Color Analysis of CHANEL

***Click in the above table

After analying the color family of past collections, I combined the analysis to the above table which shows Karl using Achromatic color scheme (colorless;black,white,grey) almost every year with analogous color scheme or (analogic and complimentary color, or monochromatic colour with different tints, tones and shades).

I find that Karl’s favourite colour is white.And, black and white colors are the key colors of the classic Chanel look which creating an elegant mood. That’s why Karl uses Achromatic color scheme (colorless;black,white,grey) almost every year.

Let’s take a look of global real GDP as the follow.

CHANEL target market is affluent old women, thus, I focus on the line of High-income countries only.

Before 2000, the economic situation was quite good, however, it drop significantly in 2001. In 2004, the global real GDP rised to the top and then drop again. In 2008-09, the global downturn triggered by intensifying financial market turbulence.

Compare the above table with global real GDP diagram,
I find that in 1992 and 1994, the color used was more variety, such as in 1994, Karl used analogic and complimentary color scheme and the chroma was higher than recent years.
Analogic and complimentary color scheme was only use twice(in 1994 and 2004 which the global real GDP were both on the top).

After 2004, the GDP drop, therefore, during 2006-2009, the less variety of colors were used(analogous colour scheme used in 2005,2006,2008;monochromatic colour used in 2007,2009).

Engel's law states that as incomes rises the proportion spent on necessities declines and the proportion spent on luxuries rises applies to the pattern of our daily life.
when the economic situation is healthy, desigers tend to be use wide variety of colors, it seems that Karl is also does.

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Regarding the forcasting, I would like to focus on 2010 CHANEL Spring/Summer Haute couture. At the same time, I also have found Chanel S/S readt-to-wear, F/W Haute couture and ready-to-wear collection for reference.

I forecast the color of CHANEL 2010s/s are not so intense, not so bright and not the primary colors but grays, greenish, bluish, taupish tone that are softer and subtler. Because intense, bright and primary color are not the mood of CHANEL and Karl rare use those colors in the past collection. I noticed that Karl use less variety of hue and chroma, but more use of value variety year after year.

CHANEL 2010 color family will between coolness and warmth, black, white and grey colors must be included. Besides using achromatic color scheme as usual, Karl might also use analogic and complimentary color which have not used in recent several s/s collections. The color are similar to transparent, balsa, maquette, ebauche, plan and esquisse that are colorless and sophisticated paleness, something like translucent, whitewashed, watered down and very light one, those are low tint to bring illusion-feeling. The color family is secondary colors in more hue with same tint.

The forecasting of color family of CHANEL 2010 S/S Haute couture is shown as follow.

1. grey

2. transparent

3. ticket

4. ebauche

5. plan
6. black

7. white

8. esquisse

9. maquette

10. vitrine

In 2008, Karl wanted to show the immutability of the brand; in 2009, The floral theme is known as "A white page" and use monochrome white.

“Everthing begins on paper.”says Karl Lagerfeld, "a linear and timeless graphic interpretation. It's like a starting point for the story of this new era, for which all the details still need to be written.

I think what Karl Lagerfeld said must mean something for the next season. A blank paper can allow everything happen. I think Hope and Fantasy-feeling is the theme that Karl want to create next season.

I think Karl would like to draw a dream on a blank page(lining 2009s/s with 2010s/s), the rough draff of a visionary tomorrow: very cold light shades go straight to the point, between plexiglas and wool leaf, to create a world of possibilities. Because the whole world expect and believe the economic situation will be improve next year.