International Business Development

Chanel's expansion beyond France demonstrated strategic thinking about international markets. Unlike many French designers who viewed foreign clients simply as customers to be served in Paris, Chanel understood the importance of cultural adaptation and local presence.

The British market was particularly important to Chanel, influenced by her relationships with Boy Capel and later the Duke of Westminster. She understood that British women, while admiring French fashion, had different needs and preferences. Her tweeds and sporting clothes resonated particularly well with the British country house lifestyle. She cultivated relationships with British Vogue and established connections with London's social elite.

The American market presented different opportunities and challenges. American women had money to spend but different body types and lifestyle needs than Parisians. Chanel adapted her designs for the American market, creating slightly looser fits and more casual interpretations of her classic pieces. Her 1931 Hollywood venture, while creatively unsuccessful, established important American connections.

The approach to international pricing showed sophisticated understanding of market dynamics. Chanel maintained price premiums in foreign markets to cover shipping and import duties while preserving the prestige of French origin. But she also understood local purchasing power, adjusting prices to maintain accessibility to target customers in each market.