Window shopping at Chanel
On Friday, Zeitgeist returned (mentally) from lunch to find a message from Chanel in their inbox. The message directs the user to a microsite of sorts, Window World. The name and idea plays on the surreal notion of the models as mere mannequins (usually of course the reverse is the case, a crude verisimilitude that shoppers seem to take in their stride) and a section of the site takes the user through what feels like a labyrinthine party, filled with mannequins as models and models as mannequins. Other than aesthetic discombobulation, there is signposted a pdf download with product information for every item featured including the item code, but naturally not mentioning anything as vulgar as prices. Complementing this is a video shot by the house’s creative director – Karl Lagerfeld, whom Zeitgeist saw speak at the end of last year – emphasising the eeriness of the concept. Clicking on the video will take you to the YouTube page, where there is ample evidence – in the form of myriad comments – of dissatisfaction with the video, and what it says of the fashion industry by proxy. Fortunately for Chanel, most of those on YouTube are not the brand’s target audience.
Indeed, to elaborate, CNN recently reported that 6% of shoppers drive 70% of luxury goods purchases, so its a very targeted niche that brands like Chanel must hit, (and succeed in so doing, time and again). Zeitgeist has reported before on how important it is that brands be seen in the right places; Louis Vuitton luggage in a McDonald’s is a no-no. Chanel have done an excellent job of being seen in the right places; whether it’s hosting surfing parties for Laird Hamilton, or, more recently, opening a pop-up shop in a tony ski resort. The ‘Chalet de Pierre’ is open until April, an ‘ephemeral’ boutique in the heart of beautiful Courchevel. The Chanel website has some select imagery of the store, which is the perfect place to pick up a pair of Chanel skis. Such marketing activity is exciting and well-executed, but curious, given that any time the brand Chanel, and Lagerfeld in particular, speak publicly, they rarely acknowledge any such efforts.