Chanel Gets Literal
As Fall steadily approaches, so does the excitement of Fall fashion. Each designer brand is poised to present their new line and add another layer of gloss to their reputable names. So while many brands have focused on putting their name in the public eye, Chanel has taken the opportunity to remind the fashion industry how they already stand out. Chanel has taken their name to the next level by placing ads that hint at possible legal action for using their name in any way to describe something that in not Chanel made.
The move has been characterized as a strategic maneuver to lay a foundation for future trademark infringement claims the brand might bring against those who seek to boost their own line by comparing it to Chanel’s world-renowned luster. Chanel’s rationale is that an item cannot be “Chanel-issme” or “Chanel-ized” unless they created it. Make no mistake; Chanel is flattered by this characterization. However, they prefer this trend go away, mostly because it diminishes the quality of their brand.
In this era of fashion, where small upstart companies channel inspiration from classic iconic brands, and are highly competitive, it becomes important for major icons like Chanel to protect their name from becoming a staple that describes another brand’s look.