Chanel Efforts to Acquire Advanced Handicrafts High Fashion Backstage

Since 2002, Karl Lagerfeld has created an exclusive ready-to-wear collection each year to present precious and unique traditional craftsmanship. These Chanel advanced hand-workshop series are definitely a tribute to the high-end workshops.
Recently, Bloomberg announced the latest valuation report, saying that Alain Wertheimer and Gerard Wertheimer had net assets of 19.2 billion U.S. dollars, more than double the Forbes valuation.

The brothers Alain Wertheimer and Gerard Wertheimer, both at the helm of family and private companies, each hold half of Chanel SA. However, the Wertheimer brothers maintained Chanel’s financial status and their private life in a low-key family tradition and almost never accepted media interviews.

Perhaps it was precisely because this layer of mystery has never been lifted. Instead, it attracted many speculations about Chanel. The whole family instead looked at these rumors.

Keep the mysterious family

Chanel's office in China is set up in Shanghai's Hang Lung Plaza. The public relations staff responsible for clothing, watches, and beauty are all in one office area. Their main responsibilities are like providing samples for the media, publishing brand stories, and product stories. Never publish any data on sales, and never make any evaluation of the company's decisions and policies. Take Chanel No.5 replacement Brad Pitt as the latest spokesperson. When this news came out, all the major media were scrambling to report and they also added a lot of speculation. At that time, the Money Weekly reporter interviewed Dominique Turpin, Dean of the University of Lausanne, Switzerland.

He said that Chanel No.5, which was sold in 1921, has become one of the best selling fragrances in the world. Many people think of the first feeling of Chanel No. 5 is that it is my mother, even my grandmother's perfume. Since 1954, Chanel No.5 has been using female spokespersons such as Marilyn Monroe.

However, for such a long-established perfume, how to keep the product forever young and attractive is the Chanel family to consider. So the man named Brad Pitt became the latest spokesperson for Chanel No.5. They cleverly use this "dunk" recognized by the world to catch people's attention.

Unfortunately, when the Money Weekly reporter conveyed this idea to Chanel’s public relations, their reply was: “We are only responsible for issuing press releases, as well as speculations on the company’s operating strategy in the market, estimates of sales data, etc. It was published by various media and we never responded. This is the style of the Chanel family business."

Because Chanel maintains family ownership and has not been listed publicly, its sales performance and business plan have always been mysterious. However, the operation of Chanel in the "handicraft workshop" has never been concealed. Since 1984, Chanel has brought French top ten workshops into its own.

On the one hand, Chanel relied on their skillful craftsmanship to maintain their exquisite designs. On the other hand, in the face of a shrinking handicraft industry, Chanel also helped them to sustain themselves from generation to generation.

Acquisition of multiple workshops to hoard traditional craftsmanship

The charm of traditional handicrafts lies in the inherited “manual craftsmanship”, and the vast majority of this art is used in Chanel's haute couture. In fact, the craftsmen of the workshops are the most indispensable part of the luxury industry. They are defending the definition of haute couture. Therefore, people can not help but sigh, if it is not the opponent's craft is really enthusiastic, it is impossible for anyone to stick to it.

It is always said that Paris is a fashion capital, but the handicraft workshops that have been passed down for centuries are on the verge of extinction in the fast paced urban life in recent years. For example, Lemarié, founded in 1880, is the only feather workshop in France that is currently preserved. They will import ostrich feathers, swan feathers, and peacock feathers from South Africa through the process of dyeing and tailoring in the haute couture. Above, dancing with lace, swaying a unique romantic gesture during the model's march.

Another example is Francois Lesage, an embroidery workshop founded in 1858. It can be said that it is the most complete embroidery embroidery museum with embroidery and embroidery. Since its establishment, it has produced 40,000 embroidery versions and has more than 60 tons of supplies. An embroidery embodies the essence of history and technology from drawing, beading, embroidery, and so on. Although it has joined Chanel, it continues to be the preferred embroidery supplier for fashion giants.

In addition, Chanel also owns Causse as a glove manufacturer, Barrie in Scottish Knitting Workshop, Desrues in Jewellery, Lesage in Embroidery, Massaro in Hobby, Michel in Hobby, Goossens in Gold and Silver, Lemarié in Leather Goods Workshop, and Guillet in Fancywork. Multiple supplier brands, and they can continue to inherit the ancient French traditional craftsmanship in this family business.

Buy two workshops within a week

However, the acquisition of Chanel did not stop. Recently, Chanel’s subsidiary Lesage announced the acquisition of the embroidery workshop Lanel, which means that Chanel continues to accumulate traditional craft studios to consolidate its resources for advanced custom suppliers.

The nine-person workshop was established in 1949. Lanel, with its rich archive of archives, has been serving the advanced custom brands Chanel, Dior, Valentino and others. More than 10,000 pieces of embroidered pieces came from their own artisans, and more than 1,000 rust pieces were acquired in the 1950s from Ramos, famous for its gold and silver lace craftsmanship.

Undoubtedly, this acquisition was conducted through Lesage, a famous embroidery workshop of Chanel. Lesage's own archive has more than 60,000 pieces of embroidery.

With these "artificial resources", Chanel's market operations began.

Since 2002, Karl Lagerfeld has created a high-end ready-to-wear collection each year to present precious and unique traditional handicrafts. These Chanel's advanced hand-workshop series are definitely a tribute to the high-end workshops.

Of course, this is also an excellent opportunity to showcase the craftsmanship of its seven French traditional handicraft workshops. At the same time, the advanced handicraft series also draws inspiration from international cities and cultures related to Chanel's brand history, including Tokyo and New York. Monte Carlo, London, Moscow, Shanghai, Byzantine and Mumbai.

Whether it is the acquisition of a handicraft workshop or the operation of a market, it must be based on the supply of raw materials that is high quality and sufficient. It is reported that in the same week of the acquisition of Lanel, Chanel has already acquired the Bodin-Joyeux, a French sheep hide factory, from the Bodin family. It is reported that the tannery has about 100 employees and annual production of 600,000 pieces. It is an important supplier of luxury brands such as Chanel, Hermès and Louis Vuitton.

Chanel began to purchase processed lambskin from Bodin-Joyeux about 30 years ago to manufacture the best-selling classic handbag models such as 2.55 and Classic Flap. Now, more than 50% of Bodin-Joyeux's annual production is supplied to Chanel Chanel, which is Chanel Chanel. The first time to acquire such an upstream supplier, this transaction not only ensures the supply of high quality sheepskin but also guarantees the future development of Bodin-Joyeux.


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