Dissertation On Chanel Number 5 Perfume Revised

DISSERTATION ON CHANEL NUMBER 5 PERFUME 1

DISSERATION ON THE ROLE OF CHANEL NUMBER 5 PERFUME ON CREATIVE

INDUSTRY

By Snezana Kogan

Course

Professor’s Name

Institution

Location of Institution

Date

DISSERTATION ON CHANEL NUMBER 5 PERFUME 2

Contents

Introduction ............................................................................................................................................. 3

Research aim ........................................................................................................................................... 5

Research objectives ................................................................................................................................. 5

Literature review ..................................................................................................................................... 6

Fashion Design.................................................................................................................................... 6

Haute-Couture fashion design ........................................................................................................ 6

Ready-to-wear fashion design ......................................................................................................... 7

Comparison between the Haute-Couture and ready-to-wear fashion design ................................. 7

Perfume Chanel Number 5 .................................................................................................................. 8

Methodology ......................................................................................................................................... 10

Discussion ............................................................................................................................................. 11

Conclusion ............................................................................................................................................ 11

Appendices ............................................................................................................................................ 13

References ............................................................................................................................................ 14

DISSERTATION ON CHANEL NUMBER 5 PERFUME 3

Introduction

Hyper-consumption is a key factor to be considered in the contemporary society. This

factor affects the general behavior of individuals in the society today. Hyper-consumption

plays a key role in determining the models of production, supply and consumption of good

and services. The success of a newly introduced product in the market depend on the products

consistent with the strong trends supporting their production. Fashion industry is not any

different to this analogy. The current rise of markets for fashion design across the globe has

stirred the practice of fashion and the development of fashion industry.

There exist multiple relationships between art and creative industry. Art can be

explained in a particular social, cultural and historical context (Kolb 2015, p.11). Art is a

specific technique, skill or artefact in the society. Art is compared to the modern day

technology as it supplements the creative industry.

Inputs of art in creative industry

 Art is a resource for generation of ideas in the creative industry.

 It adds the aspect of creativity in the industry.

 Art provides a platform for experimentation of new creative ideas.

 It is accountable for key skills in the creative workforce.

Creative industry on the other hand comprise of traditional art with classical cultural

industries, design-related industry and media. Classical cultural industries are the film,

broadcasting stations and publishing sectors. Design-related industry refers to the fashion,

architecture and craft industries. The idea and practice of art date back to the 18

century in

the European history. During this period, there was a massive rise in capitalism and

modernity. Art informed cultural policy. Humanistic science emerged. As a result, economy

and culture were responsible for shaping the society at this time. After several years the

DISSERTATION ON CHANEL NUMBER 5 PERFUME 4

concept and ideal of art has transformed. Contents regarded as art have also revolutionized

over time. Today, art is considered as one of the widest aspects in cultural policy in the

modern society.

Individuals working in the art and creative industries are the contemporary stylists,

fashion designers, photographers, make-up artists, hair designers just to mention but a few.

One common thread cutting across all these artists is the aspect of creativity. Creative

industries are the pillars of common culture in the society today. As a result, most

contemporary cultural policies account for the central role of commercial culture in the

society today. Studies conducted indicate that art organises the creative industry into an art-

media-design. In this arrangement. Art represents all the popular culture and entertainment

practices. Contents of these popular culture include film, creative writing, dance, music,

computer games and drama.

Media is an essential element in art. It controls the distribution, platforms, message and

marketing of contents of art. Media plays the role of fulfilling social, cultural, educational,

informational and political functions. Design on the other hand is responsible for provision of

aesthetics to the content. For example, in drama, a specific attire is chosen together with a

unique building stand up. This research is determined to understand the roles played by

individual artists in the creative industry. The research cuts across a variety of art contents

listed above.

There also exists a close relationship between perfume and fashion. One master perfumer,

Roja Dove once said that unlike fashion and nature, fragrance goes beyond all odds to

disregard age and colour. He explains how an aging person can be made to appear attractive

using perfumes.in general, perfumes bring back vivid and glorious moments in people’s lives.

