From Balenciaga’s IKEA plastic bag and branded Crocs stiletto heels and Yves Saint Laurent‘s branded condoms, it is now time for Chanel to show brand power through self-irony and not taking oneself seriously – by launching a branded bottle of drinking water at US$75 (€30). It is only when a luxury brand of such a calibre reaches a maturity level when it can show through mockery a funny side which other brands cannot afford.
Balenciaga Crocs stiletto heels, SS22
This has been effortlessly mastered for many by Hermes who claims to not even have a marketing department and not conducting any marketing or research. The company also insists that its product development is not based on what the consumer may demand or may be ready to buy.
LOEWE cannabis scented candle
Such power brands also include Bottega Veneta which earlier this year wiped out all its social media accounts. Hermes and Saint Laurent barely use hashtags and do not necessarily follow seasonality on their social media accounts. Another such power brand is LOEWE whose Creative Director, Jonathan Anderson, is not following any of the rules of the mainstream luxury brands such as Dior or Prada.
CHANEL drinking water at US$ 75