like at first, was more popular than their life span. For this reason, chanel no.5 perfume bottle was selected as an outstanding contemporary art work in 1959, which ranks among the exhibits of new york Museum of Modern Art ... This is an aesthetic pursuit and an important part of marketing differentiation-only by boldly innovating and stepping out of its own new way can brands and products get better development. Advertising communication: amazing vision is always elegant and unique. Advertising is an important carrier to establish brand image and promote product sales. Any company will pay attention to advertising communication and advertise more or less. However, advertising has a problem of good or bad effect, which is ultimately reflected in the advantages and disadvantages of advertising, such as the degree of effect of advertising design, the appropriate choice of advertising media, the number and period of advertising and so on. Only comprehensive and balanced, the advertising communication effect will run well. The advertising communication of perfume in chanel no.5 is a model in this respect. For example, in terms of advertising design effect, the advertisement of chanel no.5 perfume has amazing visual performance on the one hand, such as a huge "5" standing on a solid color background such as black and red, and a gourmet beauty standing in the center. Chanel no.5 perfume has flown from the hands of beautiful women, and the perfume is romantically floating in the air, giving people a sense of beauty and strong visual sense. On the other hand, it is closely combined with its brand connotation, conveying a noble and elegant. Let consumers enjoy it, at the same time, they can enjoy it-such design expression and advertising appeal undoubtedly combine what chanel no.5 perfume brand wants to tell and convey to the target consumers. A good design work, if put in improperly, is equivalent to hitting Shui Piao. Chanel No.5 perfume brand has strict control over the advertising media, which must be closely related to the target consumers of Chanel No.5 perfume, such as high-end professional magazines and high-end club magazines. In terms of the number and period of advertisements, chanel no.5 Perfume is targeted in a planned way, and its coverage may not be particularly wide, but it insists on timely advertisements. Terminal construction: local terminal sales are concentrated in the gathering of rich and famous people, which is the final stage of transforming brands, products and all efforts into value. Good terminal construction is helpful for product display and sales. Chanel No.5 perfume attaches great importance to terminal construction, and its selection is more rigorous and accurate. In order to better locate and attract target consumers and promote the overall mass sales of chanel no.5 perfume, terminal counters and specialty stores are specially set up in high-end department stores, five-star hotels, high-end clubs and other places where rich and famous people gather, but it is difficult to find the fragrance of chanel no.5 in general places. Why are you doing this? Because chanel no.5 perfume is determined and selected around the brand positioning and the core value of the brand to be conveyed. In fact, taking the brand as the center and taking the road of characteristic terminal construction suitable for its own development can reduce the blind exploration of enterprises or brands and promote the rapid development of enterprises, just like chanel no.5 perfume.