Chanel Takes Private Brand to The Stratosphere


Iconic fashion designer Karl Lagerfeld re framed the supermarket as a premium brand customer yesterday when he re-imagined the classic American grocer for the Chanel Fall 2014 fashion show, He transformed Paris’s Grand Palais into a full-fledged Chanel Shopping Centre, including with aisle after aisle of Chanel Private Brand packaged goods each custom designed. Not to mention a Channel laundry detergent, chainsaw, welcome mat and pink rubber gloves.

Models walked aisles of the branded supermarket experience to show off the 80-year-old designers urban dweller range, which included knitted sneakers, baggy trousers and leggings filled with holes.

This is a truly elevated brand experience that assumes that Private Brand can reinforce the master brand.


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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.