Most designers have since developed this strategy. Fashion design industries have realised

DISSERTATION ON CHANEL NUMBER 5 PERFUME 5

the overwhelming impacts of scents in creative industry. The incorporation of perfumes in

creative industry act as a manipulative tool to draw the interests of a variety of consumers in

the works of art.

Research aim

This research is aimed at establishing the impacts of Chanel number 5 perfume on its

consumers.

Research objectives

1- To establish the roles played by fashion designers and artists in the creative industry.

2- To investigate the significance of cultural artefacts and images of perfume in creative

industry.

3- To identify and appreciate the significance of works of art and design. Area of

practice.

My area of practice is in the perfume industry. In this practice, I investigate the benefits of

Chanel number 5 perfume to women in the society today.

DISSERTATION ON CHANEL NUMBER 5 PERFUME 6

Literature review

Fashion Design

This is a form of art that deal with clothing and other forms of lifestyle accessories including

perfumes. The modern day classical fashion design is divided into two broad categories;

Haute-Couture and ready-to-wear.

Haute-Couture fashion design

These are French words with the following English meanings;

 Haute –elegance.

 Couture-knighting.

Haute-Couture literally means the art of designing, making and selling feminine

clothes. These clothes are usually custom made. In Paris, the Haute-Couture fashion design

industry exist as an association. Fashion artists apply to join this association. The association

is managed by the French Department of Industry.

Regulations to join the Haute-Couture

 A fashion business must have at least 15 professional fashion designers in order to

qualify for registration with the department.

 The fashion business must present fashion collection to the Haute-Couture twice in a

year.

 During the presentations of these fashion collection, a presentation is expected to

include not less than 35 outfits for both the day and evening wears.

Haute-couture is a big fashion industry in France with huge profit value. In an annual

sale, the industry accumulates over USSD 1 billion from the sales. The industry offers

employment to over 5000 fashion artists in various departments and sections of fashion.

Other than the fashion artists, the industry also employs over 3000 seamstresses. Majority of

DISSERTATION ON CHANEL NUMBER 5 PERFUME 7

the customers of the Haute-Couture are the wealthy and royal women in the society. As a

result of this nature of customers, the industry is associated with the wealthy class of

dressing. This accounts for the huge profit generated in the industry. Other than the design

and sale of clothes, the Haute-Couture industry deal in other products like perfumes and

cosmetics.

Ready-to-wear fashion design

This is a fashion design industry for garments sold in a finished condition. Fashion

designers produce such clothing in mass numbers. Other fashion designers build fashion

design lines that are limited in number and their production is sometimes seasonal.

Comparison between the Haute-Couture and ready-to-wear fashion design

Garments in the ready-to-wear fashion collection can be viewed, purchased and worn

immediately after one spots them. In most cases, garments in this section are not made to

measure. Haute-Couture on the other hand consists of collections that are made to measure.

These garments are custom made for a specific individual. Measurements are taken to fit the

owner of the garment. Therefore, before the design of such collections, the owner of the

garment must be present physically in order to enable the designer take measurements and

fittings.

The design and sewing of these two fashion design collection defer in both quality

and price. Haute-Couture are relatively expensive since they are made and sewn rom

expensive fabrics. The sewing procedures for these collection are highly detailed, time-

consuming and extreme attention prevail during their design and production. In general,

Haute-couture is the creation of very exclusive custom-fitted garments and attires while

ready-to-wear is the creation of a general garment or collection that can be worn immediately

after purchase. These garment collections are normally high-end luxury garment.

DISSERTATION ON CHANEL NUMBER 5 PERFUME 8

Professionals working in these fashion industries are fashion designers. To be a

fashion designer, one has to acquire the artistic and creative personality (Loretto 2018, p.14).

