This Is Not Chanel: Customer Opinions, And How Brands Should (Or Should Not) Work With Them

Following the previous note, let’s look at two examples:

1. First: a client records a conversational video in a boutique’s shared space, trying on and commenting on pieces from the new collection. The comments boil down to: doesn’t like it / it was already done 20 years ago / this is not Chanel. This same client previously had a viral post mentioning that she and her mother have been clients of the brand for 40+ years, and that the new direction is not their cup of tea.

2. Such an opinion is subjective, primarily based on personal taste and attachment to the brand, weakly supported by arguments. They signal emotion — often more useful than indifference.

3. They help indicate whether the issue lies in the product itself or in its interpretation (poorly presented, styled, explained). 

4. In luxury, the brand leads in vision, not the other way around, as in the mass market. Feedback, especially when it comes from a noticeable base of clients, matters at the level of execution — fit, comfort, perception, and ultimately how the product sells — and can inform adjustments in communication, particularly visual.

5. A shift in audience is normal. It becomes a problem when the balance turns negative (mid- and long-term) and the loss of loyal clients becomes visible in sales and client base. *What concerns me more is that the video was filmed in the boutique’s shared space, which could have been uncomfortable for other clients.
   

6. Another case: a long-standing Chanel client runs an Instagram page where she comments on purchases and films fittings — both positively and negatively.

7. This differs from 2Jour Stylist lookbooks, where items are presented in a neutral tone to support decision-making. Pieces that clearly don’t fit are not shown. There is no one-size-fits-all — the goal is not to filter out what doesn’t work for one person, but to highlight what to pay attention to.

8. After the new collection arrived, a SA suggested that if this client were to post a fitting, it should either be positive — or not shown at all. This initiative could be local or centralized (I lean towards the former). In any case, it is the wrong way to respond. The client later spoke about this request, as well as a perceived cooling in her relationship with the boutique — for example, not being invited to previews as before.

9. Any attempt to censor opinion creates the opposite effect — Streisand effect — often amplifying attention, frustration, and distrust. Almost textbook: these videos, describing such communication, reached over 50k views, while her usual content rarely reaches 10k.

10. Leaving aside the fun fact that, as in the case of The Row I wrote about earlier, it’s notable that the client continues to purchase from the brand while sharing such experiences — but that’s a separate topic on the trap of toxic relationships.