Abstract
Within a postmodern economy consumers increasingly seek out connections with
brands that not only satisfy their functional and higher order hedonistic needs, but also
allow them to express their authentic selves and social affiliations in ways that affirm
who they are or aspire to be. An authentic brand has the potential to deliver both
utilitarian and hedonistic value to the consumer, which may ultimately lead to a
relationship of brand love or affinity that is both emotional and passionate, and evolves
over time. For the true luxury client luxury is more than a logo, instead it is an
appreciation of fine works, fine craftsmanship, creativity and the making of a legend.
It is within this context that this paper aims to explore Chanel’s brand positioning and
strategy in particular relation to the Gabrielle perfume launch. From this it is
demonstrated that the focus of this strategy was the successful synthesis of: (a
celebration of the Chanel heritage; and, its’ embrace of the new, thereby authentically
reinterpreting its iconic brand values within an emerging contemporary cultural
context.