Alexander McQueen and Chanel are popular brands that are ranked at the top level among leading fashion designing companies. In actuality, both companies have proved to be quite successful in their business. In actuality, they play an important part in the development of the fashion industry. At the same time, Alexander Queen is relatively new in the fashion design, whereas Chanel is a company with a long history which origin dates back to the late 19th century, whereas Alexander McQueen started in the late 20th century. Nevertheless, in spite of the one hundred difference in the history of both brands, they still take the leading position in the market and maintain their competitive struggle due to the successful design and interesting solutions, which made products developed by both companies quite different from other brands but successful. At the same time, it is worth mentioning the fact that Chanel focused on the diversification of its products and approaches to its design. In fact, the development of new approaches to design is important for both McQueen and Chanel because the introduction of innovative approaches and solutions in design help both companies to maintain the leading position in the market.
First of all, it is important to place emphasis on the fact that Alexander McQueen and Chanel are two renowned brands, which are extremely popular today. In this regard, it is worth mentioning the fact that Chanel dates back to the late 19th century, when Coco Chanel, the founder of the company, started her business, which steadily evolved into a huge fashion company, the brand that is recognizable worldwide. In fact, Chanel became a successful company and today it holds one of the leading positions in the fashion industry. At the same time, the company offers customers original design. The label, headed up by creative director Sarah Burton since Lee McQueen’s death in 2010, came eleventh overall in the 2011 list of cool global brands – four places ahead of iconic Parisian fashion brand, Chanel, at number 15. In such a way, Chanel holds one of the leading positions in the fashion industry. In such a context, it is quite noteworthy that the company has managed to maintain the leading position in the highly competitive industry. Today, the company is a behemoth of the fashion design industry.
In contrast to Chanel, Alexander McQueen is a relatively new company, founded by Alexander McQueen in the late 20th century. In fact the brand of Alexander McQueen is new and closely intertwined with the name of its founder. The founder of the company had the progressive thinking in the field of fashion and, in this regard, he was similar to Coco Chanel, the founder of Chanel. Alexander McQueen has managed to create his own company and develop his business successfully. In this regard, it is worth mentioning the fact that Alexander McQueen has proved to be quite successful due to the innovative design and new, fresh look on fashion, which helped him to create new, original products that attracted customers and recognition of his colleagues. Soon, Alexander McQueen entered the top level of the fashion industry and became one of the most successful designers of haute couture. In this regard, he was similar to Coco Chanel, although Coco had to go a long way to reach a tremendous success, whereas Alexander McQueen gained success fast.
At this point, it is worth mentioning the fact that 2011 has been the year of Alexander McQueen. In this respect, it is important to place emphasis on the fact that Alexander McQueen died in 2009. Nevertheless, his company continued to develop new products and reached a tremendous success in 2011. Aside the worldwide exposure which followed Burton’s royal wedding commission in April, the label became the focus of a retrospective exhibition at the Metropolitan Museum of Art’s Costume Institute in New York. ‘Savage Beauty’ became the Metropolitan’s most viewed fashion exhibit ever attracting 661,509 visitors in three months it was open. Such is the label’s popularity, some visitors queued for over six hours to get in (Dwight, 2005). In such a way, the company keeps progressing even after the death of its founder. In this regard, the major condition of the success of Alexander McQueen’s brand is the innovative approach to design, seeming simplicity and brightness of the fashion developed by designers of the company. Today, Sarah Burton plays the leading part as a head designer of the company founded by Alexander McQueen. Sarah Burton has also been nominated for the coveted Designer of the Year award at December’s British Fashion Awards, alongside Christopher Kane and Erdem. The top 20 reflects well on British fashion, with London-based labels Vivienne Westwood and Agent Provocateur at 17 and 18 respectively (Orecklin, 2004).
At the same time, Alexander McQueen focuses not only on the fashion of clothes but also on the manufacturing and designing of new products, such as watches. In fact, such diversity of the design and production of Alexander McQueen is quite reasonable and, in this regard, the company is similar to Chanel as well as other renowned brands in the fashion industry. No surprise, being a lexicon of coolness, that the list is fashion-heavy. Swiss watchmakers Rolex are at four, US sportswear designers Nike are at nine, and sunglasses label Ray-Ban are at 14. Remarkably, seven other British fashion and beauty brands won their individual categories, including Jimmy Choo (Footwear), Oki-Ni (Streetwear), Storm Models (Model Management & Talent), Selfridges (Retail) and GHD (Haircare) (Wilson, 2006). In such a way, Alexander McQueen is similar to Chanel for the fashion company holds one of the leading position in the fashion industry.
