Chanel in the 1980s: The Brand's Resurgence Under Karl Lagerfeld

This research is a conceptual investigation into the resurgence of the Chanel brand and how it impacted fashion and luxury clothing during the decade of the 1980s. By examining the evolution of the Chanel brand during that time, this article aims to reveal unique insights into what circumstances evolved and to capture the dynamic and non-linear nature of the brand's resilience. The paper reviews how the creative vision of the brand's founding designer, Coco Chanel, was strategically assimilated during the 1980s under her successor, Karl Lagerfeld. Findings illustrate that the Chanel brand gained a competitive advantage in the luxury fashion sector by updating and renewing original brand symbols and codes.