The brand Chanel was founded by Gabrielle Bonheur Chanel in Paris, 1909. Gabrielle Bonheur Chanel, also known as Coco Chanel was born on August 19, 1883 in Saumur, France. Her mother passed away when she was six years old, and she was sent to the orphanage of the Catholic monastery of Aubazine where she learned to become a seamstress. She had started to work for a local tailor when she left the orphanage when she was eighteen (Lifetime TV, 2015). The name Coco came about when she had a brief career as a singer in clubs, Vichy and Moulins (Biography, 2015).
When Gabrielle Chanel was twenty, she had started a relationship with Etienne Balsan who offered to help her start a millinery business in Paris, 1910. However, shortly after a while, she had started a new relationship with Arthur Boy Capel, a wealthy English polo player whom helped her to get her boutiques in Deauville in 1913 and Biarritz in 1915 where she began to design clothes (Polan and Tredere, 2009, p.40)…show more content… The research of her designs gradually being accepted and loved by the society in the 1920s allows a better understanding and appreciation to her philosophy in the design. The consumer of the brand could be divided into two categories; the ones who are knowledgeable about the brand and appreciate it but could not afford, and the ones who could afford but has no appreciation knowledge towards the history behind it.
Hence, through this dissertation, I hope consumers within the affordability will crave a better appreciation towards the brand that they purchase, and have a better understanding of how Chanel has become the luxury brand it is today. This will allow the society to have the meaning and appreciation towards the brand rather than purchasing them for self-worth and status. If they have better understanding it will allow them to value them even more and not just the name of the brand