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Women like Chanel Bags - Essay Example

According to Weller (4) fashion is a multi – dimensional form of knowledge that adopts a variety of interdependent expressions, or modalities, shaped by context specific and relationally constituted powers which is crucially important to the worlds garment industries as it gives rise to choices and consumer preferences. Handbags are a female symbol which functions in progressive manner and can express a women’s independence or transgression (Walker, 282). Coco Chanel was famous for changing the way women dressed by innovating a handbag which could be used as shoulder bags, the first was launched in 1929, giving birth to 2.55 in 1955 (Pedersen, 69). Rutherford (394) mentions that Coco Chanel’s creation changed the shape of handbags thoroughly inspired from the soldiers’ shoulder bag and to free women from hand held bag. In a period when luxury products have been the subject of intensive discussion and debate, current consumers are willing to offer considerably higher amounts of money for luxury products as display of a particular product brings prestige to the owner apart from functional utility. Luxury items are becoming a necessity as more than 51 percent women in Tokyo purchase Chanel bags. It is further important to mention that luxury consumption is influence by factors such as brand image, quality, fashion, store atmosphere and patron status (Husic and Cicic, 231-245). There are contrasting views from Vigneron and Johnson who believe that categorization of luxury products, hedonist

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and perfectionists are more interested in pleasure derived from the use of luxury products and less interested in price rather than the quality of product, and its performance which leaves the debate open for discussion whether luxury products are bought for quality or just for the sake of prestige (Doval and Batra, 44). The market for luxury product is increasing with increasing income among the middle and high society which forces the manufacturers to provide fashionable items to its consumers which are durable and utilized optimally. Schroeder (1291) mentioned that typical turns in art, artists and aesthetics in management and marketing often involve ill-defined groping for innovation, creativity or play. The viability of a fashion brand is dependent upon the efficacy and appropriateness of the decisions of those responsible for its management (Moore and Birtwistle, 414) Marketing of luxury products is tedious task which has to meet the expectations of customers and their prestige. Review of Literature Why women like Chanel Bags is a tricky question but has been answered by Coco Chanel before the creation of Chanel Bag. Women’s prefer Chanel bags as it gives them freedom from holding their bag and hang it on their shoulder. The need for creation of Chanel bag could be visualized from Coco Chanel’s frustration stating that she “got tired of having to carry her bags in hands and losing them” (Pedersen, 68). Firms in the designer fashion industry compete in the marketplace on the basis of a signature aesthetic that is supported by intellectual property rights. Designers and design oriented firms assert knowledge through leadership and participate in media events such as fashion shows that reinforce their standing. Further it is pertinent to mention that high profile designers like Chanel are familiar to Australians through their media profiles and
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Women like Chanel Bags Fashion trends in certainly one of the important thing followed by the buyers. Along with clothing, buyers do spend lot of time choosing accessories that match their clothing and leave a style statement. …
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