Ch. 18- Social Media and Marketing

Chanel is one of the most recognized and respected companies in the world. The 105-year old brand, and clearly takes advantage when it comes to storytelling. The company uses their highly interactive website. In 2013 was launched “INSIDE CHANEL” –it is the history and the evolution of the company and its products with little videos in each of the ten chapters. The brand over the years used celebrities like Catherine Deneuve, Nicole Kidman, Marilyn Monroe and Brad Pitt to become real-life manifestation of the label. Chanel’s brand promise is one of luxury, sophistication and elite status.

Chanel also uses social media for the promotion. Their official Instagram account has 10,2 million followers, their Twitter account has 11,2 million followers and Facebook account boasting over 16 million followers, follows no one. As for the most visible brands on social media, Chanel wins, followed by Dior, Calvin Klein, Louis Vuitton, Ralph Lauren, Tiffany & Co., Burberry, and Gucci. They use the approach “ less is more” there is not much space for fans to leave feedback and comments. Both the layout and the videos, have a minimal and chic design – which well reflects the brand image. The social media platforms provide the audience accesses to valuable content of their products, while staying distant from the comments. What I think it should be changed in the future, to build better relationships and awareness.

Most of the social media platforms focus on the photos and short video clips of the newest events like fashion shows, which keep the customers interested. Sometimes give the feeling of being backstage at the haute couture shows. The other clips are used in the format of little make up tutorials, which I think it is a great way of presenting their products and to get people engaged.