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Some brands have it, others don’t. Flora Delamortiere of Siegel+Gale asks: how do you build a brand that stands the test of time? The Chanel brand remains iconic after over a century / Laura Chouette via Unsplash Ever wondered why some British high-street brands like M&S and Boots, stand the test of time while others, like Ted Baker and Debenhams, fail? The Body Shop recently has struggled with sales and decreased relevance in a saturated market. Yet, brands like Chanel and the NBA stay top of customers’ minds.

In addition to being iconic, these two brand titans sustain and grow their brand equity, while staying true to their core identity. Here’s how. Tradition and reinvention We can often attribute a brand’s failure to a lack of innovation and relevance.



But, brand success is not always about reinventing the wheel. Nor, changing things for the sake of changing them. It’s about successfully identifying where to make changes, and where to maintain consistency.

In order to build on credibility. Chanel has evolved under different designers, through various collections, growing into the digital marketing space. The brand has successfully created a modern and evolving universe that is relevant to customers while also building on its heritage.

From iconic fragrances to coveted fashion statements, Chanel exudes timelessness, ease, and confidence. While staying true to core values, Chanel has embraced social media and fostered a strong emotional connection with consumers t.

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