12 May HOW IT FEELS TO OPEN A CHANEL PACKAGE
*How its shaped the brand identity
*Each visual has a purpose to Gabrielle Chanel
*Historical development of makeup and what makeup has become
*How it feels to open a Chanel package
*The fine detail that goes into wrapping a Chanel gift
*Consumer behavior
The purpose of the dissertation module is to explore cultural ideas relevant to fashion – not to establish the commercial viability or success of something (other modules will have this focus) – it is not a marketing report! Your dissertation will be about branding but from a cultural/historical perspective rather than marketing. Titles which would be in line with this would be for instance:
“In black and white: the cultural, material and visual iconography of Chanel cosmetics”
“Creating an icon: the evolution of Chanel cosmetics packaging design”
Ideas which may be interesting to explore could be around the significance of the materiality of the packaging: the importance of the consumer’s haptic, tactile and thus potentially emotional engagement with the product. Textures, weight, sounds, scent, colours etc etc are incredibly important. The work of Daniel Miller might be very useful here. E.g. Miller, D. (2010). Stuff. Polity.
Here are also some more books which may be helpful –
Books which may be useful –
Peiss, K. (2011). Hope in a jar: The making of America’s beauty culture. University of Pennsylvania Press.
Holt, D. B. (2004). How brands become icons: The principles of cultural branding. Harvard Business Press.
De La Haye, A. (2011). Chanel: Couture and Industry. V & A Publishing.
Koda, H., Bolton, A., & Garelick, R. K. (2005). Chanel. Metropolitan Museum of Art.
McCracken, G. D. (1990). Culture and consumption: New approaches to the symbolic character of consumer goods and activities (Vol. 1). Indiana University Press. AND McCracken, G. D. (2005). Culture and consumption II: Markets, meaning, and brand management (Vol. 2). Indiana University Press. (Chapter 12)
Coco chanel, the legend and the life
Hope in a Jar: The Making of America’s Beauty Culture < especially this as it could go deeper into the topic of makeup Racism in fashion Social medias influence to fashion (mainly insta-gram which i already have a previous small essay on i could send if you wanted to understand my view) The changing body shapes in fashion. Order Now!
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