American Marketer


Chanel repeats fashion show to underscore US influence

June 9, 2014

6-6 Chanel Model Chanel model in Métiers d'art collection


French atelier Chanel is traveling the globe with its "Paris-Dallas" Métiers d’art collection’s fashion show.

The original launch of the line was in Dallas, TX, in December 2013, and the same collection was exhibited again on June 4 in Tokyo, Japan. The repeat show will likely generate awareness of the brand and the collection through both the show itself and the surrounding social media efforts.

“There are no disadvantages to producing an identical show,” said Chris Ramey, president of Affluent Insights, Miami, FL. “The sanctity of the brand requires continuity.”

Chanel was unable to respond by press deadline.

Texan in Tokyo
The Tokyo “Paris-Dallas” Métiers d'art show hosted celebrities from both Asia and America.

Chanel's show combines Texan-American and Parisian stereotypes into a cowboy and Native American meets high-fashion blend.

The Métiers d'art collection was created to honor and celebrate the brand’s affiliation with the United States. The relationship was originally established in 1957 when founder Coco Chanel visited Texas and formed a bridge between the United States and the brand.

Chanel fans are able to view parts of this repeat show on the brand’s YouTube channel. The almost five minute video features bits of the show and short interviews with some of the famed guests.

The Tokyo show

The entire show from Dallas is available on YouTube.

During the video models marched down the runway to a low drum beat in Parisian-Texan outfits.

The collection features conservative skirt lengths and earth tones. Several pieces incorporated rustic red, white and blues, some even had stars and stripes, but tweed and fringe dominated the collection.

Another recent video on Chanel’s YouTube channel, published two days before the Tokyo show, is the “Making-of the Chanel “Paris-Dallas” Collection: Savoir Faire.”

This video has no verbal component. The only audio part is an instrumental song that plays over the visuals. The video shows the difficulty of crafting this collection by showing close images of seamstress’ hands individually sewing each bead, button and sequin.

6-6 Chanel Accessories

Chanel seamstress hand stitching for the collection

The brands’ Twitter and Facebook have been monitoring the collection and offers followers insight into the line.

Also, the fashion show was timed to the release of the collection’s ready-to-wear clothing and accessories in stores, adding yet another component to be promoted on social media.

Double duty
Hosting two fashion shows not only physically spreads the brand name, but also creates more opportunity for fan engagement via social media.

Prestige brands such as Burberry, Gucci, Hugo Boss, Armani and Ermenegildo Zegna have launched online fashion shows to drive sales, increase Web site traffic and engage consumers in a way like never before.

Brands use the Internet as a channel to stream fashion shows with the help of Web sites, Facebook and other social media. Some brands took another step and added mobile to the mix (see story).

The Métiers d'art collection has had the opportunity to have at least six YouTube videos and numerous Facebook and Twitter posts about the collection and the shows. Having two shows has doubled the opportunities to promote the line.

Social media and live-streaming have become a necessary part of a fashion brand’s runway show strategy as consumers increasingly look for insider access.

Across platforms, brands find ways to bring their show to life in new ways, whether incorporating a photo trend or speaking directly to consumers during the show. With so many platforms to consider, brands have to choose what content to publish where to achieve the best results (see story).

The markets that can be reached by two shows and the multitude of social media platforms keeps current consumers intrigued and generates a greater fan base for the brand.

“Tokyo and Dallas may be different markets; but the Chanel DNA is a constant,” Mr. Ramey said.

Replicable events are key to economy of sale,” he said.

Final Take

Nancy Buckley, editorial assistant on Luxury Daily, New York