Chanel Represents Luxury on a Global Scale

Originally posted on & updated on 1st February, 2024

Over the summer, a survey revealed that China’s favourite luxury fashion brand was Chanel. Not only did the French design label beat many rivals in the fashion stakes, it was also one of the most popular brands overall, coming third behind Audi and BMW.

Despite being established more than a century ago, Chanel continues to appeal to people around the world even as fashions change drastically. So what is it about this icon of style that enables it to continue to attract so many fans?

Well, it has perfected certain iconic products ­Chanel No 5 perfume and the little black dress, for example. Over the years, it has also had true legends promoting its products: not every brand can boast the support of Marilyn Monroe.

Although Chanel has of course moved with the times, it seems to have done so with care and consideration. Its history shows no sign of following the latest fads or jumping on band wagons, but instead it has carefully chosen when to move into new fields ­ fragrance, jewellery and watches, for example.

This thoughtful approach is perceived to continue into the products themselves, which are known for their high quality and classic style. Of course, Chanel is one of several French brands which are synonymous with luxury and glamour. Also featuring in the list of the most popular brands in China were Estée Lauder, Louis Vuitton, Dior, Lancôme, Hermès, Cartier and Clinique ­ and that¹s just in the top 20.

In numerical terms, France is clearly punching above its weight when it comes to this list of top brands. However, it is clear that they all have something in common: they are well-established, high-end labels which have been around for many years ­ more than a century in many cases.

Over and above that, they all benefit from the fact that France is almost a brand in itself. Think of France ­ more specifically Paris ­ and your mind is filled with luxury products, glamorous outfits and stylish scenes from countless films.

Those images have been around for decades and, with events such as the Paris Fashion Show still going strong, they remain to this day. Such a long history, coupled with the international popularity French labels enjoy, means the list of most popular brands is likely to have a heavy taste of France for many years to come.

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