The artistic personality is very essential in ensuring that the fashion designer is able to

express their ideas in drawings and sketches. The creative aspect aids the designer to be able

to match and combine the colors, tones and shades to produce a more appealing product. The

fashion designers exhibit appropriate skills to work with both textile and fabrics in a creative

and productive manner. This creativity is aided by the good visual imagination they possess.

A good fashion designer understands the lifestyle and needs of their customers before

venturing in a given design. They must be very versatile to adopt to the trends in the fashion

design industry.

Perfume Chanel Number 5

This perfume was launched in 1921 by a couturier called Gabrielle ‘coco’ Chanel.

Initially before the launch of Chanel perfume, Gabrielle used to run a boutique shop in Paris.

In this shop, she sold hats and clothes that attracted the attention of most women in France.

She is also recognized for introducing the first essential in a women dress called “The Little

Black Dress”.

Till today, a Chanel suit, perfume, dress or handbag is considered a landmark

purchase in the female fashion design. A brief history is told as to how Chanel named the

perfume as Chanel number 5.IT all started when a perfumer Ernest Beaux presented his

perfume samples for Mademoiselle for trial. During the trials, Chanel picked the fifth

proposal and hence named it ‘number 5’. Since then the perfume assumed the name of

Chanel number 5.

Contents of the fifth proposal that enticed Chanel to select and brand the perfume as

number 5 are the flowery scent of lilac, jasmine and rose. The presence of aldehydes in the

DISSERTATION ON CHANEL NUMBER 5 PERFUME 9

construction of the perfume. This pigment gave the perfume a fragrance of champagne when

you smell. Gabrielle Chanel developed an interest for this perfume sample and employed

Beaux as the brand’s exclusive perfume designer. The perfume was responsible for giving

Chanel perfumes unique smells that made them stand out in the perfume market. The

perfumer later developed other perfumes like the number 22 while working for Chanel.

Chanel explored the entire fashion industry with her unique style in fashion.

Coco Chanel died in 1971 leaving a great legacy in the fashion design industry. After

her death, in 1995, a male perfume was also introduced by the Chanel brand. This perfume

was called Chanel Pour Monsieur. This male fragrance was introduced by Henri Robert who

took over from Beaux as the exclusive brand perfume designer, famously called the ‘nose’.

Since this first production of male perfume, the Chanel brand perfumes introduced a new era

in their perfumes with numerous introductions and creativity in the perfumes.

In art and creative industry, products are designed to communicate with their

consumers. To do so, these products exhibit an attractive sensory cues and appearance that

enable the consumer fall for these products. All these creative of alluring sensory cues and

appearance are works of arts and creativity. The perfume industry is not left behind while

discussing products that communicate their fragrance to consumers. The inputs of sensory

marketing involve the major five sense. These senses include, vision, taste, touch, audition

and olfaction. The human sensory cells detect stimuli of different sensory forms and transmit

them to the brain. The brain then conditions the sensory organs to filter, analyze and store this

sensory information in form of body perception.

It is also important to note that fashion does not only work using scent but also

incorporate color and symbolism in reflecting designers of garments. A combination of these

three aspects match the personality and image of the fashion industry.

DISSERTATION ON CHANEL NUMBER 5 PERFUME 10

Methodology

In this research, two package pictures of perfumes were designed for use. The pictures

resembled perfumes that had equal preference and usage among the perfume users. Both the

pictures included the same fragrance components. lilac, jasmine, lavenders and roses were

used. The difference in the two pictures was the sizing and positioning of the picture

components. Picture one depicted a scent- focused picture. In this picture, the flowers

appeared on the forefront while hammock was placed on the background. This picture was

used to convey the olfactory cues and capabilities in the perfume users.

Picture two depicted an experience-focused picture. Hammock was placed in front of

the picture while the flowers were set at the background. Thirty women who developed

interest in the perfume were recruited to help with the analysis of the two pictures. Each

participant was randomly presented with the two pictures. They were informed that these two

pictures represented the perfumes of different brands. The women were asked to rate the

pictures in terms of olfactory cues and relaxation. A seven-point scale running from 1

representing Extremely disliking to 7 that represents extremely liking was developed for

rating.

