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Chanel, maker of one of the 21st century’s most iconic perfume brands, finds itself perceived to be less culturally vibrant than a manufacturer of low-cost, flat-pack, self-assembly furniture.
How can we make sense of this?
MYTHS ARE HARD TO DEFEND AND RENEW
Globalization and the free-flow of goods and information are a challenge to luxury brands, whose appeal rests on principles of scarcity, uniqueness and a sense of intimacy. In a world awash with counterfeit goods – claim and counter-claim – preserving the purity of the myth becomes significantly more difficult.