Thanks to our long-standing relationships with top fashion editors and luxury journalists, Chanel commissioned us to study and design a direct-to-consumer marketing program centered on its iconic quilted bag. The mandate was clear: strengthen desire and consideration among qualified clients while preserving the Maison’s codes of scarcity, craftsmanship, and discretion.

We began with an insight phase informed by our press network—editor roundtables, long-lead editorial calendars, and qualitative interviews that mapped how stories about heritage, atelier savoir-faire, and modern styling actually move high-net-worth clients from admiration to appointment. In parallel, we built a granular customer journey for three priority segments (loyalists, next-gen luxury clients, and gift buyers), identifying the exact touchpoints where owned channels outperform traditional media: private previews, waitlist communications, and one-to-one clienteling.