Chanel, the keys to ultra-desirability

La Maison de la rue Cambon realized early on that the strength of its brand would depend on the diversification of its businesses. At the same time, it realized that the risk associated with this strategy would be to be perceived as a luxury generalist, and that the challenge was to position itself as a multi-expert brand. To achieve this, storytelling alone would not be enough; it would have to be demonstrated for each of the businesses. What retail strategy has CHANEL implemented in line with this multi-expertise approach? How does a categorical approach to its network give it power? How can we guarantee a coherent brand experience when we multiply professions, entry points and distribution formats?

Fashion, between creative power and service excellence

CHANEL's power lies first and foremost in its ability to create an immediate immersion in its universe. This is achieved through the systematic, but never redundant, presence of brand archetypes, carefully distilled at every level of the boutique experience: black & white architecture, tweed textures, pearl sculptures, camellia staging and lion symbolism. Each detail contributes to telling the story of Gabrielle CHANEL, while giving rhythm to the visit. This immersion is far from being purely decorative, as it is reinforced by the expression of couture expertise, the House's founding profession, which permeates the entire customer experience. The fashion shows, key moments for the House, are replayed in the ready-to-wear areas as well as in the accessories waiting areas (SLG/LG), making each space a living extension of the collection. The seasonal tones of the bags echo those of the latest fashion show, appearing and disappearing to the rhythm of the collections, creating an effect of rarity and harmony between product categories. Every point of contact becomes an opportunity to tell, transmit and inspire. Today, all this finds new impetus with the first collection presented by Mathieu Blazy, who adds his vision to this creative continuity.

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CHANEL also elevates the experience thanks to omnipresent service, thought out down to the smallest detail. From the outset, virtual queuing smoothes the visit while maintaining the perception of exclusivity. The "IN CHANEL" application unveils exclusive content linked to boutique news. With the "CHANEL & Moi" after-sales service, making an appointment (for repairs, maintenance or alterations) is also simplified, providing personalized support right from the start of the visit. Finally, certain formats, such as "Les Ateliers", highlight the often invisible skills involved in retouching, revealing the company's exceptional craftsmanship and creating an almost intimate relationship with its customers. CHANEL elevates service to the same level of art as couture. A meticulous implementation that gives the experience all its coherence and power.

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Beauty, a category with many faces

From the beauty studio integrated into the boutique to a format entirely dedicated to this category, CHANEL is deploying a dense retail ecosystem, conceived not as a simple duplication of spaces, but as a constellation of complementary formats, each carrying a unique offer, services and promise of experience. In December 2024, the Maison de Beauté opened in the 16th arrondissement of Paris, a truly sensorial and personalized immersion. Customers are invited to explore the entire range, benefit from expert diagnostics, exclusive in-cabin treatments or take part in masterclasses. An approach that goes beyond the transaction to create a strong emotional connection, transforming the visit into a moment of well-being, discovery and pleasure. Strategically, spaces reserved for haute parfumerie products are offered in wholesale, offering more confidential consultations in a setting where the company's historical roots in the perfume business are perfectly distilled (e.g. Selfridges). On a larger scale, "Ateliers Beauté" are smaller formats dedicated to this category, where the entire perfume and beauty offer is presented. Here, the company's proposition focuses on product discovery and browsing for optimum effectiveness. CHANEL has succeeded in multiplying formats without ever diluting meaning. And to make each place more than just a showcase, but a moment of enchantment.

‍Jewelry, the master class in integrating a new profession

Few brands are able to integrate a new craft into their universe with such precision and coherence. This excellence can be seen first and foremost in the fashion boutiques, where jewelry is presented in entirely dedicated spaces, designed as zones of expertise. Here, everything is designed to nurture a special experience: specific space layout, immersive scenography, semi-private consultation lounges. Service here is ceremonial, punctuated by rituals of welcome and discovery, accompanied by tools that hark back to jewellery-making know-how. And the CHANEL universe infuses the entire pathway with its colors, textures and symbols: a lion in a Haute Joaillerie showcase, a quilt on the back of a selection of rings. The brand is omnipresent. To further establish the House's legitimacy in this product category, CHANEL has developed its own boutiques, exclusively dedicated to the jewelry and watchmaking trades. In Paris, London and Dubai, these autonomous spaces offer a complete overview of the product range, in an environment designed to highlight expertise and know-how, and cater to customers accustomed to a coded itinerary and a tailor-made experience.

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CHANEL articulates a polymorphous retail network with rare strategic precision. On the one hand, boutiques dedicated to beauty or jewelry, embodying targeted expertise. On the other, cross-category boutiques, which bring together fashion, beauty and jewelry in a single location, embodying the House's total experience, where universes cohabit without ever merging. The customer journey is choreographed by alternating two types of space: Lifestyle zones, designed to inspire and project the brand's global lifestyle. Expertise zones, dedicated to demonstrating know-how and personalized support. With such a structure, CHANEL does not juxtapose its expertise, but orchestrates it, affirming its power as a multi-expert brand without ever diluting its identity.

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Opinion column for Luxus+