CHANGE UNIVERSE: Magazine Jewels
Paris | Book | Exhibition & EventNovember 12, 2012

Chanel ‘s Little Black Jacket Goes Global

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French fashion label Chanel continued multichannel efforts for its Little Black Jacket campaign with the installation of an e-exhibition of 113 black-and-white photos to hype the new photo book released this fall 2012.

The French fashion house  is using its social media channels to promote a video teaser for the Little Black Jacket exhibit in Paris which will displays the totality of 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.

The campaign  also included a physical inaugural exhibit in Tokyo, behind-the-scenes video footage of the photoshoots and promotion via social media. “This will help reach luxury consumers by providing a platform that engages the existing consumer and can reach potential customers,” said Courtney Albert, brand consultant and strategist for Parker Avery, Atlanta. “It is a win-win in creating publicity for the brand and rewarding existing clients with luxurious events,” she said.

Black ink

The exhibition opened  in Tokyo showed  the 113 prints from the new book that are spread over two floors. Mr. Lagerfeld attended the opening on March 21 to present the photos that feature celebrities such as Sarah Jessica Parker, Georgia May Jagger, Alice Dellal, Maïwenn, Laetitia Casta, Virginie Ledoyen and Akuol of Mabior. The images for this project were shot in Cannes, New York, and in Mr. Lagerfeld’s studio in Paris.

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.

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.

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

“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.

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Photo credit sepia edition  of Karl Lagerfeld by : Kensington Doll

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