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“Coco” Chanel Company History and Activities

Fashion designer and entrepreneur Gabrielle Bonheur’s “Coco” Chanel was born on August 19, 1883, and died in Paris on January 10, 1971. Thanks to Chanel and Paul Poiret’s efforts, sporty, casual chic became the new standard of feminine style in the post-World War I era. From haute couture to jewelry and handbags, Chanel’s creative sense was reflected in all of her creations.

This thoroughbred fragrance’s pure and sensual composition opens with fresh citrus of bergamot, fresh aldehydes, and orange (De Miranda, 2019). The heart is a floral harmony of jasmine and May rose notes, while Grasse tuberose sublimates the feminine feline facet. The dry-down blends a sensual variety of musks, ambroxan crystals, patchouli heart essence, benzoin resinoid, vetiver essence, and cocoa extract. Chanel fragrances capture Coco Chanel’s vital spirit of free-spirited invention and legato elegance.

Gabrielle ‘Coco’ Chanel founded her namesake company in 1909. Since then, the House of Chanel has continued to set the standard for luxury and alwaYs, keeping women at its center. The company is known for timelessness and style, creating iconic perfumes such as the classically feminine No. 5, the casual-chic Allure, and Coco Mademoiselle – a strong fragrance designed to make women just as captivating in their everyday lives as on the stage.

This paper studies the course of the “Coco Chanel” company history and activities to establish its relation to the changing business environment. It is based on the assumption that personal vision and attitudes are at the root of organizational changes. The main subject of evolution is its business model: while initially, the brand entered a licensing agreement with other companies to produce their wares, later, it opened its factories and sold directly to consumers.

Coco Chanel made the perfume at the request of Ernest Beaux. The designer is interested in all things of art, including bouquets that she believes represent her fashion brand. She named her first perfume “Chanel N°5”.Her most successful fragrance is Chanel No 5 (May 2019). Among the earliest graphic designers were Leonetto Cappiello, who created many posters in the Art Nouveau style; and Jan Toorop, who produced advertising for chocolate and tobacco companies, created theater programs and exhibition posters, developed many corporate identities, and designed the initial postage stamp issues for the countries of Indonesia and Surinam.

After the success of her first perfume, Chanel No. 5, Coco Chanel began to market her products internationally. “Coco Chanel” is now synonymous with chic, timeless style. She brought a new simplicity to fashion and changed the public’s perception of what clothing should be (Cattani et al., 2022). Coco Chanel used jersey fabric to design dresses that liberated women from corsets and allowed them to move for the first time in centuries.

In conclusion, the main product of Coco Chanel perfume is sold in 4 countries. There are different marketing strategies for each country. It began in the United States, and then it was a hit in France, next came China, and now South Korea. Each country had different goals at launch. For example, it was seen as more of a niche brand when introduced but that perception changed over the years.


Cattani, G., Colucci, M., & Ferriani, S. (2022). From the Margins to the Core of Haute Couture: The Entrepreneurial Journey of Coco Chanel. Enterprise & Society, 1-43.

De Miranda, L. (2019). Being and Neonness, Translation and content revised, augmented, and updated for this edition by Luis de Miranda. MIT Press.

May, C. (2019). Facts & Fancies.


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