Coco Chanel

Principles are our summary of their public statements.

• Repurpose humble materials for luxury

  Product

  Chanel used inexpensive fabrics like jersey and tricot, previously reserved for men's underwear, to create high-end leisure wear.

  Source Wikipedia: Coco Chanel  (opens in a new tab)

• Leverage personal networks for marketing

  Marketing

  She used family members and famous actresses to model her designs in public and in media to build brand visibility.

  Source Wikipedia: Coco Chanel  (opens in a new tab)

• Differentiate to survive

  Strategy

  To remain relevant and impossible to replace, a person or brand must constantly seek to be different from others.

  Supporting quotes

  • “Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.”

    “Success is often achieved by those who don't know that failure is inevitable.”

    “In order to be irreplaceable one must always be different.”

• Focus on utility and context

  Product

  Products should be designed to fit the specific needs of the time and environment, balancing comfort with elegance.

  Supporting quotes

  • “Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.”

    “Success is often achieved by those who don't know that failure is inevitable.”

    “In order to be irreplaceable one must always be different.”