In reference to Figure 1, the Chanel Fall/ Winter 2014-15 ‘Ready to wear’ campaign by Karl Lagerfeld with model Cara Delevingne for the collection that was released this September.
The campaign speaks to their consumers in a way that gives them an idea of what to expect from the collection that is due to be released. Here we see a model, posing in blue Chanel attire using only the upper half of her body.
Starting with the background, we can see a rusting fence that seems to be surrounding a warehouse on an alley or street, giving us the idea that there will be a street/urban or sporty element to the new ready to wear line.
Moving on to the model, her pose and what she is wearing, Chanel, is a brand that is over 100 years old, despite their reputation they need to compete with newer, younger fashion brands and have done a good job in doing so to date.
The model’s Fist is closed, gripping the top of her scarf with a blue glove which almost reminds me of a boxer ready to strike at their opponent or a boxer that has just won a fight, giving the consumer the idea that Chanel always wins against their competition. They stuck to the same theme throughout the campaign (See figure 2 with additional model Binx Walton)
She also has one of the latest formal jackets hung over her shoulder as if she took it off to fight and picked it back up; A closed padlock around her neck meaning they have the fashion industry ‘On lock’ which is a slang term meaning to have something under control or wrapped around your little finger. Speaking to their buyers saying Chanel is a formal brand but they can do urban attire to, as classy and formal as they are they can change their style and still remain strong competition.
The font and is simple and in capital letters, we usually associate capital letters with someone shouting or something being loud, and in white so that it stands out and can be seen clearly.
The colour blue also stands out in Figure 1:
Light blue is associated with health, healing, tranquillity, cold, understanding, and softness.
Dark blue represents knowledge, power, integrity, and seriousness.
The colour black in Figure 2:
Black is associated with power, elegance, formality, death, evil, and mystery.
The colour red in Figure 3:
Light red represents joy, danger, sexuality, passion, sensitivity and love
Chanel is a formal yet relaxed brand that doesn’t try too hard and believe that they represent real fashion or they are the originals of some of the brands starting out today.
To conclude my visual analysis, Chanel have used a particular font, a variety of colours, models and backgrounds to create a language or a line of communication between them and their buyers/Consumer.
Coco coach, chanel-news.chanel.com , July 2014, Photo from the Fall-Winter Ready-to-Wear campaign by Karl Lagerfeld with model Cara Delevingne
Coco Coach, www.sheramag.com , July 2014, Photo from the Fall-Winter Ready-to-Wear campaign by Karl Lagerfeld with model Cara Delevingne and Binx Walton
Coco coach, www.sheramag.com , July 2014, Photo from the Fall-Winter Ready-to-Wear campaign by Karl Lagerfeld with model Cara Delevingne and Binx Walton
Colour connotations- http://www.color-wheel-pro.com/color-meaning.html