Results confirmed that, when the pictures were independently rated by the

participants, scent-focused pictures exhibited high levels of liking for olfactory cues than

relaxation. Experience-focused pictures on the other hand exhibited high levels of liking for

relaxation than olfactory cues.

An overall analysis of the results showed that experience-focused pictures scored

highly in liking for relaxation while scent-focused pictures scored highly in liking for

olfactory cues. When the pictures were evaluated against each other, it was realized that 85%

DISSERTATION ON CHANEL NUMBER 5 PERFUME 11

of the women involved in the research preferred the scent-focused picture to the experience-

focused picture. Scent focused picture had the flowers placed upfront while the hammock

came at the background. This picture was used to represent Chanel 5 perfume. The

experience-focused picture was used to represent another class of perfume different from

Chanel number 5 perfume. This perfume was represented in the picture by placing hammock

in front of the flowers which were settled at the background.

Discussion

Olfactory cues affect the consumers’ choice and purchase of a perfume. The ability to

imagine how a scent would smell in the absence of the actual smell indicates how scent

influence the purchase of customer scented products like perfumes (Bensinger 2014, p. 13).

Chanel number 5 perfume is highly preferred by women as a result of its uniqueness in scent

and flavor. The perfume is highly preferred in the perfume market. From the two pictures, it

is reasonable to say that the vividness of any olfactory imagery is dependent on the picture

suggestiveness, scent specificity and an individual’s information processing pattern. Pictures

plays a key role in orienting the olfactory imagery of customers (Krishna 2012, p.333). When

a perfume with a specific flower name say lilac is paired with other flowers of certain scent,

the vividness of the olfactory cues of the perfume is improved.

Conclusion

Art and creativity in the fashion industry enable consumers to identify with the

products. Fashion designers venture into the production of items that are very appealing to

their customers. For instance, the Chanel perfume and fragrance industry produce quality

perfumes in the market. Consumers imbued scents with personality traits. These consumers

perceive the perfumes they own as an ideal way of expression of oneself. These consumers

identify themselves with the Chanel brand perfumes. This is because scent can reveal the

DISSERTATION ON CHANEL NUMBER 5 PERFUME 12

personality in an individual. Scent personality are always associated to brand personality in

business. This is because both exhibit the spirit of identification.

Perfume is a beneficial investment in any fashion industry. This is because perfume

from a fashion designer offers the scent of craftsmanship in creative industry. Perfume

remain a significant element of recognition in the couturiers’ designs as it exposes their style

selection, attitude and image preference through the fragrances.

Fashion in general is an important feature in any country’s economic, social and

cultural landscape. Modern fashion harmonizes creativity of the designers and aspirations of

consumers. A good fashion design should be creativity-driven rather than consumer-driven.

This is because before venturing in any design, the fashion designer has to understand the

wants and needs of the consumer. This later result to production of items that are appealing to

the eyes of the consumer. Fashion shapes the dressing code and style of a society.

DISSERTATION ON CHANEL NUMBER 5 PERFUME 13

Appendices

Appendix 1-1

Figure 1

Pictorial representation of the two instances

Scent-focused picture (Meng 2016,p.127)

experience-focused picture(Meng 2016,p.127)

DISSERTATION ON CHANEL NUMBER 5 PERFUME 14

References

Bonita, M., Kolb.,2015. Entrepreneurship for the Creative and Cultural Industries. New York:

Routledge.

Krishna, A., 2012. An Integrative Review of Sensory Marketing: Engaging the Senses to

Affect Perception, Judgement and Behavior. Journal of Consumer Psychology,

Volume 3, pp.332-351.

Loretto, P., 2018.How to Become a Successful Designer. The balance careers, p.14.

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