In this regard, the position of customers is very important. While a panel of 36 “influencers” gives their ratings, 2,000 Britons are also asked to vote for their coolest brands to complete the list (Wilson, 2006). Stephen Cheliotis, chairman of CoolBrands council said: “There are inherent factors that are evident in cool brands – things like style, originality, innovation (Charles-Roux, 2005). “If style leaders and the British public think you’re cool, from a business perspective it’s massively important because what it means is people want you. They want to buy your product, they want to buy your service, and they will probably pay a premium for it (Camber, 2010). Now in its 10th year, the list is compiled after the panel of 36 designers, style experts and prominent figures from the worlds of TV, fashion and music score each brand (Camber, 2010). Therefore, the panel is highly reputable and has a significant influence in the fashion industry. They take into account style, innovation, originality, authenticity, desirability and uniqueness. After that 2,000 members of the British public cast their votes to help form the final list (Camber, 2010). 2011 panel included pop star Jessie J, DJ Rob Da Bank and TV presenter Miquita Oliver (Charles-Roux, 2005). The recognition of Alexander McQueen by the panel is extremely important as the symbol of the recognition of the company as one of the major and most successful brands in the world today.
At this point, it is worth mentioning the fact that the design of Alexander McQueen’s products is quite simple but it is due to its seeming simplicity they are so popular among customers as well as experts in the field of fashion. Fashion designed for women by Alexander McQueen is characterized by the sexuality and stresses the femininity of women. In this regard, customers are attracted by such design because it is quite different from design of other brands that tend to unisex. Remarkably, the focus on femininity and sexuality of women is the characteristic of not only Alexander McQueen but also in Chanel. These two brands are renowned for their devotedness to the stressing sexuality of women and their femininity. Female traits are emphasized by fashion designed by both Alexander McQueen and Chanel.
At Chanel, a branding behemoth firmly rooted in the cultural consciousness, the clothes are almost beside the point. With a cachet so profound, it would be just fine if designer Karl Lagerfeld sent out a group of burlap sacks embossed with the signature Chanel logo. The audience, most likely, would still swoon.
The show at the Grand Palais always provides a short exegesis on the sociology of status. As one watches ladies mince their way across the uneven stone pavement and up the steps, their little bouclé Chanel suits sparkle in the morning light. They are freshly coiffed; their makeup is perfection. And they are so very excited (Camber, 2011).
With their frayed edges and boxy shape, the suits they wear have little to do with anything that is really driving fashion forward at this moment. The women are imbued with status, not because they are dressed creatively or in a breathtaking manner, but because Chanel is Chanel (Charles-Roux, 2005).
Chanel is renowned for its quilted fabric and leather that also had a secret quilting pattern sewn at the back to keep the material strong. In such a way, Chanel’s design traditionally focuses on the quality of its products. In this regard, Chanel is similar to Alexander McQueen. At any rate, both brands pay a lot of attention to the quality of its products. Chanel has a huge, extensive experience, whereas Alexander McQueen is a relatively new brand but both of them are quite successful. At this point, it is worth mentioning the fact that many specialists (Camber, 2010) doubted that Alexander McQueen will be able to preserve its successful performance after the death of its founder Alexander McQueen. However, the company has managed to survive after the death of its founder and, what is more, today, the company has proved to be quite successful. The same trend could be traced in Chanel after the death of its founder. In such a way, both brands are successful and keep growing.
Unlike Alexander McQueen, Chanel pays a lot of attention to the development of its perfumes. In fact, Chanel perfumes, including Chanel No. 5, comprise an important part of Chanel fashion design. In fact, Chanel perfumes are virtually inseparable from the brand of the company and the company keeps developing and promoting its perfumes. In contrast, Alexander McQueen has not entered the perfume market yet, although many companies operating in the fashion industry develop their perfumes and use their brands to promote and to facilitate the promotion of their perfumes in their traditional as well as new markets.
In addition, Chanel develops other products, which Alexander McQueen does not design or manufacture. For instance, Chanel focuses on the design and manufacturing of handbags with the double c logo, which have already become a renowned brand in the industry are they extremely popular. In this regard, the high quality of handbags designed and manufactured by Chanel is one of the major reasons of their popularity among customers. On the other hand, the popularity of the brand in the fashion industry makes customers to buy Chanel’s handbag, regardless of their quality.
At the same time, Chanel designs and manufactures watches just like Alexander McQueen. In fact, this is a relatively new trend for both Chanel and Alexander McQueen. Nevertheless, in spite of the lack of experience in the watches market, both companies have proved to be quite successful. Their design attracts customers and makes them buying watches bearing the brand of Chanel or Alexander McQueen.
Thus, taking into account all above mentioned, it is important to place emphasis on the fact that Chanel and Alexander McQueen are two renowned brands in the fashion industry. They have different experiments for Chanel is a behemoth of the fashion industry, whereas Alexander McQueen is a relatively new player in the fashion industry. Nevertheless, both companies are quite successful. Their products are convenient for customers and they are of the high quality. In addition, Alexander McQueen and Chanel focus on stressing sexuality and femininity of female customers of both brands. They attempt to meet needs and expectations of their customers that bring them tremendous success. At the same time, both companies develop not only haute couture but also they design watches. Unlike Alexander McQueen, Chanel pays a lot of attention to the development of its perfumes and handbags as one of the mainstream trends in the development of the company whereas Alexander McQueen did not enter these segments of the market yet. Nevertheless, both companies are quite successful in the fashion industry.
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