USING THE METHOD OF BRAND DNA ANALYSIS ON THE EXAMPLE OF CHANEL FASHION HOUSE

Abstract

The article is devoted to the study of the phenomenon of brand DNA, as well as its viability in the academic environment. To test the method, the author chose a French fashion house Chanel, characterized by an outstanding and easy-to-read individuality. In the history of the development of Chanel, two long periods of DNA formation are distinguished: the era of Gabrielle Chanel and the era of Karl Lagerfeld. The philosophies of both have become the source of the House’s unique heritage. In the process of their disclosure and comparison according to the aspects of the brand’s DNA, which include mission, ideology, history, visual codes and the nature of communication with the audience, it became clear that despite the external similarity, both aesthetics have completely different cultural contexts.  After Gabrielle Chanel passed away, Karl Lagerfeld took over Chanel and aimed to modernize the brand by making some changes to its traditional aspects. However, by using the established Chanel symbols, the new head of the House was able to connect with the company's customers while honoring its heritage. The strategy of studying fashion through disclosure and analysis of brand DNA in this case proved successful. By studying the House, we were able to track the evolution of Chanel's identity over a hundred years. This revealed the techniques used by Chanel and Lagerfeld to shape the aesthetics and personality of the brand. To further the study, we should include more fashion houses with rich history to find trends and patterns in brand DNA. This will help to create a theory that explains the processes that influence the development of fashion houses and the fashion industry as a whole.