American Marketer
 Research, insights and analysis for CMOs, brands and retailers
  1. AM Test Article
  2. Green is the new black: Backing the Fashion Pact
  3. Seabourn extends UNESCO alliance in preservation push
  4. Owning the customer experience in an Amazon-disrupted market
  5. Year of the Rooster luxury items: Hit or miss with Chinese consumers?
  6. Luxury brands need to change their marketing strategy for India
  7. Natalie Portman, Rihanna join Dior in declaring what they would do for love
  8. Announcing Luxury FirstLook 2018: Exclusivity Redefined, New York, Jan. 17
  9. In today's crowded fashion world, quality beats quantity: Jason Wu
  10. Brands celebrate International Women's Day with events and promotions
Comment

Jewelry

Chanel touts timepieces, empowerment at feminine club

November 17, 2017

Promotional image for Chanel's Coco Club. Image credit: Chanel

 

By Mickey Alam Khan

French fashion house Chanel made over the gentleman’s club concept for ladies in a New York pop-up.

Dubbed the Coco Club, the experience took over women’s co-working space The Wing in SoHo, offering activities such as ping-pong and poker. Inspired by its Boy.Friend watches, the club invited women to "take time on [their] terms."

Welcome to the club
Chanel christened its temporary space with a private party. The club was then open to the public with free registration on Nov. 12.

When visitors first entered, they had their photo taken for identification and were handed a golden membership card. Visitors could then explore various areas including a café, a library, beauty room and game room.

Inside Chanel's Coco Club. Image credit: Kravelist

A numerologist was also on-hand to give readings to the club’s “members.”

Providing inspiration for Instagram, the space included features such as novelty telephone booths.

Chanel’s pop-up was a promotion for its menswear-inspired Boy.Friend timepieces. The pop-up included a "Boyfriend Bar" display of the watches.

The club concept has previously been used by Chanel to invite consumers into its world.

Last year, Chanel gave Californians the Hollywood treatment in a pop-up beauty installation.

“I Love Coco,” timed to coincide with the Academy Awards, was hosted at the Chateau Marmont’s bar and restaurant, evoking the feel of a private club. Branded experiences are often the best way to launch a beauty line, as it allows consumers to interact with products in an immersive way (see story).

 
LATEST HEADLINES
MOST POPULAR
  1. AM Test Article
  2. Green is the new black: Backing the Fashion Pact
  3. Seabourn extends UNESCO alliance in preservation push
  4. Owning the customer experience in an Amazon-disrupted market
  5. Year of the Rooster luxury items: Hit or miss with Chinese consumers?
  6. Luxury brands need to change their marketing strategy for India
  7. Natalie Portman, Rihanna join Dior in declaring what they would do for love
  8. Announcing Luxury FirstLook 2018: Exclusivity Redefined, New York, Jan. 17
  9. In today's crowded fashion world, quality beats quantity: Jason Wu
  10. Brands celebrate International Women's Day with events and promotions


MORE IN Jewelry
How Gen Z is driving new trends in jewelry-gifting
Adding luxury luster to jewelry ecommerce
Fashion’s push into jewelry ushers new era
Gold mining companies focus on economic, environmental issues with CSR projects
Decline in experiential spending creates opportunity for diamond gifting: De Beers
Luxury consumers seek meaningful jewelry purchases: PGI



RECENT ARTICLES
5 trends that will define small-business marketing in 2026
How to get point-of-sale display right for retail expansion
Tech, customer-focused marketing key to growth in 2025

IP options to protect products in fashion
5 steps leaders can take to unleash their team’s strengths
How to manage political discussions in the workplace