The Little Black Jacket

The famous Little Black Jacket created in  the 1950s by the Gabrielle ''Coco'' Chanel, the iconic style has been reinvented by the creative director Karl Lagerfeld season after season and is the subject of the upcoming book, "The Little Black Jacket: Chanel's Classic Revisited" which has been panned by Karl Lagerfeld and Carine Roitfeld.
 

Sara Jessica Parker

For the project the designer gathered more than a hundred celebrities and all wore the Little Black Jacket their own way.  ''The Chanel jacket has became the symbol of a certain elegance, feminine, with an air of nonchalance, classic and timeless, that is of all times'' said Karl Lagerfeld in Paris after the photo shoot of the book The Little Black Dress. The book will accompany the opening of an exhibition dedicated to it in Tokio.

"Chanel et Japon," a sketch by designer Karl Lagerfeld

Chanel for one more time uses its heritage and history in order to maintain brand equity and thus mean brand awareness and positive brand image. Chanel consider as a heritage brand because it has chosen to emphasize its history as a key component of its brand identity and positioning. The reason companies with heritage should use it is to take advantage of differentiation that is valuable for customer/consumer and other stakeholders, distinctive the brand, and difficult to imitate for the competitors (Urde, et al., 2007). Hence the brand association with the Coco Chanel and its heritage is an important point of difference from its competitor and a strong, favorable and unique association in the mind of consumers (Keller, et al., 2012).

Source: Chanel News