Rude Fashion: what makes Chanel the best fashion brand there is

The combination of historical branding and excellent products explains why Chanel retains its position at the top of the fashion totem

There are long queues outside the Chanel store on the Rue Cambon in Paris. At the Galleries Lafayette department store, the story is the same. Crowds of shoppers line up to enter the in-store Chanel boutique. Ditto at the Chanel concession at Printemps, another Paris department store. And indeed, as the summer begins, so do the queues outside Chanel stores all over the world: London, New York, Hong Kong, Shanghai and elsewhere.

Columnist-Vir-Sanghvi

Chanel No. 5, Coco Chanel’s most famous creation

The icon: One or two of the handbags from Chanel are iconic and therefore, easily recognisable

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