association with a brand (the psychological hijacking of common sense) does more for their ego than looking at or searching for details that SHOULD matter.
THIS is exactly why companies like Chanel (trying to stay OT at least brand wise) can get away with selling bonded leather or pleather at the prices of actual high quality leather.
The more CC logos or the bigger the logo, the more people want it. It’s called emotional branding. Brand loyalty is created by how that CC logo makes people feel about themselves. The attachment to the logo is about how people want to see themselves or how they want others to see them. Not about who they really are.
When you see someone like a Lois Pope or Sunny Sessa around Palm Beach, there’s not a logo in sight. Why? They don’t need a logo to feel an elevated sense of wealth or status. Quite the contrary. They‘d prefer people not know their status. In fact, they’d prefer that people don’t even know who they are. (Ugh! They’re going to kill me for using them as examples.)
Back to the psychological warfare being waged on the, let’s call it the down the street consumer. Slapping Chanel on bonded leather is bad. The fact that people are ok with it is worse. People wanting to feel that warm glow of Chanel or CC on their shoulder and being tricked into paying $5500+ for a bonded leather bag, that’s the worst.
In marketing Chanel‘s type of marketing falls under the category of sensory branding because they rely on stimulating excitement around their product. FYI, I’m not coming up with this on my own. It’s marketing 101 and yes, there are literal brand marketing sub categories that are deployed to achieve their goal of emotional branding. Which is basically creating a consumer who is brand loyal, won’t ask too many questions about the quality of what they’re buying, and will continue to buy regardless of poor customer service, declination of said quality, and continue to buy as quality decreases and prices increase. Hence, the 22 bag.
No one besides me thinks this is a test run to see how far they can dilute the quality of the product, slap Chanel on it with a $5500+ price tag and see if people will still buy? Seriously?
Someone asked if we will continue to buy Chanel. For me, new bags, no way. Vintage, yes. Shoes, sneakers maybe. RTW, only if they fix the laughable quality and bring back the dual line. Fine jewelry, nope. If I want noticeably named FJ, I’ll stick with VCA, Cartier, etc.
This is thread is what I used to love about TPF. The sharing of information and how the topic that is initially used to start the thread morphs then expands to include an increasing amount of info.
I realize we get OT but if OP is ok with it going sideways sometimes, then I hope we keep this going.