Cultural Branding and Feminist Identity in Chanel
DOI:
https://doi.org/10.62051/ijgem.v10n2.07Keywords:
Luxury brands, Feminist branding, Consumer culture, Symbolic value, Self-gift, Brand authenticity, Co-creationAbstract
This article examines how feminism is strategically mobilised as a branding resource in the luxury market, using Chanel as a case study. Grounded in post-feminist theory and consumer culture research, the study analyses how feminist discourse is translated into brand aesthetics, self-gift consumption narratives, and symbolic capital. Through a qualitative cultural analysis of visual codes, brand ambassadors, consumer-generated content, and corporate responsibility communication, the article identifies three mechanisms: the construction of wearable feminist style, the alignment of empowerment with self-reward and authenticity myths, and the management of ethical legitimacy amid luxury exclusivity. The findings demonstrate that while feminist branding enhances perceived authenticity and achievement status, it simultaneously reinforces class-based segmentation. The article contributes to branding and consumer culture literature by revealing the tensions between empowerment discourse and exclusionary luxury strategies.
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