Chanel is Trying to Be Hermès… But Failing
Image Courtesy: CNN
Season 22 Couture Week was the cherry on top for Chanel to display their shift into becoming an “equestrian brand.” Most notably, a model donned in Chanel rode a horse down the runway while wearing an equestrian helmet, leading many to pose the question, is Chanel trying to be Hermès?
The short answer is yes. Trying to shy away from being associated with Gucci and Louis Vuitton, Chanel wants to be seen as even more high-end than it already is. However, the brand's consumers are already upset over their fourth price raise since the Coronavirus pandemic started—and who wouldn’t be? Even Hermès was more sympathetic towards their clientele with only one price increase. Now, you may be thinking, “Since the price of a Chanel bag is going up, that must mean the quality has to as well, right?” Nope.
Recent news broke that, although Chanel’s prices went up, the quality of their bags remains the same, sourced from calfskin leather and a gold plated chain. Of course, people aren’t happy to be paying top dollar for a chain that isn’t real gold. But, the only Chanel bags that contain real gold are vintage. In efforts to become a more exclusive fashion brand, Chanel plans to cap the number of handbags people can buy at once. For example, a medium Chanel flap bag currently costs around $8,800, which is reaching the Hermès bag price minimum. Chanel believes this scarcity will make it more sought after, such as the Hermès Birkin bag.
The iconic Birkin is said to have maintained its exclusivity through the process of genuine, quality craftsmanship. Further, one bag may take several days to make because of each artisan's attention to detail. The precision within the saddle stitch, which won't unravel even if only one stitch is loose, is one example of why these bags have such a huge price tag.
Some of Chanel’s consumers have concerns about staying loyal to the brand’s original design. For instance, Ingrid Chua, a contributor for Vogue Hong Kong, claims that the leather for recent handbags tends to have a more plastic feel, stating, “I have become rather discontented with the brand.” Additionally, Carol Hong, a luxury buyer from Hong Kong, admits that “If I can get one, I’d rather buy a Lindy bag from Hermès, which is offered at a similar price.” This makes sense because who would want to buy something of lower quality when you can buy a higher quality piece for the same price? It’s almost incomparable.
Overall, the two brands are iconic on their own, one serving "French girl chic," the other, "old money and horses," and while both houses service a somewhat similar audience, there's definitely a benefit to blurring that line. However, lack of originality calls for a slightly boring rebrand. With a name as powerful and influential as Chanel, consumers expect more from them, especially if they want to be on Hermès’s level. Staying on brand would be ideal, and while a new direction can be fun, it shouldn’t mimic another one.
Strike Out,
Emily Fiorini-Casamayouret
Boca Raton
Emily Fiorini-Casamayouret is a Content Writer for Strike Magazine. When she isn’t writing, she enjoys listening to sad music, doing some retail therapy, and eating pasta. You can reach her at emily.fiorini710@gmail.com
