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Chanel leverages Paris exhibit via social media, video

By
November 12, 2012

Little Black Jacket Web site

French fashion house Chanel is using its social media channels to promote a video teaser for the Little Black Jacket exhibit in Paris which displays 113 photographs of notable people wearing the iconic jacket.

The exhibit is based on the book, “The Little Black Jacket: Chanel’s classic revisited by Karl Lagerfeld and Carine Roitfeld.” The exhibit runs Nov. 10-25 at the South-East Gallery in the Grand Palais in Paris.

“By bringing the classic Black Jacket exhibit to international markets, this event focuses on Chanel’s underlining value of creativity pairing with modernity,” said Dalia Strum, president of Dalia Inc., New York.

“This strategy allows affluent international consumers the opportunity to reconnect with the versatility and timelessness of the iconic Chanel jacket through the eyes of its creative designer, Karl Lagerfeld,” she said.

“This is an in-person opportunity to visually story-tell of how the jacket could fit in their lifestyles.”

Ms. Strum is not affiliated with Chanel, but agreed to comment as an industry expert.

Chanel did not respond by press deadline.

Multi-platform promotions
Chanel promoted the Paris exhibit through a video teaser that was posted on the brand’s Facebook and Twitter accounts.

Chanel tweet 

The video starts with a black book pushed across a table. The book opens and the pages flip to show off the words “Chanel” and “The Little Black Jacket.”

Then, an establishing shot of Paris is shown to set the scene. It then cuts back to the book that shows the words “Photo Exhibit.”

The book pages continue to flip as Karl Lagerfeld’s name appears. The book then gives a sneak preview of the images.

The video ends with the book pages reading “Paris” and “November 10.” It closes with another shot of Paris and cuts to a link to the event’s Web site.

Chanel’s Paris exhibit teaser

Both of Chanel’s social media sites seem to have been taken over by Little Black Jacket promotions.

Also, its Twitter account is flooded with images from the opening night of the Paris exhibit.

Chanel’s Twitter account

Consumers can access more information about the exhibit and promotions on the Little Black Jacket Web site at http://www.thelittleblackjacket.chanel.com.

Around the world
The Little Black Jacket exhibit has been on display in other cities around the world such as Tokyo, New York, Taipei, Hong Kong, London, Moscow and Sydney.

The label will hold Little Black Jacket exhibits in Berlin and Seoul later this year.

Before the first exhibit in Tokyo, the brand released behind-the-scenes video footage of the photoshoots and promotion via social media (see story).

For the New York exhibit, Chanel used its boutique locations to drive sales and increase event awareness. The exhibit was open June 8-15 (see story).

“The creative usage of the little black jacket allows the brand’s clientele to better connect with how it could adapt in their closet,” Ms. Strum said. “The reinvention of this iconic jacket truly resonated with its target markets’ current style.

“This brand exhibition keeps the little black jacket classic and essential through a sense of visual nostalgia,” she said.

Final Take
Erin Shea, editorial assistant on Luxury Daily.

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Erin Shea is an editorial assistant on Luxury Daily. Her beats are apparel and accessories, government, home furnishings, legal and privacy, nonprofits and retail. Reach her at erin@napean.com.

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