A few thoughts following CHANEL Resort show at Villa d’Este on Lake Como
The vast majority of looks were paired with bags. This is a trick to fuel desirability (the word feels tacky because of overexposure, but I haven’t found a better synonym yet) — a runway appearance elevates a bag to top-tier status (and price, hah). Some time ago, I mentioned this in relation to Saint Laurent — while bags might take a top spot in terms of frequency of mention by Kering top management during earnings calls, for example, at SL recent shows not a single model walked the runway carrying a bag. I wrote here about why that’s a problem here.
I don’t like the Chanel website — it could definitely be better, both technically and in terms of storytelling. However, among luxury brands, it [Chanel website] does stand out for being practical in how it presents collections. For example, on the evening after the show, the website already has photos of all the looks, which you can add to your wish list — a great hook that few others use to convert current interest into future purchases. Since I track how collections are presented on brand’s official online sources each season, I’m sure detailed photos will soon be available too — another big plus. There’s also a short write-up about the collection, along with photos of the location and guests. Ideally, though, they should optimize the site for mobile — the watermark with the show’s name is centered and moves while scrolling. So it was covering the guests’ photos (feel the very same way annoyed with the sticky header covering product pics at Louis Vuitton and Phoebe Philo websites).
Another undeniable advantage is that Chanel actively works with their app — the update was available there too. I’m curious how long it will take them to start selling cosmetics through the app, since for now, beauty products are only integrated into the website. More about Chanel website, how it sells without “selling,” and why it’s good (but not essential) for brands to have an app — in this video (in it, I set a personal record for how many times I said I don’t like the website).
There might be (and will be) mixed thoughts on collection itself. What’s undeniable — tested myself — Chanel offers amazing well-thought cut of garments that compliment your body. The lookbook is here (slightly old).
The factory did a good job. If you know what I mean x
I can’t stop thinking about them either.